Data Insight Report: Data Analysis in the Car Industry Context

This report delves into the crucial role of information and data within the car industry, using BMW as a case study. It examines how companies collect and utilize data, focusing on customer information, sales strategies, and market research. The report covers the types of data collected, including primary data obtained through surveys and interviews, and how this data is stored and managed within databases like MIS and ESS. It highlights how data insights are used for business decision-making, such as adapting to changing customer preferences and developing effective marketing strategies. Furthermore, the report discusses the importance of both primary and secondary market research in gaining insights and driving future growth, emphasizing how data transforms into meaningful and actionable insights for the car industry. References to relevant books and journals support the analysis.

DATA INSIGHT

1. Role of information and data within the car industry
In car industry information plays a key role as they are having the customer information
like e-mail address, contact numbers or any other personal information that helps them in
increasing their sales by giving them discounts, offers, etc. on various festivals or on any other
occasions. As data is having the key concept to be aware in this industry as it can help the
owners and leaders to identify the important patterns and trends. It helps to improve the revenue
management and enhance the customer experience.
2. Types of data is collected and used by the organisation
As in car industry data is being collected as the 1st party that is primary data as it is
collected by the researcher from the first hand source (Bilgihan and Nejad, 2015.). BMW use the
methods like surveys, interview, by cold calling, etc. It is being collected by having the research
project in mind that is being get directly from the primary sources.
3. Information and data is used within the operations of the organisation
Information that is required in the daily operation of the business such as financial
transaction that takes place on the daily basis, it is the cost that is occurred in the daily routine.
Also, daily working hours of employees is noted. This helps in calculating wages, salaries, etc.
This is being taken from the industry that is dealing with the same industry (Rivera and Pizam,
2015).
4. How the information is being captured and stored with the key references in databases and
information
Information is being captured by BMW through different modes as it can be taken
through the surveys, taking the interviews and can also be taken by filling the forms from their
clients. The information is stored in various database such as MIS, DSS, etc. in segregated way.
Also, in ESS data is stored.
5. Example of data is being used to deliver the insight for business in decision making
As we get the data many ways that is mention above and it helps the BMW in decision
making by taking the preference of the present trend. Every day the customer preferences are
changing and this data helps the business to offer the services as per the needs and requirement
of the consumers. For example- BMW monthly sales enable in developing strategy for marketing
(Ryan, 2015).
6. Market research primary and secondary helps to increase insight

It is the market research that is being done through the primary as well as secondary data
helps BMW to grow in the future and increase their insight. As this data's are stored in MIS of
the industry from last many years and it helps BMW in its transformation so that it can do the
future growth in the industry as it give the market size, growth rates and the competitors'
information as this abundant data points is being transformed into the meaningful as well as
actionable insights for the business (Bilgihan and Nejad, 2015).

REFERENCES
Books and Journals
Bilgihan, A. and Nejad, M., 2015. Innovation in car and tourism industries. Journal of car and
Tourism Technolog. 6(3).
Rivera, M.A. and Pizam, A., 2015. Advances in car research:“from Rodney Dangerfield to
Aretha Franklin”. International Journal of Contemporary Car Management. 27(3).
pp.362-378.
Ryan, C., 2015. Trends in car management research: a personal reflection. International Journal
of Contemporary Car Management.27(3). pp.340-361.