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Business Intelligence: Cognos Insight

Points:      95 points (25 point penalty if less than 8 hours late, 45 point penalty if less than 24 hours late, 95 point penalty if more than 24 hours late.)
Data File Starting Point: Marketing_data_raw_final.cdd
To evaluate your ability to:
1)    Understand Cognos functionality in solving business questions and
2)    Explain your results to upper management in an executive memo.

Submit:      1) A “Cognos Insight” file (.cdd) that you used to perform the analysis. Submit the file to your TA’s dropbox on D2L.

2) An “executive memo” (in the form of a three-page word document) describing the context of your analysis with graphs/figures, your interpretation and evaluation of the results, and your corresponding conclusions and recommendations based on your evaluation.  Submit the document to your TA’s dropbox on D2L.
Use the required template shown on page 6 of this document. “Memo” should use Times New Roman Font, 12 pt, 1 inch margins, double spacing.

Points will be deducted for poor writing, so write well!

The Golfsmith Clubs and Putters Scenario:
You work for the Golfsmith Clubs and Putters and your manager has asked you to do additional analysis on the performance of the company for past 4 years, i.e. 2009 to 2012. As you know the company sells many golf accessories and different kinds of equipment such as irons, putters and woods used in golf. There are many products under these equipment product groups. These products groups are sold to department stores, golf shops and sports shops in 3 major regions or continents, i.e. Americas, Asia Pacific and Europe with United States, Japan, France and United Kingdom being the main target places.

Following is just an outline of how the data is present in the Golfsmith marketing data set which is the same outline you used for Cognos In-class Practice II. You will use the analysis you performed for Cognos In-Class II as the starting point for your analysis for Assignment #2.

Outline of Golfsmith Marketing Data Set
Product Types
•    Woods
o    Hailstorm Steel Woods Set
o    Hailstorm Titanium Woods Set
o    Lady Hailstorm Steel Woods Set
o    Lady Hailstorm Titanium Woods Set
•    Irons
o    Hailstorm Steel Irons
o    Hailstorm Titanium Irons
o    Lady Hailstorm Steel Irons
o    Lady Hailstorm Titanium Irons
•    Putters
o    Blue Steel Max Putter
o    Blue Steel Putter
o    Course Pro Putter

•    Golf Accessories
o    Course Pro Gloves
o    Course Pro Golf and Tee Set
o    Course Pro Golf bag
o    Course Pro Umbrella
Revenue for Golfsmith includes:
•    Year 2009 – 2011 Entire Year
•    Year 2012 from January to July
Advertising Costs for Golfsmith includes:
•    Year 2009 – 2011 Entire Year
•    Year 2012 from January to July
Advertising Channels for Golfsmith are:
•    Television
•    Sponsorships
•    Radio
•    Magazine
•    Email
•    Direct Mail
•    Other Advertising
Golfsmith Customers Types includes:
•    Department Stores
•    Golf Shop
•    Sports Store

Your Role:
You’re in charge of the business analytics or business intelligence group at Golfsmith marketing and corresponding operations of the company. You realize that there are problems with the current approach used for marketing and you will need to come up with insights and alternative solutions.
Management wants a detailed plan for the changes in marketing to improve revenue and reduce advertising costs and wants hard numbers and facts to back up any proposal you submit. Remembering your time in ITM 309, you recall that Cognos Insight allowed you to use business intelligence and quality results. You decide to investigate the current operations and quality impacts of several changes you have in mind. Based upon your findings, you will make a recommendation to management about your specific improvements.

Set-Up Instructions for Cognos Insight (You may wish to refer to the Instructions Section of In-Class Practice Activities II):
You have got a sense of how to use Cognos Insight, so let’s prepare for assignment #2 and get oriented for this assignment.
1.    Use the Marketing_data_raw_final.cdd file as a starting point for assignment #2 (available before Recitation #9).
2.    You will be using the knowledge gained and the steps we did in In-Class Practice Activities II to complete Assignment #2.
3.    Retrieve the Cognos Business Intelligence Assignment #2 from D2L and read the instruction and the model scenario thoroughly.
There are several options to open a file and to load it into Cognos. We will explain the preferred option as follows:

Questions for Assignment #2:
(You may wish to refer to the Performing Data Analytics Using Cognos section of In-Class Practice Activities II)
1)    Additional Analysis of Revenue
D.    Which customer type had the most Revenue?
E.    Which customer type had the most revenue, per store?
You have already answered Analysis of Revenue questions A, B & C in the In-Class II practice. To answer questions D and E for Assignment #2 you may wish to refer to the steps in solving questions A and B. Make sure you first decide what variables you need and then find the data cube with those variables and drill down to find the answer. Include graphs/figures which show the most revenue per store of all the customer types in your executive memo.

2)    Additional Analysis of Advertising costs
D. Which advertising channel was used heavily for all the 4 product type?
E. Products which had $0 advertising costs, did the company generate any revenue from these products. If yes, would you like to recommend something to your manager?
You have already answered Analysis of Advertising Costs questions A, B & C in the In-Class II practice. To answer questions D & E for Assignment #2 you may wish to refer to the steps in solving questions A and B. Also include a graph/figure that could explain which advertising channel is used the most in your executive memo.
F.    The advertisement cost kept increasing till 2011 and then dropped in 2012, but the revenue still kept increasing from 2009 to 2012, why?
You have already answered Analysis of Advertising Costs questions A, B & C in the In-Class II practice. To answer questions F for Assignment carefully study the data, as you are looking for trend and the tactics used by Golfsmith for marketing are very common, you just have to explain what strategy they applied and why. Look at the introduction years of the products.

