Exam (elaborations)
Exam (elaborations) Business Intelligence and Data Analytics Applications
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Exam (elaborations) Business Intelligence and Data Analytics Applications
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Business Intelligence and Data Analytics ApplicationMid Term Test
Time: 2 hours
Name: StudentID:
Read the following article carefully and answer the questions.
Airport operator company Malaysia Airports is working with Fusionex to develop a
Business Intelligence platform to further enhance Malaysia Airports’ retailer management
system within KLIA and provide value-added services for travelers.
The Challenge
Malaysia Airports seeks to enhance its customer data collection methods and is
determined to increase the accuracy of gathered information on the performance of its retail
units within KLIA. This involves an approximately 400,000 square foot containing retail
outlets at various locations including the arrival and departure halls as well as check-in
counter areas. These outlets/locations see a fluctuating amount of shoppers at different times
and days of the week.
Malaysia Airports aims to ramp up its data collection frequency near the shops area.
A higher degree of prompt data collection would serve to accurately determine when
promotional activities should be held, or if they were held – what their projected results
would be. Accuracy of information garnered from this area is important to determine the
customers’ hotspots and their spending trends.
A precise method to track spending trends at the terminal would allow Malaysia
Airports to distinguish local shoppers and international travellers. This would also result in a
more informed decision being made with regards to what the retail composition should be –
whether the terminal should host more shops selling food, garments, souvenirs, or other
goods based on the shoppers’ spending pattern and behaviour.
The Solution
A combination of the Fusionex Business Intelligence platform together with Internet
of Things (IoT) devices was utilised to collect and manage the terminal’s retail data. Sensors
were installed at the main terminal building’s arrival and departure halls and the contact piers
for international and domestic flights. Sensors were also placed in and around the airport’s
retail sections to determine hotspots where the most retail activity occurred. Among the
sensors used were those with Bluetooth capabilities and Wi-Fi detection capabilities to track
traveller and shopper activity.
A mobile application was developed to track the basic demographic background of
customers including details such as gender and nationality. A campaign was conducted to
encourage travelers to sign up for the mobile app. The app could then use the demographic
information to craft personalized marketing messages and promotions for the customers.
Using a wide set of connectors, various types of data set and system can be integrated
into single platform with speed and ease. The dashboard reporting is then rendered automatic
as well, giving the client the ability to view revenues in near real time.
The Benefits
The ability to receive performance data from their existing tenants quickly, together
with traveler information from installed sensors, will allow Malaysia Airports to make more
accurate decisions:
, Understand traveler habits and shopper behaviour preferences. Malaysia Airports will be able
to determine travelers’ flow and identify trends of unique shoppers via the installed sensors.
Other than that, demographic data such as gender, date of birth and nationality will also be
gathered to help Malaysia Airports understand which retail outlets appeal the most to which
groups of people. This provides insights into what composition of retail outlets would be
optimum in the airport – whether or not certain shops fit, and whether they fit better in
domestic or international halls.
Ability to perform more accurate marketing efforts. Passengers’ traffic data gathered, which
could be drilled down to daily and even hourly levels, could inform Malaysia Airports when
would be the right time to hold promotional and marketing events within the terminal.
Connectivity via travelers’ mobile devices provides a possibility for future marketing
undertakings such as customer-specific push notifications. When walking near a particular
shop which the traveler might be interested in, the platform pushes a notification to their
phones for a promotion on items or services available.
Summary
By utilizing IoT devices and gathering useful data on a centralized system, Malaysia Airports
is able to get a good overall view of its airport’s retail sector. Being provided with user-
friendly BI dashboards also enable management-level personnel to get quick looks at the
information to make timely and accurate data-driven decisions.
Adapted from Kua, P. (10 January 2017). Malaysia Airports develops data insights to optimize customer
satisfaction, Asian Data Science Case Studies.
Section A (30 marks – 1.5 marks each)
1) Business intelligence (BI) can be characterized as a transformation of
a) data to information to decisions to actions.
b) Big Data to data to information to decisions.
c) actions to decisions to feedback to information.
d) data to processing to information to actions.
2) Online transaction processing (OLTP) systems handle a company's routine ongoing
business. In contrast, a data warehouse is typically
a) the end result of BI processes and operations.
b) a repository of actionable intelligence obtained from a data mart.
c) a distinct system that provides storage for data that will be made use of in analysis.
d) an integral subsystem of an online analytical processing (OLAP) system.
3) Malaysia Airports might be considering the implementation of the BI solution for the
following reasons EXCEPT
a) It is cheaper now to store large amounts of data
b) There are improved data manipulation and analysis algorithms
c) A lot of data can be collected using IoT devices
d) Data that is collected is more accurate now
4) The very design that makes an OLTP system efficient for transaction processing makes it
inefficient for what?
a) end-user ad hoc reports, queries, and analysis
b) transaction processing systems that constantly update operational databases
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