business analytics

in
MARKETING
 CLASSROOM ETIQUETTE

Respectful collaborative
• BE ON TIME • Join teamwork
• MOBILE PHONE ON SILENT • Share your ideas
• DON’T DISTRACT YOUR CLASSMATES • Raise questions
 SYLLABUS

problem-solving DATA wrangling VISUALIZATION EXPERT

using data & ANALYSIS & STORYTELLING SHARING
• Problem statement & goal • Data wrangling • Graphs, charts &
setting • Data analysis dashboards
• Data analytics roadmap • RFM analysis • Story-telling
• Analytics tools exercise • Common pitfalls
 SESSION 1

Problem-solving
using data
BEFORE WE START

I WANT TO…
CONTENTS

01 Discussion 02 PRACTICE
• Data, big data • Business situation analysis, goal
setting and problem statement
• Data analytics process & tools
• Solving problem with data
• Data-culture in organization
03 Reading
• How to Write SMART Goals (And Why
they Matter)
01 Discussion
topics
The world's most valuable resource is no longer oil, but Data [Internet]. The Economist. The Economist Newspaper; [cited 2023Feb19].
Available from: https://www.economist.com/leaders/2017/05/06/the-worlds-most-valuable-resource-is-no-longer-oil-but-data
Davenport TH, Patil DJ. Data scientist: The sexiest job of the 21st Century [Internet]. Harvard Business Review. 2012 [cited 2023Feb19].
Available from: https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century
Question 1:

What is
data?
What is data?

data
(noun)
/ˈdeɪ.tə, ˈdeɪ.t̬ ə/

information, especially facts or numbers, collected to

be examined and considered and used to help decision-making,
or
information in an electronic form that can be stored and used by
a computer.
data. In: Cambridge Advanced Learner's Dictionary & Thesaurus. Cambridge: Cambridge University Press; 2008.
What is data?

data
(noun)
/ˈdeɪ.tə, ˈdeɪ.t̬ ə/

texts & numbers audio, photo, video,

e.g., time series data coordinates, etc.
structured data (được phân nhóm, phân cấp rõ ràng) => dùng nhiều hơn
VD: ds lớp unstructured data -> not new (gg lens/voice,...)
Question 2:

What is
big data?
What is BIG data?

The 6 V's of big data

Piluta R. Application and benefits of Big Data in education – Nix United [Internet]. NIX United – Custom Software Development Company in US. 2022 [cited
2023Feb19]. Available from: https://nix-united.com/blog/how-big-data-is-transforming-the-education-process/
Question 3:

What is
data
ANALYTICS?
What is data ANALYTICS?

Data analytics is a broad

umbrella term that refers to
the science of analyzing
raw data in order to
transform that data into
useful information.

Note: Size does not matter

Question 4:

What is
data
ANALYSIS?
What is data ANALYSIS?

Data analytics
Data analysis is a subset
or a specialized type of
data analytics used in
businesses to evaluate
data and gain insights.
Data analysis

Note: Size does not matter

DATA ANALYTICS METHODOLOGY?

Descriptive: “What happened?” pt mô tả

Value

Looking at what has happened in the past by

Prescriptive describing or summarizing data.

Predictive Diagnostic: “Why did it happen?” pt chẩn đoán

Delving deeper to understand why something

Diagnostic happened based on descriptive analytics.
Predictive: “What is likely to happen?” pt dự đoán

Predicting what is likely to happen in the future.

Descriptive
Prescriptive: “How can we make it happen?”

Looking at what has happened, why it happened, and

Complexity what might happen in order to determine what should
be done next.
DATA ANALYTICS METHODOLOGY?

The first half growth rate was 5.64 percent, three times that of the Descriptive:
“What happened?”
same period last year, even though the country had to go through
two major Covid-19 waves.
[...] Le Trung Hieu, head of the National Account System under the
General Statistics Office (GSO), said that the rate was high because
last yearʼs level, when Covid-19 first hit Vietnam, was very low. Diagnostic:
Last yearʼs H1 growth was 1.82 percent, lowest in nationʼs history. “Why did it happen?”
Another reason for the high rate is the recovery of the manufacturing
and processing sector, Hieu said.

