This is an individual assignment, which focuses on materials presented from Week 1 to (and including) Week 6 (Hypothesis Testing). The scenarios presented in this assessment task simulates a data- driven fact-based solution to a scenario faced by the Deakin Melbourne Boomers. For confidentiality reasons, actual data has not been used in the assessment tasks.
The assignment requires that you analyse a data set, interpret, and draw conclusions from your analysis, and then convey your conclusions in a written report.
You must submit two files:
1. An Excel file, which will include: (a) all your analysis, and (b) an interactive dashboard,
2. A Word file, which will include your report to Christy.
The following introduction to this scenario is followed by detailed guidelines.
The Deakin Melbourne Boomers have been a part of the Women’s National Basketball League (WNBL) since 1984, making the club both the oldest WNBL club and
the longest-running elite-level women’s sports team in Australia (in any sport). The iconic brand of the Boomers is both nationally and internationally recognised, most notably for being home to more Olympians and Opals than any other basketball club across Australia.
For 30 years the team was known as the Bulleen Boomers, before transforming into the Melbourne Boomers in 2013. In 2015 Deakin University joined as the club’s Naming Rights partner.
The Boomers’ Melbourne rivals are the Southside Flyers, which were formed in 2019. The Flyers are based in Dandenong. The Boomers are also based in Melbourne’s eastern suburbs. There are no other Melbourne-based WNBL teams.
Currently, the Boomers have almost 7,000 members. There are also more than 3,000 non-members on the Boomers’ database, making a distribution list of over 10,000 contacts.
The Boomers use a variety of “Campaigns” to engage with all contacts on their database. All campaigns invite members to renew their membership and non-members to join.
Assume that you are recruited by the Boomers as a business analyst. You have been asked by Ms Christy Collier, the General Manager, to analyse a sample of 250 randomly selected campaigns from the past 10 years alongside new memberships from January 2011 to December 2020.
Christy requires answers to the following questions. Your responses will be used as part of a report to the Managing Board. Christy’s questions together with guidelines (shown in blue) are presented below. For all questions use a 5% Level of Significance (α = 5%).
1. Campaign Revenue is an important measure for the Deakin Melbourne Boomers. Please provide details of the average “Campaign Revenue” in different “Campaign Types”.
• Create suitable tables of summary statistics and at least one graph,
• calculate 95% confidence interval estimates for the average “Revenue” for each “Campaign Type”,
• in the Conclusion section write a (one sentence) conclusion for each “Campaign Type” (e.g., “I am 95% confident…”).
• in the Conclusion section, in one sentence, answer the question “Which “Campaign Type” generates the highest Revenue?”
• Note: a brief interpretation of your analysis for this question must be included in your report to Christy.
• In Assignment 1, you created comparative summary measures and relevant graphs regarding Campaign Revenue in different Campaign Types. Compare your analysis with the provided Assignment 1 solution to ensure your analysis is correct.
2. The Melbourne Boomers aim to have an equal number of Campaign Types. Is there any “Campaign Type” that, proportionally, is represented more (or less) than others?
• Calculate 95% confidence interval estimates for the proportion of campaigns in each “Campaign Type”,
• in the Conclusion section write a (one sentence) conclusion for each “Campaign Type” (e.g., “I am 95% confident…”),
• in the Conclusion section, in one sentence, answer the question “Is there any “Campaign Type” that, proportionally, is represented more (or less) than the others?
• Note: a brief interpretation of your analysis for this question must be included in your report to Christy.
• In Assignment 1, you created tables and graphs regarding different campaign types. Compare your analysis with the provided Assignment 1 solution to ensure your analysis is correct.
3. Assuming that “Campaign Success” is approximately normally distributed, answer the following questions for each individual “Campaign Type”. What is the probability that “Campaign Success” is above 75 for each “Campaign Type”?
• You will need to create suitable comparative summary measures and histograms (with bins = 10, 20, etc) for “Campaign Success” in different “Campaign Types”,
• for each “Campaign Type” calculate the probability of “Campaign Success” being more than 75,
• in the Conclusion section write a (one sentence) conclusion for each “Campaign Type” (e.g., “The probability that Campaign Success …”).
• Note: a brief interpretation of your analysis for this question must be included in your report to Christy.
4. The Melbourne Boomers are considering whether there have been any changes in new memberships per month. They suspect that the average “New Membership” per month may
have changed since 2000 when it was 85 new memberships per month. Does the data support this view?
