Business Intelligence Report: Advertisement Strategies for NUFC

This report provides a comprehensive analysis of Newcastle United Football Club's (NUFC) use of business intelligence (BI) to optimize its advertisement strategies and revenue generation. The report begins with an introduction outlining the problem/opportunity statement, focusing on NUFC's advertisement challenges and potential for improvement. It then explores the theoretical framework, highlighting the application of BI systems such as SAP Strategy Management, balance scorecards with dashboards, and Customer Relationship Management. The report delves into the key BI/data analytics systems employed by NUFC, particularly Microsoft Excel and SAS, detailing their functionalities and benefits. The analysis includes an evaluation of the effective use of BI/DA systems, demonstrating how BI dashboards and features like pivot tables, charts, and navigation tools in Excel, and filtering and categorization in SAS, support decision-making. The conclusion summarizes the findings, emphasizing the importance of BI in interpreting data, identifying profitable advertisement channels (social media), and recommending further implementation of ERP systems with BI capabilities and strategy maps to enhance resource management and overall promotional effectiveness. The report provides a detailed examination of how NUFC can leverage BI for improved advertisement and revenue.

BUSINESS INTELLIGENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Problem/opportunity statement regarding...............................................................................1
2 Theoretical framework to link problem/opportunity statement with business intelligence or
data analysis system....................................................................................................................2
3 Evidence of knowledge of key business intelligence/data analytics systems..........................3
4 Analyses and justification of the effective use of BI/DA system implemented......................3
5 Conclusion and recommendations...........................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Business intelligence is a combination of strategies and technologies for consolidating
data and information of business and enterprises. It mainly supplies the information and data of
historical trends, present and predictive aspects and views if business operations. It assist
management and senior authorities to assist the business decision. Business intelligence is used
to incorporate and consolidate the details and data related to revenue through advertisements in
respect of Newcastle United Football Club. There is an evaluation of information and details
related related to advertisement sources and revenue analysis done.
1. Problem/opportunity statement regarding
Newcastle United Football Club is an English professional association football club. It is
based upon type that plays in the premier League. It was made up with the merger of Newcastle
East End and Newcastle West End. It was formed in 1892 and created a brand image in sports
events associated with football. It is very popular in the UK and the advertisement tactics fulfil
the requirement of sale and revenues. Sale of football tickets, refreshments and advertisement
commissions, sponsorships are the main sources of revenue of the club. Strength and weakness
of advertisement tactics of NUFC is as follows;
Strengths: Popular brand image and crowd attractions are the main strength of NUFC.
This attracts sponsors and brands to advertise through this channels. St. James Park is a stadium
with the capacity of 50000 people which creates large opportunity to boost up and develop the
advertising.
Weaknesses: there is a lack of approachability in rural areas and in international level to
promote the Football leagues. Association invest in print media as an advertisement tool that has
become less popular and out of trend.
Opportunities: There is a huge opportunities are available in front of revenue department
of NUFC. There are chances to link up with more public and fans through social media tools at
lower cast. Encourage supervisors of the club can consider purchasing new and gifted players
who can convey transcendence to the NUFC. This club can utilize different other computerized
apparatuses, for example, Excel and SAS so as to upgrade the execution of their fund
department.
1

