Data Driven Decisions for Business

Discover trends in digital marketing, big data, mobile connectivity, and cloud computing with Desklib's Data Driven Decisions for Business. Analyze sales volume and value of different products in the UK, USA, and Japan. Get recommendations on analysis improvement and the use of advanced techniques.

DATA DRIVEN DECISIONS
FOR BUSINESS

Table of Contents
A. CONTEXT..................................................................................................................................3
B. PLAN..........................................................................................................................................4
C. ANALYSIS.................................................................................................................................5
D. (i) CONCLUSION....................................................................................................................12
D. (ii) NEXT STEP: USE OF ADVANCE TECHNIQUES.........................................................13
E. Board Summary.........................................................................................................................14
REFERENCES................................................................................................................................1

A. CONTEXT
With the significant change in the business internal and external environment, the corporate
sectors are now using more digital platform to connect with the customers rather than offline
medium. The key changes and trends associated with the Bangle company business operations
are as follows:
 Digital Marketing: This is basically one of the most crucial global trends which affects
the sales of the company’s product. The digital marketing and social media platforms
allow the bangles company to share various designs of their product on Instagram,
Facebook etc. so that both national and international customer get attach to the company
(Ludbrook and et.al., 2019). Not only that the company also need to associate with the
online payment mode for business growth and development. The digital marketing data
analytics is one way which add value to the company in many forms such as faster
decision making, better understanding of customers etc.
 Growth of Big data: Nowadays the consumption of information from every where is the
key to business success. The information is known as big data and is one of the global
trends which help the Bangle company to improve its customer service. Big data impact
on business is tremendous as it also helpful in increasing profit of the Bangle company
along with reducing cost and upgrading existing processes. This data analytics add value
to the company in form of evidence-based decisions as big data provide large amount of
data at a point of time.
 Mobile connectivity: Business strategies have evolved immensely over the period and
one of the global trends is mobile technology and connectivity. It is found out in research
that the mobile phone users are estimated to rise to 4.77 billion in 2017 only (Diván,
2017). This adds value to the Bangle company by providing tools to understand market
dynamics. Online shopping via mobile and smartphone not only make life of people
easier but also make business process simpler and more efficient.
 Cloud computing: The cloud computing is most recent trend associated with Bangle
company with the help of which they can store its data over the cloud for later use. This
adds value to the company such as decrease in labour and maintenance cost. In cloud
computing payment is made per usage that’s why adoption and implementation of
software do not increase the expenses of the company. This is one of the best ways to

improve the data performance and reduce the cost and thus adopted by most of decision-
makers.
 Increased commercial focus: The commercial awareness basically focuses on economic
development and thus help the company to understand how the business make profit.
This trend state that rather than just focusing on profit maximization the Bangle company
also need to adopt sustainable development and environment friendly measures so that
they can deal with current business challenges. This also help the company to understand
its core value, key stakeholders and biggest competitors which provide them both
strength and weakness (Elgendy, Elragal and Päivärinta, 2021).
B. PLAN
In order to reply the answer of the question such as Did the marketing campaign have a
positive impact on sales performance in the UK? the Data Analytics Utility Lifecycle is being
used. The data and business analytics are basically used by company when they need to analyse
the entire situation of the business environment. The data analysis is done by using the tools of
excel software. The approach of business data analysis helps the Bangle company to develop the
proper planning after the sales and profitability and on this basis, they further can select the best
suitable strategic choice that drive best possible result. This is basically best approach for Bangle
company because it is all about interpretating the data and information associated with market
and business situations. The Data analytics utility lifecycle six stage which help the Bangle
company to get expected outcome (Kurilovas, 2020). This involves discovery stage, data
presentation stage, Model planning stage, Model building stage, operationalize stage and
communicate result stage. It provides road map to the Bangle company with the help of which
Bangle company able to analyse the marketing campaign impact over their different products
sale in three countries such as UK. USA and Japan.
However, the company may also face challenge while adoption of Data Analytics approach
and framework which involve uncertainty of data management landscape. The Bangle company
in order to deal with this challenge the company need to decide and find out which technology
work best for them without the introduction of new risks and problems (Winter, 2019). The
company can also face challenge while incorporation into an analytical platform. While selection

of platform and approach, it is also important that correct department has access over it otherwise
hacking chance increases.
C. ANALYSIS
The data cleansing step is used to determine the inaccurate and incomplete data provided for
analysis. For example, it is found out that products data related to year 2018 and somehow 2019
is inappropriately presented for the current analysis (Jesenko and Schlögl, 2021). It is because
investment in marketing campaign is done by Bangle company in 5th month of 2020. So, in order
to fix it various new tables and charts with title will be prepare.
Country Wise different products sales data
for the year 2020
Country Japan UK USA
Bracelet 400899 1763551 2232966
Ring 130229 133415 132146
Necklace 726981 189190 663376
Accessory 207402 144828 389136
Hair band 2666921 28442 423813

