PROGRAM - MBA

SUBJECT CODE & NAME - MI0036 BUSINESS

INTELLIGENCE & TOOLS

1. a. List the factors responsible for the increasing

importance of BI in organisations.
b. What are the obstacles in Implementing BI in
Organisations
a. Factors responsible for increasing importance of BI in organization
The increasing importance of BI is due to various factors, namely,

Technological advancement
Competitive market
Need for quick reflexes.

Let's elaborate on these factors.

Technological
advancement:
connectivity between people

The

magnificent

increase

in

electronic

2. a. Discuss the contribution of business analytics in

strategy management
b. How is CRM linked to business intelligence?
a. Various contributions of business analytics in strategy management
A good financial performance is the result of better business outcomes. To achieve
these outcomes, organisations need to develop and manage multiple,
interconnected business strategies. BA solutions give an actionable business
forecast that can guide business strategies and technologies to provide timely
and accurate financial results. Although, the business user teams may only have
an apparent understanding of BA technologies, they are expected to highlight
the requirements

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3. Explain the data mining process in detail

DM (DATA MINING) includes a number of operations, each one of which is
aided by a variety of techniques, such as decision trees, rule-based induction,
neural networks and conceptual clustering. The derived results are evaluated
repeatedly over the developed models to minimise the occurrence of potential
errors. In the real world applications, knowledge extraction involves collaborative
use of several data mining techniques and operations.
Data mining consists of the following six steps (refer to below figure):

Data is pulled from the data warehouse and sent to the ETL layer, where E
stands for extract, i.e., pulled, T for transform and L for load.

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4. Briefly explain the 7 Ps of marketing mix

7 Ps of marketing/service marketing mix
Neil Borden, in his presidential address in American Marketing Association (AMA),
used the term marketing mix for the first time. A marketing mix can be defined as a
collection of tools that can be used in achieving marketing objectives. It uses 4 Ps
to decide the marketing strategy. The 4 Ps of
marketing mix are shown in Below Fig:

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5.
What are the main features of a financial
reporting system
The following are the main features of a financial reporting system:
Drag-and-drop report builder: This feature helps in creating sophisticated
reports and analysing them with ease. To generate a report, you need toselect
the desired items from a menu, drag them onto a graphical workspace and
choose appropriate formatting options.
Choice of dimensions in rows and columns: This feature enables you to easily
design your report. You just need to choose the right value of various dimensions,
such as business unit, department, region, product, customer, projects, metrics,
assumptions and time period, and drag them into the relevant rows and
columns of the report builder.

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6. Discuss the various critical challenges that need
to be overcome for BI to succeed within an
organization.
Various critical challenges that need to be overcome for BI to succeed
within an organization

Cross-organisational collaboration
Usually, business initiatives focus on a particular area of business or on a limited
set of products. As a result of this narrow focus, organisations could not analyse the
impact of the data generated by the project and business operations. As soon
as organisations started focusing on the data generated by customer
information such as customer buying preference, frequency, type of items,
locality, etc., these initiatives started integrating product information with
customer information.
Business sponsors
Strong business sponsors believe in the BI
obstacles to champion it. A

projects

value and remove the

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