Each student will be given a transaction log for a company selling cars.

Each student will need to work with their own

dataset and provide a dashboard that gives insightful information to an intended user.
Question 2.
Each student will be assigned ONE shop by the lecturer, and will have to provide a dashboard providing sales
information for this shop. In particular, students’ dashboard should be able to provide the visualizations regarding the
following information:
+ Compare the performance of the shop’s employees over time in number of sales
+ Compare the performance of the shop’s products over time in number of sales
+ Compare the performance of this shop with other shops in the same city over time in number of sales
Briefly explain the key components of your dashboard. From these visualizations, comment on the shop’s best
employee(s), product(s) and its ranking across in the city. Have the performance of these individual(s) / product(s) /
branch(es) changed over time?
Question 3.
Explain why your dashboard is user friendly. Who will use this dashboard most frequently and why? Provide at
least one customization for this dashboard, for example by grouping your product into 3 groups (affordable,
mid-tier, luxury) and comparing the performance of these 3 product groups over time.
Question 4.
Assume now that your intended user is a high-level manager who wants to grasp the performance of the whole
company. Evaluate the dashboard that you have designed in the previous questions in terms of its suitability toward this
new user.
Create a dashboard that is more suitable for this user by providing visualizations regarding the following information:
+ Compare the revenue performance of cities across time
+ Compare the revenue performance of shops across time
+ Group your product into 3 groups: affordable, mid-tier, and luxury. Compare the performance (revenue) of
these 3 product groups over time.
+ Compare the revenue performance of products, broken down into cities, over time
From these visualizations, comment on the company’s best-performing city, shop(s), product(s) and/or product group(s).
Have the performance of these changed over time?

Q2
Pass grade 3x3
Shop Tên shop – Tpho
2020 2021 2022
Employ ( 3 pie chat tương ứng mỗi năm )
Product (3 pie chat tương ứng mỗi năm)
City (ss các shop cùng thành phố)

3x3 P
4x3 M
5x3
5 dòng 3 cột ( 3năm )
Pie chart ( city :2 )
Here’s a summarized version of the content with highlighted bullet points for key points:

1. Definition and the Role of Business Intelligence (BI)

 Definition of BI: BI integrates processes, policies, technologies, and culture to gather, analyze, and
utilize data for informed decision-making (Fouché and Langit, 2011).
  Benefits of BI:
o Improves operational efficiency.
o Generates new revenue streams.
o Provides competitive business advantages.
o Identifies market trends and business issues (Nguyễn, 2018).

Real-World Example: Tesla

 Tesla leverages BI to optimize supply chains and forecast production needs.

 Autopilot systems utilize sonar, radar, and deep neural networks, supported by AI chips and BI tools like
SAP and OBIEE.
 Data-driven enhancements:
o Improved mapping from sensor data.
o Continuous product improvements based on feedback and usage.
o Achieved top ratings in carbon management and innovation (Marr, 2018; Ghar, 2024; Teece,
2018).

Examples of BI Tools/Techniques in Organizations

.1 Dashboard Development

 Coca-Cola Bottling Company:

o Used Tableau to unify fragmented data and eliminate inefficiencies.
o Dashboards enabled real-time data analysis for sales, marketing, and production teams.
o Results:
 25% boost in operational efficiency.
 8% cost reduction.
 10% increase in sales (Nath, 2024; Sawhney, 2023).

.2 Analytics

 Netflix:
o Leveraged big data tools like Apache Hadoop and Spark for real-time insights.
o Applications:
 Personalized Recommendations: Enhanced user engagement and reduced churn rates.
 Content Production: Identified high-demand genres, leading to the creation of hits like
Stranger Things.
 Global Expansion: Tailored content based on regional preferences, driving international
success

.3 Predictive Analytics

 Tesla:
o Monitors vehicle components (batteries, motors, brakes) to predict and prevent mechanical
issues.
 Reduces breakdowns and repair costs.
 Extends vehicle lifespan.
o Optimizes Supercharger station availability using real-time data on vehicle movement and
station occupancy.
  Improves charging experience and customer satisfaction (Pitale, 2023; Paul, 2023; Hertz,
2023).

2. Designing Advanced Business Intelligence Dashboards for Enhanced Decision-Making

Employee Performance:

 Pie Charts:
o Tram consistently dominates sales contributions across all three years, followed by Quynh and Cuong.
o Tram's performance establishes him as the top-performing employee, showcasing consistent leadership.

