The particular case study, aimed at Advanced Level users of Google Looker Studio, delves into more detailed complexities surrounding personalized data-driven marketing strategies within Mum&Kids retail store, a company specializing in both online and offline retail of products for expecting mums, their babies and kids under 16 years old.
Seeking guidance, the company consults an expert in data analytics to help enhance marketing efforts through data-driven decision-making. The goal is to use the available data to understand two main segments of customers: mums under 35 and those aged 35 and over. This means that students should create two specific customer personas. The objective is to use these personas to support evidence-based decision-making for individualized and actionable marketing strategies. In the Beginner's Level case study, students were asked to evaluate the company's various datasets on an individual level. The objective was to retrieve insights from each dataset in isolation to develop a general customer persona but did not go as far as integrating or cross-referencing insights across the different data sources. In this advanced-level case study, students are asked to deepen their understanding of Google Looker Studio by working with calculating fields, applying filters, merging data sources, and using mathematical functions to extract meaningful marketing insights.