Data Analytics
For this scenario, identify 2 best practices and 3 actions done poorly. For each poor action, suggest a remedy or correct action that should have been done. (80 points)
Organize your responses to identify and label the 3 best practices and 3 poor actions
with remedies.
The Healthyu Company, a domestic manufacturer of generic drugs, is planning
to adopt a more evidence-based approach to decision-making within all the business
processes related to customers, vendors, and internal operations. Shirley Sootur, CMO
has asked Gene Yus, a data analytics sr. analyst who just completed training on
Super Zap Decision Pro, to build and test a model. The objective is to predict the relative
effectiveness (purchase yield) of email, TV and radio campaigns for a new drug
introduced 2 years ago based upon prior campaign yields.
Each of the three campaign types were launched once during the prior 2 years. All
Customers were classified as LOYAL (at least 4 purchases during 2 yrs), STRONG (2 or
3 purchases during this period), WEAK (1 purchase during the period) or PROSPECTS
(no purchases during the period). Customer demographics, e.g., age, gender, family size
