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INFS5720 Group Assessment
UNSW Business School/
Information Systems and
Technology Management



Type • Written Report
• Video Presentation
Weighting 30%
Due • Written Report and Video
Presentation End of Week
9 Friday 15 April 2022 at
5:00pm (AEST)
Length • Written Report
(maximum 2500 words)
• Video Presentation
(maximum 10 minutes)
Description Apply appropriate analytics modelling techniques in SAS Viya to derive
actionable and meaningful insights from a dataset that may help
executives at a bank to deliver an effective marketing campaign.
Assessment
Instructions
1. Instructions:
S bank plans to implement a new marketing campaign. As consultants
working for a leading analytics consulting firm, your team has been hired
by the S bank to generate insights and provide recommendations that may
help them effectively design and deliver the campaign.

As a business consultant, you should demonstrate the knowledge of and
the understanding required for delivering an effective marketing
campaign. You may therefore need to do some external research to
understand the key features, metrics and strategies in developing and
delivering an effective marketing campaign. The source below provides
some information on how to structure a marketing campaign
https://www.bloominari.com/blog/how-to-structure-complete-marketing-
campaign-tips-steps. Feel free to conduct additional research to further
your understanding around delivering an effective marketing campaign.

Using SAS Visual Analytics in SAS Viya for Learners you will explore the
dataset: VA_SAMPLE_BANKCAMPAIGN (accessible through SAS VA, a
data description that is provided by S bank is available as appendix 1 at
the end of this document.

You are required to develop a written report with a maximum of 2500
words. The report should clearly outline the research objectives or/and
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questions. Your objectives or questions should be well-justified and well-
articulated to clearly highlight the suitability and value of your analysis to
address your client’s needs. Your objectives or questions should guide
the use of analytical methods and techniques with appropriate variable
selections (e.g., descriptive and/or predictive modelling methods, different
techniques, and features selection plus implementation) to generate
insights with actionable recommendations. You need to demonstrate
critical thinking1 in the process of developing the solution (e.g. analytics
models/techniques). Please note that your analysis should draw upon the
data variables that are available in the VA_SAMPLE_BANKCAMPAIGN
data set.

You are required to develop a video presentation that is no more than 10
minutes. The presentation should be targeted at the chosen audience (S
Bank executives) and it needs to provide a justified explanation of the
rationale outlining the research objectives and the research design. This
includes how the chosen analytics methods/techniques and variables are
a good fit to help address the business objective and answer the identified
questions. It should also demonstrate how your analysis is being
performed by using visual statistics functions in SAS Viya for Learners.

Note: being in a group does not guarantee the same marks for all
individuals. Individuals’ results may depend on peer review evaluations as
well as performance in the video presentation.

The written report should cover the following components:
• Executive Summary
summarize the objectives, key topics, and key insights that your report
provides to the executives of S bank.
• Business Issues Identified
Identify and explain 3 key issues that you aim to generate insights from to
present to S bank and justify the meaningfulness of the issues to the bank
executives.
Assumptions (if any are made) need to be clearly justified and presented,
you also need to explain the impact they have on your modelling.

1 Critical thinking examples that demonstrate higher order thinking - Analysis, Synthesis, Evaluation e.g.
• “Some common themes you see between your experiences and the course content….” (Analysis).
• “These points are significant if we consider the relationship between….” (Synthesis).
• “The problem should be assessed by these standards….” (Evaluation).

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• Modelling Techniques Applied
 Explain the modelling technique(s) to be deployed and justify your
choice.
 Specify the variables for each modelling technique and justify your
selection.
 Explain your data preparation if any, such as the investigation of
outliers and missing data, and their corresponding treatment where
applicable.
 Demonstrate how analysis is being performed, also evaluate the
model’s performance and interpret the modelling outcomes.
• Recommendations: Provide useful and actional insights to the
executive board members at S bank.

For video presentation, you should develop 10 slides at maximum. Your
presentation should stay within 10 minutes and all members need to
present with the video on. Failing to show your face and not following the
slides sequence with time limit will lead to an initial 10% penalty for the
missing student with potential of further investigation into the actual
contribution from missing students’ to both the video and written report.
You need to cover the following topics during your presentation:
• Identified business issues
• Modelling Methods, techniques and variables deployed and
corresponding results and performance.
• Recommendations for S bank.

