Corporate Social Responsibility (CSR) - IBM

(2019-20)
Subject: Introduction to Business Analytics
(Scheme & Solution)

Maximum marks: 100

Instructions:
• All questions are compulsory in Part A, B, C.
• Attend any three questions in Part D.

Part A - Multiple Choice Questions 26x1=26m

1 Select all the challenges in Big Data.
a. Volume b. Diversity
c. Both (a) & (b) d. None

2 IBM Business Analytics Maturity Model includes how many stages?

a. Four b. Five
b. Three d. Six

3 what are the Characteristics of big data?

a. Velocity, Variety b. Veracity
c. Volume d. All the above

4 Expand RFID
a. Radio Frequent Identification b. Radio Frequency Identicator
c. Radio Frequency Identification d. None

5 A study of geographical, topological and geometric properties called as:

a. Spatial Analysis b. Statistical Analysis
c. Text Analysis d. Geographical Analysis

6 ILM stands for:

a. Informative Lifecycle Management b. Information Leadership Management
c. Innovative Lifecycle Management d. Information Lifecycle Management

7 Big Data Analysis Adoption Structure includes

a. Educate, Explore b. Engage, Execute
c. None d. both (a) & (b)

8 Select Kaplan-Norton balanced scorecard metrics

a. Customer Metrics, Information Systems b. Motivation, Financial Metrics
c. Post-sale service, Operations d. All the above
 9 What type of report is used to represent data points over a display of geographic area?
a. List report b. Chart report
c. Map report d. Crosstab report

10 Select Machine learning types

a. Supervised and Unsupervised b. Reinforcement
c. Only (a) d. Both (a) & (b)

11 Expand CRISP-DM
a. Cross Industry Standard Process for b. Cross ln-Standard Process for Data
Data Mining Mining
c. Cross Industry Standard Procedure for
Data Mining d. None

Advance data analysis was established in

12 the year ______.
a. 1970 b. 1980
c. 1990 d. 1960

13 Risk management and mitigation is assessed with what variables?

a. Technology, Complexity b. Integration, Organization
c. Project team, Financial investment d. All the above

14 OLAP stands for

a. Online Analytical Programming b. Online Analytical Processing
c. Online Analysis Programming d. Online Analytical Processing

15 The benefits of collaborative BI include

a. Knowledge sharing b. Employee Satisfaction
c. Decision making d. All the above

16 What technology is used to perform updates on operational or transactional systems

a. OLAP b. OLTP
c. Both (a) & (b) d. None

In which type of OLAP server architecture the calculations are performed on

17 multidimensional database.
a. ROLAP b. MOLAP
c. HOLAP d. None

18 A set of views on an operational database is called as ________ .

a. Virtual Warehouse b. Enterprise Warehouse
c. Both (a) & (b) d. Data Mart

19 Features of data-ware house includes

a. Non-volatile b. Integrated
c. Time variant d. All the above
20 Expand DSS
a. Digital Signal System b. Digital Support System
c. Digital Supporting signals d. Decision Support System

21 IBM technology portfolio for BAO includes

a. Data in motion b. Rules Management
c. Information Server d. All the above

22 BPM stands for

a. Business Process Management b. Business Planning Management
c. Both (a) & (b) d. None

23 Business analytics affects industries like

a. Banking entry points b. Government entry points
c. Retail entry points d. All the above

24 Expand ECM
a. Expertise Content Management b. Enterprise Content Management
c. Enterprise Commission Management d. None

Select all which are not the examples of Business intelligence and performance
25 monitoring.
a. Reporting b. Balances scorecards
c. Both (a) & (b) d. None

26 ASUG business intelligence maturity model maturity stages include

a. Dictatorship and Anarchy b. Collaboration
c. Democracy d. All the above

Part B- Two-mark Questions

1. Define Prescriptive analytics.

Prescriptive analytics recommends high-value alternative actions or decisions given a
complex set of targets, limits, and choices. Optimization is used to examine how you can
achieve the best outcome for a particular situation. It shines when there is no practical way to
show the breadth of information or its complexity to human experts in a way that they can
make decisions. Stochastic optimization recommends how you can mitigate or even avoid
uncertain risks. Therefore, prescriptive analytics predicts future outcomes and suggests
courses of actions to take so that you can benefit from those predictions.

