MKTG2510
MARKETING INTELLIGENCE
Lecture 6
Assessment guidelines
SLIDE PRESENTATION SPECIFICATIONS
The slides must be:
1. A maximum of 10 slides (not including the title slide)
2. Use charts and graphics as required (line or bar chart required for
Brand Recall & Recognition slide)
3. Can have any style elements and design as long as it is
professional (minimum font size of 18)
4. Have 1-3 key messages/talking points in the notes for each slide
(what are the key findings that you want to communication). Each
point can be 1-3 sentences long.
5. For the regression slide, a full write up of the regression should be
put under the key messages in the notes section of the slide.
WHAT DO I SUBMIT
All submission links will be available in the submission links folder.
There are 3 (three) things that need to be submitted (individually-
please check for submissions):
1. Submit your LinkedIn Learning certificate.
2. Submit your data file with all workings and calculations.
3. Submit a PDF of your slides in Note format.
TITLE PAGE
Student name and number here- please use your born name and
not your name used in Australia (if international student)
BRAND RECALL & RECOGNITION (1 OR 2 SLIDES)
Discuss the results for 1) brand recall “first” and “overall” and 2) brand
recognition.
Please note: Use a line or bar chart to demonstrate the trends over
time. As we are also interested in a change between Q3 and Q4
consider this.
Please note: Brand Equity Index is not required for this assignment.
AN EXAMPLE (DIFFERENT ASSIGNMENT)
CUSTOMER SATISFACTION (2 OR 3 SLIDES)
1. Average Customer Satisfaction (use descriptive statistics to give a whole picture
of the variable)
2. Net Promoter Score (remember 0-6 detractors, 7-8 passives, 9-10 promoters)
3. Customer Lifetime Value
Qualitative Feedback: Provide a short description and the word cloud here (may
be wise to treat positive and separate reviews separately). You do not need to
mention number of words here- but a description of prominent words/colours
combinations is recommended.
Sample characteristics: Provide information about the sample. This can be age and
the classification of the NPCs and the net promoter scores (also the relationship
between these items with graphs).
EXAMPLE ETC.
DIGITAL CAMPAIGN PERFORMANCE (1-2 SLIDES)
Discuss the results of the Facebook campaign using total reach, total
clicks, total conversions, Click through rate (CTR), Conversion Rate
(CR) and Customer Acquisition Cost (CAC) to the benchmark data.
Benchmark: Compare the Click through rate (CTR), Conversion
Rate (CR) and Customer Acquisition Cost (CAC) to the benchmark
data. You have the information from the previous year.
Discuss whether the campaign was a success or failure based on
your understanding of the campaign benchmark information from
the past campaign average.
MARKETING MIX MODEL (2-3 SLIDES)
Discuss the following:
1. Strength and significance of the model
2. Which relationships are/are not significant
3. The regression equation (you will need to include your equation)
Managerial Implications: Provide a managerial interpretation of the marketing mix model
results. I know you don’t have many pages but explain what you think Sea World would
consider. Have a listen to prerecordings.
Future Campaign Decision: Show your calculations on the slide and provide a
recommendation for which campaign you would use moving forward. Again, think about
what can be considered here for the ride consideration in the future- also have a think
about what was found in the World Cloud.
Please note: Please put the full write up of the regression in the slide notes.
FAQS AND OTHER POINTS
Please read through what is required. What is required is listed in the previous slides and the marking
guidelines.
You are fine to use the data from your Excel spreadsheet - but please aim to make it look as neat as possible.
Area 2- Brand recall and recognition- Need a line or bar chart to discuss the brand recall and brand
recognition- has the new Leviathan changed (e.g. increased the brand recall or brand recognition of
visitors)?
Area 3- Customer Satisfaction- remember distribution and descriptive statistics (age, purchases, etc.). Word
cloud can be placed here- focus on the key themes- we do not need a percentage count. You are able to
use either R studio or www.wordclouds.com for this. You will have the opportunity for using R studio later in the
semester.
Area 4- Digital campaign- Look at your regression analysis (perhaps for implications). Remember to also
consider the managerial implication for reach and for the conversion rate.
Area 5- Marketing mix model- Managerial results- what was significant, was not. The write up again is in the
slides. The two campaigns- costing them out and using your recommendation (based on regression). Focus on
the significant variables. Look at the pre-recorded option for how this can be presented (end of tutorial 5)
OTHER HINTS
At first, have a look at the variable information for your case. It will help you know what
you are working with.
It is not exactly like we have done in class - but the main premise of everything required
in class has been covered.
Please ensure you read your formulas closely- I designed them based on the work
sheets I had chosen- just realise some of the columns may not match up based on the
tutorial slides.
Remember that you satisfaction can be combined for the three variables (SAT1, SAT2
and SAT3)- but the NPS only requires SAT2.
You don't need chi-square or phi but good for you to know (later in semester).
You won’t be measuring Brand Equity Index (one product).
You don’t need to work out yearly vs monthly expenditure for ticket sales.
You don't need a pivot table in Excel for this assignment (later in semester).
OTHER HINTS
A strong narrative- you've pulled out everything you need and explained it
well.
Do the word clouds separately- positive and negative. You don’t need to
mention the frequency count (table) for this table.
Remember to convert numbers and percentages to two decimal places
unless a count number. This is particularly important for regression.
For the Net Promoter benchmark score it is listed as a numerical number
and your Net Promoter Score is a percentage- please consider a %
difference when comparing the NPS (to industry).
Have a think about some implications- do a google search read
documents- think about media options and also what customers are
searching for.
GOOD LUCK!
As a backup there is always the tutorial slides and recordings 
Just remember, I don’t expect you to know everything about Sea
World. But you can do your own research (e.g. Google Searches)
and based on your knowledge on marketing make some sound
judgments 