Son Minh, Anh Phuong. How H1 GDP growth tripled despite covid-19 Waves [Internet]. VnExpress International Newspaper. VnExpress International; 2021 [cited 2023Feb19].
Available from: https://e.vnexpress.net/news/business/data-speaks/how-h1-gdp-growth-tripled-despite-covid-19-waves-4302370.html
DATA ANALYTICS METHODOLOGY?

[...] industrial growth could even have reached 11-12 percent [it will Predictive:
“What is likely to
grow more when the pandemic is over], Hieu said.
happen?”
However, the rate was still lower than a prior forecast of 5.8 percent
[we will not hit the target by the end of the year with the same level of growth] by
the Ministry of Planning and Investment.
[...] To complete the goal of 6 percent growth this year, the country Prescriptive:
“How can we make it
needs a 6.3 percent growth in the second half, Hieu said.
happen?”
Note: Simplified for illustration purpose only

Son Minh, Anh Phuong. How H1 GDP growth tripled despite covid-19 Waves [Internet]. VnExpress International Newspaper. VnExpress International; 2021 [cited 2023Feb19].
Available from: https://e.vnexpress.net/news/business/data-speaks/how-h1-gdp-growth-tripled-despite-covid-19-waves-4302370.html
Question 5:

WHY
PROBLEM-SOLVING
USING data?
WHY Problem-Solving USING DATA?

Organizational leaders frequently make

business decisions based on personal
expertise and instinct. (e.g., over 50% of American
usually make decisions based on their guts - The Conversation,
2015)

Business data analytics removes

cognitive and personal biases from the
decision-making process by using data
as the primary input for
decision-making.
When performed well, business data
analytics can create a competitive
advantage for the organization.
WHY Problem-Solving USING DATA?

• Nearly all executives (96%) have previously discounted data they

donʼt understand.
• Executives [using data and analytics] are nearly three times as likely
to report significant improvements in strategic decision making as
those from companies that have not done so.
10Minutes on making big decisions [Internet]. PwC. PwC; 2015 [cited 2023Feb19]. Available from: https://www.pwc.com/ee/et/publications/pub/pwc-making-strategic-decisions.pdf
Question 6:

What problems
to solve
USING data?
WHAT PROBLEMS TO SOLVE USING DATA?

1 Describing & predicting mô tả và dự đoán

An advertising company wants to know the best method to acquire

new customers.

2 DETECTING ABNORMALITIES xét xem có cgi bất thường kh

A fitness tracker company wants to help customers spot

something unusual with their health, e.g., resting heart rates.

3 categorizing phân loại

A retailer wants to have customized promotions for different

customers.
WHAT PROBLEMS TO SOLVE USING DATA?
xdinh xu hướng -> đưa ra chiến lược
VD: Apple thường cho ra mắt model mới vào t9-t12
(Black Friday, Christmas, New Year)
=> Apple mkt giỏi, hiểu customers vch Identifying TRENDS & THEMES 4
A social media company wants to detect and promote trending
contents on its platform.

tìm mối liên hệ (giữa các sp)

VD: mua laptop thường sẽ mua cùng mouse
Discovering connections 5
A beauty company wants to cross-sale its products based on
past customer purchases.

Finding patterns 6
A supermarket wants to learn more about its customersʼ
frequency and purchasing behaviors throughout the week.
Question 7:

HOW to
solve PROBLEMS
USING data?
HOW TO SOLVE PROBLEMS USING DATA?
5-STEPS DIAGRAM

STEP 1 Step 2 Step 3

Problem statement Data wrangling Data analysis

Step 4 Step 5
Data visualization Communication
HOW TO SOLVE PROBLEMS USING DATA?

