Table of Contents

I. Business Intelligence..................................................................................................................5
II. Briefly introduce at least TWO examples of business intelligence......................................5
1. HelloFresh centralized digital marketing reporting to increase conversions...........................5
2. Des Moines Public Schools identifies and helps at-risk students............................................5
III. Explain some tools and techniques associate with business intelligence............................6
1. Business Intelligence Tools.....................................................................................................6
2. Business Intelligence Techniques............................................................................................9
IV. Briefly explain ONE problem or ONE decision of the new CEO in your chosen
company........................................................................................................................................10
V. Design an improved interface for the software so that it can perform better to help the
new CEO in dealing with the above problem or making the decision....................................11
VI. Critically explain how you will customize the design to make it more user-friendly with
better functional interface...........................................................................................................12
1. Add multiple levels of filtering for slicers.............................................................................12
2. Organize your performance breakdown.................................................................................12
3. Comment for Visual header...................................................................................................13
4. Personalize chart tables..........................................................................................................14
5. Edit background colors and titles more intuitively................................................................15
6. Key Influencers chart update.................................................................................................15
VII. Critically review the new design in terms of how it helps the CEO in solving problem
or making decision.......................................................................................................................16
1. The platform and interface are simpler and more intuitive....................................................16
2. Optimized chart table, easy to use.........................................................................................16
3. Filter level for slicer has more filtering function...................................................................16
4. Comment for title Visual has more features..........................................................................16
VIII. Discuss how the business intelligence software can contribute to effective decision-
making..........................................................................................................................................17
1. Improve Business Productivity..............................................................................................17
2. Crucial Information Easily Accessed.....................................................................................17
3. Informed Decision Making....................................................................................................18
IX. Explore legal issues involved in secure exploitation of business intelligence tools..........18
1. Procedural points....................................................................................................................19
2. Technological terms:..............................................................................................................19

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X. Provide specific examples of at least TWO companies that use business intelligence tools
to improve operations..................................................................................................................20
1. Lotte.com: BI Increases Company Revenue..........................................................................20
2. Baylis & Harding: BI Provides Decision Making Process Support.......................................20
References.....................................................................................................................................21

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I. Business Intelligence
Define: Business intelligence (BI) leverages software and services to transform data into
actionable insights that inform an organization’s strategic and tactical business decisions. BI
tools access and analyze data sets and present analytical findings in reports, summaries,
dashboards, graphs, charts and maps to provide users with detailed intelligence about the state of
the business.

The term business intelligence often also refers to a range of tools that provide quick, easy-to-
digest access to insights about an organization’s current state, based on available data.

(Josh Fruhlinger and Mary K. Pratt, 2019)

II. Briefly introduce at least TWO examples of business intelligence

1. HelloFresh centralized digital marketing reporting to increase conversions
 Problem: Digital marketing reporting was time-intensive, manual, and inefficient.
 Solution: For meal kit company HelloFresh, a centralized business intelligence solution
saved the marketing analytics team 10-20 working hours per day by automating reporting
processes. It also empowered the larger marketing team to craft regional, individualized
digital marketing campaigns. Based on aggregate analyses of customer behavior,
HelloFresh created three buyer personas to guide their efforts. Being able to see and track
real-time data means the team can react to customer behaviors and optimize marketing
campaigns. As a result, they saw increased conversion rates and improved customer
retention.

2. Des Moines Public Schools identifies and helps at-risk students

 Problem: Manual Excel reporting meant administrators couldn’t see up-to-date data like
attendance, preventing timely intervention.
 Solution: Des Moines Public Schools (DMPS) used advanced analytics to improve dropout
intervention rates and better understand the impact of various teaching methods on individual
student outcomes. The DMPS Research and Data Management team used a multiple linear
regression model—nicknamed the dropout coefficient—to weigh student indicators to
predict which students might be at risk of dropping out of school. They used a business
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intelligence

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 platform to leverage the model. Data visualization made it easy for staff to identify
individual, at-risk students and get those students the attention they need. Dashboards set up
by the Research and Data Management Team delivered real-time analytics to 7,000 DMPS
teachers and staff so they could adapt and intervene sooner, dramatically improving the
intervention success rates. The real-time analytics were supported by five years of historical
data.

