Business Intelligence Dashboard Proposal for Flight Centre: Analysis

This report proposes the creation of a business intelligence dashboard for Flight Centre, aiming to highlight business threats and opportunities for the company's board. The proposal details the intended audience (management and investors), benefits of using a dashboard (including data visualization, real-time visibility, and enhanced decision-making), the data sources (annual reports from 2003-2016), challenges in data quality and interpretation, and the methodology for dashboard creation using Tableau software. The report emphasizes the importance of aligning the dashboard with business priorities and avoiding misinterpretations of data, ultimately seeking to provide stakeholders with a clear and actionable overview of Flight Centre's financial performance and key metrics. The proposal covers revenue, expenses, assets, and liabilities for a comprehensive financial overview.

Business Intelligence
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Table of Contents
Introduction......................................................................................................................................3
Audience..........................................................................................................................................3
Benefits............................................................................................................................................4
Data..................................................................................................................................................6
Challenge.........................................................................................................................................7
Methodology....................................................................................................................................9
References......................................................................................................................................10
Dashboard......................................................................................................................................12

INTRODUCTION
The purpose of this proposal is to create a dashboard that highlights business threats and/or
opportunities and to present the dashboard to the board of the business of Flight Centre. It has
seen that prior to design the dashboard, it is necessary to understand the effectiveness of such
dashboard, what needs to be added in the dashboard, who will access this dashboard and what
procedure needs to be followed. Thus, in this proposal being the consultant of Flight Centre all
such important aspects are discussed with support of examples and others point of view. The
proposal is mainly designed considering the below mentioned aspects:
 Audience;
 Benefits;
 Data;
 Challenge; and
 Methodology;
AUDIENCE
While preparing this dashboard, the consultant of Flight Centre mainly focused on two important
stakeholders. The first one is the management of Flight Centre and the second group is investors
who want to invest their capital on this organization on the basis of Flight Centre’s performance
over a specific period of time.
Being the principal stakeholder of Flight Centre, it is vital to have people from the influenced
territories required on any task. They can furnish other stakeholders with suitable answers and
input in the matter of how things work or should function within Flight Centre’s Operation. They
are the everyday operational connect to the inevitable client base of the undertaking expectations.
The management is mainly responsible for supervising as well as directing the organization's
operation and daily set-ups in order to securing enormous, reinforced growth of the organization
and thus for its investors (Yoo, et al. 2015).
On the other hand, investors are viewed as extensive speculators, who will either increment or
abatement their stakes in the organization as indicated by the financial performance of the
company (Verbert et al. 2014). In a perfect world, they go about as watchman holy messengers

for regular speculators, poring over budgetary reports and influencing administration to change
strategies if important (Hagood, Ching and Schaefer, 2016). Certain investors, known as
dissident financial specialists, will influence uncontrollably eccentric ventures and divestitures to
move to the offer cost and pull in media regard for a specific issue.
BENEFITS
It can be said that a business dashboard is a data administration stage that is utilized to track
KPIs (Key Performance Indicators), business measurements, and other key information directs
pertinent toward an association, specialty unit, or support function(s) (Grover, Pea and Cooper,
2014). Using data visualization, dashboards rearrange complex informational collections to give
business and specialized clients with initially attention to current execution so they can act to
additionally streamline or take remedial activities (in the event of deviation from preset goals).
In the present condition information is wherever – sales, advertising, social, paid media, claimed
media, IT operations, HR and others. Overseeing and extricating genuine incentive from every
one of that information is a key test confronting administrators at all levels in association
beginning from an expert at most minimal rung of business chain of command, chiefs and CFOs
(Few, 2013). In looking for an approach to simply information readily available, officials
(overall business chain of command) regularly get themselves rapidly managing information and
data over-burden.
Transforming Data into Information (that stakeholders can follow up on!)
There is no doubt that information is a standout amongst the most profitable resources claimed
by the business. Transforming this information to significant data, in any case, is frequently more
troublesome practically speaking (Dowding et al. 2015). A very much planned visual dashboard
can educate business officials over the association pecking orders and give on-request access to
center business measurements. With single execution of fact manageable on the desktop,
multipurpose and advanced shows now everybody within operation team can utilize a dashboard
to maintain a superior business!
Incorporating and computerizing numerous touch points (radically decreasing information
wrangling)