Interpretation: On the basis of above data and graph, it is clear that in UK the most selling
product was bracelet and in Japan the highest selling product was hair band. But in other two
country the sale of hair band was lowest while all other products were increasing.
Sales volume before and after the marketing investment
Month Bracelet Ring Necklace Accessory Hair
band
before
investment
564 73 72 38 21
after
investment
1514 131 94 47 14
Interpretation: As the investment in marketing is done by the company in the 5th month of year
2020. The above data and graphical representation of before and after marketing investment
indicate that sales volume of all the product except hair band are increasing after marketing. The
sale of bracelet was increased from 564 to 1514. But the sale volume of hair band is decreasing
I.e., from 21 to 14. The marketing basically put heavy impact on sale of product where all other
products are resulted in positive outcome the hair band was resulted in negative outcome. That’s

why it is advisable to the Bangle company to not spend money on hair band promotion or totally
dissolve it and stop manufacturing it (Grandhi, Patwa and Saleem, 2020). It may be because
those consumers do not like hair band product of the company and working as per consumer
taste and demand is profitable for business.
Sales Value before and after the marketing investment
Month Bracelet Ring Necklace Accessory Hair
band
before
investment
430957 43322 79414 55928 16980
after
investment
1332594 90092 109776 88901 11462
Interpretation: The above data interpretate the sale value of the different products before and
after marketing investment. On this basis, it is good for the company to continue with all of the
products but stop manufacturing hair band. It is because sales value of hair band after investment
are decreasing. Basically, the bracelet product of company are highly demanded by consumers of
all the three countries.
Sales volume of different products of UK in 2020

Product Sales volume
Bracelet 2078
Ring 204
Necklace 166
Accessory 100
Hair band 35
Interpretation: The above table are showing the sales volume of different product of UK and its
graphical representation clearly indicate that the sale of bracelet in UK was highest and sale of
hair band was lowest after marketing investment (Voorberg, 2018). So, it is advisable to the
company to continue with bracelet and stop manufacturing hair band. It is because the sale of
hair band are low even after such a huge marketing investment.
Total sales volume and value of bracelet from 2018- 2020
Bracelet 2018 2019 2020
Total sales volume 1174 1584 2078
Total sales value 892900 1223643 1763551

Interpretation: On the basis of above data table and graphical presentation, it is identified that
the sales volume of bracelet in the year 2020 is 2078 which is higher than previous year i.e.,
1584 and 1174. So, it is advisable to the Bangle company that its bracelet products have seen
darstic increment in sales after marketing thus the company must continue with the products and
its marketing strategies.
Total Sales volume and value of hair band for the year 2020
month Sales volume Sales value
1 3 £3,285
2 6 £6,945
3 8 £3,445
4 4 £3,305
5 2 £1,219
6 - £0
9 6 £4,540
10 1 £1,795
11 2 £1,720
12 3 £2,188

Interpretation: On the basis of above graph and data, it is analysed and interpretated that sales of
products are increasing as well as somehow decreasing after marketing investment. That’s why it
is recommendable to the company to rather than totall stoping maketing of products they should
use it for conusumer and market demand analysis and on this basis they have select which
product need to be continue and which to dissolve (Yerimpasheva and Balgabayeva, 2020).
Country wise chart of all the three countries involving all the products

Interpretation: On the basis of above charts which are showing country wise sales of all the
products in the year 2020, indicate that in the country UK and USA the sale of bracelets is
increasing while in Japan the sale of hair band is more as compared to other products. That’s
why it is recommendable to the company to spend more on marketing strategies to understand
consumers interest products and also for brand awareness.
D. (i) CONCLUSION
Impact of Marketing Campaign over the Bangles sales performance in UK
On the basis of data collection and analysis using data analytics and excel tools, it is
identified that the marketing campaign investment put positive impact over the Bangle company
sales performance. But the marketing campaign also put no or someway negative impact over the
sales of hair band product in UK even though the hair band have highest sales in Japan. The sales
value of bracelet in the year 2020 is quite higher than the year 2018 and 2019 which means
previously customers are not aware about the products of Bangle company (Ylijoki, 2019). The
marketing campaign help the Bangle company to increase their customer base and profitability
and with the help of this funds the company further adopt the digital marketing strategies. The
company need to increase its bracelet product marketing while on the other hand dissolve the
manufacturing unit of hair band. Because of the campaign, the bangle company get to know that
their existing designs of the products and promotion activity do not match with the current

