Online Business Intelligence Fall 2024

For this post, I wanted to analyze the concepts from Module 2 and apply them to real-life examples that my classmates and I might encounter. My first example, the web analytics cycle and the five W's of web analytics, comes from my experience in logistics. While I’ve primarily applied these concepts in a different field, I now see the advantages of using them in my current role, especially for optimizing specific tasks. My second example, related to types of web traffic, draws on the recent election, a time when many individuals experienced various forms of targeted communication, such as phone calls, ads on YouTube, and personal research to learn more. For the task completion rate, I was inspired by a quiz question, which made me reflect on how many email subscriptions I’ve signed up for to save 10%, or how often I find myself searching for coupons while checking out online. I also thought about how some stores don’t offer the most user-friendly mobile websites. Applying these con...

Lecture Summary: Week 2: Data Warehouse Design and Balanced Scorecard In Week 2, we learned foundational frameworks for using data in decision-making, focusing on data warehouse design and the Balanced Scorecard (BSC). The distinction between OLTP (Online Transaction Processing) and OLAP (Online Analytical Processing) was highlighted, with OLAP supporting strategic analysis through aggregate queries. Key processes like ETL (Extract, Transform, Load) and data marts were discussed, along with the role of the Operational Data Store (ODS) in ensuring data accuracy. The Balanced Scorecard (BSC) is a performance management tool that measures organizational performance from four key perspectives: Learning and Growth, Internal Processes, Customer, and Financial. This holistic approach helps align business activities with strategic goals and encourages focus on both long-term objectives and short-term execution. Finally, dimensional modeling and star schema design were introduced as techniq...