Almost every business needs to get bits of knowledge from different specialty units and
capacities and thus normally stakeholders have to accumulate information from various touch
points. An all-around outlined and keen stage (on which dashboard is based upon) lessens the
measure of time and exertion ordering information frequently housed in various organizations
(for e.g. xml versus JSON), marking into numerous investigation administrations ( for e.g.
Salesforce, Google Analytics and others), and hence helping the stakeholders to reduce their
chance and exertion from manual errands of gathering and getting ready (regularly called
'information wrangling') raucous advanced information before it can be investigated for valuable
pieces of bits of knowledge (Sharda, Delen and Turban, 2013).
Giving close continuous real time visibility (for progressing arrangement and improvement)
As the business develops, inter departmental exercises (read legislative issues) tend to increment
exponentially. Use of dashboard helps the follower to understand a large set of information
conveniently and according their needs. To clarify this lets say, administrators in deals and
promoting group may require arrangement over the client procurement process.
Recognize negative patterns.
Effective administration must comprise of twofold perspectives – actuating and invigorating
positive patterns, and decreasing an impact of negative ones. Also, the second part appears to be
significantly more essential, if not simply urgent. In any case, before pondering positives,
administrators ought to take out negative patterns. What's more, that is the thing that dashboards
are ideal for.
Monitor negative configurations.
Once the negative configurations are apparent, limited, and scrutinized, comes the best occasion
for remedying them. Thank to present day dashboards, disposing of negative configurations is
stimulated as a result of improved capacities for altering essential factors on pattern's course
(Raghupathi and Raghupathi, 2014).
Enhance the productivity of recently decided.

Despite the fact that enhancing the productivity of choosing is the shared objective for all
business insight arrangements, each apparatus treat the inquiry in an unexpected way.
Dashboards, for example, bolster basic leadership with better data, while "better" means all the
more convenient and more precise (Loebbecke and Picot, 2015). Accordingly, "better-educated"
choices are being made what effects on organization's execution, clearly.
Measure organization's parameters.
It is not impossible but difficult to quantify organization's genuine execution or effectiveness.
Regardless of the possibility that something looks great all things considered, in purpose of truth
it may be commonly more awful, yet the outside side effects still aren't unmistakable. Profound
examination let administrators respond on organization's wasteful aspects previously it's past the
point where it is possible to transform anything essentially. It's irreplaceable for limiting possible
misfortunes and increase requested livelihoods (Kwon, Lee and Shin, 2014).
Enhance performed investigation thank to representation capacities.
Unadulterated information regularly is insufficient to recognize and follow every one of the
abnormalities. What is not obvious in spreadsheets of qualities, may turn out thank to realistic
perception of investigation. Despite the fact that it might appear somewhat abnormal or
amateurish, it genuinely works, what chiefs confirm ordinarily (Few, 2013). Current dashboards
bolster in this way visual showing of investigation concerning organization's execution markers.
DATA
As mentioned in the above section of this proposal, this dashboard will include information
beneficial for both management as well as investor. Thus, to prepare this dashboard, the
consultant mainly aim to access annual reports of Flight Centre published at the end of each
financial year. It has seen that the annual of any organization provides data in overall form and
thus understanding such information for informed decision making become comparatively
difficult. However, presenting such information though dashboard will diminish such challenges
and therefore stakeholder can take decision aptly.
In order to prepare this dashboard, the consultant of Flight Centre aims to incorporate
information over a period from 2003 to 2016. Over these periods, the performance of the