(Tableau, 2022)

III. Explain some tools and techniques associate with business intelligence
1. Business Intelligence Tools
a. DUNDAS BI

 Immersive Mobile Experience: This feature gives you the possibility to share, view,
and create dashboards via mobile thanks to HTML5. The mobile version looks exactly
like desktop and it doesn’t require any app downloads.
 Customizable data views: The tool allows you to generate dashboards with drag and drop
capabilities. Dashboards can be customized with a wide range of charts, styles, and
themes with a responsive design.

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 Seamless integration: Dundas BI is a fully programmable platform that can be customized by
regular end-users as well as advanced users with CSS styling and full scripting. This means
the entire system can be embedded into your own application with an API.
 Tailored Analytics: Dundas BI provides real-time data so that business users can view,
create, interact, and monitor their data quickly and on any device. Additionally, the tool
supports cross-analysis so that users can explore their data and uncover hidden
opportunities.
 Interactivity: When visualizing your data, Dundas BI platform offers highly interactive
options such as smart recommendations, chart animated transitions, data brushing, among
others. The final goal is to keep users engaged while helping them understand the data
faster.

b. ZOHO ANALYTICS

 Blending and visualizing data: Similar to other tools on our list, their most prominent
features focus on blending data from multiple sources, and visualizing them through
reports and dashboards via their drag-and-drop designer. But not only, as you can also feed
data from their online storage service Zoho Docs.
 Intelligent assistant Zia: If you’re looking for artificial intelligence-powered analytics,
Zoho has created Zia, an intelligent assistant that you can ask questions in form of natural
language, and you will immediately receive the answer in the form of reports and KPI
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 widgets. Zia is based on natural language processing and machine learning technologies to
help the user search for data faster.
 Commenting section in sharing options: If you opt for a shared view of your reports, you
can enable commenting in real-time of elements such as charts, pivot views, tabular views,
tables, or dashboards. The people that you collaborate with will be immediately notified and
you can develop a complete thread as well as attach files, crop your screen, or use different
formatting options.
 Geo visualization: Apart from various visualization options such as charts, widgets, pivot
tables and tabular view components, geo-visualization is a feature that will enable you to
analyze the geographical data with interactive map charts across countries, states,
regions, and even latitudes and longitudes.
 Spreadsheet-like interface for deep analytics: If you’re a fan of spreadsheets, then Zoho’s
interface for deep analytics will definitely look familiar. Designed for users acquainted with
Excel, this kind of analysis will give you a well-known look and feel for analysis and
reporting, although they promise many more features than Excel.

c. INFOR BIRST

 Modern data architecture: Birst's native cloud BI platform is based on infor's modern data
architecture. The advantages of this are high flexibility, data security as well as scalability
to adapt to changing business conditions.

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 Networked BI: Thanks to a multi-tenant cloud architecture, interconnected analytics and
BI instances are created based on a common Data-as-a-Service (DaaS) structure.
 Adaptive interface: Cross-device access to the platform that meets the needs of modern work
styles, enabling a positive user experience with the same interface, whether online or offline.
 Embedded BI: Infor Birst's cloud solution gives you the option to integrate it with your
own application. This allows you to monetize data in a familiar software environment
without having to develop an analytics product yourself.
 Industry analytics: Different role and industry-specific data models, as well as analysis
options, are offered. With their help, specific trends but also weak signals can be identified
in order to react to them at an early stage and increase profitability.

(Datapine, 2022)

2. Business Intelligence Techniques

There are several business intelligence techniques companies can put to use to gain
valuable insights to inform decision-making. Here’s a look at the most common BI techniques.

a. Analytics

Analytics is a business intelligence technique that involves the study of available data to
extract meaningful insights and trends. This is a popular BI technique since it lets businesses
deeply understand the data they have and drive ultimate value with data-driven decisions. For
instance, a marketing organization can use analytics to establish the customer segments that are
highly likely to convert to new customers, and call centers leverage speech analytics to monitor
customer sentiment, improve the customer experience, and for quality assurance purposes, just to
name a few.

b. Predictive Modeling

Predictive modeling is a BI technique that utilizes statistical techniques to create models

that could be used in forecasting probabilities and trends. With predictive modeling, it is possible
to predict the value for a particular data item as well as the attributes using multiple statistical
models.

