Data Driven Business: Analyzing Sales and Marketing Campaign Impact

This report analyzes the impact of a marketing campaign on Bangles' sales performance in the UK market using the PPDAC framework. The analysis reveals that the marketing campaign positively impacted sales, particularly for bracelets, while other categories like hair bands saw less impact. The report recommends focusing marketing efforts on underperforming categories and suggests expanding the analysis to include data from other countries like the USA and Japan for a more comprehensive understanding. The analysis concludes that marketing and sales are directly linked, and strategic marketing initiatives can drive sales growth. Desklib provides access to similar reports and solved assignments for students.

DATA DRIVEN FOR
BUSINESS

Table of Contents
CONTEXT.......................................................................................................................................3
PLAN...............................................................................................................................................4
ANALYSIS......................................................................................................................................5
CONCLUSION & NEXT STEPS...................................................................................................7
BOARD SUMMARY....................................................................................................................11
REFERENCES................................................................................................................................1

CONTEXT
Data analysis:
It refers to a process that is related with the cleaning, transforming and modelling data so
that useful information with regard to the data in the context of decision making will be
discovered (Oliveira and et.al., 2018). With the help of data analysis, the data can be evaluated
and analysed so that relevant information with respect to decision making will be extracted.
With the persistence of changes, it become very essential for the organizations including
Bangles to make the analysis of data. These changes may include:
Storage:
As data persist in large proportions so it create the challenge of storage. Thus, with the
help of data analysis not only the issue of data storage will be solved but it will also lead to have
better analysis of the data. This will further assist the organization in taking most effective and
appropriate decision.
Data literacy:
It is the ability that is related with the aspect of reading, writing and communicating data
in context so that an understanding of the data sources will be developed. With the help of data
analysis this capability will be easy to develop.
Better software:
With the exposure of better software and change in software, the aspect of data analysis
will lead to be improved. This is because with the exposure of different software data can be
analysed more adequately.
In addition of the occurrence of these changes, data analytics plays a major role with
respect to value addition. This means that through the performance of data analysis value with
respect to the business of Bangles will be added. As data analysis lead to make cleaning of data
under which most appropriate data will be selected in the context of the company (Tae and et.al.,
2019). And when that data will be analysed then it will assist in the taking of most appropriate
decision with respect to company. As data is being gathered from some evidences and when this
will be analysed so it will assist the organization including Bangles to make evidence based
decision. As new marketing strategy in the context of UK market is planning to be launched by
the Bangles so with the aspect of data analysis not only the challenges can be dealt with but it
will also assist it to have faster decision-making along with analysing the behaviour of customer

towards the company. This means with the performance of data analysis by Bangles, better
decisions along with the analysis of the customer behaviour will be performed. This will further
assist the company in the success of its plan along with the accomplishment of its objective in
terms of attainment of high sales volumes and targets.
PLAN
In order to answer the business question of Bangles with respect to marketing campaign
and its impact over the sales performance, PPDAC framework will be adopted. As per this
framework the concerned question will be answered more adequately. As per this framework, 5
stages and steps will be followed:
Problem:
Under this step the major problem will be determined (Sato, 2019). As low sales is the
major problem in association with Bangles is determined that will further needed to be
addressed.
Plan:
Here plan with regard to the problem will be made (Gould, 2021). Since the problem is
related with sales so a plan the context of improvisation of sales will be made. This will include
the marketing plan so that more awareness with regard to the products of the company will be
delivered among customers.
Data:
Under this step the most relevant data in association with problem will be collected
(Gehrke and et.al., 2021). Here current and past sales data with respect to Bangles will be
collected.
Analysis:
Under this step the collected data is being analysed. With regard to Bangles the data of
sales will be analysed and evaluated. Likewise, with the help of graphs and charts the trends in
association with data will also be determined.
Conclusion:
Under this step the analysed data and the planned strategy will be compared and
concluded that how with the adequate marketing campaign the sales of the Bangles will be
improved.

