Business Analytics

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.