STEP 1 Step 2 Step 3

Problem statement Data wrangling Data analysis

Step 4 Step 5
Data visualization Communication
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

KBR -> KPIs (từ general -> specific)
(Key Business Requirements to Key Performance Indicators)
Understand DEFINE Translate goals
Business SITUATION Business GOALS from Business to Data
thấu hiểu tình hình doanh nghiệp biết được mục tiêu của dnghiep
(the nature of the business) (dựa trên vấn đề của dn đó) Business Data
=> đặc trưng của PSO => quan trọng Goals Goals

Frame
the Problem Statement BUILD
Success MetricS
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 Problem statement

Effective asking technique for effective problem statement
"SMART" Technique

S m A r T
Specific measurable ACHIEVABLE REALISTIC Time-bound
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 Problem statement

Example business case

The Coffee House (TCH) Signature is a specialty

coffee and coffee culture concept, first introduced
in 2018. The store incorporates spacious seating, an
open coffee bar and regular events such as coffee
tasting or roasting.

This concept wasnʼt very profitable for TCH and

they finally closed all signature stores in late 2021.

What could be the reason for this unprofitable

model?
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

Understand
Business ● What happened? Profit declined
SITUATION

➔ Why? Revenue decreased

5whys
➔ Why? Number of orders dropped
➔ Why? Fewer customers
➔ Why? Fewer recurring customers
➔ Why? ???
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

Understand
Business ● What happened? Profit declined
SITUATION
Profit = Revenue - Costs Rev giảm or Cost
tăng -> Profit giảm

MECE
& issue tree
Revenue = Order x Value
Costs = Material + Utility +
Renting + People + MKT

Revenue Increase Costs Reduction

-> Rev giảm hoặc Cost tăng hoặc cả 2 xảy ra => Profit giảm
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

MECE means Mutually Exclusive, Collectively Exhaustive.

-> make sure cover mọi yếu tố của vấn đề (không gaps, không overlaps và không cả 2)

Itʼs a fancy way to say that your

reasoning has no gaps (Collectively
Exhaustive, all parts together exhaust
the whole) and no overlaps (Mutually
Exclusive, one part is different and
independent from the other).
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

MECE In a simple way of understanding, some pairs or triplets

below are considered MECE:

● Gender: Male 󰵅 and Female 󰴳

● Natural Numbers: Negative numbers, 🅾 and Positive numbers

● Biological Functioning: Dead 😵 and Alive 😁

● Logical Reasoning: True ✅ and False ❌

MECE TIPS

MECE:
Tips &
Tricks
Maths Boolean Segmentation
Net Income Active customers Age < 30 &
= Incomes - Expenses and Inactive customers Age >= 30

Total sales Discounted and

= Price * Item sold Non-discounted items
MECE TIPS: WATCH OUT!

Net Income =
Incomes - Expenses

❓❓ Taxes ❓❓

Total sales
= Price * Item sold

But 🔺 Price = 🔻 Item Sold

HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

ISSUE TREE Profit declined

A pyramidal breakdown of
Profit = Revenue - Costs
one problem into multiple
levels of subsets (called
“branches”).
Costs = Material + Utility +
Revenue = Order x Value
Also known as “Logic Tree” Renting + People + MKT
and “Hypothesis Tree”.
Revenue Increase Costs Reduction
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

DEFINE
Business GOALS

Increase D30 retention… … of existing customers from 20% to

35% by EOY 2023.

Grow revenue… … of total 2023 to 12 billion VND.

Reduce costs… … of operation to revenue ratio to

60% by EOY 2023.
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

TRANSLATE
Business TO DATA GOALS

Increase D30 … of existing customers from Customer profiling & grouping; churn &
retention… 20% to 35% by EOY 2023. cohort analysis; customer life cycle

Grow … of total 2023 to 12 billion Sales tracking; RFM analysis; A/B

revenue… VND. testing for product development

Reduce … of operation to revenue Inventory tracking; sourcing forecast;

costs… ratio to 60% by EOY 2023. attrition & financial analysis
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

Frame
the Problem Statement

The problem P,
has the impact I,
which affects A,
so a good starting point would be S.
HOW TO SOLVE PROBLEMS USING DATA?

