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COMM1190 Industry-based Assessment 1: Individual Report
Week 4: 3:00 pm Friday (AEDT)
20%
A written report
Maximum word count of 750, excluding references, figures, tables, and
appendices.
Via Turnitin on Moodle course site
Objective
The objective of this individual assessment is to evaluate your ability to conceptualize and
solve analytics problems, your proficiency in R programming, and your capacity to provide
business recommendations based on analytics results. In this assignment, you will conduct
an exploratory data analysis as a data analyst. You are expected to analyze data using
statistical and visualization techniques. This learning content has been covered in the
course until the end of Week 3.
Company and Product Background
You have recently been employed as a data analyst for Amazing Sports Australia Ltd
(ASAL), an online e-store. ASAL specializes in selling a wide range of branded and non-
branded sports products, which are broadly categorized as (i) Equipment, (ii) Apparel, and
(iii) Footwear. The company has recently launched a shopping mobile app and is concerned
about its effectiveness in increasing sales and promoting its products. The management
team aims to understand customer spending patterns and behavior with the ultimate goal
of optimizing the app usage and enhancing sales.
About the task:
As a data analyst on this project, your primary task is to utilize R to explore the provided
dataset and generate visualizations that assist ASAL's app managers in comprehending
user behavior and engagement with the app. By using R, you will analyze the dataset
and create exploratory visualizations to identify trends and patterns that can provide
insights for marketing and sales strategies.
The company has provided you with data encompassing user demographic information
(such as age, gender, etc.) and application usage information (such as number of
referrals to friends). A separate document, the Data Dictionary, will be shared with you,
containing a detailed description of each attribute in the dataset.
• Conduct descriptive analytics to identify the factors associated with customers'
spending on sports products. Descriptive analytics encompasses the use of
statistical analysis and visualization techniques. For instance, employing a box
plot and a bar chart are considered as two distinct techniques.
• Offer recommendations to the leadership team on enhancing customers'
spending and user engagement on applications, based on the results obtained
from descriptive analytics.
Guidance on Data Analysis
Note: The dataset and the data dictionary will be provided to you separately.
There is not a single correct answer to the assignment. The dataset includes many
attributes for you to explore, and some attributes are likely to be more useful than
others. Therefore, it is important that you systematically explore different variables in
the dataset to facilitate your analysis.
• Consider potential key factors associated with increasing sales and app
engagement by relating them to real-world scenarios. Justify your selection of
variables by referring to industry examples and supporting arguments.
• While creating multiple graphs for your assignment, ensure that you only
include figures that support your main findings. These graphs should highlight
key features of the associations you are reporting.
• Your recommendations to the leadership team at ASAL should be well
supported by your visualizations and/or statistical summaries.
• Explicitly state any key assumptions that impact your data analysis and any
caveats regarding your recommendations.
Requirements:
1. Problem Exploration (10%)
• Explore and understand the business problem of retail sales within the
Australian context.
• Clearly state the purpose of the analytics tasks.
2. Data Analysis (50%)
• Justify the selection of techniques and variables, with a recommendation of
using more than 3 variables for analysis.