The assignment requires that you analyse a data set with a few different tables, interpret, and draw conclusions from your analysis, and then convey your conclusions in a written report. The assignment must be completed in a group of three students

MIS784 – Marketing Analytics – Trimester 2 2025
Assessment Task 3 – Group of 3 students
DUE DATE: Friday, 3rd Oct 2025, by 8:00pm (Melbourne time)
PERCENTAGE OF FINAL GRADE: 40%
Submission: You will submit to unit site:
– one Word file, with your queries & appendix, and
– one Word file, with your written report, 4000 words
(+/- 10%)
Description
The assignment requires that you analyse a data set with a few different tables, interpret, and draw
conclusions from your analysis, and then convey your conclusions in a written report. The assignment
must be completed in a group of three students and must be submitted electronically in CloudDeakin
by the due date. When submitting electronically, you must check that you have submitted the work
correctly by following the instructions provided in CloudDeakin. Hard copies or assignments
submitted via email will NOT be accepted.
The assignment uses a data set which can be downloaded from CloudDeakin. The assignment focuses
on materials presented up to and including Week 11. Following is an introduction to this scenario and
detailed guidelines.
Group Assignment Guidelines
This is a group assignment, and active participation is essential. Each group must consist of three team
members. To help you find team members, a group formation discussion forum has been created under
“Assessment 3 – Group Formation” (3 students per group). Once you have formed your team, please
register your group by navigating to TOOLS, then GROUPS, and selecting an available group number.
Please do not enrol in a group without first obtaining permission from the existing team members. Any
students not in a group by 5th September have been automatically assigned to a team. If your group has
fewer than three members, additional students may be added to your team.
You must actively contribute as a member of your group to submit the assignment and receive a grade.
Your team is required to meet (virtually or physically) at least three times before the submission date:
once at the beginning of the project, once mid-project for a progress review, and once before the final
submission.
Attendance: All team members are expected to attend and contribute to each meeting. If a member
cannot attend, they must provide a valid reason in advance. Failure to attend meetings without a valid
excuse may result in a loss of marks. The goal is to keep everyone informed about the team’s progress,
identify any issues, and address major concerns quickly. The key requirement is that all members must
meet at the same time, whether physically or virtually. This is not about sending individual summaries;
the meeting must be conducted at a mutually agreed time.
Meeting Documentation: It is crucial to document each meeting. A meeting minute template is
provided for your reference. This includes recording the following details:
Date and time of the meeting
Attendees and absentees (including apologies)
Action items and deadlines
Tasks allocated to each team member
Suggested Platform: It is recommended that you use Microsoft Teams for all communications and
meetings.
Suggested Meeting Agenda:
Each member should report on their completed action items and deliverables.
Discuss current tasks each member is working on.
Plan the next steps for each member.
Identify any roadblocks faced by the group or individuals.
Develop possible resolutions and reassign tasks if necessary.
Final Report Requirement: You must provide evidence of your team meetings in the final project
report (3 meeting minutes at least and 1 group member contribution form). Include the meeting
documents in the report’s Appendix (this will not count toward the 4,000-word limit).
Context/Scenario:
This trimester, we are excited to continue to work with real-world data to analyze and provide insights
for a dynamic non-profit organization. For confidentiality, we will refer to this organization as
“MobileImpact.”
MobileImpact is a non-governmental organization focused on tackling pressing global challenges such
as combating hunger, expanding access to education, and fostering sustainable communities. What
makes MobileImpact unique is its innovative use of mobile applications and mobile gaming platforms
to reach and engage a broad audience. By designing games with in-app purchase mechanisms and
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embedding donation options, MobileImpact transforms entertainment into an impactful fundraising
channel, complementing more traditional donation pathways such as recurring pledges and campaign based fundraising drives.
The organization aligns its mission with several United Sustainable Development Goals (SDGs),
particularly: SDG 1: No Poverty, SDG 3: Good Health and Well-being, and SDG 4: Quality
Education.
The SDGs1
, established in 2015 as part of the UN’s 2030 Agenda, serve as a global framework for
tackling challenges such as poverty, inequality, and climate change2
. By designing mobile engagement
strategies that support these objectives, MobileImpact contributes to global efforts to create a more
equitable, sustainable future. Students are strongly encouraged to familiarize themselves with the
SDGs, as this understanding will help them align their analysis and recommendations with the
organization’s broader mission.
MobileImpact’s operations are funded through a hybrid model:
1. In-app purchases and micro-donations embedded in mobile apps, allowing casual users to
contribute seamlessly while engaging with the games.
2. Recurring subscriptions from long-term supporters, providing predictable monthly revenue.
3. Targeted fundraising campaigns, often tied to specific projects or emergency relief initiatives.
This combination allows the organization to diversify its revenue sources while deepening
relationships with both casual participants and loyal donors.