Threats: New policies and regulation after Brexit, NUFC get bound to follow the rules
and regulations for new groups and members. With the reduction in execution of club and
turmoil among players of leaving group and joining other group can influence execution level on
pitch. Other than this, hole can be expanded if club will purchase star players (Hankins and
Moore, 2016)
2 Theoretical framework to link problem/opportunity statement with business intelligence or data
analysis system
NUFC association organise football leagues at its home ground named St James' Park
which was build in 1990. Management of revenues form advertisement is the main problem in
front of NUFC. Business intelligence is used to overcome this challenge to assist the
management decisions.
SAP Strategy management (SSM): This planning application is used to link the similar
information and data subject to decision making. The software mainly used to incorporate the
details and management information related to corporate strategy and developing the rang range
of implementation. It will helps to monitor the total revenues form sales units, sponsorships and
advertisement. This software gives a suitable system which can help in conquering their
shortcoming of declining brand value. With the use of this application in this affiliation can
upgrade their administration and will give them an unmistakable dashboard which can build their
odds of enhanced efficiency. This program permits to create vital administration procedures in
their back department.
Balance scorecard with dashboard: This technique helps in dissecting every one of the
information and bits of knowledge which improve business insight abilities of NUFC. This
affiliation has activities identified with breaking down and translating execution of their players
which can get simpler by this technique.
Customer Relationship Management: This is also one of the essential aspect in terms
of managing the revenues generated form each customer. CRM programming is a joined
arrangement of uses intended to oversee information of the considerable number of clients. For
this situation, clients are the various players of NUFC who pitch to be a piece of their
competition group. With a specific end goal to choose reasonable players it is vital to gauge and
translate their general exhibitions and this vital undertaking can be overseen adequately by this
application (Nofal and Yusof, 2013).
2

3 Evidence of knowledge of key business intelligence/data analytics systems
Data analytics system is a process of recording, classifying, interpreting, evaluating and
summarising the data into a meaningful data sheet which is referred as dashboard. Advertisement
department of NUFC uses business intelligence to manage and control their data so that they can
identify problem areas. Software and applications used by this department are Microsoft Excel
and SAS which are discussed below:
MS Excel – This is the spreadsheet application developed by Microsoft which is
compatible to windows, Mac operating system, Android and iOS. This application is used to get
benefit from its features which allows to create a dashboard of information. These features are
graphs, charts, pivot table and many more. This application can be used by NUFC to bring
efficiency in their advertisement department and their operations so that all funds can be properly
allocated within the appropriate areas (Prabhu, 2017).
Statistical Analysis Systems (SAS) - The term SAS refers to statistical analysis system
which is type of software. It was developed by SAS institute for various purposes such as
advanced analytics, multivariate analyses, business intelligence, data management and
predictive- analytics. This statistical system can help in enhance performance of finance
department (Sharda, 2014).
4 Analyses and justification of the effective use of BI/DA system implemented
Benefits of using bi dashboards for decision making for NUFC
Business intelligence is a system of data analyses which evaluates the whole data. New
castle United Football Club has ample of data related information when it comes to their
advertisement and promotional revenues. In order to effectively market and promote their club,
they use various advertisement channels such as print media, social media and many more. Cost
and revenue which is charged and gained by the advertisement department of NUFC van be
evaluated using business intelligence. BI provides a dashboard which is a data visualising tool
that helps to display current status of metric tools.
The main aim of using this technique is to get benefited in the process of decision making
by the tools such as KPI (Key performance indicators) which helps to identify which of the
advertisement channel is most profitable and which channel is least revenue generating. It also
facilitates in analysing the data quickly and effectively. By using business intelligence
3

dashboard, NUFC can add various features in order to properly manage their data (Stone and
Woodcock, 2014).
Dashboard features
Dashboard is a user interface which visually tracks and analyse the performance of an
organisation. Here, advertisement department of NUFC uses this technique to get benefited by its
several features which are mentioned below:
 Dashboard is a system which gives a summarised result about the advertisement
channels. According to the dashboard data of NUFC, it has been identified that
advertisement through social tools are the most effective channel as it requires least cost
and has a wide audience. These results are even identified only by a glance.
 Dashboards provides a well understood structure which provides an ease to manager of
advertisement department to convey results to its superiors.
 Business intelligence not only helps in identifying summary but also assist to support
quick diagnosis of problems. In this case, advertisement department of NUFC has
identifies their problem areas which decreases their revenue.
 Another unique feature of dashboards are that they unable advertisement department to
view their data in Granular view. This the help of this feature NUFC can get real time
tracking of their actions and activities (Tan, Sim and Yeoh, 2011).
Excel features supporting the creation of effective BI dashboards
Excel is a application developed by Microsoft which consist spreadsheets which enables
a user to record and interpret data in order to gain reliable information about the results. In this
case, advertisement department of NUFC uses Excel spreadsheets to interpret their data using
wide range of graphs and charts available along with plenty of other features. Few features of
Excel which are used by this club are:
 Pivot table and charts – Pivot tables is the most powerful feature of Excel as it allows to
extract significance from a large set of data. Advertisement department of NUFC, uses
this feature to categories their advertisement channels into various classes and then
prepares pivot charts which enables to summarise which channel is generating highest
revenue and which has lowest profitability power.
 Navigation – This feature helps to move data from one grid to another cell of Excel
spread sheet quickly. This feature is used by advertisement department of NUFC as a
4

