Business Intelligence Analysis and Dashboard for Newcastle United FC

This report provides a comprehensive business intelligence (BI) analysis of Newcastle United Football Club (NUFC), addressing the decline in revenue from advertising. It begins with an introduction to BI and its importance in decision-making, followed by a theoretical framework employing the Soft S...Read More

Developing Global
Management
Competencies

Table of Contents
1. INTRODUCTION.......................................................................................................................1
2. THEORITICAL FRAMEWORK................................................................................................1
3 Critical analysis and justification of dashboard............................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

1. INTRODUCTION
With technological advancement business is highly using technology to take effective
decisions. BI comprises of tools and technology that process data and information and enables
managers, executive in decision making (Jackson and Wilton, 2016). BI is the latest technology
emerged. It gathers, stores, process data, etc. which helps in solving complex problems. The
main benefit of using BI is support in decision making for improvement.
This report will describe problem which is been faced by NUFC. Also, it will discuss on
some theories related to problem. Moreover, a dashboard of data will be analyzed and discussed.
At last conclusion and recommendation is given for implementing, BI tools in business.
BI completely works on data. Its concept is based on collecting data, processing and
producing output. In recent times, there is intense competition in market. Due to this business is
facing several issues. It requires for them to remain competitive in market for long term.
Similarly, Newcastle United is football club as well as an organisation. In order to become more
competitive they want improvement in areas like rise in revenue, increase in sponsorship, etc.
therefore, BI will be beneficial for them in decision making. Through this, they will be able to
collect large data (Mendenhall and et.al., 2017). Moreover, the use of technology will support
in managing data, analysing it, etc. However, NUFC can determine future short and long term
goals.
In sports revenue is generated from marketing and sponsorship. The promotion is useful
in attracting companies and people to participate in match. It can be evaluated that from past 4-5
years NUFC revenue is declining. In 2014 revenue was £105m which decrease to £100m in
2015. There was increase in TV broadcast but also the decrease was there. In 2016 it was about
£95m and in 2017/18 it was £87m.
2. THEORITICAL FRAMEWORK
There are many technologies and approaches available that can be implemented in business.
Here, SSM approach can be applied (Kasemsap, 2016.). It is a business model which is used for
solving complex and general business problem. It sets out issues between stakeholders and then
resolves it. In this the soft approach supports manager in decision making. SSM approach
emphasis on problem as a whole. In this there are various concepts that are used such as
structure, communication, etc. to gather information (SSM methodology. 2016). It is a systematic
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procedure that consists of 7 steps that are described below. In addition to it, SSM structure
problem and learning is gained from it.
Step 1- Appreciate problem situation
Step 2- Writing problem
Step 3- to identify root cause
Step 4- built conceptual model
Step 5- Comparing model with real world
Step 6- Making changes
Step 7 – Recommending actions
In SSM there are many other models as well which can be applied.
Rich picture- It provides a detailed and visual representation of system. There is no proper
structure or rules which state that what has to be included in it. Thus, it enables in giving insight
about system and its reflection. It gives a clear picture of system. There are certain benefits of
using rich picture such as no restrictions, simple and easy, etc. but on contrary there are few
drawbacks as well like unstructured picture of system. Due to this it becomes difficult to
understand system (Kim and McLean, 2015). In NUFC the issue is related to decrease in
revenue from ads. The company is not able to earn huge profits. Hence, they have to find out
solution of it in order to increase share value and satisfy them.
Root definition of system
It is necessary for NUFC to define their system which needs to be analyzed. This means
to elaborate all activities which are been performed within organisation. In present case, NUFC
advertised matches through various sources to generate more revenue. They collected data about
number of ads, cost per ad, etc. and then compared it with rivals.
CATWOE
It is a business analyst technique which enable business to identify what are they trying to
attain by making changes (CATWOE analysis. 2011). Also, in which areas problem occur and
how solving that which
Customer – They are the stakeholders of system that either suffer or benefit due to change in
process. In NUFC customers are audience who watch football matches. Also, in includes people
who purchase company products and services.
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Actors – They are people who are involved in implementation of changes in system. For NUFC
actors are players, coaching staff, management, etc. who want to work for club and improve their
performance.
Transformation- It refers to changes which will be done in system. This is done by analysing
input and how change will transform output (Cascio and Boudreau, 2016). In NUFC
transformation is to buy experienced players, improve training infrastructure, advertise and earn
revenue from it.
World view- It states that what will be the positive and negative impact on business due to
system change. In NUFC worldview is selection of media that is not appropriate.
Owners- As name depicts they are those people who take decision to make changes in system.
In NUFC owners are shareholders, management and Board of Directors. They all are responsible
for taking decision.
Environment – They are external factors which can affect on solutions implemented. In the
organisation player performance, lack of funds, change in investment decision by management
are all external constraints that can impact directly on solutions.
Conceptual framework
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The framework allows in setting of those business activities that are important for
stakeholders. In this 5 basic activities are included that are explained:-
Plan – The organisation is having a plan to increase revenue generation from ads. Also, they
want to develop their own website.
Enable- the company can find out whether resources are available or not. Here, investment is