organization can be judged through their revenue, expense level and other associate parameters.
In general, the data that will be used in this dashboard are as follows:
Revenue:
 Revenue from the sale of travel services
 Revenue from the sale of travel as principal
 Other revenue
Expenses:
 Cost of travel as principal
 Selling expenses
 Administration / support expenses
Assets:
 Total current assets
 Total non-current assets
Liabilities:
 Total current liabilities
 Total non-current liabilities
CHALLENGE
At the point when the relationship between poor data quality and poor business execution isn't
measured unmistakably, data quality can be misperceived as a specialized action performed for
the information, rather than a venture wide activity performed to give information driven
answers for business issues.
The basic misunderstanding is adopting an information nearsighted strategy to information
quality measurements, i.e., making measurements that mirror the nature of the information in
disconnection (Sharda, Delen and Turban, 2013). Without seeing how the association is utilizing
its information, and how information quality influences business comes about, information can't
be known as a corporate resource to present through dashboard. Information is a benefit just if

the association can qualify and measure its incentive by interfacing its utilization to business
destinations.
Each dashboard is based on an arrangement of needs and presumptions about what's critical.
Ordinarily those needs are characterized by IT, a plan master, or an expert who conveys
dashboards and doesn't know the organization that well. Some of the time, the needs may even
be the default estimations gave by the dashboard programming.
In a large number of these cases, organizations wind up with official-looking perspectives into
information that doesn't line up with business priorities. It ought to abandon saying that all
components of a dashboard ought to be applicable and critical. On the off chance that the
decision of what data to exhibit in a dashboard is made without the contribution of those nearest
to the business setting — whether through default programming settings or what one individual
building the dashboard happens to believe is critical — it is profoundly improbable that the
dashboard will be maximally helpful (Loebbecke and Picot, 2015).
Time and again, one can consider investigation speaking to some kind of fair and impartial truth.
Here, they compare "experimental" and "quantitative" with "objective." This perilous conviction
drives supervisors to track and even follow up on measurements just on the grounds that they
show up on a dashboard. Maybe the most serious risk in utilizing dashboards for basic leadership
is in misattributing causality when contrasting components on the dashboard. Examinations are a
dashboard's bread and margarine, for example, indicating deals by locale, budgetary execution
by month, client request by channel, et cetera. It's dreadfully simple — and tragically regular —
for administrators to decipher the groupings in a dashboard as causative when they may not be
(Hagood et al. 2016).
Before dashboards, noting the topic of whether the overhaul was viable would have required an
information wise individual, most likely somebody prepared in measurements. This individual
more likely than not would have asked, "What else, other than the redesign, may be in charge of
the expansion in mischances?" The supervisor's error would have been maintained a strategic
distance from effortlessly.
In any case, when supervisors depend just on information dashboards, with the expectation and
desire that these visual instruments will encourage basic leadership, genuine inadequacies rise.

Without the subtlety and setting that dashboards don't uncover, chiefs can reach some wrong
conclusions (Verbert et al. 2014).
METHODOLOGY
In order to prepare this dashboard, the consultant will use tableau software. According to the
business intelligence life cycle, the first step is to project planning. Here, the dashboard is
intended to design for visualizing information available on annual report of Flight Centre so that
stakeholder can take informed decision. The second phase of business intelligence lifecycle is
business requirement definition. It is obvious that the annual report is a great source of
information through which organization published their overall all performance over a specific
financial period. However, such information is complicated enough for the investor as well as
management to comprehend at a go. In this context, visualizing such data with the help of
dashboard enables them to access all information simultaneously and thus the decision making
will be more effective. Here, the consultant has aimed to prepare two dashboards, one is profit
and loss dashboard, which will explore the organization’s operational trend and other one is
balance sheet, which will explore position of the organization.

REFERENCES
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Raghupathi, W. and Raghupathi, V., 2014. Big data analytics in healthcare: promise and
potential. Health Information Science and Systems, 2(1), p.3.
Sharda, R., Delen, D. and Turban, E., 2013. Business Intelligence: A managerial perspective on
analytics. Prentice Hall Press.
Verbert, K., Govaerts, S., Duval, E., Santos, J.L., Van Assche, F., Parra, G. and Klerkx, J., 2014.
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Yoo, Y., Lee, H., Jo, I.H. and Park, Y., 2015. Educational dashboards for smart learning: Review
of case studies. In Emerging Issues in Smart Learning (pp. 145-155). Springer Berlin
Heidelberg.

DASHBOARD
Figure: Profit and Loss Dashboard