Making Initial Recommendations: Worksheet Lesson 01 - Making The Right Decision

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C355 Business Intelligence

AY2021 Semester 2
L01 - DIKW, Types of Data, BI
Worksheet
Lesson 01 - Making the Right Decision
Making initial recommendations

1. Based on today’s problem, in your team, discuss the following before looking at the data.
Share with your lecturer your initial recommendations.
a. Which region and what products would your team recommend to Singapore Shoes Pte Ltd
(SSPL)?
b. What assumptions and factors did your team consider when deriving that recommendations?
c. What are the difficulties (if any) when deriving the recommendations?
d. What data would you need to make more accurate decisions?
a) Town area
b) The amount of sales since the company says that they are doing well.
c) Many competitions that might make the company lose attractiveness.
d) A survey of how many would buy the shoes they might sell. Simple survey that we can
get through social media.
SCHOOL OF INFOCOMM (SOI), REPUBLIC POLYTECHNIC Page 1 of 8


AY2021 Semester 2
Intelligence Hierarchy
2. How do you transform raw data to useful information and knowledge to make decisions?
Refer to the links below to find out more on intelligence hierarchy:
 https://youtu.be/k0J8M7KSATg
 https://ritholtz.com/2010/12/hierarchy-of-visual-knowledge/
3. Based on your understanding from the resources above, identify the correct Intelligence
Hierarchy Level (DIKW) for each of the statements below.
Statement Intelligence Hierarchy Level

Fill in the correct intelligence level (DIKW) into the second Data (D), Information (I)
column Knowledge (K), Wisdom (W)
The relation between X and Y is : Knowledge

For every X value, Y is doubled ie Y = 2X
Information
4 8 ; 1 2 ; 8 16 ; 16 32; 2 4 ; Data
If Y is 30, what is the value of X? Wisdom
4. Consider a class of students, you can assume any data columns (or fields), suggest possible data
and information, knowledge & wisdom you can derive from the data :
Intelligence Possible Intelligence Hierarchy that you can derive

Hierarchy
Data Data : Personal information like gender, age, race, student id, nric,
amount of students in the class
Information avg height of students in class, number of female / male students in

class, avg student's gpa in the class, number of students coming into
dbis through eae , pfp , jae etcetc
Knowledge Ratio of males to females in the class, average age
Wisdom There tend to be more females in DBIS than males.


AY2021 Semester 2
Intelligence Possible Intelligence Hierarchy that you can derive

Hierarchy
Types of Data
5. There are different data existing everywhere – database, internet, articles, spreadsheet, etc.
BI is about analysing all these data to make sense of them to make intelligent business decisions.
Read the link below and answer the following questions in this section based on this given link:
http://www.mymarketresearchmethods.com/types-of-data-nominal-ordinal-interval-ratio/
(C355 will focus on structured data)
6. List the four types of data (also called measurement scales) from the link and give an example
of each.
Data Type Example(s)

Norminal Location of students in Singapore(west,east,north,south)
Ordinal BMI of students
Interval Time, year type of data - structured
Ratio Students’ gpa, marks
7. Give an example of unstructured data.
Image, audio, text, video
8. Fill in the blanks with the correct structured Type of Data, the first one has been done for you.


AY2021 Semester 2
Data Type of Data

Nominal (N), Ordinal (O)
Fill in with correct data type in the second column Interval (I), Ratio (R)
Weight of family members : 89.5kg, 78.3kg, 63.6kg, 54.8kg, Ratio

48.2kg, 35.1kg
School Level : Sec1, Sec2, JC1, JC2, K1, K2, P5, P6 Ordinal
Matriculation Year : 2014, 2018, 2016, 2015, 2017 Interval
Blood Type: A, B, AB, O Norminal
Monthly sales volume of outlets in the east (S$ in thousands): Ratio

346.54, 978.12, 231.50, 496.35, 560.02, 548.45, 194.35
Hair Color: black, auburn, blonde, olive, grey, white Norminal
Qualification : Master, Diploma, A level, PhD, Degree Ordinal
What is Business Intelligence (BI)?

9. Watch the video in the link below and answer the following questions in this section based on
this given link.
https://www.youtube.com/watch?v=hDJdkcdG1iA
10. In your words, define what is BI?

BI refers to a collection of tools and techniques that collects and organizes data and displays
it in a way that is relevant and makes sense. If we want to have efficient to accurate
understandable and actionable information on demand, BI will help in the business
organisation.


