STA70304 Business Analytics Continuous Assessment 1, 2026 | Taylor’s University

STA70304 Continuous Assessment 1 (20%) 

Part A

Case Study 

Company NexusMart is a fast-growing e-commerce platform operating in Southeast Asia, offering a wide range of products including electronics, fashion, and home essentials. The company collects extensive data such as customer demographics, browsing behavior, purchase history, product reviews, and responses to digital marketing campaigns.

Despite having access to large volumes of data, NexusMart faces challenges in extracting meaningful insights to improve customer engagement and increase sales conversions. The company aims to leverage business analytics techniques to better understand customer behavior and optimize its marketing strategies.

• The objectives of NexusMart are to:
• Understand customer preferences and online purchasing behavior.
•  Identify key factors influencing purchase decisions.
• Improve targeted marketing campaigns.
• Enhance customer retention and engagement.

Question 1.A

Discussion on methodology application 

Work Required: Evaluate the utility of the four analytical frameworks listed below in the context of NexusMart’s data ecosystem. For each methodology, discuss its specific application and explain how the resulting insights can be leveraged to refine marketing strategies and fulfill the company’s primary business objectives.

• Descriptive statistics
• Multiple regression
• Logistic regression
• Factor analysis

In preparing your answers, please pay attention to the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your justifications.

Question 2.A

Evaluate each methodology

Work Required: Critically analyse how each analytical approach contributes to the development of data-driven strategies that address NexusMart’s specific operational challenges.

In preparing your answers, please pay attention to the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your justifications.

Question 3.A

Compare and contrast methodologies

Work Required: Examine the practical utility and the limitations of these four analytical approaches. Discuss which methods provide the most robust evidence for NexusMart’s strategic decision-making and where they might fall short in explaining complex consumer behavior.

In preparing your answers, please pay attention to the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your justifications.

Question 4.A

Recommend marketing strategies

Work Required: Acting as a business analytics consultant, develop actionable marketing strategies for NexusMart. Ensure that each strategy is grounded in data-driven findings and specifically targets improvements in customer retention and sales conversion.

In preparing your answers, please pay attention to the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your justifications.

Question 5.A

Propose complimentary analytical techniques

Work Required: Propose other analytical techniques that NexusMart could adopt to further enhance its performance.

In preparing your answers, please pay attention to the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your justifications.

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