Thus, with the adoption of this approach not only the problem will be determined
adequately but the relevant solution and conclusion will also be performed. This approach is a
broad aspect that not only lead to make gathering of data but it will also enable its analysis along
with taking of suitable steps in association with the problem. With this approach the question
with respect to Bangles will be solved effectively.
However, on contrary it is a time consuming model because performance of its every
steps including data gathering, its analysis and various other requires a large proportion of time.
Also the expenses in terms of implementation of this model is high.
ANALYSIS
Data:
Steps taken from data cleaning:
 In order to clean data certain steps, need to be taken:
 With the presented database cleaning of data begin with the aspect of selection of
relevant data. As summative data is selected.
 After that filter is being applied in order to make further cleaning. Under the filter aspect
relevant year is selected so that the data will clean and relevant figures will get. With the
presented dataset filter is applied and year 2020 and month 5 is selected.
 After that in response to various categories, and adoption of sales value, graph is being
prepar3ed so that the clean data will be analysed.
 Under this the relevant and clean data is selected and with the help of chart feature, graph
is being prepared.
 From the prepared graph it would be right to said that market campaign has highest
impact on Braclets and lowest on hair band.
Analysis:

1
£0
£50,000
£100,000
£150,000
£200,000
£250,000 £239,261
£13,382 £29,407 £11,671 £1,219
Sales value of Month 5, 2020 (UK)
Bracelet Ring Necklace Accessory Hair band
Analysis of graph:
From the above graph it can be analysed that with the launching of marketing campaign
in month 5 of 2020, there is seen a significant change in the sales value among various
categories. As with the launch of marketing campaign across UK, the sales value of Braclets
raised at a highest rate because it shows the sales value of £ 239,261. On the same way it is also
analysed that the sales value of Hair band is affected at least. This is because the sales value
comes to £ 1219 which is the lowest value among other categories. In addition of this it is also
analysed that the next best effect with regard to sales value is observed in Necklace which shows
the sales value of £ 29407. The impact of market campaign is continued with the Ring with a
sales value of £ 13382 and Accessory with a sales value of £ 11671.
Thus, in short it would be right to said that the market campaign in regard to the Bagle is
highly shown in Braclet sales and lowest in Hair band. This means that the sales of Braclets raise
the highest while hair band shows the lowest sales.
It can also be supported with the literature that in accordance with the Peñalba-
Aguirrezabalaga, and et.al., (2021) views marketing will lead to make creation of brand
awareness among the customers and has a direct relation with the sales of the product. With the
launching of marketing campaign, companies make creation of their brand awareness along with
making promotion of their products. This means marketing will assist the organization to boost
its sales value and thereby help them to accomplish its goals. Marketing will also lead the

company to grab the customers and create awareness regarding its products and services. This
means with the adoption of adequate marketing strategies, company will move towards the
direction of its objective in terms of raising of the sales and revenue.
Grigorova (2019) also states that as marketing is one of the major function of the
organization that will lead to create awareness so with the aspect of marketing sales are being
directly linked. This is because with the aspect of marketing the company's product will be sold
and as a result the company's proportion of sales will raised. This would also be right to said that
marketing and sales are directly linked with each other and with the implementation of marketing
the sales of the company will also raise.
Thus, from the above analysis it can be evaluated that marketing has direct put an impact
over the company's sales as in case of raised sales of Braclets. Although some fluctuation with
respect to hair band and Accessory are being observed but by considering these fluctuations and
reforming the existing marketing campaign and make focussing over these items the sales of the
Bangles will be raised. But on an overall basis it would be said that marketing and sales are
directly linked with each other and a focus over the aspect of marketing, sales will also raised.
CONCLUSION & NEXT STEPS
Conclusion and recommendation:
From the above analysis and discussion it can be concluded that with the introduction of
marketing campaign, major changes in respect to sales value are being observed. Marketing
campaign has positively impacted the sales proportions.

Bracelet Ring Necklace Accessory Hair band
0
50000
100000
150000
200000
250000
300000
119556.54
7766.59 17178.06 13455 3305
239261
13382 29406.67
11670.5 1219
Sales value of 4&5 Month
4 5
As it was observed with regard to the sales value of 4 and 5 months that before the
launching of marketing campaign the sales value of most of the products of the Bangles was low
which raised with the introduction of marketing campaign. This means that when marketing
campaign with respect to the Bangle’s product was launched then it has directly impacted the
sales value of the company which is also cleared with the analysis of the above graph. Thus, it
can be concluded that marketing and sales are directly linked with each other and shares direct
impact with each other.
Recommendation:
 From the above discussion and analysis of the report it would be recommended that
Bangles need to focus towards the marketing of Hair band, Accessory and rings because
of their low proportion of sales value.
 Making transformation in the marketing strategy and campaign and inclined it towards
the hair bands and other will further assist the company in order to raise its sales
proportions.
 Marketing and its concerned strategies are also recommended because it will further lead
to have a rise in the sales value of the company.
Improvement with regard to analysis:

