Business Intelligence Tools and Decision Making: A Report Analysis

This report, submitted by a student, delves into the application and impact of business intelligence (BI) tools for effective decision-making within organizations. It explores how BI enhances various aspects of business operations, including sales, marketing, inventory management, and financial decisions. The report provides examples of how BI can be utilized to improve business strategies, identify target audiences, and gain a competitive edge. Furthermore, it examines the legal and security issues involved in the secure exploitation of business intelligence, such as data privacy and vulnerabilities. The report also includes a practical example of a BI application designed using MS Excel for a CH Play Store, demonstrating how data analysis and forecasting can be used to optimize app performance and user experience. The report concludes by emphasizing the importance of data-driven insights for strategic decision-making and the need for businesses to address legal and security considerations when leveraging BI tools.

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ASSIGNMENT 3 FRONT SHEET
Qualification BTEC Level 5 HND Diploma in Computing
Unit number and title Unit 14: Business Intelligence
Submission date 5/11/2020 Date Received 1st
submission 5/11/2020
Re-submission Date Date Received 2nd
submission
Student Name Trinh Le Tuong Duy Student ID GCC18119
Class GCC0701 Assessor name Nguyen Thai Nghe
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I
understand that making a false declaration is a form of malpractice.
Student’s signature Tuong Duy
Grading grid
P5 P6 M4 D4

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❒ Summative Feedback: ❒ Resubmission Feedback:
Grade: Assessor Signature: Date:
IV Signature:

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Assessment Brief
Student Name/ID Number
Unit Number and Title 14: Business Intelligence
Academic Year 2018
Unit Tutor
Assignment Title Assignment 2: Apply BI tools & techniques and their impact
Issue Date
Submission Date
IV Name & Date
Submission Format
The submission is in the form of an individual written report. This should be written in a concise, formal business style
using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard referencing system.
Please also provide a bibliography using the Harvard referencing system.
Unit Learning Outcomes
LO4 Discuss the impact of business intelligence tools and technologies for effective decision-making purposes and
the legal/regulatory context in which they are used
Assignment Brief
(Continued from previous scenario)
After the demonstration, each member of the team needs to write an individual report to present his/her own point of
view about how business intelligence tools can contribute to effective decision-making as well as the legal issues
involved in exploiting user data for business intelligence. You may need to research for specific examples of
organizations that use BI tools to enhance or improve their business and evaluate how they can use BI tools for
extend their target audience and make them more competitive within the market.

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Contents
Assessment Brief ........................................................................................................................................................................................................ 3
LO4 Discuss the impact of business intelligence tools and technologies for effective decision-making purposes and the
legal/regulatory context in which they are used ..................................................................................................................................................... 5
P5 Discuss how business intelligence tools can contribute to effective decision-making ........................................................................... 5
Introduction:.......................................................................................................................................................................................................... 5
Better sales decisions: ........................................................................................................................................................................................ 6
Better marketing strategy: .................................................................................................................................................................................. 6
Better business decisions: ................................................................................................................................................................................. 6
Better inventory decisions: ................................................................................................................................................................................. 6
Better financial decisions: .................................................................................................................................................................................. 7
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO4 Discuss the impact of business intelligence tools and technologies for
effective decision-making purposes and the legal/regulatory context in which
they are used
D4 Evaluate how organisations
could use business intelligence
to extend their target audience
and make them more
competitive within the market,
taking security legislation into
consideration
P5 Discuss how business intelligence
tools can contribute to effective
decision-making.
P6 Explore the legal issues involved
in the secure exploitation of business
intelligence tools.
M4 Conduct research to identify specific
examples of organisations that have
used business intelligence tools to
enhance or improve operations.

