Given the growing digital engagement via various platforms, the (fictional) company NudgeMe2Eat wants to develop an innovative social media strategy to increase sales. The company operates in the food sector, selling a wide range of organic, vegan and vegetarian products in-store and online promoting healthy eating. While they recognise social media is an attractive marketing channel, the company endeavours to know more about the impact of consumers' social media behaviour in the food sector before investing time and resources. This case offers insight on how to analyse a business problem using data and illustrates some fundamental marketing analytics concepts to understand consumer behaviour. Students will be asked to analyse data relating to a business problem using external data and recent academic literature. Students will also evaluate fundamental aspects of quantitative analysis