At its core, MobileImpact values building meaningful and transparent relationships with its supporters.
This includes sharing stories of impact, hosting interactive digital events, and regularly updating users
and donors on project outcomes. However, sustaining engagement requires overcoming challenges
such as donor fatigue, attrition, and the balancing of entertainment-driven app interactions with the
seriousness of philanthropic missions.
To advance these goals, MobileImpact has engaged your team as data experts to explore their dataset,
create actionable insights, and apply cutting-edge marketing analytics techniques. Your tasks include
(but not limited to):
1 You can read more about Sustainable Development Goals here: https://sdgs.un.org/goals
2 You can read more about 2030 Agenda for Sustainable Development here: https://sdgs.un.org/2030agenda
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Exploring user and donor datasets to identify behavioral patterns.
Segmenting contributors based on app engagement and donation frequency.
Measuring donor retention and finding high-impact contributors.
Assessing the influence of seasonal campaigns, digital platforms, and in-app features on overall
fundraising performance.
Comparing the effectiveness of digital (apps, social media) versus traditional channels in
mobilizing support.
A recent internal review has highlighted the need to optimize engagement strategies across these
touchpoints. Your data-driven insights will guide MobileImpact in refining its outreach efforts,
strengthening donor relationships, and maximizing its contribution toward achieving the SDGs.
Additionally, MobileImpact is exploring how new marketing technologies, including social media
analytics, Generative AI (e.g., content personalization, conversational assistants), and virtual reality
(e.g., immersive impact storytelling) can open new avenues for acquisition, engagement, and retention.
In parallel, the organization is concerned about data privacy and compliance, particularly how evolving
data privacy policies (e.g., the GDPR) may affect data collection, consent management, cross-border
processing, and campaign measurement. Your task is to deliver evidence-based recommendations that
leverage advanced marketing analytics while ensuring privacy-preserving, regulation-compliant
practices.
The organization is particularly interested in:
Identifying patterns of donor behaviour: Examine differences between traditional donors
and in-app contributors. This includes analyzing donation frequencies, in-app purchase
behaviors, preferred channels of engagement (e.g., apps, social media, campaigns), and long term giving trends. Insights will help define performance indicators for sustained engagement.
Analysing and reducing donor churn: Detect which donors are at risk of attrition, whether
from recurring donations or in-app contributions. Develop evidence-based strategies and
targeted interventions (e.g., personalized retention campaigns, tailored incentives) to minimize
churn and maintain supporter loyalty.
Guiding future donation activities: Leverage historical data on both donations and in-app
purchases to identify drivers of high-yield campaigns and recurring support. Use these insights
to recommend how future activities, seasonal drives, in-app promotions, or social media
campaigns, can be optimized for impact and efficiency.
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Enhancing donor engagement: Provide data-driven recommendations to improve
engagement strategies, including personalized outreach, dynamic campaign messaging, and
app-based incentives. Insights should also inform how MobileImpact can integrate emerging
technologies (Generative AI, VR, advanced social media targeting) while balancing
effectiveness with compliance under evolving data privacy regulations (e.g., GDPR).
As part of this assignment, you are encouraged to create and explore various data features: Think about
which variables and features could be most useful for analysis. However, feel free to explore additional
features that you believe are relevant.
Some general points:
Membership is an ongoing monthly donation.
If a customer does not have any record on Tradition_Donation_Patterns table, means they may
have an active membership product and no history of cancel or donation to one-off donation in
the reported time. Our data only contains Jan 2024 to August 2025.
As part of this assignment, you are encouraged to be creative in your approach. You will need
to explore the dataset, identify key trends, and develop your own analytical questions and
methodologies. The aim is to think critically and strategically about how MobileImpact can
leverage data to achieve its mission more effectively.
You are required to submit both your analysis file and a written report that explains the outcomes of
your analysis and includes at least three strategic recommendations. Given that your audience may not
have extensive training in data analytics, your report should present the results in plain, straightforward
language.
Data description
MobileImpact collects data from its donors to better understand their behaviour and optimize
fundraising strategies. The provided data is contained in five data files named: Customers.csv,
Tradition_Donation_Patterns.csv, Mobile_Game_Inapp_Purchases.csv,
Marketing_Campaigns.csv and Campaign_Response.csv. These files include various types of
information crucial for analysing donor behaviour and donation patterns.
Contained in the five files are three basic data types:
1. Customers: This includes information about the donors, such as their personal details,
membership status, and other relevant information.
2. Donation in traditional and the new channel (mobile games): This includes information
about the donations made, including the amount, the products, and the timing of each donation.