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Example: ............................................................................................................................................................................................................... 7
P6 Explore the legal issues involved in the secure exploitation of business intelligence tools. ............................................................... 13
Introduction:........................................................................................................................................................................................................ 13
IDENTIFY VULNERABILITIES: ...................................................................................................................................................................... 13
ENCRYPT COMMUNICATIONS: ................................................................................................................................................................... 13
SECURING BYOD POLICIES: ....................................................................................................................................................................... 14
SET PERMISSIONS AND HIERARCHIES: .................................................................................................................................................. 15
PASSWORD PROTECTION AND ACCESS CONTROL: .......................................................................................................................... 15
CONSIDER TARPITTING:............................................................................................................................................................................... 15
READY FOR CLOUD: ...................................................................................................................................................................................... 15
USE BUSINESS INTELLIGENCE FOR SECURITY: .................................................................................................................................. 16
BUSINESS INTELLIGENCE AND SECURITY: A CHECKLIST: ............................................................................................................... 16
Legal issues business big data: ...................................................................................................................................................................... 16
References: .................................................................................................................................................................................................................. 18
LO4 Discuss the impact of business intelligence tools and technologies for effective decision-making purposes and the legal/regulatory context in
which they are used
P5 Discuss how business intelligence tools can contribute to effective decision-making
Introduction:
Key market processes such as industry patterns, customer behaviour, efficiency, inventory, and thorough financial analysis provide data.
The knowledge is extracted by business intelligence tools, converted into simple insights to enable actionable and strategic decision-
making to accomplish their objectives easily.

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Better sales decisions:
Industry-specific market intelligence helps businesses to uncover comprehensive sales trends based on the tastes of their clients,
responses to promotions, online shopping experiences, purchase habits, and sales-affecting patterns and trends. In order to attract valued
customers and take advantage of lost sales opportunities, exploiting consumer purchasing patterns helps a business to determine the best
course of action.
A business will easily determine which link-sell opportunities to increase or which goods are better for cross-selling by digging down to
such detailed insights. By recognizing clients in decline, until they stop purchasing entirely, a company may decide the best plan to
reposition the product. Sales managers are able to determine the right form of clients, where to find them, and identify the most successful
methods for acquisition and conversion. A business will make choices on the best advertising tactics or whether to let those clients go by
finding bottom-buyers.
Having a good view of sales patterns often encourages cooperation in decision-making in marketing and management.
Better marketing strategy:
A organization can easily make strategic marketing decisions to better capitalize on their goods or services by tracking patterns to assess
consumer desires. Software for data analytics can classify promotional returns and evaluate the effects of promotions. In order to optimize
marketing activities, a firm can now use it to determine how to prioritize campaigns, customize promotions, and participate in social media.
It helps a business to make choices that will fine-tune their marketing plans, decrease overhead and generate a better return on
investment.
Better business decisions:
Based on scientific evidence, data analytics helps executives to make decisions. Those facts can be used by assessing a long-term view
of the market and competition to inform decisions about potential company growth. Data analytics can help executives determine how to
streamline processes, including employee management, by using visualizations that define productivity in each area of the business. A
manager may assess the most productive methods to increase employee productivity, streamline the recruiting process, or decrease
employee turnover by recognizing actionable insights. Data analytics helps managers to filter all of the facts into making critical
organizational choices.
Better inventory decisions:
Using data analytics to define problem areas and possibilities helps a business to make choices that will optimize its inventory
management. The decision to decrease surplus inventory, for example, also decreases the cost of storing it. A business can make better
decisions about how much to order and when, with better visibility. Knowing the ordering habits of a commodity along with the best times,
costs, and amounts to purchase often enables managers to adjust pricing levels to boost profit margins and capitalize on any chance.

