BUSINESS ANALYTICS
IN
MARKETING
SYLLABUS
problem-solving DATA wrangling VISUALIZATION EXPERT
using data & ANALYSIS & STORYTELLING SHARING
• Problem statement & goal • Data wrangling • Graphs, charts &
setting • Data analysis dashboards
• Data analytics roadmap • RFM analysis • Story-telling
• Analytics tools exercise • Common pitfalls
HOW TO SOLVE PROBLEMS USING DATA?
STEP 1 Step 2 Step 3
Problem statement Data wrangling Data analysis
Step 4 Step 5
Data visualization Communication
data
WRANGLING
HOW TO SOLVE PROBLEMS USING DATA?
5 steps of data wrangling
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA
DISCOVERY
Understand your data
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA
STRUCTURING
Remove duplicates.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA
STRUCTURING
Create unique ids for
the observations.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA Missing values:
CLEANING ● Drop the observation
DATA
altogether.
ENRICHING
● Impute the values using the
mean, median or max value
(for continuous values) or
most frequent value (for
categorical values) depending
on the situation.
● Ignore the values of those
variables only.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA Invalid value:
CLEANING ● Drop the observation
DATA
altogether.
ENRICHING
● Correct the value using most
reasonable methods.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA
CLEANING
DATA
ENRICHING
Remove, impute or
correct missing values
and invalid values.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
Value inconsistency: lengths
Data type inconsistency: text (“20”)
vs. number (19)
DATA
VERIFYING
Validate and ensure the correct data
types, data homogeneity and
constraints.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA WRANGLING
DATA
publishing
Store & manage data in suitable
format and system to deliver &
distribute the data to end-users
through platform and tools.
HOW TO SOLVE PROBLEMS USING DATA?
STEP 1 Step 2 Step 3
Problem statement Data wrangling Data analysis
Step 4 Step 5
Data visualization Communication
PRACTICE
DATA WRANGLING
Group
work!!!
Among 3 approaches to data
culture, which one relies the
least on available data?
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poll while presenting.
What does "relation" mean
in a relational database?
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poll while presenting.
"There will probably be an economic crisis
this winter"
This statement refers to which basic
components of the time series data?
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poll while presenting.
What is NOT a suitable way
to deal with missing data?
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poll while presenting.
The column "weight" in a dataset
"us_teenager" has the following values
[48,49.5,50,50,70,180,700]. At most, this
dataset violates which data quality
dimension(s)?
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poll while presenting.
What is NOT a valid data
type in spreadsheet apps
(e.g. Excel)?
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poll while presenting.
Given this data range
[2,3,4,8,9,10]? What is the
median?
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poll while presenting.
In spreadsheet app (e.g.
Excel), 1/24/180 is
equivalent to?
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What would be the result?
=ISNUMBER(TODAY())
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What is the value?
=TRUE*FALSE
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Question 7:
REVIEw:
explorING data
with excel?
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA analysis: DATA TYPES IN EXCEL
There are 4 main data types for data wrangling and analysis using Excel:
TEXT NUMBER BOOLEAN ERROR
A, B, C 1, 2, 3 TRUE #DIV/0, #N/A,
apple, Banana 1.2, 1.999 FALSE #NAME?,
Who? -1, -0.9 #NULL!,
“10”, “2.1” *date, #NUM!, #REF!
“TRUE” *time, #VALUE!
“” *duration etc.
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA analysis: DATA TYPES IN EXCEL
WARNING: In Excel, the data type (what it is) and data format (how we see
it) of one value might be vastly different:
DATA TYPE DATA FORMAT
● Character: A, B, C
TEXT ●
●
Special character: !@#$%^&*()
Text: apple, Banana, ORANGE
● Numbers as text: “0”, “1.1”
● Number: 0, 1.2, -1, -3.5
number ● Percentage: 12%, 1.5%, -3%
● Accounting; currency: (3), 4; 5000đ, $5.00
● Date; datetime: Feb 19th, 2023; 2023-02-19 17:00:00
● Duration: 3:20:00
HOW TO SOLVE PROBLEMS USING DATA?
EXTRA INFO: DATA TYPES IN DATABASE
There are many main data types for a structured database. They are heavily
validated. PostgresQL has some data types similar to Excel including:
TEXT NUMBER TEMPORAL BOOLEAN NULL
TEXT FLOAT DATE TRUE
CHAR INTEGER TIME FALSE
VARCHAR DATETIME
TIMESTAMP
INTERVAL
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA analysis: BASIC STATS
Before delving into a dataset, an analyst should know some basic stats about the set:
Information SUPPORTING SPREADSHEET FUNCTION OR FORMULA
#of observations =COUNT(range): counting total number of records within a range
#of variables =COUNTA(range): counting total numbers of not-blank records within a range
Minimum, maximum =MAX(range): returning the biggest value of a numerical range
=MIN(range): returning the small value of a numerical range
Mean, median =AVERAGE(range): returning the average (arithmetic mean) of the dataset
=MEDIAN(range): returning the middle number in the dataset
Percentile =PERCENTILE(range,k): returning the k-th percentile of values in a range. P25,
P50 a.k.a median, P75 are common values.
Distribution Histogram Chart
(Numerical variables)
Histogram (2023) Wikipedia. Wikimedia Foundation. Available at: https://en.wikipedia.org/wiki/Histogram (Accessed: February 19, 2023).
HOW TO SOLVE PROBLEMS USING DATA?
Step 2 DATA analysis: BASIC STATS
Before delving into a dataset, an analyst should know some basic stats about the set:
Information SUPPORTING SPREADSHEET FUNCTION OR FORMULA
Distinct values = UNIQUE(range): returning list of unique values.
(categorical variables)
Data Type =ISTEXT(): returning TRUE when a cell contains a text value
=ISNUMBER(): returning TRUE when a cell contains a number value
Text in numerical =COUNTIF(range,"*"): returning the number of text values within a range;
variables return 0 if the range has all number values
Empty values =COUNTBLANK(range): returning the number of blank values within a range
Duplicated records =COUNT(range)-COUNTUNIQUE(range): returning the number duplicates
within a range, excluding the original value. Note: COUNTUNIQUE available on
Google Sheets only.
MId-tERM
REVIEW: working with spreadsheet
Dataset: BA_S1 - Mid-term Assignment (data file).xlsx
● Work in small team (max 4)
● Submit on eLearning by 22:00 Fri, Nov 8th, 2024
SYLLABUS
problem-solving DATA WRANGLING VISUALIZATION EXPERT
using data & ANALYSIS & STORYTELLING SHARING
• Problem statement & goal • Data wrangling • Graphs, charts &
setting • Data analysis dashboards
• Data analytics roadmap • RFM analysis • Story-telling
• Techniques & tools exercise • Common pitfalls
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