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c. OLAP

Online analytical processing is a technique for solving analytical problems with different
dimensions. The most important value in OLAP is its multidimensional aspect that lets users
identify problems from different perspectives. OLAP could be used to complete tasks such as
budgeting, CRM data analysis, and financial forecasting.

d. Data Mining

Data mining is a technique for discovering patterns in huge datasets and often
incorporates database systems, statistics, and machine learning to find these patterns. Data
mining is an integral process for data management as well as the pre-processing of data since it
ensures appropriate data structuring. End users could also use data mining to create models that
reveal these patterns. For instance, a business could mine CRM data to predict which leads will
most likely buy a certain solution or product.

e. Model Visualization

The model visualization technique is used to transform the discovered facts into
histograms, plots, charts and other visuals that aid in proper interpretation of the insights.

(The Team at CallMiner, 2019)

IV. Briefly explain ONE problem or ONE decision of the new CEO in your
chosen company
One decision of the new CEO in Apple: launch iOS 16 at the WWDC 2022 Worldwide
Developers Conference in June.

There will be three iPhone lines that will not be "replaced", even if they are running the latest
iOS 15.4 software update: iPhone 6S, iPhone 6S Plus and iPhone SE (2016).

As for the new iOS 16 features, LAP echoes the previous statement that the new iOS operating
system will include more interactive widgets and “quick action” shortcuts that users can use from
the desktop. lock pattern, and improved the Files and Reminders apps.

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An iPhone that supports iOS 16 is not necessarily the best experience. Due to the processing
requirements for some iOS 15 features, only the iPhone XR and iPhone XS and later can operate
everything iOS 15 has to offer. Older models lack features like Live Text, Spatial Audio in
FaceTime.

(Nga, 2022)

V. Design an improved interface for the software so that it can perform better
to help the new CEO in dealing with the above problem or making the
decision.

 Add multiple levels of filtering for slicers

 Comment for Visual header
 Personalize chart tables
 Edit background colors and titles more intuitively
 Key Influencers chart update
 Organize your performance

breakdown (Tran, 2019)

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VI. Critically explain how you will customize the design to make it more user-
friendly with better functional interface.
Some design to make power BI more friendly with better functional interface:

1. Add multiple levels of filtering for slicers

Multi-level filters for slicers have been added in this update, ideas taken from user input
at ideas.powerbi.com. This filter is useful when you want to filter gaps or you just want to use
parametric filters.

When additional filters are applied in the slicers, other visual parameters are not affected. In
the above example, we can add an Avg filter. Sales > 1000 for parameter BrandName.

2. Organize your performance breakdown

With this new update, users can change the sort directly and choose to sort by options:

 Total time of use

 Requests have been fulfilled
 DAX query usage time
 Direct query usage time
 Usage time visual display

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3. Comment for Visual header
Power BI users often add audience annotation information to their reports. To set that up
is often time consuming, so Microsoft added the ability to create annotations directly in the
visual header. This option is disabled by default, but you can open it through the format panel,
this feature will be visible in edit mode and read mode.

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In addition, you can also change the format for the caption title.

4. Personalize chart tables

In this update, Microsoft has adjusted the visualization of the chart tables to allow
customization. Any charts you add to your report will be displayed below the dashed
line.

If you plan to use any of the charts in your reports, you can right-click the chart to pin it to the
frame.

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5. Edit background colors and titles more intuitively
Users can expand conditional formatting options to format parameters. Conditional
formatting was added to support the formatting of the background and title colors of the
parameters.

6. Key Influencers chart update

 Key Influencers connect directly to Power BI's data sheet

The new update adds support for Key Influencers to preview charts when you connect to a
Power BI data table in Power BI Service. When using a report that connects directly to a
Power BI data table, the chart will immediately behave like pre-imported models.

 Accessibility of Key Influencers

You can already navigate the charts using the keyboard, use a screen reader to read the
information on the chart, and enable high contrast mode and view the appropriate charts.

 Cloud RLS support

When you view reports with different RLS functions, you can use influencer key graphs and
see the types of graphs that users can see when viewing reports with the right security features.

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VII. Critically review the new design in terms of how it helps the CEO in
solving problem or making decision
Review the new design of Power BI in solving problem or making decision:

1. The platform and interface are simpler and more intuitive.

It enables people at all levels of the organization to make confident decisions using up-to-
the-minute analytics. In addition, Power BI is newly designed in an intuitive way for Microsoft
users, especially those familiar with Excel.

2. Optimized chart table, easy to use.

Optimize everything from spending to logistics, operations, customer relationships and
employee performance. Your decisions will be informed by the latest, most accurate data about
your organization. And you'll be empowered to react if things go for the worst or even for the
best - an ability that's valuable in times of uncertainty.