2. Presentation style/format:
• The School of ISTM Assignment Cover Sheet: Submit your
assignment with a signed coversheet. Fail to include the coversheet
will lead to a 10% penalty, and no marks will be released until the
coversheet is received.
• Length: The maximum length of the report must not exceed 2500
words. Tables, references, diagrams, and appendices are not counted
towards the word limit. Please note that they should not be used as a
way to extend your word limit.
• Cover page: State group member information (i.e., Name, ID) and the
word count of your report.
• Table of Contents (Optional): Should not exceed one page,
restricted to two levels of headlines.
• Format: Font size 12 point, spacing 1.5, left and right margins set at
2.54 cm. The pages need to be numerated. It should be written using
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correct spelling, grammar and punctuation. Figures and tables are
appropriately labelled.
• References: References and citations should follow Harvard
Referencing.
• Appendices: In the case you need to present additional materials or
clarifications, please include them in the appendices.
Submission
Guidelines
1. Submission Format
• The written report should be submitted as a single file in word format
through Team Assignment Written Report Submission Link under the
Assessments tab on Moodle page. All teams need to submit the file
based on the following naming convention
GROUP_ASSIGNMENT_COURSE_CLASS_GROUP (e.g.
GROUP_ASSIGNMENT_INFS5720_T14A_G1).
• The video presentation should be submitted as a single file in the
.MP4 format through Team Assignment Video Presentation
Submission Link under the Assessments tab on Moodle page. All
teams need to submit the file based on the following naming
convention GROUP_ASSIGNMENT_COURSE_CLASS_GROUP i.e.
GROUP_ASSIGNMENT_INFS5720_T14A_G1.

2. Late Submission Penalties
Late submissions are subject to a penalty of 5% of the available marks
per day, including weekends and public holidays.

ONLY ONE submission per group.
Written Report
Assessment
Criteria (80%)
Problem Definition (15 %): Problem definition includes the appropriate
objective or question selection, demonstrating a good understanding of
the existing knowledge and views on the topic. Problem definition should
lead to a systematic process of exploring issues and objects that
necessitate an empirical analysis via data visualization that can result in
informed conclusions or judgments.

Analysis and Recommendations (50 %): The analysis should involve
performing of a variety of analytics techniques with appropriate data
variables to address the stated objectives or question(s). The Modelling
techniques applied are appropriate and should be accurately performed
with proper justifications. The analysis process is well articulated and is
well linked to concepts, theories or frameworks taught in the lecture. The
analytical results are properly interpreted and explained in the business
context and should provide meaningful and specific insights for the
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organization. The recommendations are well-thought, creative and are
linked well with the insights discovered.

Communication (15 %): Oral communication involves developing and
expressing ideas. Oral communication is a prepared, purposeful
presentation designed to increase knowledge, to foster understanding, or
to promote change in the listeners’ attitudes, values, beliefs or
behaviours. Oral presentations should use language that communicates
meaning to readers with clarity and fluency.
Video Report
(20%)

Presentation Content (10 %)
Organisation of the presentation needs to be thoughtful and easy to follow
including clear introduction and conclusion, well sequenced material, and
smooth transitions. Central message should be clear, consistent, and
compelling.
Key components required for the presentation should be covered and the
presentation content aligns well with the content of your report and is
structured logically.
Video Verbal Communication Skills (10%)
The choice of language is thoughtful and appropriate, engages the
audience and supports the effectiveness of the presentation.
Spoken language is clear and concise, and uses effective tone, pacing
and emphasis to clarify key messages.
A well-developed and highly effective presentation delivered in a
comprehensively professional manner, with a high level of understanding
of the intended audience.
Diaries and
Reflection
An important part of a project is to record and to evaluate the teamwork.
The purpose of the diary is to reflect and learn from the project. The
project recommends that each team member keeps a personal diary, and
the group to keep a group diary (diaries will be asked for in cases of
disputes) and that the group includes a critical reflection in their report.

Individual Diary
You, as an member of a group, are encouraged to keep a diary of your
work activities. The individual dairy should record your work on the
assignment and should note details such as the activities you performed
and when you did it. You may also record meeting notes in the diary. The
individual diary is NOT to be submitted with the assignment and will NOT
be marked. The individual diary may be consulted by the LiC in case of
group disputes. Failure to produce an individual diary on request by the
LiC will be taken as evidence for a lack of a structured effort in the project.
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Group Diary
Your group’s dairy must record all the activities that take place in
completing the assignment. The group diary is NOT to be submitted with
the assignment and will NOT be marked. The group diary may be
consulted by the LiC in case of group disputes.The format of your group’s
diary is up to you, but it should record the following details for each group
activity:
• The team needs to agree on who is responsible for keeping the group
diary.
• Record what the activity (meetings, work) entailed.
• Record location, time, date and duration of a group activity.
• Record who was present at the activity.
• For “next actions” specify who is doing what by when.
• The team leader is responsible for keeping the group diary unless
other arrangements are made within the group.

