RapidMiner1

Introduction: As the vigilant monitors of the [login to view URL] website, we are obsessed with who is coming to our website and what they do during their visit. This project requires you to look at data similar to that which the Web Analytics team at Zappos would use to assess the overall performance of the business. You are part of the Web Analytics team at this company and are tasked to understand the demographics visiting the site, the customers’ activities on the site, and how well the company is performing. Based on your analysis of the data, what recommendations do you have for Zappos? Project Description: This project will provide you with a realistic, hands-on application of how data analytics is used to assess the overall performance of a business and how new programs or marketing can be developed to improve business performance. This is a group project to be done in groups of 4-5 students per group. Each group will analyze the data set (posted on Blackboard) using any available algorithms to discover patterns, trends, and information on customer behavior and demographics. This information will be used to design new programs or marketing strategies for senior leaders at Zappos. You will be required to (1) show and interpret your analysis of the data and (2) use your analysis to describe the new programs or marketing strategies you will be proposing. Deliverables: The deliverables for this project are described below: 1. Analytic Plan: Provide a written analytical report that walks Senior Leaders through your analysis of customer behavior and the new programs/marketing strategies that you will be proposing. In other words, your Analytic Plan should include: a. Documentation of data analysis and results i. Provide the working process streams demonstrating how the data are used, what algorithms are used, and the ultimate output ii. Interpretation of all outputs and how these outputs help in your design of the new programs/marketing strategies b. New programs/marketing strategies you are proposing i. The value it will provide to the customer ii. How the data will be used in creating and implementing the programs/marketing strategies iii. How the customer will interact with the programs or benefit from the marketing strategies iv. How the company will benefit from the new programs or marketing strategies v. Visual representations of your new programs/marketing strategies including diagrams showing process flow and/or mock-ups of interfaces 2. Presentation: Each group will present to me, in a boardroom-like setting, a summary of your Analytic Plan. The presentation should include your data analysis methodologies and findings along with your new, proposed programs/marketing strategies. The idea here is to provide an overall assessment of the business performance and convince me that your new programs/marketing strategies will work to improve the business. Each group will be allowed a maximum of 20 minutes to make your case. Any relevant handouts or diagrams to bring during the presentation will be a good idea! Each student in the group must present!