Business Analytics

2020/21 Semester 1
ICA 3
BM4081 Business Analytics
Project Guide

Date of Issue: Monday, 1 June 2020 (via Blackboard)
Date of Submission: Monday, 10 Aug 2020, 0800hrs (via Blackboard)
School of Business Management
Project Guide / BM4081 / Page 2 of 17
1. Project Outline
This group assignment constitutes 40% of the overall assessment for the
module, BM4081 Business Analytics. The project covers topics on Data
Visualization and Data Visualization Tools. It is designed to give you a first-hand
experience of applying the knowledge attained in the topics above to solve a reallife business problem. You will be assigned to a project group (each group
comprising 3-4 members). Each group will be allocated a real-world Business
Scenario and an accompanying dataset in Excel format (Refer to Appendix 1).
The group is to explore and analyze the data provided and discover any insights
that may be useful for their Business Scenario. Learners will submit (on a group
basis) a typewritten report (docx) and presentation slides (pptx) (both printed and
softcopy), and the relevant Tableau (twbx) and Excel (xlsx) files. A group oral
presentation of the findings will also be required for your group to showcase your
project findings. This presentation will be done in class to your tutor who will also
take the role of the Senior Manager from your Business Scenario.
2. Learning Outcomes
After the completion of this project, learners will be able to:
1. Apply the Framework for Data-driven Decision-making process to a realworld Business Scenario.
2. Identify, evaluate, and solve various business problems by applying the
appropriate data analytics techniques.
3. Present business insights from effective visual analysis by applying the
appropriate data visualisation techniques
3. Requirements
1. This is a group project comprising of 3 to 4 members.
2. For each project group, you are a team of analyst assigned by a Senior
Manager to analyse a dataset to improve a business process or to provide
insights to be used to support a business decision.
3. The scope and detailed requirements of this project is as follows:
1) Requirement 1: Problem Statement
a) Identify and define a problem statement of your business that
you think the management would like to address.
b) Provide a clear scope for this project by identifying the areas
that will be investigated by your group
c) State the importance of this project by elaborating on the
possible impact it could bring.
Project Guide / BM4081 / Page 3 of 17
2) Requirement 2: Data Cleansing & Preparation
a) Perform data cleansing activities and elaborate on 2 of the
most important activities, by identifying the issues, what was
done to solve it, how it was done and why this solution was
chosen (Example, why impute instead of deletion of missing
values)
b) All other data cleansing activities are to be listed summarily.
c) Perform data preparation by creating calculated fields.
Describe in detail the most (one) critical calculated field and
its business value. Illustrate its usage in at least 1
visualization.
d) For the selected calculated field, you must demonstrate the
proper application of any one of the following Tableau
Function Types:
1. String
2. Numeric
3. Date
4. Aggregate
5. Logic Statement
3) Requirement 3: Worksheets Creation
a) Create 4 Tableau worksheets, containing relevant creative
visualizations with quality insights to address your problem
statement.
b) Each worksheet must be named, titled, and have a clear
purpose and message for the intended audience.
c) At least 2 annotations (overall, not each worksheet) must be
used to highlight important insights that are to be conveyed to
your audience
d) Ensure that each visualization matches its presentation
type (Comparison, Composition etc.) and adhere to their best
practices and the 8 Principles of Communicating Data
Effectively.
4) Requirement 4: Dashboard Creation
a) Create 1 dashboard containing a related set of 3 worksheets
created from Requirement 3 to compare and monitor a variety
of data simultaneously.
