See you at 8:30

… make sure you watch the 2 zoom videos … How to get started on the
DAA and Excel tips for the DAA

I’m here though …

send a chat if you
have a question!

MKT2030 F21 Quant. Data Analysis

 WEEK 9
QUANTITATIVE
DATA ANALYSIS
MKT2030
Today’s Before class:
Agenda • Watch 2 zoom videos …
How to approach the
DAA and Excel Tips

During class:
• Discuss quantitative
analysis
• DAA review

What’s ahead?

MKT2030 F21 Quant. Data Analysis

 But first!

HOW WAS THE BREAK? WHERE ARE WE IN THE

SEMESTER?

MKT2030 F21 Quant. Data Analysis

 Data

Information

Knowledge

COMPETITIVE ADVANTAGE
MKT2030 F21 Quant. Data Analysis
MKT2030 F21 Quant. Data Analysis
How can A woman shoots her
husband. Then she holds him
this be? under water for over 5
minutes. Finally, she hangs
him. But 5 minutes later they
both go out and enjoy a
wonderful dinner together.

MKT2030 F21 Quant. Data Analysis

How can A woman shoots her
husband. Then she holds him
this be? under water for over 5
minutes. Finally, she hangs
him. But 5 minutes later they
both go out and enjoy a
wonderful dinner together.

AH HA!

MKT2030 F21 Quant. Data Analysis

 This is an unusual paragraph. I’m curious how
quickly you can find out what is so unusual
about it. It looks so plain you would think
nothing is wrong with it. In fact, nothing is
wrong with it! It is unusual though. Study it,
and think about it, but you still may not find
anything odd. But if you work at it a bit, you
might find out. Try to do so without any
coaching!

MKT2030 F21 Quant. Data Analysis

 FINISHED FILES ARE THE RESULT
OF YEARS OF SCIENTIFIC STUDY
COMBINED WITH THE
EXPERIENCE OF YEARS …

MKT2030 F21 Quant. Data Analysis

 STARTING
■ Remove 1 letter at a time
■ Each time you remove a letter, it must still make a word
■ Do this 8 times, until there is only one 1-letter word left

MKT2030 F21 Quant. Data Analysis

 Olny srmat poelpe can raed this.

I cdnuolt blveiee that I cluod aulacity uesdnatnrd what I

was rdanieg.
The phaonmneal pweor of the hmuan mnid, aoccdrnig to
a rsaeerch sdtuy at Cmabrigde Uinervtisy.
It deosn’t mattaer in what oredr the ltteers in a word are,
the olny iprmoatnt tihng is that the frist and lsat ltteer
be in the rghit pclae. The rset can be a taotl mses and
you can still raed it wouthit a porbelm.
This is bcuseae the huamn mnid deos not raed ervey
lteter by istlef, but the word as a wlohe. Amzanig huh?
Yaeh and I awlyas tghuhot slpeling was ipmorantt!

MKT2030 F21 Quant. Data Analysis

There are Some are easy, intuitive
(scrambled words)
lots of
approaches Others, need to focus (F)

to analysis Others, need to weed out the

irrelevant (startling)

Others, need the “ah-ha”

(photo)

And, if you get off track, you

might have to start over again or
look at it a different way
(startling)
MKT2030 F21 Quant. Data Analysis
 DATA ANALYSIS
ASSIGNMENT
What do you need to know?
 First, let’s review some
important concepts

Let’s see if you understand

■ Market share
■ Segment share
■ Trend calculations
– for $
– for %

MKT2030 F21 Quant. Data Analysis

 If this is all the information we
have, try to fill in the blanks
Company 2019 2020 Sales
  Sales Mkt. Shr. Sales Mkt. Shr. Change
($) (%) ($) (%) (%)

Acme 500  50.0     +23%

Beta 300 30.0 345    
Delta 200  20.0     +20%
Total 1000 100.0 1200 100.0

MKT2030 F21 Quant. Data Analysis

DATA ANALYSIS
ASSIGNMENT
Let’s get started!
 Your task:
■ You are responsible for an analysis of the profitability of the movie industry,
based on the dataset provided, for which you will:
1. Organize the data in various ways as necessary to understand the trends.
2. Analyze the data. Your analysis should outline the trends that are occurring
and identify any relationships found in the data.
3. Identify which genre you consider to be most successful, and provide
rationale based on the data.
4. Determine what the better predictor of success is – Audience Score or Rotten
Tomatoes Rating, and explain your rationale.
5. Provide a forecast for 2020 which will include what you think the worldwide
gross sales will be, including sales by genre and by studio, based on your
analysis.