2.2 Product Performance:

 Pie Charts:
o Mercedes models (C-Class and GLA) dominate sales distribution, followed by Toyota models (Vios and
Corolla).
o Indicates strong customer preference for luxury vehicles, with Mercedes maintaining its position as the
bestselling brand.

2.3 Competitive Positioning:

 Bar Graphs:
o Dien Bien Phu shop consistently outperforms Nguyễn Trãi in sales volume.
o Nguyễn Trãi holds a middle-ranking position among competitors, signaling room for improvement in
market share and positioning.

2.4 Overall Stability:

 Minimal changes observed in employee productivity, product preferences, or market position over three years.
 Indicates a stable business model but highlights opportunities for strategic initiatives to improve
competitiveness.

3. Customizing the Dashboard for User-Friendliness and Functionality

 User-Friendly Features:
o Organized layout: Three rows for employee productivity, product sales, and competitive positioning.
o Distinct visuals: Pie charts and bar graphs enhance readability and data interpretation.
o Interactive elements: Filters by year, employee, or product for targeted analysis without overwhelming
users.

 Primary Users:
o Management Team: Monitor employee performance, identify top contributors (e.g., Tram), and develop
strategies for resource allocation.
o Sales Strategists: Analyze product preferences to tailor campaigns and adjust inventory. Use insights to
address competitive positioning in Ho Chi Minh City.

3. Customization Dashboard: Product Segmentation and Insights

  Key Features:
o Segments products into three tiers: affordable, mid-tier, and luxury.
o Focuses on performance analysis and revenue trends across 2019-2021.

.1 Product Segment Evolution:

 Bar Charts (Upper Panel):

o Affordable segment declines from 2019 to 2021.
o Mid-tier remains stable.
o Luxury segment exhibits modest growth, especially from 2019 to 2020.

.2 Revenue Distribution:

 Pie Charts (Middle Section):

o Affordable segment dominated revenue in 2019 but declined over time.
o Luxury segment gained strength in 2020, reflecting a shift in consumer preferences toward premium
products.

3 City-Wise Revenue Trends:

 Bar Graphs (Bottom Panel):

o Highlights geographical variations in revenue generation.
o Some cities showed stronger performance in luxury and mid-tier segments during the observed period.

 Strategic Insights:
o Provides actionable data on product portfolio management and market targeting.
o Identifies emerging trends and opportunities for each product segment.

4. Critical Review of the Designed Dashboard

Suitability Toward Intended Users:

 Intended Users: Regional sales analysts and financial planners.

 Comprehensive Visualization:
o Revenue trends across cities, showrooms, product groups, and specific products.
o Allows insights into performance disparities and strategic decision-making.

Key Insights from Dashboard Components

City-Level Revenue Analysis:

 HCMC vs. Hanoi:

o HCMC consistently shows a revenue advantage over Hanoi due to higher consumer purchasing power
and market dynamism.
o Both cities exhibit steady revenue growth from 2019 to 2021, with significant recovery between 2020
and 2021, likely reflecting post-COVID-19 economic recovery.

Showroom-Level Revenue Analysis:

 Performance Disparities:
 o High-performing showrooms (e.g., Cau Giay, Hoa Binh) benefit from strategic location and high foot
traffic.
o Underperforming locations (e.g., Tay Son) face operational challenges and lower customer engagement.
o Insights support decisions like showroom renovations, sales strategy refinement, or budget reallocation.

Product Group Revenue Analysis:

 Revenue Trends:
o Luxury Products: Dominant contributor due to high-income customer demand for premium quality and
brand prestige.
o Mid-Tier Products: Stable performance, catering to middle-class customers.
o Affordable Products: Fluctuations suggest limited target audience or competition from lower-cost
alternatives.
o Highlights need for tailored strategies for each segment (e.g., innovation for luxury, boosting affordable
product appeal).

Product Revenue Analysis in Hanoi:

 Dominant Products:
o Toyota Vios and Mitsubishi Xpander consistently lead due to affordability and reliability.
o Luxury models (e.g., Mercedes C-Class) capture smaller segments, reflecting selective demand.
o Subtle shifts in preferences over time signal evolving market dynamics.

Product Revenue Analysis in HCMC:

 Diverse Product Mix:

o HCMC features a broader range of high-performing models (e.g., Honda CR-V, Mercedes GLA).
o Reflects affluent consumer base and higher demand for premium vehicles.
o Provides insights for targeting strategies aligned with HCMC’s dynamic market.