Project Guide / BM4081 / Page 4 of 17
b) Apply 1 action to provide interactivity and enhance the
engagement of this dashboard. You may select any one of the
3 available actions
1. Filter Action (Do not use worksheet Filters)
2. URL Action
3. Highlight Action
c) The dashboard must be named, titled, and have a clear
purpose.
d) The action applied must be error free and augments the
purpose of the dashboard
e) The dashboard must be presented in Tableau during the oral
presentation to show the how the Action works
5) Requirement 5: Story Creation
a) Create a Tableau Story to present your case that leads up to a
conclusion in the end. The story must focus on a specific
objective and have defined key messages
b) The story must contain 3 to 4 story points. Each story point
can contain a worksheet, dashboard, or even just text.
c) Each story point must have a descriptive story title and an
appropriate story caption.
d) The last story point must include your Conclusion and
Recommendations from Requirement 6
e) The story must be presented in Tableau during the oral
presentation with the Senior Manager from the Business
Scenario as the intended audience
6) Requirement 6: Conclusion and Recommendations
a) Conclude the outcome of your analysis by summarizing the
findings and insights
b) Provide at least 2 constructive recommendations that
answers the Problem Statement in Requirement 1 and are
well supported by the visualizations and insights gleaned from
Requirement 3
Project Guide / BM4081 / Page 5 of 17
7) Requirement 7: Files Submission
a) All softcopy submission uploaded with proper naming
convention and correct file format and version
1. Naming convention for all files “ModuleGroup_GroupNo”
2. Example: AA_Group1.twbx, AA_Group1.pptx,
AA_Group1.xlsx, AA_Group1.docx
8) Requirement 8: Language and Report Format
a) Report has to be well-written, with no grammatical nor spelling
mistakes and formatted with proper font type, font weights,
indents or other formatting that enhances reader understanding
b) Report has to be organized to clearly show how it complies with
all the Project Requirements
4. Prepare a typewritten report and showcase your findings at the project
oral presentation.
4. Submissions
1. Softcopy Submission to Blackboard Monday, 10 Aug 2020, 0800hrs. All
files must be of versions that can be opened in labs.
1) Report softcopy: DOCX submitted via Blackboard Safe Assign
2) Presentation softcopy: PPTX via Blackboard
3) Tableau softcopy: TWBX version 2020.1 via Blackboard
4) Data Softcopy: XLSX via Blackboard
2. Report Softcopy Details
A typewritten report (docx) of not more than 12 pages (excluding
appendices) formatted in Arial Font size 12 with single spacing must be
submitted by each group. The project report should consist of the
following parts:
1) Project Background and Problem Statement: detailing the
Business Scenario and Problem Statement as detailed in
Requirements 1
2) Data Cleansing and Preparation: detailing the activities done to
cleanse the data and prepare it before usage as detailed in
Requirements 2
3) 4 Worksheets: Screen captures of the 4 visualizations and its
respective descriptions as detailed in Requirement 3
Project Guide / BM4081 / Page 6 of 17
4) Dashboard: Screen capture of the dashboard and the detailed
explanation of its actions and features and detailed in Requirement 4
5) Story: Screen capture of the 3-4 Story Points, elaborate on the
objective of the story and its key messages as detailed in
Requirement 5
6) Conclusions and Recommendations: state the conclusion and
elaborate on the recommendations as detailed in Requirement 6
3. Report Softcopy Submission through SafeAssign in Blackboard
The report is to be submitted through SafeAssign latest by Monday,
10 Aug 2020, 0800hrs. SafeAssign is a plagiarism detection tool that
allows your instructor to check the originality of assignment submission. It
is the responsibility of the learners to ensure that the matching text
highlighted in the originality report by SafeAssign is properly referenced.
1) Please read the following guide on how to submit your report through
SafeAssign in Blackboard:
https://help.blackboard.com/SafeAssign/Student/Submit_SafeAssign
2) Learners can also view the following video to learn how to submit
your report through SafeAssign in Blackboard:

4. Late submission and penalties
A penalty of 5% on the base marks to be deducted for each working
day of late submission from the respective assessment marks allocated
should the report be submitted late. Any late submission after 5 working
days will be awarded zero mark.
5. Plagiarism
Plagiarism is serious matter. Plagiarism is the act of taking and using
the whole or any part of ideas, words or works of other people and passing
it off as one’s own work, without acknowledgement of the original source.