done on online source of ads.
Do- NUFC can design their website which will help in revenue generation.
Monitor- the monitoring of website will help in tracking of data. They can find out number of
clicks, traffic, etc. of website (Elegbe, 2016). With this cost and return can be easily calculated.
Control – Company can make changes in website so that they are able to generate more revenue
from it. By this they can improve website attractiveness.
Benefits of SSM
There are many benefits of using SSM in decision making which is defined as follows :-
1. SSM is used as a tool to increase an analyst understanding of a problem during study as
well as later stages.
2. By using SSM a complex organizational situation can be structured.
3. SSM helps to find out the weakness of the area which need to improve and helps to find
the solution for the problem area.
4. SSM depends on the complete view for the problem to be solved successfully.
5. It is a specific technique which can be used for information system design as front end.
6. SSM help the organization to deal in organized way and strengthen them to look for
solution which can be more than just technical.
3 Critical analysis and justification of dashboard
NUFC is facing issues related to decline in revenue from advertising. Due to this
organisation is facing loss. Alongside it, value of share is also decreasing which from past few
years. This has negatively impacted on their brand image. So, in order to overcome this issue
they decided to develop dashboard. In this they tracked data and information. Thus, this gave an
overview of KPI’s areas (Bird and Mendenhall, 2016). Now, NUFC can focus on that to
improve it and generate more revenue. The KPI’s are mentioned below :-
Number of ads
Cost of ads
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Revenue generate
Number of clicks
Type of media
Number of reader
Competitor revenue
The above KPI’s are included in dashboard which reflects data and information. From
this, it is easy to interpret data and prepare graph which are shown below :-
3.1 Revenue from ad
In below table it is shown that how much revenue is been generated by NUFC in last
three years. It can be analyzed that there is decline in revenue of company despite increase in
advertising from various sources. Therefore, company needs to focus on objectives in order to
increase revenue. This can be done building or designing a website.
Year Revenue (in ml)
2016 € 4,863.00
2017 € 4747.00
2018 € 4,078.00
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3.2 Type of media
Row Labels
Sum of % of no of
ad
Bus/tram
poster 8.96%
Facebook 6.09%
Facebook 1.91%
Hordings 6.25%
Instagram 11.95%
Magazine 25.83%
Newspaper 5.12%
TV 15.95%
Twitter 17.93%
Grand Total 100.00%
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It can be interpreted from above graph that the percentage of type of media used by
NUFC for advertisement. So, it can be analyzed that 60% of media is print media and rest is
social media. Thus, from print media there is low amount of revenue generated so this source is
not effective for company.
Critical analysis
It can be analyzed that there s decline in revenue of NUFC. It is because of use of print
media which in today’s digital era is not effective. Apart from it, investment made by NUFC was
not worth. So, this lead to downfall in profits.
4. Benefits of using dashboard
There are many benefits of using dashboard as it enables NUFC to gather data and
information related to ads and revenue generated from it. By this they can evaluate impact of ad
on revenue generation.
 The dashboard provides a brief description of data through charts and graphs. This
enables in evaluating variables and comparing it with one another (Herd, Alagaraja and
Cumberland, 2016).
 In dashboard the changes occurs automatically in data by changing one thing. So, it is
easy to get things done proper way. Also, it is time saving technique.
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 NUFC can use dashboard to interpret data to improve their efficiency and generating
more revenue through ads. They can identify weak sources of advertisement and improve
it.
 Alongside it, dashboard provides entire data at same place in same time.
CONCLUSION AND RECOMMENDATION
Hereby, it is summarised that NUFC problem is regarding regarding the revenue generation
through advertisement such as lack of proper advertising media, wrong selection on advertising
channel, higher cost of advertisement and poor marketing management. The key parameters of
advertising like revenue, cost, media, and region were taken into consideration for preparing BI
for NUFC. After that excel dashboard and SSM were used for creation of BI system. BI system
will help NUFC to analyze the effectiveness of advertisement to generate revenue and help them
to identify and solve problem related to it.
NUFC can follow several recommendations as well. They are described below :-
 The organisation should regularly maintain their dashboard and update data. It will
benefit in finding out issue and resolving them.
 They can modify strategies and ad sources with change in data. From it, revenue
generation can be increased.
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REFERENCES
Books and Journals
Bird, A. and Mendenhall, M.E., 2016. From cross-cultural management to global leadership:
Evolution and adaptation. Journal of World Business. 51(1). pp.115-126.
Cascio, W.F. and Boudreau, J.W., 2016. The search for global competence: From international
HR to talent management. Journal of World Business. 51(1). pp.103-114.
Elegbe, J.A., 2016. Talent management in the developing world: Adopting a global perspective.
Routledge.
Herd, A.M., Alagaraja, M. and Cumberland, D.M., 2016. Assessing global leadership
competencies: the critical role of assessment centre methodology. Human Resource
Development International, 19(1), pp.27-43.
Jackson, D. and Wilton, N., 2016. Developing career management competencies among
undergraduates and the role of work-integrated learning. Teaching in Higher
Education. 21(3), pp.266-286.
Kasemsap, K., 2016. Analyzing the roles of human capital and competency in global business.
In Project Management: Concepts, Methodologies, Tools, and Applications (pp. 2190-
2218). IGI Global.
Kim, J. and McLean, G.N., 2015. An integrative framework for global leadership competency:
Levels and dimensions. Human Resource Development International. 18(3). pp.235-258.
Mendenhall, M.E. and et.al., 2017. Developing global leadership competencies: A process
model. In Advances in global leadership (pp. 117-146). Emerald Publishing Limited.
Online
CATWOE analysis. 2011. [online] Available through : <http://bpmgeek.com/blog/what-catwoe-
analysis>
SSM methodology. 2016. [online] Available through : <
https://www.umsl.edu/~sauterv/analysis/F2015/Soft%20Systems
%20Methodology.html.html>
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