2. What can analytics mean to your business?

• Understand your business drivers
• Predict competitors’ responses with accuracy.
• Identify latent market demand to develop products to meet it.
• Determine the likelihood that a specific event will happen, so that you can take
action accordingly.
 • Plan or schedule activities that meet your customers’ needs, minimize your costs
and use your resources effectively.
3. What is Business Query?
Business Query Tools permits the business users to access a data sources across
business phrase without using any SQL. Data source may be a data store or direct access
to the operating system. One of the key features of the Business Query Tool is that it has
a business perspective that hides the complexity of the actual database. Commercial
words are used in RDBMS instead of the actual field name. Business questioning tools
create a scene behind the scenes, so users do not have to know how to write the code.
The reporting and business query tools are also called as ‘ad-hoc query tools’.
4. Define Business Intelligence.
The process of taking huge amount of data, analyzing that data and presenting a high
level set of reports that condense the essence of that data into the basis of business
actions, enabling management to make fundamental daily business decisions.
5. What is Risk management and mitigation?
• A contingency plan is a branch off the main sequence of tasks and events and it is
designed to get the project back on track and performing.
• Contingency plan’s value is unmistakable.
• For working out the contingency plan, you have to first discuss with your lead
technology team and define what conditions must exist for you to implement the
plan successfully.
• Care has to taken to identify probable causes, for the plan to go wrong and how to
prevent them.
6. Draw the Data mining process diagram.

7. Define Dashboards and what are its types?

A dashboard is a visual display of the most important information needed to achieve
one or more objectives; consolidated and arranged on a single screen so the
information can be monitored at a glance.
Dashboard types are
• Strategic dashboards
 • Analytical dashboards
• Operational dashboards
8. What are the 5 key big data use cases.
• Exploration
• Enhanced View
• Extended Intelligence
• Analyze Operational efficiency
• Augment Data Warehouse

9. What is KDD process model?

Knowledge Discovery from Data (knowledge discovery from data), refers to the broad
process of finding knowledge in data that emphasizes the "high-level" application of particular
data mining methods. The unifying goal of knowledge discovery from data process - extract
knowledge from data in the context of large databases - done by using data mining methods.

10. Explain Data Mart.

Data Mart has a data subset at an enterprise level. This subdivision of data has the value
of the particular groups of an enterprise. For example, the purchase market data includes
data for clients, elements, and sales. Mart's data is limited to content. The source of a data
mart is departmentally structured data warehouse.

• Data marts are small in size.

• Data marts are flexible.
• Data marts are customized by the department.
• Windows-based servers or Onyx / Linux are used to implement data markets. They
are implemented on low-cost servers.
i. Data Execution cycles are sustained for a shorter duration, i.e. weeks
instead of months.
ii. The data market life cycle is complex in the long run if it is not planned and
structured in an enterprise.
 Part C - Four-mark questions

1. Explain IBM business analytics maturity model.

IBM Business Analytics Maturity Model identifies 5 stages of Information and Analytics
maturity and maps the same with the Business Operations Maturity within an
organization-
• Ad-hoc – AT this stage the information is mainly on spreadsheets and extracts and most
of the analysis is Ad-hoc. The business operations maturity level is of High Command
and Control structure.
• Foundational- At this stage the organization sets up Data Warehouses, governance
models and production reporting processes. The business operations generally are driven
by Task integrations (most likely by ERP systems)
• Competitive- At this stage the use of Master data Management (MDM) Dashboards and
Scorecards are at a high level within the organization. And most of business operations
run by a process automation and workflow methodologies.
• Differentiating – At this stage, organizations start using Predictions, Contextual business
rules and patterns. The Business operations run riding on a complete Business process
integration and collaboration ( such as CRM )
• Breakaway - At this highest stage of maturity, the organizations start using very high level
of analytical capability built internally and the usages are prescriptive, real time, pattern
based strategies with situational context.

2. Difference between OLTP and OLAP

 3. Explain Functional areas of BI tools.

• ETL tools: The main objective of the ETL tool is to drag data from one or several source
systems, convert data of many different formats into a common format and then load that data
into the data warehouse.

• Data mining: The process of identifying many different patterns, predictabilities,

simplifications, and rules in data sources is called data mining. Data mining knowledge will
help to predict the outcome of a decision and describe the reality.

