Marketing

Analytics
PROJECT
SATBEER SINGH
Q1. Create 2 charts in excel using the Search volumes for
Brand A against Social Mentions for any Brand (A/B/C)
provided.

SEARCH VOL. VS BRAND A SOCIAL MENTIONS SEARCH VOL. VS BRAND C SOCIAL MENTIONS
3000 3500
2500 3000
2500
BRAND A

BRAND C
2000
2000
1500
1500
1000 1000
500 500
0 0

SEARCH VOL SEARCH VOLUME

BRAND A - SEARCH VOLUME('000) BRAND A - SOCIAL MENTIONS VOLUME BRAND A - SEARCH VOLUME('000) BRAND C - SOCIAL MENTIONS VOLUME
Q2. State the
a. Null Hypothesis and
b. Alternate Hypothesis statement.

Social mention volumes has no significant impact on brand A search volumes

SOCIAL MENTION VOLUMES DRIVE BRAND SEARCH VOLUMES FOR BRAND A

Q3. Test the null hypothesis by mentioning if you accept or
reject the null hypothesis, and also share the screenshot of the
output.
(Use excel tool to conduct multivariate analysis & p-value test -
regression test on excel tool)

If the p-value for the hypothesis test is greater than the critical value, you fail to reject the null
hypothesis at that confidence level. Here, the p-value for the hypothesis, which is greater than the
critical value of 0.05 at a 95% confidence level. So, you fail to reject the null hypothesis of the
overall significance test.

so you can infer that it does not work. Hence, social media volume do not impact search volume Thus,
mathematically, the regression coefficient is not equal to zero.
Result Screen Shot – (Just for your reference)
Q4. Please infer as to which other variables from the data set
{Pollution (AQI), Festival and Lockdown} are impacting the
search volumes for Brand A, and Why?

As the p-values of the regression coefficients of pollution (AQI), and lockdown are less than the
critical value of 0.05 at a 95% confidence level, you reject the null hypothesis. Hence, AQI and
lockdown has a significant influence search volumes for brand A.

Whereas the p value of the regression coefficients of festival is greater the critical value of
0.05%. Hence, FESTIVAL do not impact search volume FOR BRAND A
Q5. Please share your recommendation on which
competitor should we focus upon for December and why?
(If any)

SINCE the p-value of the regression coefficient of BRAND B AND BRAND C , which is more than
the critical value of 0.05 at a 95% confidence level. So, WE fail to reject the null hypothesis that
MEANS BRAND C AND BRAND B does not have a significant influence on BRAND A. Therefore
we should not focus on any of the competitor.
End of the Projec