Customization Features and Recommendations

Current Customizations:

 City-Level, Showroom-Level, and Product-Level Analysis:

o Allows targeted insights into market trends, showroom performance, and consumer preferences.
 Granularity:
o Detailed breakdowns across years, cities, and product groups for tailored decision-making.

Recommended Customizations:

1. Integration of KPIs:
o Add growth rates, revenue shares, and profit margins for a comprehensive performance overview.
o Include visualizations of year-over-year trends to simplify long-term evaluation.

2. Interactive Features:
o Add filters for years, cities, or product groups to enable flexible exploration.
o Real-time interactivity for quicker access to critical insights.

3. Summary Widgets:
 o Provide concise summaries like "Top 3 Cities with Highest Revenue" or "Best-Selling Products."
o Reduces complexity and supports rapid decision-making.

4. Simplified Visualizations:
o Use heatmaps or aggregated charts to highlight general trends instead of individual showroom charts.
o Reduces visual clutter and enhances focus on key insights.

Here's a summary of the main points, highlighted in bullet points:

5.1 Data Mining

 Definition: Data mining (DM) is a process that discovers hidden patterns and trends in large datasets, using
techniques such as classification, clustering, and predictive analytics.
 Applications: Used across industries like retail, banking, healthcare, and manufacturing to generate actionable
insights.
 Benefits:
o Predicts future trends
o Identifies customer preferences
o Uncovers operational inefficiencies
o Enhances marketing campaigns, optimizes supply chains, and aids in risk management.

5.2 Support (Strategic Level) - Walmart Example

 Data Mining Techniques: Walmart uses techniques like market basket analysis and association rule learning to
predict consumer purchasing patterns.
 Proactive Strategies:
o Predicts sales surges (e.g., Strawberry Pop-Tarts before hurricanes) and adjusts product placement.
o Uses weather patterns, social media activity, and events to anticipate demand spikes.
 Benefits:
o Enhances inventory management
o Implements dynamic pricing models
o Increases responsiveness to market changes and consumer behavior.

5.3 Support (Tactical Level) - China Merchant Bank Example

 Data Mining in Banking: CMB uses DM to analyze customer behavior, predict customer actions, and improve
marketing efficiency.
 Applications:
o Identifies customer segments for targeted promotions.
o Helps manage customer deposits and reduce churn.
 Benefits:
o Automates marketing campaigns, ensuring resource efficiency.
o Integrates DM with automated systems to reduce manual errors and speed up decision-making.

5.4 Discussion

 Tactical vs Strategic Use:

 o Tactical Level: Focuses on immediate operational decisions (e.g., marketing campaigns, customer
retention), optimizing short-term efficiency and reducing costs.
o Strategic Level: Involves long-term planning, resource allocation, and market positioning, aiming for
growth and competitive advantage.
 Key Difference:
o Tactical DM: Short-term, operational improvements.
o Strategic DM: Long-term, comprehensive decisions guiding the company's future direction.

6.1 Uber - Misuse of Data Mining Tools and Privacy Violations (2014)

 Incident: Uber’s internal tool, "God View," was misused by employees to track riders' real-time locations
without consent.
 Purpose of Tool: Initially intended to optimize driver routes and improve operations by analyzing customer
behavior.
 Misuse: Employees accessed sensitive data to track high-profile individuals (celebrities, journalists), violating
privacy rights.
 Legal Consequences:
o Investigations by the Federal Trade Commission (FTC) and other regulatory bodies.
o Uber paid $20,000 in settlement and promised to strengthen privacy policies.
 Public Backlash: Widespread concern over the safety of personal information, leading Uber to revise its data
access and privacy policies.
 Lesson Learned: The case highlighted the risks of data mining without proper safeguards and transparency,
emphasizing the importance of complying with privacy laws.

6.2 Target Corporation - Ethical and Legal Implications of Predictive Analytics (2012)

 Incident: Target used predictive analytics to send personalized marketing to customers based on purchasing
behavior, including targeting life events like pregnancy.
 Example: Target sent baby-related promotions to a teenage girl, revealing her pregnancy before her family was
aware.
 Ethical and Legal Concerns:
o Raised questions about the extent to which companies can use personal data without explicit consent.
o Sparked a privacy controversy as the family was upset by the unsolicited marketing materials.
 Public Backlash: While no formal lawsuit was filed, the incident generated negative media coverage and public
criticism.
 Lessons Learned:
o Emphasized the need for businesses to balance data-driven marketing with consumer privacy.
o Highlighted the importance of obtaining explicit consent for using sensitive personal data.
o Target realized the need for stricter data governance to comply with privacy regulations.