The act of plagiarism is an offence under NYP’s Policy of Academic
Integrity. Any act of plagiarism may be construed as academic dishonesty.
A candidate who, after due disciplinary process, is found to have committed
an act that contravenes academic integrity in any assessment of a module
would be liable for disciplinary action under NYP’s Policy on Academic
Integrity.
All content from online or other primary sources should be properly
referenced (even if you are paraphrasing). Quotations must be placed with
quotation marks and be properly referenced. When in doubt, the rule is to
acknowledge the source. You may also consult your tutor for advice or
clarification.
Project Guide / BM4081 / Page 7 of 17
Please note that it may take a while for SafeAssign to generate the
originality report for learners to view. Hence, learners are encouraged to
submit their report early so that they can make any necessary resubmission
before the submission deadline expires.
6. Free-rider Problem
All learners are expected to contribute actively to their group project.
The marks awarded to each learner will commensurate with his/her work
done, as stated in the roles and responsibilities of each group member
section in the appendix. Group members should also highlight any freerider in the group through the confidential peer evaluation form.
Any non-contribution/free rider should be brought to the attention of
the tutor as soon as possible using the below e-survey so that early
intervention measures can be implemented. The e-survey to report any free
rider(s) can accessed via the below URL code:
https://forms.office.com/Pages/ResponsePage.aspx?id=7boJNAAkEan3HWJOw2fmKsTWKGGmBFPlTL4ZsR5mfNUQUtPWDhZOUN
QVFpXUUxVVVM4NDVQWkRLTi4u
5. Presentation
The oral presentation will be based on the following:
1. Part 1: Slides must include screenshots and summarized points to explain
in detail all activities in Requirement 1 to 4. The presentation objective of
Part 1 is to explain and showcase your understanding and applied skills in
Data Visualization and Data Visualization tools. Requirements 1 to 3 will
be presented in PowerPoint while Requirement 4 (Dashboard) can be
presented in Tableau to showcase its Action.
2. Part 2: Presentation of Tableau Story using Tableau and will showcase
Requirements 5 and 6. The presentation objective of Part 2 is a role play
in the context of the Business Scenario where the learner will take the
role of Analyst and the tutor as the Senior Manager.
3. Presentation duration is 10 minutes
4. An optional Q&A may be conducted to clarify points brought up during the
presentation
5. Dress code is formal business attire
6. All members must participate in the presentation as individual marks will
be awarded according to their individual presentation
Project Guide / BM4081 / Page 8 of 17
6. Assessment
This project carries a total of 100 marks and constitutes 40% of the
overall grade for the module. The breakdown of marks is as follows:
Submission – 85 marks
Presentation – 15 marks
_____________________
Total – 100 marks
1. Submission (85 marks)
The evaluation criteria for the written report is as follow:
1) Requirement 1: Problem Statement (5 marks)
2) Requirement 2: Data Cleansing & Preparation (15 marks)
3) Requirement 3: Worksheets Creation (32 marks)
4) Requirement 4: Dashboard Creation (4 marks)
5) Requirement 5: Story Creation (15 marks)
6) Requirement 6: Conclusion and Recommendations (6 marks)
7) Requirement 7: File Submission (4 marks)
8) Requirement 8: Language and Report Organization (4 marks)
A detailed scoring rubric for the Submission can be seen in Appendix 2
2. Presentation (15 marks)
The evaluation criteria for the presentation is as follow:
1) Verbal technique: Pitch, Tone of voice, Enthusiasm and Language.
(5 marks)
2) Non-verbal Technique: Body language such as eye contact and
gestures etc. (5 marks)
3) Quality of presentation slides and teamwork (5 marks)
Q&A may optionally be conducted to clarify any items presented. A
detailed scoring rubric for the Presentation can be seen in Appendix 3
3. Peer Evaluation
Each member in the group must complete a confidential peer evaluation
form via blackboard by Presentation Day. A 10-mark penalty can be
imposed to learners who did not submit his peer evaluation
Project Guide / BM4081 / Page 9 of 17
Appendix 1
1. Dataset for Group 1
o Books.xlsx
o The file books.xlsx consists of information related to book reviews via an
online review platform. As a marketing executive of the online review
platform, you are focused on improving the platform’s outreach efforts.