MKT2030 F21 Quant. Data Analysis

 To do that you need to:
a) Use Excel, and use separate worksheets to organize the data into various segments –
by genre, by studio, by year.
b) Calculate the market share of each studio, and the segment share of each genre. This
should be done for each year.
c) Calculate the relevant trends; this will include growth/decline of sales, of profit, of
market share and of segment share. Trends must be calculated year by year (eg how
much did sales increase from 2015 to 2016, from 2016 to 2017etc.). Note:
i) Trends based on $ (eg sales) are best indicated by % change, not by $ value
(eg $32,600 sales to 33,000 is a 1.2% increase).
ii) Trends based on % (eg market share, segment share) are best indicated by
point change (eg difference from one year to the next; 32.6 % share to 33%
share is a .4 increase).
iii) Analyze trends overall (profit, sales), and also by genre and studio.
d) Be sure to use pivot tables to help you identify trends. For example, using pivot tables
to evaluate the relationship between Audience Score and Sales, and Rotten Tomatoes
Rating and Sales can be helpful in determining which is the better predictor of
success.

MKT2030 F21 Quant. Data Analysis

 Analysis of the movie data set:
Process

LOOK AT THE BIG TAKE NOTE OF TRY TO FIGURE OUT LOOK INTO THE
PICTURE OVERALL TRENDS THE BEST PREDICTOR FUTURE
OF SUCCESS

MKT2030 F21 Quant. Data Analysis

 STEP 1: Organize the data

Let’s try • Why? So that it’s in a format you

this … can analyze.
• Copy the raw data onto a new
worksheet (pro tip: it’s good
Using the practice to keep the raw data the
way it is, on a separate
practice data set: worksheet, just in case you want
to start over!)
• Start organizing in a way that will
allow you to answer the
questions in Step 2; organize by
year so that you can calculate the
size of the market annually, and
the growth rate.
• Use Excel!
MKT2030 F21 Quant. Data Analysis
 STEP 2: Look at the big picture
Let’s try
this … i. How big is the market? Is it
growing?
ii. What are the segments?
Using the iii. What’s the relative size and
growth of the segments?
practice data set: iv. Who are the key competitors?
v. What’s the relative size and
growth of the competitors?
vi. What does the profit to sales
ratio tell us?
vii. How do we interpret the
taste/nutrition index?
viii. What else should we look at?

MKT2030 F21 Quant. Data Analysis

Let’s try STEP 3: What are the key trends?
this … Consider:
• Market
Using the practice • Segment
• Competitors
data set: • Ratings

Remember: trends happen over

time (year to year)

Think about: do we need to do any

further data manipulation?

MKT2030 F21 Quant. Data Analysis

Let’s try STEP 4: What is the best predictor
this … of success?

Consider:
• Taste rating
• Nutrition rating
Using the
practice data
HINT: First decide what you mean
set: by success

MKT2030 F21 Quant. Data Analysis

 Nutrition and Taste Rating versus Profit
250

200

150

100

50

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Nutrition Rating Taste Rating Profit (X10)

Comparison of Indexes
500
450
400
350
300
250
200
150
100
50
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Nutrition Index Profit Index Taste Index

MKT2030 F21 Quant. Data Analysis

Let’s try STEP 5: Forecast next year
this … Include:
• Manufacturers
• Segments

Using the Focus on:

practice data • Sales

set: HINT: There’s no formula for this;

extrapolate trends

MKT2030 F21 Quant. Data Analysis

What’s next? ■ Get started on the DAA
– I’ll meet with each
team next week to
see how you’re doing
and provide some
guidance
■ Before next class:
– Read Chapter 5
– Do SmartBook quiz

MKT2030 F21 Quant. Data Analysis