The above analysis of marketing campaign and sales value can be further improved if
along with the data of UK, data concerning with Japan and USA will also be included. This will
make more clarification with regard to the campaign that how it is impacting towards the
company’s sales across various countries. So that with the help of country specific data in the
context of various product will further assist the company that where it need to be more careful
with respect to its marketing campaign. This can be presented as:
Bracelet
Ring
Necklace
Accessory
Hair band
0 50000 100000 150000 200000 250000 300000
48105.8
9704.96
81597.9
20816.52
205105
239261
13382
29406.67
11670.5
1219
189949.28
18252.96
90032.01
47912.44
53761.75
Sales value in diff erent category
USA UK Japan
From the above graph it can be analysed that the sales value of different products are
being impacted differently among UK, USA and Japan. As it was observed from the above graph
that the sale of Ring was one lowest among all the countries as it was showing a sales value of
18252.96 in USA, 13382 in UK and 9704.96 in Japan which shows the lowest sales proportions
in comparison with other products. In addition of this it was also observed that the sales value of
Braclets is highest in almost all the countries. This can be evidenced as the sales value of Braclet
in UK was 239261, while in Japan it was 48105.8 and in USA it was 189949.28. apart from
Rings the sales value of Accessory was also low because it is showing a figure of 11670.5 in UK,
20816.52 in Japan and 47912.44 in USA.

Thus, as per the above observation it can be more clarified that the Bangles need to be
more cautious towards the sales of Ring and accessory which is showing a low sales proportion
in comparison of other products. Along with the sales of accessory and ring, company need also
be careful with respect to the sales of hair band and Necklace because while making it compared
with the Braclets its ales proportion is low. This means it wold be right to said that the products
which shows a low percentage of sales need to be focussed first while executing its marketing
campaign. It is also analysed that the company need not be worry with regard to the sales of
Braclets because it is depicting the highest value of sale value. With this analysis it is also
concluded that how the different product of the company are performing in various countries.
This means with the help of country wise data, the marketing strategy and campaign will be
modified and improvised. This will further assist the company in making accomplishment of its
goal of high sales target.
Next steps:
In addition of using graphs and charts of the excel, econometrics analysis can be further
used over the database so that the relationship and the analysis of the database will be performed
in an effective manner.
Econometric analysis:
As per Econometrics analysis, statistical methods are used wherein the quantitative data
is being evaluated. With the use of these data theories can be developed and existing hypothesis
can be judged. Under this regression model as well as null hypothesis can be performed. With
the help of econometrics future trends and future economic will be determined and analysed
(Rambachan and Shephard, 2019). With the help of econometrics, parameters of the model will
be estimated and hypothesis would also be tested against this. In short it would be right to said
that econometrics is the application of statistical methods with regard to economic data in order
to obtain relevant content from which economic relationship will be determined.
Thus, with the adoption of Econometrics analysis not only the data of the sales in the
context of product will be analysed but it will further assist the company in the determination of
future trends across various countries. This means that in order to make better evaluation of the
presented data, this method would prove to be helpful. In addition of this it is also to be noted
that through this analysis Bangle can make prediction with respect to the future trends and

economics of its campaign with regard to various countries. Likewise, when various statistical
methods including regression and hypothesis testing will be performed then it will enable the
Bangles to make its existing marketing campaign more effective so that it can more flourish its
sales and explore the market further.
On the other hand, it is also to be noted that although an adoption of this model is
beneficial but with its implementation the cost of the company with respect to data analysis
raised and as a result it would be right to state that this method add value to data analysis but at
high cost. Likewise, when making a comparison with regard to the complexity, then also it
would be right to said that the use of Econometrics analysis and its associated techniques are
more complex in comparison with excel and its associated functions.
BOARD SUMMARY
Slide 1
Storage:
As data persist in large proportions so it create the challenge of storage. Thus, with the help of
data analysis not only the issue of data storage will be solved but it will also lead to have
better analysis of the data.
Data literacy:

It is the ability that is related with the aspect of reading, writing and communicating data in
context so that an understanding of the data sources will be developed.
Better software:
With the exposure of better software and change in software, the aspect of data analysis will
lead to be improved.
In addition of the occurrence of these changes, data analytics plays a major role with respect to
value addition. This means that through the performance of data analysis value with
respect to the business of Bangles will be added. As data analysis lead to make cleaning of
data under which most appropriate data will be selected in the context of the company (Tae
and et.al., 2019). And when that data will be analysed then it will assist in the taking of
most appropriate decision with respect to company.