Step 1 PROBLEM STATEMENT

BUILD
SUCCESS METRICS

Increase D30 retention…

… of existing customers from

20% to 35% by EOY 2023.
Success Metrics Failed Success
New customer acquisition <18.000 ≥ 20.000
7-day retention < 60% ≥ 60%
30-day retention < 35% ≥ 35%
02
PRAcTICE
PRACTICE: CASE NO.1

Context
Amazon is a multinational technology company based in Seattle, Washington, United States. It is
one of the largest online retailers in the world, selling a wide variety of products, including
electronics, books, clothing, and household items. Amazon is among the top 5 most valuable
companies in terms of market capitalization (Jan 2023).

In 2021, only a third of Amazonʼs new hires stayed with the company for more than 90
days before quitting, being fired, or getting laid off.

An investigation from the New York Times found that, among hourly employees,
Amazonʼs turnover was approximately 150 percent annually.

Those numbers indicate that Amazon is having serious issues retaining employees.
Amazon estimated that its attrition rate costs it almost $8 billion a year across its
global consumer field operations team.

• Clark M. Leaked documents show just how fast employees are leaving Amazon [Internet]. The Verge. 2022 [cited 2023Feb19].
Available from: https://www.theverge.com/2022/10/17/23409920/amazon-third-hires-attrition-cost-workforce
• Villegas A, Beachy S. Inside Amazonʼs Employment Machine [Internet]. New York Time. 2021 [cited 2023Feb19].
Available from: https://www.nytimes.com/interactive/2021/06/15/us/amazon-workers.html
PRACTICE: CASE NO.2

Context
Netflix is an American streaming service that provides a wide range of TV shows, movies,
documentaries, and other forms of entertainment to subscribers. It was founded in 1997
originally as a DVD-by-mail service before transitioning to a streaming service in 2007.

During the three-month period ending June 30 2022, Netflix reported a loss of 970,000
subscribers. This is the largest quarterly loss in the companyʼs history.

Previously, in April, the company reported that it had lost 200,000 subscribers in the
first quarter of 2022 — the first big loss in over a decade.

Netflixʼs stock was on a decline of approximately 70% from the beginning of the year
to July 2022. Its market valuation has decreased from $300 billion to under $90 billion
in less than a year.

• Forristal L. Netflix loses 970,000 subscribers, its largest quarterly loss ever [Internet]. TechCrunch. 2022 [cited 2023Feb19].
Available from: https://techcrunch.com/2022/07/19/netflix-loses-970000-subscribers-its-largest-quarterly-loss-ever/
PRACTICE

QUESTIONS
Work in group and answer the following questions:
1. Identify the major business situation, what is
their biggest issue?
2. Help the company to set its business goal to
address such issue (SMART)?
3. Translate the business goal to data analytics
goal(s)?
4. Frame the problem statement.
5. Build a set of success metrics to support the
business goal.
Question 7:

WHICH TOOLS
TO WORK WITH
data?
ANALYTICS TOOLS

domain-specific BUSINESS
SPREADSHEET VISUALIZATION PROGRAMMING
programs INTELLIGENCE

Examples SPSS, Matlab Excel, Google PowerBI, Google Tableau R, Python

Sheets Looker, Qlik
Typical use Analysis, Storage, Reports, Visualizations, Wrangling,
modeling calculation dashboards stories analysis &
modeling
Data volume Small Small to medium Bigger Medium Medium to big
Data type Text and number Text and number Text and number Text and number Various
Analysis Medium Low to medium Low Low High & very high
Complexity
Learning-curve Steep Shallow Shallow Shallow Steeper
Question 8:

how to develop
a strong
DATA CULTURE?
DATA CULTURE

A chain is only
as strong as
its weakest link
DATA CULTURE

data-inspired Using data to inspire insights and

experiments.

data-driven Using the data as primary lever for

decision-making process.

data-informed Using data as a check on intuition

and a part of the decision-making
process.
02
EXERCISE
THANK
YOU!
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