Page 1 of 2
Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 2 EXAMINATION WINTER 2018
Subject Code:3529201 Date:31/12/2018
Subject Name: BUSINESS ANALYTICS
Time: 2:30pm To 05:30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Marks
Q.1 Explain the following terms
Business Intelligence
Big Data
OLAP
Unstructured Data
Data Warehouse
DSS
Data mining
14
Q.2 Who requires Information for making the business decisions?
Briefly explain requirements/expectations of these information users.
07
What are the characteristics of Unstructured Data? Enlist the major
source of Unstructured data.
07
OR
Explain briefly structure of Malcolm Baldrige Criteria for
performance excellence of any typical organization.
07
Q .3 Explain in detail OLTP with two examples of OLTP system used
around You.
07
Explain the slice and dice operation on data using an example. 07
OR
Q.3 Which are the different perspectives of data mining? Explain any one
in detail.
07
Which are the best Practices adopted in business Intelligence and
Data Warehouse.
07
Q.4 How can companies start getting benefits from Human Resource
Department by using business analytics?
07
Explain in detail social media analytics and its applications in today's
world.
07
OR
Q.4 Compare Contrast ERP business Analytics 07
How can a retail industry make use of analytics for Gaining insight to
Improve processes and resource optimization?
07
Page 2 of 2
Q.5
CASE STUDY: Revenue shoot-up of Dominos
Ordering a pizza nowadays is a piece of cake, isn't it?
Well, it is for end users. Let's say, you are browsing your Facebook
feed, you see Dominos has 1+1 offer for Wednesday. You are like
whatever, I am not ordering today. Then you are watching a video on
YouTube, Dominos shows its mouth-watering cheese burst pizza,
you are tempted, but you still are saying no. Finally you meet your
friend in the evening and decide to have dinner outside. Now the
place on top of your mind is dominos and you hit the store. Well,
Dominos got you!
There were multiple influencing stages in your purchase and there are
millions of people out there who follow numerous stages. It is crucial
for Dominos to connect and analyze users' cross-channel crossdevice
behaviour and also connect online and offline behaviour.
That's what they did with Google analytics 360 product and
partnership with DBI (Digital Business Intelligence) company. This
Google Analytics case study has captured the essence of Dominos
strategy.
Though Dominos has word class analytics solutions to measure their
every marketing effort, these were in silos. Dominos knew there is a
big ocean of opportunities available once they eradicate these silos
and merge them. That's what they did with Google Big Query. DBI
developed a custom Big Query Solution for Dominos to store and
fetch massive data of Dominos. It also helped Dominos to connect
their analytics and CRM data seamlessly to connect online offline
data.
The result says it all;
Increased monthly revenue by
Reduced ad spending cost by 80% year on year
What role analytics have played in Domino's performance in
different functions?
07
Based on data which are the other types of analytics may help
Domino's to improve its performance better?
07
OR
Q.5 How social media have helped Domino's to increase revenue? 07

Do you think that Domino's had optimized BI for its operations and
there is no scope further? Why and why not?
07