Data-Driven Decision Making: Insights from Vuma Investments

Video transcript Topic: Data-driven decision making

Introduction (Read it out loud and clearly) • Decisions that we make can either make us or break us. • The same happens to the businesses that we are running. • Planning business marketing is one of the most significant decisions a company can ever make. • In this case, Vuma investments were looking for a way to scale its business through advertisements to increase the company's market share. • The company had already invested in social media marketing to promote its e-commerce platform and wanted to track the performance of the market campaign so that they could continue with the campaign or not.

Cont’d (Read it out loud and clearly) • Data-driven marketing is essential because it enables the company to meet customer expectations regarding personalized communications and suggestions. • The data collected in this case include:  impressions  Clicks  Orders  conversion rate  several new clients. • The developers came up with a tool and dashboard that could help track the traffic and data coming from the social media platforms only.

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Data collection and analysis (Read it out loud and clearly) • Data was collected by accessing the dashboard of the company's website. • Anyone who visits our website creates data, and the company can access the data through the website's dashboard. • It, therefore, contains information about how many people accessed the website, how long they stayed, what they clicked, where they got lost, and so much more. • The collected data include impressions, clicks, orders, conversion rate, bounce rate, and several new clients.

Cont’d (Read it out loud and clearly) • The data collection process took place for five months. • The data collected was fed into Microsoft Excel for analysis. • The importance of the data analysis process is that it empowers us to understand the data through natural language queries that make it possible to ask the necessary questions about the data then use the analysis that has been done as a way of answering the questions that we asked during the data analysis process. • Data analysis was also critical because it provided high-level visual summaries, patterns, and trends that will help make sense of the data collected.

Results (Read it out loud and clearly) • Vuma investments recorded an increase in impressions in response to the social media promotion. (Explain while showing the audience the results shown on the table) • The number of clicks also increased, meaning that the company had done more to attract the people to click on the website link out of the many choices. (Explain while showing the audience the results shown on the table) • It also meant that the website was getting more exposure and that the promotion was working for its benefit.

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Table of results (Explain the results clearly) January February March April May impressions 3002 5112 7444 10253 11100 number of clicks 900 812 1000 10111 6125 Number of orders 50 180 600 612 1000 conversion rate 6 22 60 6 16 Number of new clients 40 150 600 400 800

Cont’d (Read it out loud and clearly) • The number of orders also increased as the promotion continued. (Explain while showing the audience the results shown on the table) • The marketing process played an essential role in ensuring that the company was better positioned to make sales in the market. • The promotion process also increased the number of new clients to the company. The importance of having new clients is that they are likely to link the company to more clients in the future, leading to the company's growth in the best way possible. (Explain while showing the audience the results shown on the table)

Bar graph of the data (Explain the graphs)

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Line plot of the data (explain the trends shown in the line graph)

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