Project Initiation Document

Project Initiation Document

Project Background

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Data analysis and visualization tools, together with the vast amount of data generated when people use websites and visit stores (store card data is just one example) and use social media (role and choice of influencers may be appropriate) give us a potentially valuable toolkit for marketing effectively and also for identifying trends and optimizing website design.

Project Brief

A new clothing company is setting up an online store and 6 flagship stores to promote their clothing. They are employing you as a team of consultants to advise on the data they need to gather and the best tools to analyze the data. They expect you to find similar case studies and draw on best practice, letting them know how to optimize their website, ensure they are always ahead of the game in fashion design, and know-how best to advertise to ensure they are seen as an affordable but desirable brand.

A detailed report and strategy for the clothing company with appropriate evidenced advice and references to industry practice, including how the company will ensure that data collection and analysis is carried out in line with current legal obligations

The task is set in the UK and any costing needs to be in pounds sterling. You may choose the type of clothing/market providing it meets the descriptors above.

Task suggestions

You will need to investigate the following:

Types of an online storefront

You should find out what styles and tools are available, what would be typical costs.

Types of data that should be collected and how it can be anonymized but still be of value.

What data can be collected from marketing campaigns, use of the website visits stores, purchases, and how can it be used to gain a commercial advantage.

Tools that can be used
What tools are appropriate for predicting trends, analyzing the data, optimizing the website, presenting information, and assisting in making decisions.

Decision Making
How will the tools and data play a role in the decision-making process, how do you avoid bias in any decision making, Think about recent reports about unethical supply in the clothing industry, how can you identify what your customers care about?

Learning from case studies – How does Amazon work with data (This is a tough one). How do other online retailers maintain a competitive advantage, Can you justify your strategy?

Some key stakeholders (but there will be others you need to think about)

The company.
The customers.
The website design team.
The purchasers for the company.

Project Considerations

Your report will include at least the following inappropriate sections.
•    An Introduction to the problem.
•    Project Initiation Document, WBS & Gantt chart, 4-Fields map.
•    Your recommendation for a strategy together with a rough costing.
•    You should indicate approximate costs for tools or staffing where appropriate.

Report Structure

-Introduction, Project Brief, Consideration of Stakeholders.
-Project Initiation Document, WBS & Gantt chart, 4-Fields map.
-Your recommended strategy.
-An outline of costs and benefits. For more information on the Project Initiation Document check on this:

Impact of International Actors

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