Analyze how Big Data and data collection from external sources can present opportunities for business intelligence.

Competency

Analyze how Big Data and data collection from external sources can present opportunities for business intelligence.

Instructions

You work for a tourism board at a top destination within the United States that among other tasks, sends information out to potential visitors, provides advertising for the destination, sells tickets to local events and parks, and helps drive economic growth by attracting visitors. The marketing team for your organization has decided to try and leverage mobile devices and tablets to improve information searches and retrieval for the visitors easier, as well as try and collect more information on patterns of consumer behavior. The marketing team has asked for your assistance as you are well versed in these areas.

One of the artifacts your organization produces is a printed visitor’s guide that contains a directory of local businesses, parks, events, attractions, restaurants, and much more. There is a fold-out map to help with local navigation, various coupons for local vendors, and some subscription forms for different local publications that are available for mailing, some at no charge, and others for a small fee.

It is decided that a mobile application available for smartphones and tablets may be a great alternative or possibly even a replacement for the older, traditional approach of producing these costly physical pamphlet books and materials. However, the head of the Publications Department is not convinced of the value of leveraging mobile technologies for information sharing and data gathering.

The questions they are presenting you with include:

• Why are mobile technologies useful to organizations in gathering data and information?
• How might this application look? What would be included?
• Are there any other ways that the organization can leverage mobile technologies to attract visitors, Increase ticket sales and improve the economy of the region?

The task:

Record a presentation using the screen sharing Webware/software of your choice (an Internet search will reveal many free options). Your presentation can be recorded with your own voiceover and visuals, just as you would if you were giving the presentation live.

Your memo to the head of publications and the management team should explain how and why a mobile version of the printed visitor guide can provide an opportunity for data collection rather than just presenting the reader with information. Your report should express how the existing pieces of the visitor guide could be converted, as well as any other possible opportunities for integration and collection of data such as social media.

Grading Rubric

F	F	C	B	A
No Pass	No Pass	Competence	Proficiency	Mastery
Not Submitted	No outline of the benefits of a data warehouse over using separate databases in isolation.	Limited outline of the benefits of a data warehouse over using separate databases in isolation.	Gives developed outline of the benefits of a data warehouse over using separate databases in isolation.	Clearly outlines the benefits of a data warehouse over using separate databases in isolation.
Not Submitted	No examples of how the separate sources of data available can be brought together to create insight given.	Gives limited examples of how the separate sources of data available can be brought together to create insight.	Gives developed examples of how the separate sources of data available can be brought together to create insight.	Gives clear, specific examples of how the separate sources of data available can be brought together to create insight.
Not Submitted	No discussion of the benefits of an executive dashboard shared.	Limited discussion of the benefits of an executive dashboard shared.	Developed discussion of the benefits of an executive dashboard shared.	Robust discussion of the benefits of an executive dashboard shared.
Not Submitted	No key items from the presentation stated or professionally formatted in a summary report.	Few key items from the presentation stated in a summary report.	Most key items from the presentation stated and professionally formatted in a summary report.	Key items from the presentation clearly stated and professionally formatted in a summary report.