Slide 2
Thus, with the adoption of this approach not only the problem will be determined adequately
but the relevant solution and conclusion will also be performed. This approach is a broad
aspect that not only lead to make gathering of data but it will also enable its analysis along
with taking of suitable steps in association with the problem. With this approach the
question with respect to Bangles will be solved effectively.
However, on contrary it is a time consuming model because performance of its every steps
including data gathering, its analysis and various other requires a large proportion of time.
Also the expenses in terms of implementation of this model is high.

Slide 3
Analysis of graph:
From the above graph it can be analysed that with the launching of marketing campaign in
month 5 of 2020, there is seen a significant change in the sales value among various
categories.
As with the launch of marketing campaign across UK, the sales value of Braclets raised at a
highest rate because it shows the sales value of £ 239,261. On the same way it is also
analysed that the sales value of Hair band is affected at least.
This is because the sales value comes to £ 1219 which is the lowest value among other
categories.

Slide 4
Recommendation:
From the above discussion and analysis of the report it would be recommended that Bangles
need to focus towards the marketing of Hair band, Accessory and rings because of their low
proportion of sales value.
Making transformation in the marketing strategy and campaign and inclined it towards the hair
bands and other will further assist the company in order to raise its sales proportions.
Marketing and its concerned strategies are also recommended because it will further lead to
have a rise in the sales value of the company.
Improvement with regard to analysis:
As per the above observation it can be more clarified that the Bangles need to be more cautious
towards the sales of Ring and accessory which is showing a low sales proportion in
comparison of other products. Along with the sales of accessory and ring, company need
also be careful with respect to the sales of hair band and Necklace because while making it
compared with the Braclets its ales proportion is low.
Econometric analysis:
Thus, with the adoption of Econometrics analysis not only the data of the sales in the context of
product will be analysed but it will further assist the company in the determination of
future trends across various countries.
On the other hand, it is also to be noted that although an adoption of this model is beneficial
but with its implementation the cost of the company with respect to data analysis raised
and as a result it would be right to state that this method add value to data analysis but at
high cost.

Slide 5
Peñalba-Aguirrezabalaga, and et.al., 2021. Putting knowledge to work: the combined role of
marketing and sales employees’ knowledge and motivation to produce superior customer
experiences. Journal of Knowledge Management.
Grigorova, V., 2019. Contemporary Dimensions Of Sales Management. Бизнес
управление. 31(4). pp.23-38.
Rambachan, A. and Shephard, N., 2019. Econometric analysis of potential outcomes time series:
instruments, shocks, linearity and the causal response function. arXiv preprint
arXiv:1903.01637.
Tae, and et.al., 2019, June. Data cleaning for accurate, fair, and robust models: A big data-AI
integration approach. In Proceedings of the 3rd International Workshop on Data
Management for End-to-End Machine Learning (pp. 1-4).

REFERENCES
Books and journals
Oliveira, and et.al., 2018. Additive design: the concept and data analysis. Weed research. 58(5).
pp.338-347.
Sato, A.H., 2019. Practical Methods for Data Analysis. In Applications of Data-Centric Science
to Social Design (pp. 17-31). Springer, Singapore.
Gould, R., 2021. Toward data‐scientific thinking. Teaching Statistics. 43. pp.S11-S22.
Gehrke, and et.al., 2021. Statistics education from a data‐centric perspective. Teaching
Statistics. 43. pp.S201-S215.
Peñalba-Aguirrezabalaga, and et.al., 2021. Putting knowledge to work: the combined role of
marketing and sales employees’ knowledge and motivation to produce superior
customer experiences. Journal of Knowledge Management.
Grigorova, V., 2019. Contemporary Dimensions Of Sales Management. Бизнес
управление. 31(4). pp.23-38.
Rambachan, A. and Shephard, N., 2019. Econometric analysis of potential outcomes time series:
instruments, shocks, linearity and the causal response function. arXiv preprint
arXiv:1903.01637.
Tae, and et.al., 2019, June. Data cleaning for accurate, fair, and robust models: A big data-AI
integration approach. In Proceedings of the 3rd International Workshop on Data
Management for End-to-End Machine Learning (pp. 1-4).
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