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BUS1001 Data Analytics Concepts

Assignment 2: Create a data-driven solution to a business problem

Marks: 50 (Equivalent to 25% of the final grade)

Assignment Type: Individual


Throughout this subject, you have gained an understanding of business databases and useful skills to analyse and visualise data. This assignment will provide you with an opportunity to demonstrate how data analytics helps businesses to gain actionable insights and create data-driven solutions to a business problem through the database in BUS1001-Ass2.xlsx.

Academic Integrity

Plagiarism occurs when you use words, ideas, or work products attributable to another identifiable person or source:
• without attributing the work to the source from which it was obtained
• in a situation in which there is a legitimate expectation of original authorship
• in order to obtain some benefit, credit, or gain which need not be monetary
Self-plagiarism refers to the re-submission of work as if it were original. You may not submit your own academic work for assessment when it has already been submitted for assessment at anothertime (including at another institution), without the express permission of the academic staff memberwho will assess it.

By submitting* this piece of work and signing this document, I declare that:

  1. The work is my own work.
  2. I have not previously submitted all or part of this work for assessment in any subject, unless the subject coordinator for the current subject (or my research supervisor, if applicable) has given me written permission to reuse specific material and I have correctly referenced the material taken from my own earlier work.
  3. I have read and agree to be bound by the Statutes, Regulations and Policies of the University relating to Academic Integrity available at; and
  4. I may be subject to student discipline processes in the event of an act of academic misconduct by me including an act of plagiarism or cheating.

I further grant to the University or any third party authorised by the University ( the right to reproduce and/or communicate (make available online or electronically transmit) the work I have submitted for the purpose of detecting plagiarism.

Assignment Requirements

  1. (20 marks) Given the customer satisfaction scores collected from the two cities, Sao Paulo and London, in the Q1 worksheet of the BUS1001-Ass2.xlsx file, use the learnt statistical analysis techniques with MS Excel to provide answers/interpretations for the following questions.
    1. (3 marks) What is the probability of having a satisfaction score above 4.5 from a Sao Paulo customer? And from a London customer? (Hint: see Task 1 of Week 6)
    1. (4 marks) What is the 95% confidence interval of the average satisfaction score from Sao Paulo customers? (Hint: see Task 1 of Week 7).
    1. (5 marks) With 95% confidence, can one claim the average satisfaction score of Sao Paulo customers is greater than 4.1?
    1. (8 marks) Apply hypothesis testing to find out whether one can claim the average satisfaction score in Sao Paulo is significantly higher than the average score in London with 95% confidence. Assume the variances of satisfaction scores from both cities are equal.
  • (30 marks) The Becommerce company wants to conduct a marketing campaign to promote their products in one of their customer cities. They want to get an insight into their business so that they can come up with strategies for a successful marketing campaign.

The Order table in the Data worksheet of the BUS1001-Ass2.xlsx file records the order data of the company. You are required to analyse the provided data to support the company in deciding which customer city they should target, and which products to promote. Visualise the result of your analysis in a dashboard, and give recommendations based on insights or findings uncovered from your analysis.

Specifically, you will:

  • Formulate four analytics tasks/questions. For example, “what are the top … that have the highest …?”
  • Analyse and visualise the results to answer the formulated questions. Then, create a dashboard to combine the created visualisations telling a story about the key patterns/insights that your analysis has discovered.

Hint: You should formulate many questions and then choose four that you can combine to create a good story in a dashboard that can recommend appropriate actions for a successful campaign to promote their products. You should choose appropriate visualisation types to convey your messages (e.g., bar chart, line chart, pie chart, etc.). Remember to apply visualisation best practices.

  • Describe the insights shown in your visualisations.
  • Recommend appropriate actions based on your insights so the company can have a successful marketing campaign.

Submission Guidelines

Your submission to this assignment is required to have TWO FILES:

  1. A WORD file: Contains ALL the answers. The file should have 2 sections:
    1. Section 1: Each answer for Question 1 must show working out step by step, and
    1. Section 2: Describe the analytics questions, show visualisations, state insight of each visualisation, your dashboard and recommendation that is backed up by your analysis.
  2. An EXCEL file (for the purpose of checking your calculations, not for marking): Includes all the calculations that you show in the Word file for both questions. Note that if this file is missing or the content of this file does not match the answers in the WORD file, NO MARK WILL BE AWARDED for all questions.

Marking rubrics

The marker will use the following marking guide to assess your work. Please make sure you understand what you need to cover for each question in this assignment.

Submissions having a high similarity score will be considered plagiarism/collusion and will be reported to the Academic Integrity Advisors.

Question 1 – (20 marks)

A full mark is given for each correct step-by-step answer. Half of the mark will be given for something close.

Question 2 – (30 marks)

CriterionStandard exceededStandard metStandard not met
Creative problem- solving – Formulate analytics tasks/questions   (6 marks)5-6 Formulate clear analytics tasks/questionsProvide logical/reasonable arguments to why you want to ask the questions.3-4 Formulate clear analytics tasks/questionsNo or illogical/unreasonable arguments to why you want to ask the questions.0-2 – Makes little or no attempt to formulate the analytics tasks/questions.
Data analysis and Visualisations     (Comprise at least 4 charts and a dashboard)     (18 marks)13-18: Provide correct analysis and visualisations to answer the formulated analytics questions.Show a comprehensive and effective dashboard for your data story.Have appropriate choices of visualisations.The visualisations are well-designed and formatted to convey the message/insight.7-12: Provide correct analysis and visualisations to answer the formulated analytics questions.Missing an effective dashboard for your data story.Not all visualisation choices are appropriate.A reasonable effort in designing and format the visualisation.0-6 The analysis and visualisations donot relate to the formulated analytics task.Wrong calculations.
CriterionStandard exceededStandard metStandard not met
Data interpretation – Insights and recommendations   (6 marks)5-6: Has excellent logic flow.The insights and recommendations are well- supported and well- reasoned based on the visualisations.Assumptions noted.3-4: Moderate quality of logic.The insights and recommendations are aligned with the visualisations but missing elements or assumptions that lead readers to doubt the quality of the solution.0-2: Has no or poor logic flow.The insights and recommendations are not supported by the visualisations.