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Better financial decisions:
Data analytics provides an up-to - date view of the financial picture of a company. Via features such as Phocas' Financial Statements, a
Manager can display profit and loss, general ledger, and balance sheet statistics. Top-notch BI would allow companies to drill all the way
down to individual transactions in order to get immediate responses to sales opportunities and cost issues. A business may make
decisions based on the potential financial position of the organization by analyzing the incoming and outgoing finances of the present and
past. Breaking down sales by location assesses by branch the strength of product lines. For instance , a company may decide to remove
from one location a specialty item and increase its promotion in another. Customizing the dashboard enables managers to control key
performance indicators ( KPIs) in order to allow for efficient financial oversight and management.
A company is well prepared for effective strategic decision-making based on factual observations and "one view of the facts" by analyzing
data and tracking vital business operations.
Example:
As per the scenario, I have been asked to design an enterprise intelligence tool or application that can perform a specific task to assist
with problem solving or advanced level decision making for a CH system. Play. Now to prepare a BI application, I choose the MS excel
platform to design an application for the store, which will help improve our decision-making and performance. When customers come to
the store to order products, we fill out a form with their personal data including App name, Category, name, Email, contact phone number
and according to their request, they I recommend them to the App available. The BI tools we are developing will help keep track of all our
customers and total amount of money they spend in Play Store.
Below is the screenshot of excel sheet which include all the data of my CH Play Store according to App name, Category, rating, install,
price, content rating, size, reviews,last update, lastest version, minium version and total amount, because there are nearly 23000
applications, so only a few are shown for representation:

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Top 10 Category App most downloads:

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- Based on statistics, last year many people who downloaded apps through the Education category accounted for the most in the top 10
and many other entertainment fields are also in the top 10,so "Education" will be the next priority choice of the year to predict global
sales of the education type.
- An organization that develops Apps in the Education category can easily make strategic marketing decisions to better leverage their
goods or services by tracking patterns to gauge consumer wants. It helps a category of education businesses come up with options to
tailor their marketing plans, reduce costs and facilitate more growth.
- Compared with the App Education type, the App Productivity type has a quite large difference (more than 100,000). Through the
assessment of educational apps take up more than production apps due to the ease of use and not too much trouble than the app
productivity and user approach.Using BI, So the sales manager can identify the right types of customers, where to find them, and
identify the most successful methods of acquisition and conversion. App Productivity will make choices about the best advertising
tactics or whether to let those customers go by searching for bottom buyers, changing user interfaces and making apps. Easy to use .
The top 10 most downloaded app names include all apps with the same name but different categories:

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- Looking at the App named "Spanish" with the most downloads, but leaving the most downloads belongs to the category "Books and
references" is a long way from the category "music and audio" but despite the high downloads With the similarity between the apps
downloading the same name in the category, the rest of the apps are very evenly matched.
- Using data analysis to identify problem categories and possibilities helps businesses make choices that optimize the management of
developing apps that mistakenly increase downloads and sales. Decide to reduce the hassle of using and promoting apps with related
categories to get more app downloads and purchases. Businesses can make better decisions on order quantities and times with
better visibility. Knowing the ordering habits of a commodity along with the best name, cost and amount to buy often allows managers
to adjust prices to increase margins and take advantage of every opportunity.
- Compared with the kind of App Productivity of Spain and Cadadish App there is a big difference (more than 250,000). Through
reviews, Spanish apps take up more than Canadian apps due to their ease of use and much more Spanish than Canadian and user
approach.Using BI, So sales managers can identify the right types of customers, where to find them, and identify the most successful
acquisition and conversion methods. App Canadish offers a choice of the best advertising tactics or whether to let those customers go
by searching for end-buyers, changing the user interface, and creating cool, easy-to-use apps.
Forecasting by python:

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Prediction chart
- This chart shows the number of app downloads along with its cost, thereby evaluating and improving the quality of the maximum user
experience in line with the price for the app with good revenue. The green line represents demand and yellow for forecast.
- Through this chart shows that the fluctuation is not much different from the original data, the chart shows that if the fee to download
the free app, there will be more downloads than paying and in round data many times. download more than the odd number and
gradually decrease at $ 100, in the prediction there will still be more at free and paid but the cheap rate will not be again when
reverting to later levels.
- Using BI, By delving into such holistic insights, a company can quickly decide which app's chances of selling an app to increase or
which product is best for cross-selling. By identifying customers who are falling, a business can determine its best plan for
repositioning a product before it stops buying altogether and possibly discounting some apps. The sales manager can identify the best