3. Campaign Performance and Marketing Campaigns: These include information about
donor engagement with marketing campaigns, such as campaign types, response rates, and
engagement levels.
Customers.csv Variables:
Customer_ID: A unique identifier assigned to each donor for tracking purposes.
Age: The age of the donor in years.
Gender: The gender of the donor, categorized as “Male,” “Female,” or “Unknown” (for
missing values).
Occupation: The profession or job role of the donor.
Income_Level: The income category of the donor. Categories are “High,” “Medium,” or
“Low.”
Location: The state or territory in Australia where the donor resides.
City: The city in that state or territory.
Family_Size: The number of people in the donor’s household.
Tradition_Donation_Patterns.csv Variables:
Customer_ID: Unique identifier linking to the donor.
Donation_ID: Unique identifier for each donation.
DonationDate: Date the donation was made.
DonationEndDate: Relevant only for the product “Membership.” If filled, it indicates that the
membership was cancelled on that date; if ‘NA,’ the membership is still active.
DonationAmount: Total amount received from the donation for that specific product.
Product: Type of product or service associated with the donation.
o Membership: A recurring monthly donation made by the donor, supporting ongoing
initiatives or causes. The amount is not fixed.
o Membership_TopUp: An additional contribution made on top of the regular monthly
membership donation, either as a one-time or periodic enhancement.
o General Donation: A flexible, one-off donation that may include monetary
contributions, items, or services provided by the donor.
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Channel_Pay: The primary method of payment used for the donation (e.g., online, bank
transfer, credit card).
Mobile_Game_Inapp_Purchases.csv Variables:
Customer_ID: Unique identifier assigned to each donor/player.
Device: Mobile platform used (e.g., iOS, Android).
GameGenre: Primary game genre engaged with (e.g., MOBA, Battle Royale, Action RPG,
Puzzle).
SessionCount: Total number of gaming sessions recorded.
AverageSessionLength: Average duration of a session, measured in minutes.
SpendingSegment: A predefined classification of players based on spending behavior (e.g.,
minnow, dolphin, whale). As no further detailed definition is provided, you may choose to
adapt or propose your own spending segmentation.
InAppPurchaseAmount: Total value of in-app donations (AUD).
FirstPurchaseDaysAfterInstall: Number of days elapsed between app installation and the
user’s first purchase.
PaymentMethod: Preferred payment channel or gateway (e.g., credit card, PayPal, app store
billing).
LastPurchaseDate: Timestamp of the most recent donation in the mobile game.
Campaign_Reponse.csv Variables:
Customer_ID: Unique identifier linking to the donor.
Campaign_ID: Unique identifier for each campaign.
Response: Indicates if the donor responded to the campaign.
ClickThroughRate: The percentage of times donors clicked on a campaign link.
EngagementFrequency: How often the donor engaged with the campaign (e.g., number of
clicks, responses).
Marketing_Campaigns.csv Variables:
Campaign_ID: Unique identifier for each campaign.
CampaignType: The type of campaign (e.g., email, social media, TV).
CampaignDate: The date the campaign was launched.
CampaignBudget: The budget allocated for the campaign.
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TargetAudience: The predefined audience targeted by the campaign (e.g., high-value donors,
returning donors).
The dataset you will be working with in this assignment is compiled from real interactions of
MobileImpact, offering authentic data and insights directly relevant to the operations of a modern
charity. It is specifically curated by MIS784 team at Deakin Business School to be used for educational
purposes in the Marketing Analytics unit.
Specific Requirements
The assignment consists of two parts: Data Analysis and Written Business Report. You are required
to submit both the business report (approx. 4000 words) and analysis part (query & results are put in
the appendix). The report should be written based on your analysis.
Part 1: Data Analysis
Your data analysis must be performed on the provided five data files. When conducting the analysis,
you need to apply techniques from marketing analytics, using Google Cloud Platform (e.g., BigQuery,
Looker Studio). Poorly presented, unorganised analysis or excessive output will be penalised.
Part 2: Report
Having analysed the data, you are required to provide a formal business report. Given that your
audience may not have training in marketing analytics, your report must present the results in plain,
straightforward language. The audience will only be familiar with broad, generally understood terms
(e.g., Average, Correlation, Causality). They will need you to explain more technical terms.
There is no requirement on the report format, and you can use any format that best presents your work.
One of the many ways to structure the report is shown below for your information, but please note that
you do not have to follow this structure.