Analyse the data and understand the types of books most readers enjoy.
2. Dataset for Group 2
o BusRoutes.xlsx
o The file BusRoutes.xlsx consists of information related to buses profile and
ridership in a public transport company. As an analyst, you are focused on
improving the assessment of overcrowdedness or low capacity of the
different buses. Analyse the data and identify the bus that has low
ridership or overcrowded risk
3. Dataset for Group 3
o Epl2020.xlsx
o The file Epl2020.xlsx consists of match results from EPL in 2020. You
work for sports data analytics company and is expected to analyse the
data, discover findings and share insightful data stories. Analyse the
dataset and recommend to management which type of matches attract the
most viewers.
4. Dataset for Group 4
o HotelBookings.xlsx
o The file HotelBookings.xlsx contains the listings of Hotels in New York
City. You are a customer data analyst from the city of Buffalo and would is
task to find out how you can expand the business. Using the available
data, select the most frequent type of customers to target based on
booking preferences such as room types, meal types and repeated visits.
5. Dataset for Group 5
o Superstore.xlsx
o The file Superstore.xlsx consists of sales and profit of products offered by
a company called Superstore. You have been tasked to analyse the sales
data and determine the key products and geographical markets that the
company should allocate more resources to increase overall sales.
Analyse the dataset and come up with some recommendations.
6. Dataset for Group 6
o TelcoCustomerChurn.xlsx
o The file TelcoCustomerChurn.xlsx consists of information related to
subscribers in a telecommunication service provider. As a marketing
executive of the top telecomunication service company, you are focused
on improving the marketing outreach efforts. Analyse the data and find
ways to decrease the churn rate through targeted customer segments.
Project Guide / BM4081 / Page 10 of 17
7. Dataset for Group 7
o OnlineCourses.xlsx
o The file OnlineCourses.xlsx contains data pertaining to a courses
performance on a online learning platform. In view of the stiff market
competition arises from recent covid-19 situation, analyse the dataset and
come up with some recommendations to improve customer ratings,
subscribers and recommended course duration.
8. Dataset for Group 8
o UniversityRanking.xlsx
o The file UniversityRanking.xlsx contains the listings of university in the
world. You are an analyst of the Ministry of Education from Singapore and
would like to provide reports on the performance of the top 1000 university
in the world. Using the available data, select the best performing university
based on factors such as publications, influence, citations, patents, score,
awards etc.
Project Guide / BM4081 / Page 11 of 17
Appendix 2: Scoring Rubric of Project Report (Group)
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Requirement 1:
Problem Statement
(5 marks)
0-1 mark 2-3 marks 4-5 marks
Poor problem statement with
unclear or missing scope and
impact
Adequate problem statement
with unclear scope and impact
Concise problem statement
with clear scope and impact
Requirement 2:
Data Cleansing & Preparation
• 5 marks each for two
Cleansing Activity
• 5 marks for Calculated Field
(15 marks total)
0-1 mark each activity 2-3 marks each activity 4-5 marks each activity
Data cleansing activity
presented is valid however
missing details of its creation
(what, how and why)
Data cleansing activity
presented is valid with some
detail on its creation (what,
how and why)
Data cleansing activity
presented is valid with clear
detail on its creation (what,
how and why)
0-1 mark 2-3 marks 4-5 marks
Calculated Field is missing,
errorneous or does not apply
any Function Type or not used
in any worksheet
Calculated Field is error free,
applies at least one Function
Type, is used in one
worksheet however shows
little business value
Calculated Field is error free,
applies at least one Function
Type, is used in one
worksheet and shows good
business value
Project Guide / BM4081 / Page 12 of 17
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Requirement 3: Worksheets
Creation
•8 marks each for 4 charts
(32 marks total)
0-4 marks each chart 5-6 marks each chart 7-8 marks each chart
Chart has missing or
inappropriate name and title
and has an unclear purpose.