3)    Additional Analysis of Advertising Channels
B.    Are there any Advertising Channels where not used at all to advertise these product type?
You have already answered Analysis of Advertising Channels question A in the In-Class II practice. To answer question B for Assignment #2 you may wish to refer to the steps in solving questions A and make sure you are choosing the right variables in rows   and columns .

4)    Additional Analysis of Products
D.    How many products were introduced in 2010 and what are their names?
You have already answered Analysis of Advertising Channels questions A, B & C in the In-Class II practice. To answer question B for Assignment #2 you may wish to refer to the steps in solving question B.

5)    Additional BI insights you wish to share
Perform additional analysis using Cognos which you think would be useful to explain results in your memo. Include a figure or graph or chart in your executive memo to complement your analysis.


Sample Answer

Compelling correspondence is essential to the achievement all things considered but since of the changing idea of the present working environments, successful correspondence turns out to be more troublesome, and because of the numerous impediments that will permit beneficiaries to acknowledge the plan of the sender It is restricted. Misguided judgments.In spite of the fact that correspondence inside the association is rarely completely open, numerous straightforward arrangements can be executed to advance the effect of these hindrances.

Concerning specific contextual analysis, two significant correspondence standards, correspondence channel determination and commotion are self-evident. This course presents the standards of correspondence, the act of general correspondence, and different speculations to all the more likely comprehend the correspondence exchanges experienced in regular daily existence. The standards and practices that you learn in this course give the premise to additionally learning and correspondence.

This course starts with an outline of the correspondence cycle, the method of reasoning and hypothesis. In resulting modules of the course, we will look at explicit use of relational connections in close to home and expert life. These incorporate relational correspondence, bunch correspondence and dynamic, authoritative correspondence in the work environment or relational correspondence. Rule of Business Communication In request to make correspondence viable, it is important to follow a few rules and standards. Seven of them are fundamental and applicable, and these are clear, finished, brief, obliging, right, thought to be, concrete. These standards are frequently called 7C for business correspondence. The subtleties of these correspondence standards are examined underneath: Politeness Principle: When conveying, we should build up a cordial relationship with every individual who sends data to us.

To be inviting and polite is indistinguishable, and politeness requires an insightful and amicable activity against others. Axioms are notable that gracious “pay of graciousness is the main thing to win everything”. Correspondence staff ought to consistently remember this. The accompanying standards may assist with improving courtesy:Preliminary considering correspondence with family All glad families have the mystery of progress. This achievement originates from a strong establishment of closeness and closeness. Indeed, through private correspondence these cozy family connections become all the more intently. Correspondence is the foundation of different affiliations, building solid partners of obedient devotion, improving family way of life, and assisting with accomplishing satisfaction (Gosche, p. 1). In any case, so as to keep up an amicable relationship, a few families experienced tumultuous encounters. Correspondence in the family is an intricate and alluring marvel. Correspondence between families isn’t restricted to single messages between families or verbal correspondence.

It is a unique cycle that oversees force, closeness and limits, cohesiveness and flexibility of route frameworks, and makes pictures, topics, stories, ceremonies, rules, jobs, making implications, making a feeling of family life An intelligent cycle that makes a model. This model has passed ages. Notwithstanding the view as a family and family automatic framework, one of the greatest exploration establishments in between family correspondence centers around a family correspondence model. Family correspondence model (FCP) hypothesis clarifies why families impart in their own specific manner dependent on one another ‘s psychological direction. Early FCP research established in media research is keen on how families handle broad communications data. Family correspondence was perceived as an exceptional scholastic exploration field by the National Communications Association in 1989. Family correspondence researchers were at first impacted by family research, social brain science, and relational hypothesis, before long built up the hypothesis and began research in a family framework zeroed in on a significant job. Until 2001, the primary issue of the Family Communication Research Journal, Family Communication Magazine, was given. Family correspondence is more than the field of correspondence analysts in the family. Examination on family correspondence is normally done by individuals in brain science, humanism, and family research, to give some examples models. However, as the popular family correspondence researcher Leslie Baxter stated, it is the focal point of this intelligent semantic creation measure making the grant of family correspondence special. In the field of in-home correspondence, correspondence is normally not founded on autonomous messages from one sender to one beneficiary, yet dependent on the dynamic interdependency of data shared among families It is conceptualized. The focal point of this methodology is on the shared trait of semantic development inside family frameworks. As such, producing doesn’t happen in vacuum, however it happens in a wide scope of ages and social exchange.

Standards are rules end up being followed when performing work to agree to a given objective. Hierarchical achievement relies significantly upon compelling correspondence. So as to successfully impart, it is important to follow a few standards and rules. Coming up next are rules to guarantee powerful correspondence: clearness: lucidity of data is a significant guideline of correspondence. For beneficiaries to know the message plainly, the messages ought to be sorted out in a basic language. To guarantee that beneficiaries can without much of a stretch comprehend the importance of the message, the sender needs to impart unmistakably and unhesitatingly so the beneficiary can plainly and unquestionably comprehend the data.>

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