Executive Summary
Understanding the Consumers
Methodology (analysis conducted)
Evaluating the Performance
Strategic Recommendations
References
Appendix (Data Analysis and group documents to be put in another file)
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Your business report and recommendations should be based on the analysis conducted in this
assignment and any additional relevant analysis that enhances the impact of your recommendations
and also backed up with relevant academic theories and research. Ensure that both recommendations
are directly informed by your data analysis. Avoid including any commentary not supported by your
data analysis. Highest marks will be awarded to students who draft distinct recommendations, and
whose recommendations consider a broad range of data-supported considerations. Ap
You must include 4 to 6 charts, graphs, or tables in your report to visually represent your data
analysis and support your findings. These visual aids should be clearly labelled, easy to interpret, and
directly related to the key points in your analysis. Using visual elements will enhance the clarity of
your report, making it easier for your audience to understand the data-driven insights and
recommendations you are presenting.
When presenting your recommendations, it is essential to back them up with relevant academic
theories and research from recent articles. Using up-to-date academic sources will provide a stronger
foundation for your analysis and ensure that your suggestions are informed by proven concepts from
fields such as marketing, data analytics, and donor behaviour. A minimum of 5 academic sources is
required, and all sources must be cited and referenced using the APA 7th edition referencing style. Be
sure to provide in-text citations for any ideas, data, or theories you reference, and include a full
reference list at the end of your report (this will not count toward the 4,000-word limit).
When exploring data, we often produce more results than we eventually use in the final report, but by
investigating the data from different angles, we can develop a much deeper understanding of the data.
This will be valuable when drafting your written report.
You are allowed approximately 4,000 words (3,600 to 4,400 words) for your report. You must provide
evidence of your team meetings in the final project report. Include the meeting minutes in the report’s
Appendix (this will not count toward the 4,000-word limit).
Please consider the following points:
Your report should be a stand-alone document.
Use simple English and clear explanations. Avoid technical statistical jargon and focus on
presenting your analysis in easy-to-understand language.
Include 4 to 6 charts, graphs, or tables in your report.
You must include at least 5 academic citations.
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Marks will be deducted for including irrelevant material, poor presentation, disorganized
content, poor formatting, or exceeding the word limit.
When you have completed drafting your report, it is a useful exercise to leave it for a day, and then
return to it and re-read it as if you knew nothing about the analysis. Does it flow easily Does it make
sense Can someone without prior knowledge follow your written conclusions Often when re reading, you become aware that you can edit the report to make it more direct and clearer.
Learning Outcomes
This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs)
which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe
the knowledge and capabilities graduates acquire and can demonstrate on completion of their course.
This assessment task is an important tool in determining your achievement of the ULOs. If you do not
demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to
familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to
demonstrate for successful completion of this unit.
The learning outcomes that are aligned to this assessment task are:
Unit Learning Outcomes (ULO) Graduate Learning Outcomes (GLO)
ULO1: Explain marketing analytics concepts and
methodologies.
GLO1: Discipline-specific knowledge and
capabilities
ULO2: Analyse real-world marketing problems and
propose appropriate marketing analytic solutions.
GLO1: Discipline-specific knowledge and
capabilities
GLO5: Problem solving
ULO3: Deploy marketing analytic solutions using a
contemporary analysis tool.
GLO1: Discipline-specific knowledge and
capabilities
GLO3: Digital literacy
ULO4: Prepare written reports that effectively
communicate your solution to marketing problems.
GLO2: Communication
Submission
You must submit your assignment in the Assignment Dropbox in the unit CloudDeakin site on or
before the due date.
Your submission will comprise of two files:
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1. A Microsoft Word document containing your analysis queries & team contribution relevant
materials, and
2. A Microsoft Word document containing your report (Part 2).
When uploading your assignment, your submission files should be named:
Word file 1: MIS784_A3_GroupID_Query.doc (or .docx), and
Word file 2: MIS784_A3_GroupID_Report.doc (or .docx).
Submitting a hard copy of this assignment is not required. You must keep a backup copy of every
assignment you submit until the marked assignment has been returned to you. In the unlikely event
that one of your assignments is misplaced you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism and for authenticating work.
When you submit an assignment through your CloudDeakin unit site, you will receive an email to your
Deakin email address confirming that it has been submitted. You should check that you can see your
assignment in the Submissions view of the Assignment Dropbox folder after upload and check for,
and keep, the email receipt for the submission.
Use of Generative Artificial Intelligence (genAI) in this assessment
Deakin welcomes the opportunity to engage with emerging technologies in education and seeks to
build your capability in the ethical and responsible use of current and emergent technology. Deakin
also upholds a commitment to academic integrity and to ensuring high-quality educational
outcomes that prepare you for an AI-driven future.
Using genAI as an assistant is appropriate in this assessment task.
To support your learning in this assessment task, it is recommended that you limit genAl use to
assist with specific tasks such as editing your work to identify grammatical and spelling errors,
getting feedback on your work to improve clarity, refining multimedia content and analysing
data. You must modify any AI-generated content you use. Your final submission should be your