NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Data Driven Marketing Strategy

Internal Assignment Applicable for June 2020 Examination

1. “A star schema puts customer in the middle”. Explain the importance of the above statement with an industry vertical example of,

i. The variety of data sources and types,

ii. data transformation of integrate, segment and target data,

iii. ways to manage data decay, progressive enrichment, and growing by size. (10 Marks)

2. ABABT (Always Be A/B Testing) suggests a testing culture for marketing organizations.

i. How do marketers do scientist type experiments in Data-Driven Campaigns?

ii. Is A/B testing done only for email? If not, for what all channels can you use it?

iii. Who are the marketing Siamese twins? How does each one help the other? (10 Marks)

3. Case Study: An advertisement became so popular in Indian market with a pug going wherever the man goes. Though the advertisement was a great success, the brand is losing its market share thanks to a new disruptor. If you are the CMO of this organization, will you stress the need for a data-driven marketing with real time dashboards, to track, course-correct, and win back the market share.

a. What data driven marketing campaign will you run? Given the difficult situation of losing market-share, what will be the elements of such a campaign? (5 Marks)

b. Explain what data you will collect, sources you will look for, and based on data craft messages you will deliver, imageries, offers and call to action you will employ. And how the dashboard will look like to track and deliver results. (5 Marks)