Analysis of Sales, Saved Configuration & Marketing Performance
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
The aim of this master thesis is to first investigate the influence that the marketing campaigns have on site visits, saved configurations and sales orders as well as the relationship between these variables. Secondly, to explore the association between saved configurations and sales orders and finally to investigate short term color trends between saved configurations and sales orders.
The selected data was extracted from different databases from the Volvo IT. Different methods were used for the analysis. Regression and mediation analyses were used to identify the relationship between the variables. Association analysis and multidimensional scaling methods were conducted to measure the association between saved configuration and sales orders. In order to investigate the short term color trends in data, a Mann-Kendall monotone test was used.
A total 8 weeks of lagged marketing campaigns and saved configurations data were used to investigate the influences on saved configurations and/or sales. The result shows that marketing campaign budgets does have an effect on site visits, site visits have impact on saved configurations and saved configurations have an impact on sales order. Marketing campaign budgets and site visits also have significant mediated effect on relationships between the variables. Result also show that the selected options and feature combinations are mostly similar between saved configurations and sales orders, but there are also dissimilarities that exist between the two data sets. Short term color trends for car model, series, and country exist in both saved configurations and sales orders. However, it should be noted that color trends mostly exist in the more uncommon colors.
Place, publisher, year, edition, pages
2013. , 93 p.
Sales and Web configuration, Marketing performance, Volvo cars, Mediation analysis, Association analysis, Mann-Kendall monotone test, Car configuration analysis, Independent lagged variables
Probability Theory and Statistics
IdentifiersURN: urn:nbn:se:liu:diva-94571ISRN: LIU-IDA/STAT-A--13/007--SEOAI: oai:DiVA.org:liu-94571DiVA: diva2:633283
Subject / course
Program in Statistics and Data Analysis
2013-06-05, Linköping University, Linköping, 15:18 (English)
Nordgaard, Anders, Docent
Villani, Mattias, Professor