Chart does not adhere to the
correct presentation type.
Chart has less than 3
principles of communicating
data efficiently or best
practices applied.
Chart has a name and title
and its purpose and message
is clear.
Chart adhere to the correct
presentation type.
Chart has at least 3 principles
of communicating data
efficiently or best practices
applied.
Chart has a name and
descriptive title and its
purpose and message
convincingly addresses the
problem statement.
Chart adhere to the correct
presentation type.
Chart has at least 4 principles
of communicating data
efficiently or best practices
applied.
Charts has less than 2
meaningful annotations
Charts has at least 2 meaningful annotations
Requirement 4:
Dashboard Creation
(4 marks)
0-1 mark 2 marks 3 marks
Dashboard does not contain
the 3 required views and is
missing name and title
Dashboard contains 3
required views, has a name
and title, however its purpose
is unclear
Dashboard contains 3
required views, has a proper
name and descriptive title, and
has a clear purpose.
0 mark 1 mark
Dashboard does not have any
action
Dashboard has an action that is error free and augments the
purpose of the dashboad
Project Guide / BM4081 / Page 13 of 17
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Requirement 5:
Story Creation
(15 marks)
0-7 marks 8-11 marks 12-15 marks
The story is not engaging, with
no defined key message and
does not lead to a conclusion
or recommendation.
The story is missing captions
and descriptive tiles
The Tableau Story consists of
at least 1 well structured and
designed Story Point that has
at least 3 of the following:
1.Story points includes
interactivity
2.Story points are cleared of
clutter
3.Story points are adequately
layered and have proper
spacing
4.Story points have proper
narration in the story point
caption.
The story is adequately
engaging, with a clear key
message and leads to a
conclusion and
recommendation
The story has approprite
captions and descriptive tiles
The Tableau Story consists of
at least 2 well structured and
designed Story Points that
have at least 3 of the
following:
1.Story points includes
interactivity
2.Story points are cleared of
clutter
3.Story points are adequately
layered and have proper
spacing
4.Story points have proper
narration in the story point
caption.
The story is thoroughly
engaging, with a well-defined
key message and convincingly
leads to a conclusion and
recommendation
The story has approprite
captions and descriptive tiles
The Tableau Story consists of
3 to 4 well structured and
designed Story Points that
have at least 3 of the
following:
1.Story points includes
interactivity
2.Story points are cleared of
clutter
3.Story points are adequately
layered and have proper
spacing
4.Story points have proper
narration in the story point
caption.
Project Guide / BM4081 / Page 14 of 17
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Requirement 6:
Conclusion and
Recommendations (6 marks)
0-2 marks 3-4 marks 5-6 marks
Inadequate conclusion does
not sumarise findings and
insights
Missing recommendations or
poor recommendations that
have little impact to the
business, does not answer
problem statement or not well
supported by visualization
Adequate conclusion that
sumarises findings and
insights
Recommendations may have
some impact to the business,
somewhat answers the
problem statement and is
supported by the visualization
Good conclusion that clearly
sumarises findings and
insights
Recommendations have high
impact to the business,
suscintly answers the problem
statement and is well
supported by the visualization
Requirement 7:
Files Submission
(4 marks)
0-1 mark 2-3 marks 4 marks
All softcopy submitted
however has more than 2
errors
All softcopy submitted with
less than 2 errors
All softcopy submission in
good order
Requirement 8:
Language and Report
Organization
(4 marks)
0-1 mark 2-3 marks 4 marks
Report is poorly written, lacks
formatting, disorganized and
has multiple grammar and
spelling mistakes.
Report is well-written,
sufficiently formatted,
adequately organized and has
minimal grammar or spelling
mistakes.
Report is well-written,
thoroughly formatted, clearly
organized and is error-free.
