Description

Introduction to Analytics

Dec 2026 Examination

 

 

Q1 An online fashion retailer’s social media team notices that despite growing numbers of followers on Instagram and X, not all content generates strong engagement or leads to measurable sales. The team is under pressure from executive leadership to prove the impact of social campaigns on business results. They have access to social network metrics such as degree centrality, betweenness, reach, and engagement rate, but are unsure how to translate these metrics into actionable marketing improvements. How should the team practically apply relevant social network metrics and influence/reach frameworks to evaluate campaign effectiveness, identify key influencers, and optimize future content in order to drive both engagement and sales? (10 Marks)

Ans 1.

Introduction

This retailer’s follower count keeps climbing. Sales impact does not always follow. Executive leadership wants proof, not just vanity metrics, that social campaigns actually move the business forward. The team already has the right raw data in hand, including degree centrality, betweenness, reach, and engagement rate. What they are missing is a practical framework for turning these numbers into real marketing decisions. Social network metrics only create value once they are connected to specific actions, like which influencers to prioritize or which content formats to scale. Without that connection, even rich data stays abstract and defensible only in a

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Q2 (A) An international consumer goods manufacturer uses supply chain analytics for demand forecasting, inventory optimization, and logistics, but persistent disruptions due to global volatility (such as geopolitical events and pandemics) have exposed vulnerabilities in their network. The supply chain director is considering enhancing analytics with real-time data feeds and cognitive technologies, while some partners are cautious about the necessary investment and integration challenges. Assess the potential benefits and limitations of integrating real-time data feeds and cognitive technologies into the company’s supply chain analytics framework. What considerations should guide the decision on scaling up these advanced analytics given uncertainty, cost, and competitive pressures? (5 Marks)

Ans 2(A).

Introduction

Global disruptions keep exposing this manufacturer’s supply chain weak points. Real-time data and cognitive technologies promise sharper visibility. Partners remain cautious about what this upgrade will actually cost.

Concept and Application

Real Benefits Real-Time Data Feeds Would Bring

Real-time data shortens the gap between a disruption occurring and the company noticing it. This

 

Q2 (B) A multinational consumer products company leverages web analytics to boost e-commerce sales, tracking metrics like bounce rate, conversion rate, and session duration. Recently, the company’s growth rate lagged behind competitors using more advanced multichannel attribution models. Senior executives must decide whether to overhaul existing web analytics practices or incrementally enhance them, accounting for organizational capabilities and future scalability. Assess the strategic trade-offs between a complete overhaul and incremental enhancement of web analytics processes in a competitive e-commerce environment. Which course of action do you recommend, and how would you justify your recommendation to the executive leadership? (5 Marks)

Ans 2(B).

Introduction

This company’s web analytics once kept pace with the market. Competitors using multichannel attribution have now pulled ahead. Executives must choose between a full overhaul and a gradual upgrade.

Concept and Application

A Complete Overhaul Would Deliver This

A full rebuild lets the company adopt multichannel attribution from the ground up, matching