Analysis should create some sort of value. It can support decision-making, personalize an experience, or predict and avoid mistakes. Sometimes we have to remind ourselves of what “value” the analysis should deliver, and to whom.

What distinguishes Business Analytics from other Analytics (including the generic data-centered “Analytics”) is the aim to create value for a business situation. In this task, you shall describe a case and the value (or potential value) that analysis creates (or enhances).

Find an interesting company, business situation, consumer experience, or similar. Write a case where you describe the Business Value. As input, do some interviews with relevant people, or base your case on presentations from company websites, newspaper articles, pressreleases or similar.

The report should show:

• A brief background of the case company, organization, or situation. (anonymized if needed)
• What is being done in terms of analysis (Use the Analytical Diamond model)
• What type of value is created? Decision support, individualization, prediction, prescription, etc?
• Who the value is for? Owners, employees, customers, society?
• Are there any downsides, risks, or ethical considerations with this use of analysis, or its use? Also consider privacy issues.
• Is the analysis promoting sustainable insights?

Specify data sources and literature references.