DADS403 BUSINESS ANALYTICS JULY-AUGUST 2025

Description

SESSION	JULY-AUGUST 2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	IV
COURSE CODE & NAME	DADS403 BUSINESS ANALYTICS

 

 

 

Assignment Set – 1

 

 

Q1. Define Business Analytics. Also, evaluate how it enables decision-making across major business functions (e.g., marketing, finance, operations, HR, supply chain) with illustrative use-cases. 10            

Ans 1.

Business Analytics

Business Analytics refers to the systematic use of data, statistical methods, quantitative analysis, and predictive models to support informed decision-making in organizations. It involves transforming raw data into meaningful insights that help managers understand past performance, evaluate present situations, and forecast future outcomes. In today’s competitive environment, organizations generate vast volumes of structured and unstructured data from internal systems and external sources. Business Analytics provides tools and techniques to analyze this data objectively, enabling evidence-based decisions rather than

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Q2.  Discuss any one purpose of using Conjoint analysis in detail. Explain the following terms and how they are calculated:

1. TRP
2. GRP 10

Ans 2.

Conjoint Analysis

Conjoint Analysis is a quantitative research technique used in marketing to understand how consumers evaluate and prioritize different attributes of a product or service. It helps organizations determine the relative importance of product features and the trade-offs customers are willing to make while making purchase decisions. Unlike traditional surveys that ask direct questions, conjoint analysis simulates real-world decision-making by

 

 

Q3. Explain Multidimensional Scaling (MDS). Also, explain the construction and interpretation of perceptual maps, outlining key assumptions, required inputs, outputs and managerial insights about perceptual maps. 10

Ans 3.

Multidimensional Scaling

Multidimensional Scaling (MDS) is a statistical technique used to analyze and visualize similarities or dissimilarities among objects, brands, or alternatives. It converts complex preference or perception data into a spatial representation, making it easier for managers to interpret consumer perceptions. The objective of MDS is to place items on a perceptual map such that the distances between them reflect perceived similarities.

MDS is commonly used in marketing research, brand positioning studies, and competitive

 

 

 

Assignment Set – 2

 

Q4.  What is Propensity Model?  Briefly discuss different types of Propensity Models. 10      

Ans 4.

Propensity Model

A Propensity Model is a predictive analytical model used to estimate the likelihood or probability that a particular event or behavior will occur. It is widely used in business analytics to forecast customer actions such as purchasing a product, responding to a marketing campaign, defaulting on a loan, or leaving an organization. The core objective of a propensity model is to assign a probability score to each individual or entity based on historical data and observed characteristics.

Propensity models are developed using statistical and machine learning techniques that

 

 

Q5.  Describe any five digital marketing techniques, outlining each technique’s objective, core mechanism, and typical performance indicators. 10 

Ans 5.

Digital Marketing Techniques

Digital marketing techniques refer to technology-driven methods used by organizations to promote products, services, and brands through digital channels. These techniques allow businesses to reach specific audiences, track performance in real time, and optimize strategies based on data insights. Each digital marketing technique has a distinct objective, operational mechanism, and measurable performance indicators that guide decision-making.

Search Engine Optimization (SEO)

The objective of Search Engine Optimization is to improve a website’s visibility in organic

 

 

Q6. Define Robotic Process Automation (RPA). Then discuss a five-step RPA implementation approach (e.g., process selection, feasibility assessment, solution design, bot development/testing, deployment & monitoring), noting key deliverables at each step.            10

Ans 6.

Robotic Process Automation (RPA)

Robotic Process Automation (RPA) refers to the use of software-based robots, commonly known as bots, to automate repetitive, rule-driven, and structured business processes that are traditionally performed by human users. These bots interact with existing applications through the user interface in the same way a human would, such as entering data, copying information between systems, processing transactions, and generating reports. The primary objective of RPA is to improve operational efficiency, accuracy, speed, and consistency