Company: Bupa insurance company
Initiative: Customer and Business Growth
Create a roadmap of recommendations for increasing the big data and business analytics competency of an organisation. You may find it helpful to use a relevant framework such as the Big Data Strategy Document Framework by Schmarzo (2016)
This could be an organisation where you have worked or currently work, or you are interested in analysing.
Identify the current position of the company in adopting big data and business analytics.
Identify the company’s main strategic business initiatives and, focusing on just one initiative, some of the key business decisions the company has to make about their customers, products or processes to support the chosen initiative.
Derive business analytics use cases that will support the company’s key business initiative and recommend appropriate business analytics models and data sources that the company can leverage in order to facilitate further adoption of analytics and increase their big data and business analytics competencies.
Deliverable
A 1500 (maximum) word management report, which may contain supporting material as Appendices.
The assessment should be written to the standard of a professional management report and include:
A one-page Executive Summary (indicating report aims, approach and main findings). This is a standalone and concise summary of the whole report, which is understandable without reference to the rest of the report.
Introduction: a brief introduction to the company.
Critical Analysis: Critically evaluate the current position of the company in adopting business analytics and identify the company’s main strategic business initiatives.
For ONE of the initiatives you identified above, identify the key business entities, summarise the insights about the entities you would wish to know and the key business decisions the company has to make about the entities.
Derive the business analytics use cases/financial drivers that support the key business initiative.
Analytics Use Case Implementation Recommendations:
For each of the business analytics use cases/financial drivers identified above, recommend appropriate business analytics models and useful data sources that the company can leverage.
Prioritise the use cases and make recommendations to the company on what the best approach is to facilitate further adoption of analytics and increase in their big data and analytics competencies. Please provide justification for your choice.
Notes:
use Harvard Referencing style for references. See for example https://library-guides.ucl.ac.uk/harvard/welcome
use figures or tables to summarise points and aid readability
ensure professional standards of presentation e.g., page numbering, spell checking, correct grammatical sentence construction, proof reading, clear list of references and neat page layout, with appropriate use of figures and tables. You should not use the first person (I, we) in your report.
The appendices, text in tables and reference list are NOT included in the word count.
You can hear Bill Schmarzo discuss the Big Data Maturity Index and Big Data Strategy Document here: https://www.youtube.com/watch?v=xSQ2PASNC1s
Example Table mapping Business Analytics Use cases to Analytical Models
Table 1: Mapping of Use Cases to Analytical Models
Use Case Analytical Models
e.g. Build an online training platform to target new customers Market basket analysis to identify services that existing customers use together to inform platform features
Logistic Regression Analysis to calculate the probability that a customer engages with the platform.
Cluster analysis to identify the different segments in the platform users.
References:
Schmarzo, B. (2016). Big data MBA : driving business strategies with data science. Indianapolis, Indiana : Wiley.
