Description

Fundamentals of Big Data & Business Analytics
April 2024 Examination
1. Atem’s social network application has been a revolution in the technology industry
and is improving by leaps and bounds every day. Atem has a huge technological
infrastructure which enables them to collect, store, process and analyze the data of the
users.
Mention 2 possible use cases which are enabled by the existence of big data platforms
for Atem and how a company leverages this technology. Also, Research and provide
information about if and how large social network companies use cloud technologies for
their advertising capabilities. (10 Marks)
Ans 1.
Introduction
The realm of big data and business analytics has significantly transformed how technology
companies, particularly social networking giants like Atem, operate and evolve. Big data
platforms provide an unprecedented ability to collect, store, process, and analyze vast
amounts of user data, leading to innovative use cases that can enhance user experience and
drive business growth. These platforms are not just repositories of information; they are
dynamic ecosystems that enable companies to extract meaningful insights from complex,
large-scale data sets. This functionality is particularly crucial in the fast-paced, data-driven
world of social media, where understanding user behavior and preferences is key to success.
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2. A world renowned Consumer Packaged Goods major has engaged you to optimize its
marketing initiatives. Which business analysis technique is used to achieve this and
which statistical technique aids in achieving it? Mention briefly about the business
analysis technique and the mathematical techniques involved in this problem. (10
Marks)
Ans 2.
Introduction
In the rapidly evolving landscape of modern business, companies, especially in sectors like
Consumer Packaged Goods (CPG), continually seek innovative strategies to optimize their
marketing initiatives. This quest for optimization often leads them to leverage Big Data and
Business Analytics, which have emerged as pivotal tools in understanding and predicting
consumer behavior. Utilizing these tools, businesses can tailor their strategies to meet the
dynamic needs and preferences of their target audience, thus achieving a competitive edge. At
the heart of this endeavor is a specific business analysis technique complemented by
sophisticated statistical methods. This approach not only harnesses the power of vast data sets
3. PhonePe, a multi utility mobile application, has had a meteoric rise as the go to
application for payments in the past few years, challenging the dominance of
traditional banks and card-based payment systems. Assume you have been hired as a
data analytics consultant by one of its competitors.
a. Identify social media or mobile or application analytics tools that can be
deployed to understand consumer behavior and trends. (5 Marks)
Ans 3a.
Introduction
In the digital era, where mobile applications like PhonePe revolutionize the payment
landscape, understanding consumer behavior and trends becomes imperative for competitors
to stay relevant and competitive. To achieve this, leveraging social media, mobile, and
application analytics tools is essential. These tools provide deep insights into user
interactions, preferences, and behavioral patterns, enabling businesses to make data-driven
b. Identify mobile data analytics approaches and tools that can be deployed to
understand and leverage customer behavior. (5 Marks)
Ans 3b.
Introduction
In the competitive landscape of mobile applications, particularly in the payments sector,
understanding and leveraging customer behavior is paramount for success. Mobile data
analytics plays a pivotal role in this process, offering insights that drive strategic decisions
and user engagement. By utilizing advanced analytics approaches and tools, companies can
delve into the vast array of user data generated by their apps. This data, when analyzed