Page 1 of 8 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 Page 2 of 8 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). Page 3 of 8 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 Page 4 of 8 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 Page 5 of 8 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. Page 6 of 8 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. Page 7 of 8 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. Page 8 of 8 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.
