Analytics For Decision-Making

This question requires you to consider an organisation that you have previously worked for, or any organisation that you are familiar with. In the following tasks, you will need to think about the role of a dashboard that could assist managers with effective data analysis and communication. Build such a dashboard on your own, and attach a screenshot of the dashboard.

(a) Discuss the appropriateness of using strategic, tactical or operational dashboards in this

 

context.

(10 marks)

 

(b) The management believes that the dashboard can be further improved by having more interactions to help users to explore data at different granularity. Propose one (1) or more

 

filters to promote interactivity.

(10 marks)

 

(c) Recommend the desired charts that will help enhance the dashboard. Justify your recommendations.

You may use or change the Generic dataset (generic.xls) provided, or any publicly available data sources (e.g., https://www.gapminder.org/data/), to construct the dashboard with the recommended changes in Question 1(c). Provide screenshots of the new charts and the constructed dashboard in your report, and store the Tableau workbook into a single Tableau workbook file with extracted data. Name the workbook as “student_number.tbwx”.

 

Variable 

 

Description 

 

Remarks 

 

CustomerIndex

 

ID of the customer

 

Age

 

Age of the customer

 

Gender

 

Gender of the customer: F – Female, M – Male

 

Marital Status

 

Marital status of the customer

 

Race

 

Race of the customer

 

Visit_Time

 

Date of Purchase

 

You can change the dates range accordingly.

 

Visit_Type

 

Online or store visit

 

Amount

 

Amount they spent

 

Product

 

Product bought:

 

Revenue

 

Revenue that was generated from the sales.

 

Revisit

 

Either new or returning customer

 

(15 marks)

 

Question 2 

1. (a)  Based on the organisation selected in Question 1, state the mission and vision of the
   organisation and list one (1) of its strategic objectives.
2. (b)  Identify several measurable metrics (e.g., KPIs) that can help to achieve the strategic
   objective stated in Question 2(a) and discuss your rationale.

Question 3 

The organisation that you have selected in Question 1 had collected customer feedback (written in free-format texts) over the years and would like to apply text mining in order to understand their customers better. Explain the benefits of the project and outline five (5) challenges that the organisation is likely to face with analysing textual data. Suggest matching text mining functions that can be applied to overcome the challenges identified.

(15 marks)

 

(10 marks) (20 marks)