Seat No.: ________ Enrolment No.
___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA– SEMESTER –II-EXAMINATION – WINTER-2023
Subject Code:4529201 Date: 24-01-2024
Subject Name: Business Analytics
Time:02:30 PM TO 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
4. Use of simple calculators and non-programmable scientific calculators are permitted.
Q.1 Explain in short answers 14
(a) What is a Data Warehouse?
(b) Define Descriptive Analytics.
(c) Email header, HTML, XML and JSON files are example of which
type of data (Structured, Semi Structured or Unstructured)?
(d) Name some sources of machine generated data.
(e) Which types of charts are well suited for Categorical data?
(f) What is a Data Mart?
(g) What are KPIs? List two marketing KPIs.
Q.2 (a) What is Business Analytics? Explain the components of Business 07
Analytics.
(b) What are the major differences in Business Intelligence and 07
Business Analytics?
OR
(b) Explain different types of OLAP Operations like Roll-up, Drill 07
Down, Slicing and Dicing with proper examples.
Q.3 (a) Explain the characteristics of a Data Warehouse. 07
(b) Explain Structured data, its characteristics and advantages. 07
OR
Q.3 (a) Explain the step-by-step process in Data Mining. 07
(b) Explain what all measures you would consider for web analytics. 07
Q.4 (a) Explain Characteristics of Big Data. 07
(b) Explain the importance and use of text and sentiment analysis. 07
OR
Q.4 (a) Explain with diagram, Business Performance Management Cycle. 07
(b) What is a Dashboard? What are the different types of charts you 07
can use with different types of data in a dash board?
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Q.5 CASE STUDY:
A car manufacturing company, "Auto Tech Motors," is striving to
improve its operations and optimize production processes. They
have decided to leverage various types of analytics to achieve these
goals. Let's explore how analytics is being used at Auto Tech Motors
and its impact.
Analytics Types Used:
1. Descriptive Analytics: Auto Tech Motors has implemented
descriptive analytics to understand historical data related to
production. They analyze past manufacturing processes and identify
bottlenecks, delays, and resource utilization to gain insights into the
production history.
2. Predictive Analytics: Predictive analytics is employed to forecast
demand for different car models and parts, enabling the company to
plan production schedules and inventory management efficiently.
By considering factors like market trends and seasonality, they
predict which car models will be in demand during specific periods.
3. Prescriptive Analytics: Auto Tech Motors uses prescriptive
analytics to optimize their assembly line. By analyzing historical
data and considering the availability of resources, they identify
optimal production sequences and allocate resources effectively to
maximize efficiency.
4. Diagnostic Analytics: In case of any production issues or quality
concerns, diagnostic analytics helps Auto Tech Motors pinpoint the
root causes. They can trace defects back to specific production
stages and identify areas that need improvement to maintain high-
quality standards.
Answer the following:
a) How does Auto Tech Motors utilize descriptive analytics to 7
improve its manufacturing operations? What kind of specific
insights they gained from historical data.
b) Explain how predictive analytics assists Auto Tech Motors in 7
managing their inventory and production schedules. What factors do
they consider when forecasting demand for car models and parts?
OR
a) Discuss the significance of diagnostic analytics in maintaining 7
product quality at Auto Tech Motors. Provide an example of a
situation where diagnostic analytics helped identify and rectify a
production issue.
b) What role does prescriptive analytics play in optimizing the 7
assembly line at Auto Tech Motors? Can you describe a scenario
where this type of analytics helped them allocate resources more
effectively?
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