Group work Objectives: you are a marketing consultant for a Grocery Chain in charge of maximizing the Couponing Campaigns by targeting the right customers and understanding the effect of different couponing strategies on customer spending.
You should draw conclusions on the best marketing actions to perform while highlighting the informed decisions that you recommend using analytics. Your group will be evaluated on your capabilities of: • Understanding the business problem, the data provided to you and the insights you 
can find out of this dataset (What?) 
 • Discover the actual behaviour of customers during couponing campaigns and the 
influencers (Why?) 
 • Get valuable insights for the recommended actions to improve campaigns ROI (Act) 
As the marketing consultant, you are in charge of assembling your findings in a shareable report-style document that anyone new to the use case should understand. Output format: format is free, it could be a PDF, a Word or a Powerpoint document or any other format you find suitable. Tools: presented during the lessons. 
 Considerations: you will be evaluated on your analytical approach to solve the business problem.
You’re free to structure it the way you want, illustrate it with meaningful reports, findings and insights. 
You are also free to refine, enrich the data the way you want if you find it useful to your study.
Always think of reusability: someone new to the use case with the similar data should be able to reproduce your study. 
Consider that there is no right nor wrong answer, your grade will mostly rely on: 
 • The approach and your group reasoning 
 • The quality and effectiveness of analytical research 
 • The quality and effectiveness of your communication 
 Data: the data to use is the one used in the labs. It is the Excel file provided in the Box “Evaluation”, named WA_UseCase_Mktg_CmpnEffect_Grocery_data. 
 The data is a crossover trial in which a random sample of regular customers have been followed for four weeks. The sequence of coupons sent to each customer is carefully considered as we are concerned about carryover effects and detailed in the following table: 
 W eek Sequence 1 Sequence 2 Sequence 3 Sequence 4 Week 1 No coupon 5% 15% 25% Week 2 5% 25% No coupon 15% Week 3 15% No coupon 25% 5% Week 4 25% 15% 5% No coupon Thus in Sequence 1, a customer is not sent a coupon in the 1st week, receives a 5% coupon in the 2nd week, a 15% coupon on the 3rd week and a 25% coupon in the 4th week. Sequence are randomly assigned.