presentation tool which enables them to represent their data and information effectively
so that it can be easily understandable by all.
 Security – NUFC is a huge Football Club which has ample of sensitive information
which required to secured. Microsoft Excel provides a feature which enables manager to
lock their spreadsheets and dashboard to read only view. This information can also be
locked by using a password.
 Spark lines – Spark line is a tiny chart feature which provides representation of data in a
cell. Advertisement department of NUFC uses this feature to present trends in their
advertisement techniques (Tutunea and Rus, 2012).
SAS EG Features
SAS enterprise guide is a step to step guidelines for Window client application that
provides various unique features which are used in advertisement operations of NUFC and they
are:
 Filter – This guide enable user or manager of advertisement department to filter all the
data using various filters such as decimal data, alphabetic data and more. Along with
applying various filters, this data can also be sorted in order to easy access of
information.
 Categorise data – This application enables advertisement operations to be classified
according to its nature and size.
5 Conclusion and recommendations
From the above project report, it can be concluded that Business intelligence can help in
interpreting the data into much more meaningful information by using various presentation tools
such as graphs, charts and many more. Excel and SAS are the few applications which are used
by the advertisement department of NUFC in order to recognise which if their channel are most
and least profitable. The main aim of advertisement department in any organisation is to ensure
the effective promotion of their operations, so that they generate high revenue. NUFC has an
effective promotional department which uses various tools for marketing and in order to identify
their most profitable technique they uses aforesaid application. By analysing and interpreting the
advertisement data it has been concluded that social media platforms such as Instagram, Twitter
and Facebook helps to earn most revenue as it involves comparatively low cost and has a huge
5

audience. The least profitable advertisement channel is print media as it involves high cost and
does not attract their target audience.
NUFC is one of the largest Football Club which has ample of data and resources and in
order to manage and control all that, advertisement department of NUFC should use few
recommended systems and they are:
ERP system with BI capabilities – Resources used by the advertisement department of
NUFC such as funds, employees and machineries should be managed by using business
intelligence dashboard which enables manager to control all the resources using unique and
useful features of BI.
Strategy map – Strategy map is a tool which can allow advertisement manager to
communicate its strategy to the whole NUFC. This application should be used for ensure
effectiveness of strategies (Wixom, 2011).
6

REFERENCES
Books and Journals
Hankins, L. W., & Moore, R. P. (2016). U.S. Patent No. 9,292,822. Washington, DC: U.S.
Patent and Trademark Office.
Nofal, M. I., & Yusof, Z. M. (2013). Integration of business intelligence and enterprise resource
planning within organizations. Procedia Technology. 11. 658-665.
Prabhu, P., & et. al., (2017). U.S. Patent No. 9,824,127. Washington, DC: U.S. Patent and
Trademark Office.
Sharda, R., & et. al. (2014). Businesss Intelligence and Analytics: Systems for Decision Support-
(Required). London: Prentice Hall.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing. 8(1). 4-17.
Tan, C. S., Sim, Y. W., & Yeoh, W. (2011). A maturity model of enterprise business
intelligence. Communications of the IBIMA. 2011(417812), 1-11.
Tutunea, M. F. and Rus, R. V., 2012. Business intelligence solutions for SME's. Procedia
Economics and Finance. 3. pp.865-870.
Wixom, B., & et. al., (2011). The current state of business intelligence in academia. CAIS. 29.
16.
7