3. Filter level for slicer has more filtering function

Filters can help filter out gaps, or you just want to use a parametric filter. And when
an additional filter is applied in the cutter, other image parameters are not affected.

4. Comment for title Visual has more features

Users can directly annotate the visual header, change the format for the caption title.
Users previously couldn't change the title of columns and totals matrix, but now you have the
option to change the labels under the subtotals tab for both columns and rows, and uniform font
sizes across charts.

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VIII. Discuss how the business intelligence software can contribute to effective
decision-making
Business intelligence helps extract crucial facts from a vast amount of unstructured data
and transform them into actionable information that enables companies to make informed
strategic decisions, improving operational efficiency and business productivity. This actionable
information provides crucial insights that reveal the underlying currents of customer behavior,
their likes and dislikes, online shopping experience etc.

Business intelligence can arm companies with rich data resources that can help them
achieve their business goals and targets by guiding timely strategic decisions. Interactions with
customers in the form of voice calls, chat interactions, emails etc can be thoroughly analyzed by
business intelligence gathering teams to shed light on aspects such as customer preferences;
likes and dislikes of customers; technical difficulties faced by customers; customer reactions to
promotions; and the online shopping customer experience on a website. This analysis can lead to
improving conversion rates and much more.

1. Improve Business Productivity

Businesses can channel their vital resources and workforce to foster business productivity
as they need not divert their resources to business intelligence (BI) gathering work. Since all BI
gathering work is handled by the BI team, it results in cost saving, time saving and efficient
reporting supporting improved business productivity. The BI gathering team can pull up vital
information from customer interactions and present it in a manner that is easy to understand,
communicate and execute. BI gathering teams ensure that detailed reports are provided to
companies ensuring that all the crucial information is presented in a well-documented and
presentable manner so that information can be used to efficiently manage the business.

2. Crucial Information Easily Accessed

Business intelligence provides crucial information to companies, improving their ability
to make quick decisions and generating a competitive advantage.

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3. Informed Decision Making
Reporting based on accurate and timely information helps companies measure the
performance of their processes. Business Intelligence helps companies make informed decisions
on strategic issues by providing crucial information on current and historical performance of the
company along with future trends, expected demands, customer behavior etc.

Business Intelligence teams ensure that the company receives real-time advanced reports to
ensure that the company can efficiently utilize the information at hand to better manage the
business.

(Iyoob, 2012)

IX. Explore legal issues involved in secure exploitation of business

intelligence tools
WITH THE GROWTH of Business Intelligence market, the privacy and security issues
are also growing concern over business community. It is everyone’s right to control information
about them and there are laws and policies to safeguard individual right but are ineffective.
Companies use BI to collect and analyze data for improving their performance, therefore it
becomes important to access and maintain secure information. Though, on one side
technological developments make it easy to access information freely from various sources, on
the other hand it becomes essential to develop a system that can secure that information from
misuse by outsiders.

There can be various kinds of information for example data about customers who are the
prime profit generating source. They are the most valuable intellectual property of a company
that provides valuable advantages from one to another. So if another company is able to
determine the needs of this section of customers then can try to attract them with new plans and
this will be a disadvantage to the previous company. Primarily data can be stolen by two sources
like any individual; an employee authorized to access and later transfer it to any outsiders, and
the second one is technological failure. The corporate data warehouse should have better security
facilities that can prevent it from getting into the wrong hands.

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1. Procedural points
Some companies use internal control systems to prevent information leak, however,
privacy and security issues need to be handled both from the point of view of man made error
and technological advancement. As far as handling errors of employees are concerned, any
company or organization should first educate them about the work culture and the procedure of
handling confidential and sensitive corporate data. Companies should have strict laws to take
action against the person indulged in such breaching. Every corporation with a Business
Intelligence environment should teach all employees about the privacy and security policies
and process to handle data including proper use, storage and disposal.

The first step that should be taken by any corporation is to limit the number of users to access
information and also categorizing data according to its use. However, it's difficult to draw a line
on the basis of its use, region as a single job may require different kinds of data and may need a
whole data structure to analyze as in the case of production and sales and that depends. But a
thoughtful study can make you able to set a parameter.

