Marketing

Analytics
PROJECT
Q1. Create 2 charts in excel using the Search volumes for Brand
A against Social Mentions for any Brand (A/B/C) provided.
Q2. State the
a. Null Hypothesis and
b. Alternate Hypothesis statement.

a. Social mention volumes do not drive brand search volumes for brand A.

b. Social mention volumes are driven by brand search volumes

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)

Accept or reject? Why?

Failed to Reject the Null Hypothesis because the p-values are Brand-A 0.384653773874016, Brand-B
0.670420910586419, and Brand-C 0.705979994517497 which are > 5% confidence interval.

That means a, b, and c variables have an impact on the dependent variable.

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?

Null: There is no significant impact of pollution and AQI on the brand search volumes. However, Festival
has a significant impact on brand search volumes.

I Reject the Null Hypothesis because the p-values are Covid 19 Lockdown – 0.00942144260812962, AQI –
1.62389759597421E-07 which means, variables “Covid 19 Lockdown”, and “AQI” are not impacting the
search volume of brand A

I failed to reject the Null Hypothesis because the p-value is Festival -0.388373524868234 which means, the
variable “Festival” is impacting the search volume of brand A
Q5. Please share your recommendation on which competitor
should we focus upon for December and why? (If any)

Competitors B and C both are impacting brand A’s search volume. Therefore, we need to focus on both
competitors. Whether it’s brand B and Brand C
End of the Project