trends. So, in order to improve it they need to adopt the appropriate strategy and different design
bracelets as it is basically uses by every girl and women in the world.
Recommendation on Analysis Improvement
It is recommended to the company that rather than collecting and analysing data
manually, they have to use the proper technology and software such as SPSS. It is because they
provide more accurate information and result about Bangle company products sales performance.
It is also analysed that the data and information are not upto mark and for this it is advisable to
the company to collect data such as profit value, percentage, cost per units etc. This will
definitely give true picture of the sales performance because if company only analysed its sales
volume and value without considering the total cost they are incurring to manufacture and sales
of a unit than it is incomplete analysis (Apostolou, 2021). Further, the econometrics analysis
technique is also recommendable to the company as it is one of the best techniques to analyse the
large amount of data at a simple point of time. The technological platform also helps the
company in diving the goals of the investigation and research and which also require experts and
proper training.
Concern about the current analysis
The concern about the current analysis is that the data and information are incomplete
because lack of information about profit percentage and cost of production. Along with that,
because of the lack of time and money the company unable to use econometrics analysis
technique and SPSS software. From the above data and analysis, it can be said that sales
performance of Bangle company in UK is best but without knowing whether the company are
able to manage its production and marketing expenses or not it cannot show accurate result (Rhy
and Blohm, 2019). That’s why the concern about the current analysis is lack of information,
money, time and unauthorised resources. This means that information must be collected from
authorise websites.
D. (ii) NEXT STEP: USE OF ADVANCE TECHNIQUES
In order to assess the effectiveness of UK marketing campaign, it is recommendable to
the Bangle company that they must adopt the advance technique such as econometric analysis.

Along with that they can also need to use social media platforms to assess the consumer’s
reaction on the products design. This basically help the company to make appropriate decision
by collecting and analysing appropriate information and data. As per this technique, the demand
of the company’s products and services are analysed using the consumer’s income and products
prices information (Ludbrook and et.al., 2019). This technique is useful for the bangle company
to analyse the relationship between the volume of bangles sold and its price. It is very clear that
the sales of the company’s product change as per the change in the demand and price of the
product. So, in case if Bangle company will adopt econometric analysis technique, then they will
able to better analyse its sales performance over the period of time and of different country. The
advantage and disadvantage of econometrics analysis technique that Bangle company may enjoy
or faces are as follows:
Advantage of Econometrics Analysis Technique With the help of this technique, the Bangle company is able specific and relevant result or
outcome after proper data analysis and interpretation. This technique basically applies both cross-sectional and time-series data with the help of
which company is able to use the relevant, valid and reliable data out of basket of data
and information (Diván, 2017). This is helpful to convert the data into model and make best and appropriate decision that
need to be support the empirical data. It also defines the co-relation and regression between the two or more variables to get
accurate result and outcome.
Disadvantage of Econometrics Analysis Technique
 There are many variables which are analysed together but have no relation with each
other. That time using this technique create issue for the company and in order to solve it
they need to adopt past data. For example, co-relation between rain and earning per share
of the company (Elgendy, Elragal and Päivärinta, 2021).
 Using this technique is also complex and time consuming because in order to get accurate
result company generally uses large number of variables at a single point of time.
 If the Bangle company uses these tools and techniques, then they have to know that in
this decision is very judgemental which changes user to user.

E. Board Summary

REFERENCES
Books and journals
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on Infocom technologies and unmanned systems (trends and future directions)
(ICTUS) (pp. 50-56). IEEE.
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for big data and analytics. Journal of Decision Systems, pp.1-37.
Kurilovas, E., 2020. On data-driven decision-making for quality education. Computers in human
behavior. 107. p.105774.
Winter, R., 2019. Blackboxing Data—Conceptualizing Data-Driven Exploration from a Business
Perspective. In The Art of Structuring (pp. 153-163). Springer, Cham.
Jesenko, B. and Schlögl, C., 2021. The effect of web of science subject categories on clustering:
the case of data-driven methods in business and economic sciences. Scientometrics, pp.1-
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Grandhi, B., Patwa, N. and Saleem, K., 2020. Data-driven marketing for growth and
profitability. EuroMed Journal of Business.
Voorberg, S., 2018, July. Data-driven decision making in a knowledge worker environment: We
design a Business Process Model to assist knowledge workers in making decisions in a
data-driven environment. In PHM Society European Conference (Vol. 4, No. 1).
Yerimpasheva, A. T. and Balgabayeva, Z. B., 2020. Data-driven marketing as a part of a
business strategy of Kazakhstani franchise companies. In Digitalization and Industry 4.0:
Economic and Societal Development (pp. 333-347). Springer Gabler, Wiesbaden.
Ylijoki, O., 2019. Big Data–Towards Data-driven Business.
Apostolou, D., 2021. Data-Driven Collaborative Human-AI Decision Making. In Responsible AI
and Analytics for an Ethical and Inclusive Digitized Society: 20th IFIP WG 6.11
Conference on e-Business, e-Services and e-Society, I3E 2021, Galway, Ireland,
September 1–3, 2021, Proceedings (p. 120). Springer Nature.
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Rhyn, M. and Blohm, I., 2019. Patterns of data-driven decision-making: How decision-makers
leverage crowdsourced data.
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