Here’s a summary of the key points, highlighted in bullet points:

7.1 Chipotle Using BI Dashboards

 BI Integration: Chipotle adopted BI tools (Tableau Server) to centralize data and create dashboards for real-time
business metrics across 2,400 locations.
 Sales and Operations Monitoring: BI dashboards help monitor sales, operational metrics, and performance at
the store level, enabling quick identification and resolution of issues like declining sales or rising food costs.
 Customer Insights: Analyzing customer data helps Chipotle optimize menu offerings, adjust store hours, and
design targeted marketing campaigns.
 Supply Chain Management: BI dashboards track inventory levels, supplier performance, and delivery times,
reducing waste and preventing stockouts.
7.2 Amazon Using Predictive Analytics and Data Mining

 Data Mining: Amazon uses data mining to analyze sales data, customer behavior, and market trends to uncover
patterns that predict future demand.
 Inventory Management: Predictive analytics helps Amazon forecast demand, optimize inventory levels, and
prevent stockouts or overstocking, enhancing supply chain efficiency.
 Fulfillment Centers Optimization: Predictive analytics tracks operational metrics such as delivery times and
resource utilization, enabling adjustments to improve delivery performance.
 Pandemic Response: During the COVID-19 pandemic, predictive models helped Amazon manage a spike in
demand by adapting forecasting methods and incorporating new data sources.

7.3 Starbucks Using Predictive Analytics

 Loyalty and Mobile Data: Starbucks uses data from its loyalty card program and mobile app to gain insights into
customer preferences, frequency of visits, and spending habits.
 Inventory and Staffing Optimization: Predictive models help Starbucks forecast product demand, ensuring
adequate stock levels and optimized staffing, particularly during peak periods.
 Targeted Marketing: Location-based data is used to send targeted offers and recommendations to customers,
driving sales and improving operational planning.
 Weather and Event Adjustments: Starbucks incorporates external factors like weather and local events into
predictive models to adjust inventory and staffing dynamically, ensuring efficient operations.

These examples highlight how businesses like Chipotle, Amazon, and Starbucks use Business Intelligence tools,
particularly predictive analytics and data mining, to improve operations, enhance customer experiences, and
optimize inventory management.

Here’s a summary of the key points, highlighted in bullet points:

8.1 Spotify

 BI Tools Utilization: Spotify uses BI tools, particularly Predictive Analytics, to analyze user data (listening habits,
playlists, engagement times) and deliver personalized experiences (e.g., "Discover Weekly" and "Release
Radar").
 Target Audience Expansion: Spotify segments users based on age, region, and music preferences to tailor
marketing efforts. It also integrates location-based recommendations for activities like gym sessions or road
trips.
 Engagement Strategies: The platform attracts new listeners by showcasing emerging artists and niche genres,
partnering with local artists and labels to expand reach.
 Security and Privacy Concerns: Spotify’s extensive data collection raises security issues, particularly with GDPR
and similar regulations. Risks include unauthorized data access and misuse by third-party advertisers.
 Privacy Safeguards: Spotify ensures compliance with data protection laws by implementing encryption,
anonymization, and privacy tools, allowing users to manage data sharing and opt-out of targeted ads.
 Overall Impact: Despite privacy concerns, BI tools help Spotify engage a broader audience, increase
subscriptions, and maintain competitiveness in the music streaming market.

8.2 Google

 BI Tools and Data Collection: Google uses Big Data Analytics and Data Mining to process user data from
platforms like Google Search, YouTube, Gmail, and Android devices, gaining deep insights into user behavior,
preferences, and demographics.
 Target Audience Expansion: Google leverages BI tools for highly personalized ads (e.g., Google Ads, AdSense)
and for expanding its reach into underserved markets, including localized services like Google Maps and Google
Translate.
 Product Innovations: BI insights have driven the launch of products such as Google Nest and enhanced Google
Photos, helping Google to engage new users and boost retention.
 Privacy and Security Concerns: Extensive data collection raises privacy risks under GDPR and CCPA, including
unauthorized access to data, misuse by advertisers, and ethical issues related to surveillance and user consent.
 Privacy Safeguards: Google implements encryption, multi-factor authentication, and AI-driven threat detection.
It also provides transparency and user control over personal data through tools like "My Activity."
 Overall Impact: Despite privacy challenges, Google’s BI-driven strategies enhance its market competitiveness,
boost ad revenue, and expand its global footprint, solidifying its position as a tech industry leader.