• Query tools and reporting: The query and report tool helps to run regular reports Creates
lists of organizations and executes reports in tables and queries. The query and reporting tools
are meant to allow the users to interact directly with the organization’s data.

• Data warehouse: The collection of appropriate business data that are validated and
organized so that it can be analyzed to support business decision-making. The data which are
used to populate the data warehouse are extracted from distributed databases, often unrelated
data and in some cases, external to the organization that is using it.

• OLAP techniques: These techniques are used to study complex data in real time in a
database, which is constantly updated with transaction data. OLAP will help managers to study
data from different perspectives and explore them to discover hidden information.

4. what are the R-J Performance Dash board metrics?

Performance Dash board metrics are:

• Branding and Implementation Metrics

o Supply of Brand Process metrics: Brand Consumer Awareness

o Focus on performance chain performance, corporate dynamics, marketing

communications effectiveness

o Innovation Matrix: The ability to quickly get newer in a more advanced fashion
• Customer-Interface Metrics
o Customer’s perception of the firm’s performance on each level of the 7 C’s of the
customer interface
▪ Example: customer’s rating of customization compared to the competitors
o Other critical interface metrics
▪ Including value proposition
o Customer-interface and customer-outcome metrics

• Business-model Metrics
o Value Proposition or Cluster Benefits Metrics –
▪ Attention to consumer perceptions
▪ Performance related to the competitor's benefits
▪ target segments, benefits offered, capabilities that drive benefits
o Capture subcomponents of the business model: financial metrics resource
systems, egg diagram resource systems

• Opportunity Metrics
o Assesses the market-opportunity metrics accurately measure market opportunity

o The ability to find unneeded needs in the marketplace is very important

• Financial Metrics
o Revenues
o Costs
o Profits
o Balance-sheet metrics
5. What are the benefits of bigdata.
• Anything involving customers could benefit from big data analytics. This
includes better-targeted social-influencer marketing, customer-base segmentation,
and recognition of sales and market opportunities. Recent economic changes
worldwide have changed consumer behaviors. Big data analytics can help develop
definitions of churn and other customer behaviors, as well as an understanding of
consumer behavior from clickstreams.
• Business intelligence in general can benefit from big data analytics. This could
result in more numerous and accurate business insights, an understanding of
business change, better planning and forecasting, and the identification of root
causes of cost.
• Specific analytic applications are likely beneficiaries of big data analytics. For
example, consider analytic applications for the detection of fraud, the quantification of
risks, or market sentiment trending. At the leading edge, big data analytics might help
automate decisions for real-time business processes such as loan approvals or fraud
detection.
 Part D - Eight-mark questions

1. Explain BAO reference architecture functional pillars and foundational layers with diagram.

The BAO reference architecture uses a combination of a functional pillar and a foundational
layer approach to promote simplicity, to enhance understanding, and to ensure
comprehensive coverage: Pillars (across the top of Figure 4) defines the main functional
components that typically make up a comprehensive BAO solution. The pillars categorize
components that can support a single solution set, such as Enterprise Content Management
or Master Data Management (MDM). Because of the modularity and flexibility of the
architecture, it can provide a common solution framework for BAO across all sectors,
industries, and solution areas.

Layers (under the pillars in Figure 4) provide the robust and cohesive foundation where the
BAO pillars can function in an integrated and seamless fashion. Let us look at the BAO
reference architecture a little closer by examining each pillar and the foundational layer:

A source identifies all of the diverse sources of data that are available within and outside an
organization that is accessed and used as part of a comprehensive BAO environment. These
data sources include data from enterprise applications, structured and unstructured data,
master or reference data, data from external sources (like the web and mobile devices), device
information (from sensors).
Data management solutions manage stores and deliver the trusted data throughout the data
supply chain. Information management supports the following key capabilities:
Content management, which consists of services, technologies, and processes that are used
to capture, manage, store, preserve, and deliver unstructured content. It provides global
access, workflow, and management of digital assets that are used for integrating and sharing
data between a company and its employees, customers, suppliers, and business partners.
Master data management, which is a combination of disciplines, technologies, and solutions
to create and maintain the stable, complete, contextual, and specific business data for all
stakeholders across and beyond the enterprise.
 Data integration, which provides a uniform way to manage enterprise data flows including
batch, real-time, and transactional message processing. The data integration components
focus on the processes and environments that deal with the capture, qualification,
processing, and movement of data. Data can flow directly to the consuming systems, or it
can be prepared for storage in a data repository. The data integration components can
process data in scheduled batch intervals or in real-time (streaming), near real-time, or just-
in-time intervals. Data integration also supports distributed transaction staging, depending on
the nature of the data and the business purpose for its use.
Data repositories, which supplies an necessary foundation for the storage of functional and
reshaped data that improves the business value. The data repositories are not a replacement
or replica of operational databases. Rather they are a complementary set of heterogeneous
data repositories that reshape data into formats that are necessary for making decisions and
managing a business.

