Overview

You will first identify and define a consumer friction point for an organisation, then research potential solutions, and finally give an executive-level presentation of a consumer analytics strategy which solves for the identified consumer friction point.

In this assessment you will first critically review and evaluate the published academic literature, white papers or case studies from a range of relevant industries and organisations in order to provide a review of DSA methods/ techniques and tools. This literature review will then serve as the basis for a report that recommends methods/techniques and tools that could provide solution to the friction point you described in the Proposal on a page (POAP) for Assessment 1. In this report you will also explain and justify your recommendation(s) and the probable impact of the solution.

Assessment criteria

This assessment will measure your ability to:

• Analyse DSA tools methods and techniques to determine their potential to solve for a defined organisational friction point

• Review published literature and case studies relevant to a specific industry and organisation to evaluate relevant DSA methods/techniques to solve an organisational friction point

• Recommend and communicate DSA methods/techniques and tools that could provide solution to a defined organisational friction point

Assessment Details

First search for and select at least two resources (e.g. white papers, academic papers, industry case studies, marketing practitioner resources, etc.) to use in the literature review part of this report. Search for resources that are high-quality and relevant to the consumer friction point or problem that you have identified in Assessment 1. For example, in the POAP template/example in Week 3 the consumer friction point or problem is about cancelling subscription and thus the retention is needed. Therefore, the resources and the review would cover Data Science Analytics (DSA) methods/techniques and tools for churn and/or retention. Consult the Library staff if you require assistance searching for resources.

Using the resources you gathered, generate the report by further elaborating and discussion the components in POAP from Assessment 1. The report will include the following sections:

1. Introduction

• Include a brief profile of your selected organisation

• Elaborate your selected consumer friction point or problem

2. Literature review of DSA methods/techniques and tools

• Discuss the scope of your search and selection of the resources for the literature review

• Evaluate and analyse the selected resources and discuss the different aspects such as types of data used, DSA methods/techniques, tools, industry sectors, outcomes delivered, evaluation metrics, etc.

3. Possible solution and recommendation

• Elaborate how the consumer friction point or problem identified could be

solved based on the analysis provided by the literature review of DSA methods/techniques and tools

• Discuss the scope of what could be covered and not covered

• Recommend and justify the DSA methods/techniques and tools relevant to your selected consumer friction point or problem

4. Conclusion

• Provide a summary

• Discuss the limitations and future plans

5. Reference

• Include all resources cited in the report Please note the following:

• The report should use headings for each section and subsection.

• The figures and tables in the report should be labelled and cited in the text appropriately.

• The report needs to include a Table of Contents.

• There is no limitation for the maximum number of references you could use for this report.