• Conduct an appropriate hypothesis test for “New Membership”,
• in the Conclusion section write a (one sentence) conclusion (e.g., “At a 5% level of Significance…”).
• Note: a brief interpretation of your analysis for this question must be included in your report to Christy.
The provided Excel data file includes 3 spreadsheets including “Data Description”, “Campaign”, and “Membership”.
The “Data Description” sheet describes all the variables used in the other two worksheets and copied below for your convenience.
Campaign ID: Numbered list from Campaign 1 to campaign 250 Campaign Type: Campaigns have been allocated into three broad groups:
- Team-based
- Special Events and Occasions
- Membership Promotions Campaign Media: Media used in the campaigns:
- Website
- Other Social Media (e.g., Instagram, Twitter)
Campaign Reach (NUM): Number of contacts (member and non-members) in the specific campaign
Campaign Reach (CAT): Four reach levels are used by the Boomers:
- Targeted: 100 recipients or fewer
- Narrowcast: 101 to 1,000 recipients
- Medium: 1001 to 5,000 recipients
- Broadcast: All contacts (more than 5,000 recipients)
Campaign Success: The Boomers track and score responses from all contacts across all campaigns on a scale of 0 (not at all) to 100 (fully successful)
Campaign New Members: Number of new members signed as an outcome of the campaign.
Campaign Revenue: All campaigns aim to raise revenue for the Boomers. The minimum campaign revenue generated is $0. The most successful campaigns exceed $10,000.
The assignment consists of three parts.
Your data analysis must be performed on the Assignment 2 Excel file. The file includes tabs for:
• Data Description
• Campaign Sheet
• Membership Sheet
• Analysis for questions 1, 2, 3, and 4
• Interactive dashboard (see below)
• Any additional analysis you want to include in your report or dashboard.
When conducting the analysis, you will apply techniques from descriptive analytics, visualisations, probabilities, hypothesis testing, and confidence interval calculations. Hence, you will use the appropriate tables, graphs, and summary measures. When exploring data, we often produce more results than we eventually use in the final report, but by investigating the data from different angles, we can develop a much better ‘feel’ for the data - a deeper understanding of the data. This will be valuable when drafting your written report.
The analysis section you submit should be on the Q1 to Q4 worksheets of the Excel file. Where possible, it is always useful to produce both numerical and graphical statistical summaries as sometimes, something is revealed in one that is not obvious in the other. Your analysis should be clearly labelled and grouped around each question. Poorly presented, unorganised analysis or excessive output will be penalised.
Provide a succinct Conclusion for each question. Responses in the Conclusion section will be marked.
Use the Output section for your analysis. Analysis in the Output section will be marked, please make sure your analysis is complete, clear, and easy to follow. You may need to add rows or columns to present your analysis clearly and completely.
Use the Workings section for calculations and workings that support your analysis. The Workings section will not be marked.
One of the key performance measures of Ms Christy Collier is raising revenue for the Deakin Melbourne Boomers. Having analysed the sample data, including answers to the Data Analysis questions from Part 1 and any further analysis which is appropriate, you are required to provide a report which:
a) Answers all 4 questions described in the Scenario,
b) Makes one recommendation about the “Campaign Type” and “Campaign Media” the Deakin Melbourne Boomers should focus on to achieve the goal of maximising revenue generation. You must explain why you have selected this campaign type. Your recommendation must be supported by an explanation that is based on your analysis of the data.
Highest marks will be awarded to students which consider both “Campaign Type” and “Campaign Media” when drafting their recommendation.
You are allowed no more than 2 pages (approximately 1,000 words) for your report. Remember you should use font size 11 and leave margins of 2.54 cm. A template is provided for your convenience. Carefully consider the following points:
• Your report is to be written as a stand-alone document. Assume that Christy will pass your report directly to her team. Keep the English simple and the explanations succinct. Avoid the use of technical statistical jargon. Your task is to convert your analysis into plain, simple, easy to understand language.
• When composing your reply, make sure that you directly answer the questions asked. Cite (state) the summary statistics of importance without referring to your analysis section.
• Do not copy the Assignment Instructions when drafting your report.
• Include a succinct introduction at the start of your report.
• Marks will be deducted for the inclusion of irrelevant material, poor presentation, poor organisation, poor formatting, and reports that exceed two pages.
When you have completed drafting your report, it is a useful exercise to leave it for a day, and then return to it and re-read it as if you knew nothing about the analysis. Does it flow easily? Does it make sense? Can someone without prior knowledge follow your written conclusions? Often when re- reading, you become aware that you can edit the report to make it more direct and clearer.
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