2. Technological terms:
As far as technology is concerned, data encryption techniques can be done with some
highly sensitive data like customer information. These encrypted data can be further restricted to
some users, denying the ability to download and limiting its use within the premises. Again if
one gives the opportunity to download certain data, then that should be time sensitive and when
the set time period is over, data will be automatically expired from the user’s system. Again in
case of internet security, different software is available like ‘spyware’ that determines certain
kinds of data that are sensitive for the PC and so either delete it or not allow it to download.

Thus, after considering all the above technological and procedural points, if you are not able to
save your corporate privacy, then the last one left to take legal action against the culprit and that
can generate fear in others to distrust company’s security and privacy policy. In the present time
companies are using various Web Intelligence Software to access their own transactional data
and generate report and analytical study.

(Roseindia , 2022)

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X. Provide specific examples of at least TWO companies that use business
intelligence tools to improve operations
1. Lotte.com: BI Increases Company Revenue
Lotte.com is the leading internet shopping mall in Korea with 13 million customers.

 Challenge: With more than 1 million site visitors daily, company executives wanted
to understand why customers abandon shopping carts.
 Solution: The assistant general manager of the marketing planning team
implemented customer experience analytics, the first online behavioral analysis
system applied in Korea. The manager used the information to understand customer
behavior and implement targeted marketing and transform the website.
 Results: With the insights from the new BI analytics program, there was an increase in
customer loyalty after one year and an increase of $10 million in sales. The changes came
from identifying the causes of shopping cart abandonment, such as a long checkout
process and unexpected delivery times and remedying the situation.


2. Baylis & Harding: BI Provides Decision Making Process Support

Baylis & Harding is a wholesale distributor specializing in world-class toiletries and gift sets
found in major and independent resellers.

 Challenge: The company needed to give managers and executives greater visibility
into financial, customer and sales data to make better decisions and expand the
business.
 Solution: Managers and executives used business intelligence tools to create standard
and ad hoc reports.
 Results: Company executives and managers now have instant access to the business data
they need to act proactively. They can create custom dashboards with KPIs relevant to
their areas of focus and share the goals and performance details with their teams without
having to request a custom report from IT.

(Morris, 2021)

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References
Datapine, 2022. Business Intelligence Tools. [Online]
Available at: https://www.datapine.com/articles/best-bi-tools-software-review-list
[Accessed 24 5 2022].

Iyoob, J., 2012. BUSINESS INTELLIGENCE HELPS IN STRATEGIC DECISION MAKING.

[Online]
Available at: https://www.etechgs.com/blog/business-intelligence-helps-strategic-decision-
making/
[Accessed 24 5 2022].

Josh Fruhlinger and Mary K. Pratt, 2019. What is business intelligence?. [Online]
Available at: https://www.cio.com/article/272364/business-intelligence-definition-and-
solutions.html
[Accessed 24 5 2022].

Morris, A., 2021. Examples of How Business Intelligence Keeps Top Companies Competitive.
[Online]
Available at: https://www.netsuite.com/portal/resource/articles/business-strategy/business-
intelligence-examples.shtml?mc24943=v2
[Accessed 24 5 2022].

Nga, T., 2022. iOS 16. [Online]

Available at: https://sohuutritue.net.vn/ios-16-tin-buon-cho-nhung-mau-iphone-khong-duoc-
thay-ao-moi-d140774.html
[Accessed 24 5 2022].

Roseindia , 2022. Privacy and Security Issues in BI. [Online]

Available at: https://www.roseindia.net/technology/business-intelligence/privacy-and-security-
issues-in-BI.shtml
[Accessed 24 5 2022].

Tableau, 2022. Real-World Applications of Business Intelligence (BI). [Online]

Available at: https://www.tableau.com/learn/articles/business-intelligence-examples
[Accessed 24 5 2022].

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The Team at CallMiner, 2019. What is Business Intelligence? Definition, Techniques, Tools and
Tips from Experts. [Online]
Available at: https://callminer.com/blog/what-is-business-intelligence-definition-techniques-
tools-and-tips-from-experts
[Accessed 24 5 2022].

Tran, T., 2019. Power BI cập nhật. [Online]

Available at: https://store.soft365.vn/co-gi-moi-trong-ban-cap-nhat-power-bi-desktop-thang-6-
2019.html?fbclid=IwAR2B2IpjNIEYN1aewlg6rYJhY748ckf6Ei1zI3jZAoCUv1nGHf2D54PkH
qQ
[Accessed 24 5 2022].

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