Peer Assessment
Equal contribution of group members is expected. Significant unequal
contributions should be discussed in due time within the group. In the
case that a dispute emerges, the group needs to discuss with the LiC as
early as possible. The purpose of the within-group peer review is to
critically reflect on the group work, to prevent “free-riding” and to
redistribute marks between group members in cases where free-riding or
unequal contributions occur. Claims of unequal contributions, especially if
contradicting the evaluation of others, will need to be substantiated with
evidence (e.g., group diary, personal diary, meeting notes, emails,
Facebook messages). The LiC will make a final judgement in the case
that a dispute emerges, calling in the group, considering earlier
discussions and submitted evidence. Overall, active and genuine
collaboration from each team member will lead to a well-performed team
project.
Group
Assignment
Discussion
Channel
It is highly recommended to use a consistent and reliable channel for
communication and collaboration between group members (e.g.,
Microsoft Teams, Skype, Wechat, etc.). If any group members raise
concerns regarding imbalanced participation/contributions, all evidence
will be sought by the teaching staff to address the concerns.
Feedback Feedback will be provided through REVIEW with comments on the
assessment criteria.

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Appendix 1. Data Dictionary
No Name Label Description
1 Cat_AcctActivity Account Activity Level Three-level categorical variable that codes the
activity of each account.
• X: high activity. The account enters the
current campaign period with a lot of products.
• Y: average activity.
• Z: low activity.
2 Cat_CustValue Customer Value Level A five-level (A-E) categorical variable that
codes customer value. For example, the most
profitable and creditworthy customers are
coded with an A.
3 BinaryTarget Response:
NewPorductAcquiredB
inary
A binary target variable. Accounts coded with
a 1 contracted for at least one product in the
previous campaign season. Accounts coded
with a 0 did not contract
for a product in the previous campaign
season.
4 CountTarget Response:
CoutnNewPorducts
The number of financial services products
(count) per account in the previous campaign
season.
5 DemogPctRetired Demographic: Region
Percentage Retired
The percentage of retired people in each
account’s demographic region.
6 DemogAe Demographic:
Customer Age
Average age in each account’s demographic
region.
7 IntervalTarget Response: Amount
New Sales
The amount of financial services product (sum
of sales) per account in the previous
campaign season, denominated in US dollars.
8 RFM1 Predictor: Average
Sales Past 3 Years
Log Transformed
Average sales amount attributed to each
account over the past three years.
9 RFM2 Predictor: Average
Sales Lifetime Log
Transformed
Average sales amount attributed to each
account over the account’s tenure.
10 RFM3 Predictor: Average
Sales Past 3 Years
Direct Promo Log
Transformed
Average sales amount attributed to each
account in the past three years in response to
a direct promotion.
11 RFM4 Predictor: Last
Product Purchase
Amount Log
Transformed
Amount of the last product purchased.
12 RFM5 Predictor: Count
Purchased Past 3
Years Log
Transformed
Number of products purchased in the past
three years.
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13 RFM6 Predictor: Count
Purchased Lifetime
Log Transformed
Total number of products purchased in each
account’s tenure.
14 RFM7 Predictor: Count
Prchsd Past 3 Years
Dir Promo Resp Log
Transformed
Number of products purchased in the previous
three years in response to a direct promotion.
15 RFM8 Predictor: Count
Prchsd Lifetime Dir
Promo Resp Log
Transformed
Total number of products purchased in the
account’s tenure in response to a direct
promotion.
16 RFM9 Predictor: Months
Since Last Purchase
Log Transformed
Months since the last product purchase.
17 RFM10 Predictor: Count Total
Promos Past Year Log
Transformed
Number of total promotions received by each
account in the past year.
18 RFM11 Predictor: Count Direct
Promos Past Year Log
Transformed
Number of direct promotions received by each
account in the past year.
19 RFM12 Predictor: Customer
Tenure Log
Transformed
Customer tenure in months.
20 DemogHomeval Demographic: Region
Median Home Value
Average home value in each account’s
demographic region.
21 DemogIncome Demographic: Region
Median Income
Average income in each account’s
demographic region.
22 AccountID Account ID An identifier of an account.