Project Guide / BM4081 / Page 15 of 17
Appendix 3: Scoring Rubric for Oral Presentation (Individual)
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Verbal technique
(5 marks)
0-2 marks 3-4 marks 5 marks
Colloquial terms / slang used
liberally. Slips in grammar.
Little attempt to interpret
research material. Lacks
examples / irrelevant or
ineffective examples.
Formal language used for
major part of presentation with
some slips.
Simplifies complex ideas /
terms to increase
understanding with some
inconsistency. Presents
relatable examples that lack
relevance or relevant
examples that aren’t relatable.
Exhibits ease in use of formal
language.
Complex ideas / terms are
unpacked and presented in
easy to understand, digestible
portions. Examples enhance
audience appreciation of main
ideas.
Non-verbal Technique
(5 marks)
0-2 marks 3-4 marks 5 marks
Presenter tends to move away
from audience.
Body Language clearly shows
disinterest / nervousness /
lack of confidence and affects
audience involvement.
Gestures largely missing /
robotic delivery.
Clearly shows disinterest in
connecting with audience.
Exhibits some awareness of
space though not always used
to serve a purpose.
Body Language largely
projects confidence in
communicating with audience.
Gestures match verbal
instruction though there’s
evidence of misuse. Not
always useful in signalling
attention to key details
Manages environment and
audience expectation with
some success.
Awareness of space used
effectively to manipulate
audience attention.
Body Language projects
confidence and ease
throughout presentation
signalling efficiency. Gestures
work to enhance impact.
Establishes good rapport with
audience and involves them.
Project Guide / BM4081 / Page 16 of 17
Evaluation Criteria Below Expectations Meet Expectations Exceed Expectations
Quality of presentation
slides and teamwork
(5 marks)
0-2 marks 3-4 marks 5 marks
Use of Slides/Visuals limited
to presenting information
exhibiting ineptitude in basic
requirements (eg. text heavy
or irrelevant use of visuals).
Unbalanced presentation or
tension resulting from overhelping. Multiple group
members disengaged / forget
their turn. Distracting
movements / behaviour
exhibited by team while one of
them presents.
Slides/Visuals are at times
static in the background and
there is only audio
transmission of information /
there is an attempt to
generate interest.
Slight domination of one
presenter. Members helped
each other. Routine
transitions. Could be given
more thought. Not all exhibit
an awareness of how to
position / display themselves
while a team member
presents
Slides/Visuals are interactive
and sustain audience attention
throughout and support
presenter in spinning an
effective narrative.
Symbiotic relationship
between presenters allowed
presentation to proceed
seamlessly. Transitions
between speakers is
intelligently done and
sets/manages audience
expectation. Excellent control
of time (even with unplanned
learner interaction / tech
glitches). Team members
position / display themselves
to complement presenter
Project Guide / BM4081 / Page 17 of 17
Appendix 4: Peer Evaluation
Learners are to rate your fellow team members’ contribution to the project latest by presentation day on Blackboard using the
following criteria. Please cite specific examples in the comments of the peer evaluation form for any criteria that you have given a
rating score of less than 5.
Excellent (9-10 marks)- Learner has attended and is punctual for every project meeting. Learner has participated actively during
group discussion, contributed more than his/her assigned tasks and has on many occasions taken the initiative to lead the team.
Good (7-8 marks) – Learner has attended and is punctual for every project meeting. Learner has participated actively during group
discussion and completed his/her assigned tasks on time and satisfactorily.
Average (5-6 marks)- Learner has attended and is punctual for most of the project meetings. Learner has participated during group
discussion and completed his/her given task on time and satisfactorily.
Poor (3-4 marks) – Learner has attended and is punctual for very few of the project meetings but must be reminded by team
members to complete his/her given task on time.
Very Poor (1-2 marks)- Learner does not attend any project meeting and gives excuses for not attending the meetings and does
not contribute to the development of the project. Learner cannot be contacted most of the time.
Your peer evaluation marks will be the average of all your group members’ ratings on you and will be used to determine the penalty
marks should you be deemed to be a non-contributing member of the project.