Introduction to Analytics April 2023 BBA Bcom


Introduction to Analytics April 2023 BBA Bcom

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Performance Management System
Internal Assignment Applicable for December2022 Examination

1. Sports over the years have become highly competitive — today, the scenarios are so
intense that a minute can completely flip the course of a game. And to stay one step ahead
of the rivals, sports teams are opting to use analytics. And it is not only because of the
competitive pressure but also because of the fan base who seek detailed information about players, their performance, and why the team won or lost. Select a sport of your choice
and explain how sports analytics is used in that sport. (10 Marks)
2. Malkan Inn is a chain of hotels in the UK. It is the largest hotel brand in the UK, having
around 650 hotels. They launched a mobile app in January 2020 to make bookings online.
Through this mobile app, Malkan Inn could generate over £1m in revenue in just three
months of launching the app. Since then, the app has achieved more than two million
downloads. Around 77% of the total bookings are made through the mobile app. Malkan
Inn was able to achieve such significant revenues. The magic behind the success of the
Malkan Inn mobile app was mobile data analytics provided by Fable, a mobile innovation
agency. Explain the different types of information that Fable can help them achieve using
mobile analytics. (10 Marks)
3. Food has successfully paved its way as the favourite luxury in every family, emerging as
an ample opportunity for many businesses to grow. Skipping the long queues to get tasty
food and walking out of the house to a store has become outdated concepts. Currently,
it’s an era of the plethora of options to choose from in every variety that is available in
various locations and ready to be delivered at our doorsteps safely. The food-tech market
in India is projected to grow at a robust pace, at a CAGR of over 12% during 2016 –
2021. The growth is expected because of the increasing internet penetration and
proliferation of smartphone users, the budding e-commerce market, and the rising young
working population. Against this backdrop, many food-tech players and aggregators have
swelled –Swiggy, FoodPanda, InnerChef and FreshMenu.
a. Explain how food-tech startups can use location-based tracking tools and real-time
analytics tools for better insights? (5 Marks)

b. Elaborate how using predictive analytics can help improve business outcomes at the foodtech startup. (5 Marks)

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