Weekly overview

Week 1

Market Research

First Data Analysis

Analyze Netflix Data with Excel

Here you can find instructions on how to create Pivot Tables.

Descriptive analysis of Netflix data:

  1. Download the 📊 Netflix data (Google Sheets) in Excel format from the Google Sheets file.
  2. Create your own Pivot Table (with “group” as rows and “outcome” as columns) and display percentage values.
  3. Open Excel, go to the “Home” menu, and click on “Analyze Data.”

Analyze Netflix Data with Generative AI

Perform the anlysis of the data with Claude from Anthropic.

Statistics

Data basics

☑️

Week 2

No content

Week 3

No content

Week 4

Market Research

AB Testing Experiment: Design and plan an experiment using blocking techniques. Create two ad variations with a single distinct characteristic difference. Develop a complete experimental design and document your approach in this shared document.

Optional information: AB-Testing in Meta

Week 5

Market Research

Download the Excel file with the survey results from Moodle.

  • Analyze the variable age: Calculate the mean, median, and mode.

  • Determine how many participants answered “red” to both of the following questions:

    • Which Porsche color do you find more suitable for an advertisement?
    • Which car would you associate more with a luxury brand?

Statistics

Task 1:

Download the loans data as excel file: Data

Create a histogram for the variable annual_income

Task 2:

Download the data as Excel-file; Data

Week 7

Statistics

E-Exam Preparation

Market Research

Introduction to Regression Models

Week 8

Task:

  • Download the provided data as an Excel sheet.

  • Identify the scale of measurement (nominal, ordinal, numeric integer, or numeric continuous) for each variable.

  • Generate a suitable plot to visualize the relationship between the two variables.

  • List two key insights derived from the plot.

  • Develop a regression model and state its equation.

Week 9

Task: Regression Analysis Exercise: Social Media Campaign Success:

Data: Download the data to Excel

Objective: Analyze factors influencing the success of a social media campaign using regression in Excel.

Dataset Variables:

  • Row: Observation number.
  • Conversions (Dependent Variable): Number of desired actions (e.g., sales, sign-ups) generated by the campaign.
  • AdSpendEuro (Independent Variable): Amount spent on paid social media advertising for the campaign (in Euros).
  • InfluencerMentions (Independent Variable): Number of mentions or dedicated posts by relevant influencers during the campaign.
  • ContentQualityScore (Independent Variable): A rating (scale 1-10) of the perceived quality and appeal of the social media content.
  • PostReachOrganic (Independent Variable): The number of unique users who saw the campaign’s organic (non-paid) posts.

Tasks:

  1. Explore Data:
    • Calculate descriptive statistics for Conversions (mean and standard deviation).
    • Create plots of Conversions vs. each independent variable. State your initial insights about relationships.
  2. Perform Regression (Excel Data Analysis):
    • Predict different models using Conversions as an outcome variable. Obtain \(R^2\).
  3. Interpret Results:
    • Explain \(R^2\) for each model
  4. Discussion:
    • Which variables significantly impact conversions?
    • What are the practical implications for managing a social media campaign based on your findings?

Week 10

Task: Multiple Regression Analysis

Finding Regression Options in Excel

On Mac:

  • Tools → Add-Ins → Data Analysis → Regression

On Windows:

  • Data → Data Analysis → Regression

If “Data Analysis” is not visible: You need to first activate the Analysis ToolPak:

Mac:

  • Tools → Add-Ins → Check “Analysis ToolPak” → OK

Windows:

  • File → Options → Add-Ins → Select “Excel Add-ins” under “Manage” → Go → Check “Analysis ToolPak” → OK

After activation, the “Data Analysis” option will appear in the ribbon, where you can find various statistical analysis tools including regression.

Data: Download the data to Excel

  • Open the data in Excel

Create a multiple regression where we predict Conversion:

  • Select Daten-Analyse
  • Select Regression
    • Input Y Range: $F\(1:\)F$201
    • Input X Range: $B\(1:\)E$201
    • Select: Labels
    • Select: Residual Plots
    • Press OK

Important results:

  • R Square
  • Coefficients

Week 11

Analysis of discrimination data

Analyse the data in Excel.

Calaculate the test statistic (difference in promotion rates)

Discussion of Exercises