AY2021 Semester 2
11. What are some of the benefits that BI can bring to business owners in terms of the approach in
running their business?
BI will help business owners to get faster reports, analysis, planning. They will make better
business decisions for the business owners.
Business Intelligence - Case Studies

12. Over the past five - ten years, organizations around the world have been adopting Business
Intelligence (BI) as part of their important business strategic tool to help them make business
decisions. In Singapore and other countries, government and companies have been using BI in
their business operations.
As a team, select 2 of the 5 case studies found in your problem package and answer the follow-
ing questions in this section. You will have to do more research on your own in addition to the
reference links given to you.
Share your answers with your team members and summarise in your team presentation.
13. For each case study, answer the following questions:

a. What does the organization hope to achieve in their business? Biz goals
b. What are the issues or challenges faced by the organization?
c. What is the solution implemented to solve these issues?
d. What are the outcomes of the solution?
The organization aims to help improve the efficiency and effectiveness of government procurement and raise it to a more strategic
level of intelligent sourcing and purchasing.
The issues faced by the organization are Classification , Performance, Data quality and Information accessibility.
 Classification: GeBIZ Portal was originally built to facilitate transactional activities. These transactions were
not classified into detailed categories for analysis. The result is a database of millions of transactions but without the
means to determine what was bought or sold.
 Performance: the processing time is longer than expected
 Data quality: System changes due to policy and capability additions impose increased demands on the infor-
mation schema. The information schema evolves over time and sometimes results in data redefinition and inconsis-
tencies.
 Information accessibility: Businesses change and evolve over time, often rapidly. To allow key decision makers
insights into the market, they must be able to access relevant information immediately as and when they need it.


AY2021 Semester 2
This requirement called for a need to rapidly deploy cross-business reports or answer ad hoc queries.
The solution implemented to solve these issues are:
 Classification : An off-the-shelf and in-database AI engine was customized and deployed to address this clas-
sification problem. With the help specialists from, 25,000 record samples in GeBIZ were extracted and manually cate-
gorized.
 Performance: database and hardware architecture tuned to help overcome performance problem
 Data quality: GeBIZ receives data constantly from various external systems for processing. The data quality
from these external systems is beyond GeBIZ’s control. This combination of factors makes the reporting of historical
data difficult.
 Information accessibility: providing GMCs to the businesses
Solution outcome:
 Classification: a classification engine is ineffective if it cannot understand the unstructured information within
each procurement transaction.
 Performance : millions of items are now conceptually analyzed across all of GeBIZ's transactions and results
returned daily without significant waiting times.
 Information accessibility: Allows the user immediate access to data needed.
DICKEY’S BARBECUE PIT
- Business goal
Dickey's Barbecue Restaurants plans to use Amazon Alexa so franchisees can get opera-
tional data while cooking, with dashboards still available for querying outside the barbe-
cue pit.
Issues/challenges faced by organizations


On a barbecue restaurant, smoking meats is a messy, hands-on task that does not lend it-
self to look up for operational data in BI dashboards with a keyboard.
- Solutions implemented to solve the issues

They tried to put the Alexa in the restaurants to provide a more viable interface for real
time interactions with the data Dickey's made available.
- Outcomes of the solution

There is still technical issues in some of the restaurants. They also couldn’t find an opti-
mal safe location for Alexa to be clear off smoke, grease and ambient noise while letting
owners and their pit crews interact with the application in a convenient way.
14. Based on both case studies that you have selected :


AY2021 Semester 2
a. What are the common challenges that most companies face in reporting?
b. What are the possible benefits that companies can reap from BI solution?
c. What does a BI solution contain?
a) They do not have complete information about their customers and current state of
operations and consistent view of the information.
b) They get faster collection and dissemination of information.
c) BI solution contain better decision making in regards of other relevant things in the
business that might have an impact.
Pivot Table
15. In your problem package, there is an excel file named "SSPL-SalesFigure-2018-2020.xlsx".
Research on how to create Pivot Table from the data given in the Excel file so that you could
better analyse the SSPL sales dataset.
Solving Today’s Problem

16. Examine the sales data given for year 2018 – 2020 in the file "SSPL-SalesFigure-2018-2020.xlsx"
17. Identify the data type for each field (column) in the data set. There are no Ordinal type of data
in the dataset. Suggest some relevant Ordinal type of data based on the excel file given.
18. Recall that SSPL want to maximise revenue. Identify which field in the dataset can be used as a
measure or represent revenue. (This will be the field you want to analyse)
19. After identifying which field represents revenue, based on the business questions in the
Problem Statement,
a) Where should the location of the new outlet be?
b) Which brand of shoes (Rush or Posh or both) to carry in each outlet?
think about how you want to analyse Revene, that is from which viewpoint. For example, you
may want to analyze how the revenue was generated by male/female customers (ie, from


AY2021 Semester 2
customer gender viewpoint). Think about what other viewpoints can revenue be analysed to
answer the business questions.
Prepare for L02

20. Complete the tasks in the "L02 Pre-Reading Resources" folder before attending Lesson 02.
== End of Worksheet ==

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OFFICIAL (CLOSED) \ NON-SENSITIVE

C355 Business Intelligence