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Jäsen alkaen 5. toukokuuta 2006
ANALYTICAL SKILLS: § Statistical Skills: o Regression o Logistic Regression o Factor Analysis o Cluster Analysis o Discriminate Analysis o Market Basket Analysis o TURF Analysis Projects Highlights: ü Project for our client in finding fewer numbers of variables from 38 variables: With an objective to identify the fewer number of factors that explains the most variation in the data. Factor analysis was used to carry out this project. Project: - HP Entertainment enthusiast research Tools used: SPSS. Conclusion: - Factor Analysis on the data provided has yielded seven factors that capture 58% of the variation in the data. ü Project for our client in forecasting future sales: The brand team at GMI is interested in measuring the effectiveness and efficiency of the two types of TV advertisements that were used during the launch period. Introduction of TV advertising of Pillsbury Freexer-to-Microwave line of products by GMI in 29% of US market. To support the launch GMI has used TV as the media for the promotion of the new line. Two types of TV creative, single and dual were used. The markets included Atlanta, Jacksonville, Louisville, Nashville and Raleigh-Durham for single creative campaign & Dallas. Houston, Little Rock, Orlando, San Antonio and Tampa for dual creative campaign. Television advertisements started in October 2004 and ran through March 2005. Project: Event Analysis. Client: Knowledge Network. Event by: General Mills. Conclusion: We have successfully built an ARIMA model using 40 observation points and have used it to predict future sales and compare them to measured data. Comparing the percent contributions of the ad stocks, we see that dual creative outperforms the single creative. The contribution of ad stocks is 68% in the Little Rock and 33% in Atlanta markets but its contribution is almost nil in the Louisville markets. Tools used: SAS, SPSS. ü Projects for our client in Data Cleaning, Manipulation, adequacy checking and providing basic statistics: With an objective to ensure the quality of the data by using the given inputs (ex: - questionnaire, map-file and client instructions) and provide the basic statistics. Tools used: Base SAS, SPSS, Quantum, Wincross, and Excel. ü Projects for our client in combining, creating and modifying tables and Views and automation of the process: With an objective to ensure the quality of the data by using the given inputs and automate the process. Tools used: SAS SQL & MACROS.
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