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German Electricity Load Forecasting Using Time Series and Machine Learning Models

This individual assessment focuses on analysing and forecasting German electricity load using time-series analysis, statistical forecasting models and machine-learning approaches. Students are required to work with publicly available electricity data from the Open Power System Data platform and investigate the characteristics of the German time series before developing and comparing a range of forecasting models. The project combines exploratory data analysis, time-series modelling, regression-based forecasting and neural-network modelling, with particular emphasis on critical evaluation of modelling choices and forecast performance. The first stage requires students to retrieve the 60-minute electricity data and isolate the German data using the country identifier “DE”. The data should be aggregated into weekly and daily values using tools such as Pandas, with observations retained from 1 January 2015 through October 2020. Students must produce initial plots and conduct exploratory data analysis to identify the main components of the time series, including possible trend and seasonal patterns. Time-series analysis should then be performed to investigate and test for non-stationarity. The modelling component begins with benchmark forecasting methods such as Mean, Naive, Seasonal Naive and Drift forecasts. Students are required to use a two-year forecast horizon and compare the performance of these benchmark approaches. An autoregressive modelling approach must then be developed using SARIMA where appropriate. Students must identify suitable model parameters using the AIC likelihood method, considering the required combinations of p, d, q, P, D and Q parameters. Model fit should be assessed through residual analysis, including inspection of residual distributions and autocorrelation plots. Forecasts should include confidence intervals and performance should be evaluated using suitable metrics such as RMSE. The assessment also requires an exogenous temperature variable to be incorporated into a SARIMAX model. Berlin is specified as the representative location for German temperature data. Students must recognise the distinction between a true operational forecast and an explanatory or conditional forecast when future observed temperature values are used. The temperature variable should also be used to produce weekly forecasts. Further modelling requires students to apply a feature-based regression model, such as Random Forest or Gradient Boosting Regression, to the weekly electricity-load and temperature data. The final modelling stage uses hourly data with a Long Short-Term Memory (LSTM) neural network. Students must conduct a literature review relating to LSTM applications for the forecasting task, build and tune the model, evaluate its performance and forecast the final two years of available data. The report must critically compare the models rather than simply present numerical results. Students must address specific questions concerning improvement over the Seasonal Naive benchmark, prevention of data leakage when constructing temperature lag features, SARIMAX parameter choices, the value and availability of temperature and holiday covariates, and the relative interpretability and complexity of SARIMAX, feature-based and neural-network models. Students must also recommend one model for operational use based on accuracy, uncertainty, interpretability and maintenance considerations. The final report should be 6–8 pages and include model forecast plots, an evaluation-metrics comparison table, critical discussion of the results, comparison with real data, future improvements and appropriate references. Students must also create a GitHub repository containing the codebase and follow appropriate coding practices. The submitted code must reproduce the figures, models and numerical values presented in the report.

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Digital Marketing / Marketing Analytics 2,483 words

Digital Marketing Analytics (BS783) — GA4 Performance Analysis and 90-Day Campaign Strategy for the Google Merchandise Store

This Level 7 report positions the writer as a digital marketing consultant engaged by the Google Merchandise Store, a live e-commerce operation. All quantitative work is drawn from the public GA4 Analytics Demo Account, so the analysis rests on real platform data rather than invented figures, and the report is structured in two halves that move from diagnosis to prescription. Part A is research and analysis. It opens by defining and evaluating the role analytics currently plays in shaping the store's digital marketing strategy — what is being measured, what that measurement is used for, and where the strategic gaps sit — grounded in marketing performance-measurement literature rather than description of the interface. The tactical analysis then assesses how effectively the store's digital channels and social content drove traffic and conversions across two defined quarterly reporting periods. Performance reporting follows, comparing the two periods in detail to identify the strongest customer segments, acquisition channels and products, and — more importantly — offering a reasoned explanation for why performance differed between them, distinguishing seasonality and campaign activity from genuine structural change. Part B turns to campaign strategy for a niche lifestyle market segment. A customer persona is developed and supported by the behavioural evidence visible in the GA4 data rather than asserted demographics, and a full journey map traces that persona from awareness through consideration, conversion and retention, identifying the friction points at each stage. Strategic recommendations then propose specific enhancements to channels and content aimed at that audience, each justified against the performance evidence from Part A and against the competitive landscape the store operates in. The final section builds the measurement architecture for the proposed campaign over the following ninety days. It sets goals and performance management parameters, selects the tools and metrics that will track them, defines the reporting cadence and the decision thresholds that trigger optimisation, and places particular weight on measuring return on marketing investment — connecting spend to sales, leads and customer satisfaction rather than to vanity engagement figures. Attribution limitations and the practical constraints of GA4 measurement are acknowledged where they affect confidence in the numbers. Throughout, screenshots and exported GA4 reports evidence the claims made, academic and practitioner sources support the analytical framing, and Harvard referencing is applied consistently. The submission is a single file through Turnitin.

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