2. Draw the diagram of CRISP-DM- Elaborate view .

3. Why is Big Data important? Explain its needs.

The use of Big Data is becoming crucial to leading companies to outperform their peers. In
most industries, established competitors and new entrants alike will leverage data-driven
strategies to innovate, compete, and capture value. In healthcare, data pioneers are
analyzing the health outcomes of pharmaceuticals when they are widely prescribed, and
discovering benefits and risks that were not evident during clinical trials. Other early adopters
of Big Data are using data from sensors embedded in products from children’s toys to
industrial goods to determine how these products are actually used in the real world. Such
knowledge then informs the creation of new service offerings and the design of future
products. In addition to the sheer scale of Big Data, the real-time and high-frequency nature
of the data are also important. The ability to estimate metrics such as consumer confidence,
 something which previously could only be done retrospectively, is becoming more
extensively used, adding considerable power to prediction. Similarly, the high frequency of
data allows users to test theories in near real-time and to a level never before possible.
Need for Big Data

There are five broad ways in which using big data can create value.
• Big Data can unlock significant value by making information transparent. There is still a
significant amount of information that is not yet captured in digital form, e.g., data that are
on paper, or not made easily accessible and searchable through networks.
• As organizations create and store more transactional data in digital form, they can collect
more accurate and detailed performance information on everything from product
inventories to sick days and therefore expose variability and boost performance. In fact,
some leading companies are using their ability to collect and analyze big data to conduct
controlled experiments to make better management decisions.
• Big Data allows ever-narrower segmentation of customers and therefore much more
precisely tailored products or services.
• Sophisticated analytics can substantially improve decision-making, minimize risks, and
unearth valuable insights that would otherwise remain hidden.
• Big Data can be used to develop the next generation of products and services. For
instance, manufacturers are using data obtained from sensors embedded in products to
create innovative after-sales service offerings such as proactive maintenance to avoid
failures in new products.

4. Explain the phases of Data Mining Process

• Building a data mining model is part of a larger process which includes everything
from asking questions about the data and creating a model to answer those questions,
to deploying the model into a working environment.
• This process is defined by the six basic steps
– Defining the Problem.
– Preparing Data.
– Exploring Data.
– Building Models.
– Exploring and Validating Models.
– Deploying and Updating Models.

Domain application understanding:-

• User goals.
• Prior knowledge.

Creating target dataset:

• Focus on subsets.
• Select data.
Data transformation and data cleaning
• Outliers.
• Missing values.
• Removal of noise.
• Reduce dimensions.
• Select features.

Data mining algorithms:

• Associations.
• Classifications.
• Clustering.
• Sequence.
• Interpret.
• Evaluate patterns.
• Visualize patterns.

Business understanding: Getting a knowledge on how to solve the problems, by

understanding the problems clearly, and goals are address to it. Includes:-
• Identifying.
• Defining the goals of data mining.
• Assessing your situations.
• Producing your project plans.

Data understanding: Verify the data which is in document, identify the data controlment and
problems in data quality.
• Gathering data.
• Verifying quality.
• Exploring.
• Describing.

Data preparation:
• Constructing data.
• Selecting the data.
• Integrating the data.
• Formatting data for modelling.
• Cleaning data.

Modelling: Within the data to identifying the patterns, we are using the mathematical
techniques. It includes:
• Selecting the techniques.
• Designing test.
• Building the models
• Assessing the models.
Deployment: To work in daily business, use your discoveries:-
• Deployment planning.
• Final result reporting.
• Review final results.