Data Analytics in Business Process
Scenario: Ranked among the world's biggest spenders on fashion, Middle East shoppers are spoiled for choice, particularly in the oil-rich Gulf countries. But in Dubai, for instance, inspite of its mammoth malls, the region was without an online retailer targeting the market till some time back. That was the opportunity that Wharton alumni Muhammed Mekki and Faraz Khalid hoped to exploit with the idea for Namshi.com, a Dubai-based online fashion retailer for the Arab world. "We looked at fashion e-commerce and noticed that no one was doing in season, in stock fashion e-commerce, the way that Zappos does in the United States," Mekki says. "So we decided to fill that gap."
Please refer to the following two links for further details on the case study.
- Click to Checkout: Namshi.com Sets the Trend for Online Fashion Retail in the Middle East
- Navigating a perfect storm in the Middle Easts consumer sector
You have been appointed as the Analytics & Insights Head of Namshi.com. One day, you have a worried Chief Marketing Officer (CMO) approaching you for a solution to the challenge that he has been placed in by the top leadership team. He has been asked to drive up the sales figures given the increase in online shopping. You know that this is a great opportunity for the company to go in for some advanced applications of analytics. It is your intuitive thought that apart from the website data, there are other sources of online data that can capture user information and enable far better personalization of advertisements. Prescribe a strategy that you outline for the company to maximize sales and customer value through the implementation of an analytics program. You need to prepare a report to present to the CMO and the Board of Directors.
Your report could include the following:
Summative Assignment (60 Marks, 2500 words)
1. Introduction
You should provide some background information on the case study organisation and a brief explanation of the following:
a. Introduction to analytics in e-commerce. [5 Marks, 200 words]
b. Critically examine the need for analytics at Namshi. [5 Marks, 200 words]
2. Literature Review
You should conduct a review of relevant academic literature using at least 6-8 articles taken from reputed research journals/ article publications, as well as in addition consider any other secondary literature reports, company data/ any other relevant data, to critically analyse the available literature. The literature review should be based on:-
a. A brief critique on the current issues in analytics relevant to the case study organisation. [10 marks, 400 words]
b. A critical review of how the identified organization can use data for evidence-based business decision making. [10 marks, 400 words]
3. Implementation of the Analytics Program
Prepare a strategic plan for introduction and implementation of analytics at Namshi that should include the following:
a. Using a suitable framework [Davenport or Acito & Khatri], suggest how the organization could build its analytic capabilities. [5 Marks, 200 words]
b. Identify the different sources of business data in the organization that can be used as a part of the analytics process.[5 Marks, 200 words]
c. Critically examine the different types of analytics you will use for your whole supply chain. [5 Marks, 200 words]
d. Critically evaluate the use of web analytics and social media analytics for better customer engagement. [5 Marks, 200 words]
4. Business Challenge
The team that is working on the website-layout is confident that the display of the products on the website definitely affects sales. However, the team is unable to find out how customers shop before they arrive at a decision. Analyse the business challenge and recommend suitable analytical solution(s) for the same. [10 marks, 500 words]
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