Improving Business Performance through Data Analysis and Database Utilization

The company you have developed the database for have asked you to analyse how they can use data more effectively to enhance the business’ performance. In addition to the database that you have already developed, they have supplied their website analytics data as they are concerned that their competitors have a better user experience.

They have recently employed someone to implement e-marketing tools to increase the number of visitors to their website and in turn to increase orders.
Competition is very high and the UK market is at saturation point. The number of visitors to the website has been increasing following the use of e-marketing tools but the number of orders has remained constant.

The Managing Director is concerned that a lot of time and money is being invested into marketing and yet it is not increasing the number of orders with suppliers getting nervous and threatening to go elsewhere.

You have been provided with qualitative data (see Background above) and quantitative data (see Data above). You should also have developed an Access database for the company. You will not be able to fully complete this assignment if you have not completed the formative database assignment.
You have been asked to analyse the data provided using an appropriate software package and to suggest possible underlying reasons for your findings. You will need to identify areas where the business could improve their performance and suggest how they might achieve this.

·A graph showing the Total Number of Visitors per Month.
·A graph showing the Mean (Average) Number of Visitors per Month.
·The Overall Average Bounce Rate.
·A graph showing the Number of Visits by Source.

You have also been asked to explain how the database you have developed could be used to improve the business’ performance. This should include a justification of your database design, an explanation of your ERD and suggestions of possible further developments that might improve the business’ performance.

You must submit your findings as a recorded video presentation, which will be played to the board of directors at a later date. The video presentation should be 15-20 minutes and must include:

1.Summary of your findings from your analysis.

2.Explain areas where the performance of the website could be improved.

3.Make recommendations for improving the performance of the website.

4.Justify the design of your database user interface (the forms).

5.Explain your Entity Relationship Diagram (ERD), including what its purpose is.

6.Suggest possible further developments for the database to improve business performance.

You are advised to relate your analysis and recommendations to relevant theories and examples that we have covered in lectures.

Your video presentation can be produced using Panopto that we tried in the tutorials. In your presentation you may wish to switch between Excel for the analysis and Powerpoint for the summary and recommendations.

If you make a mistake while recording then it is acceptable to correct yourself and continue without having to re-record the whole presentation! Alternatively, you may wish to record the presentation in sections, pausing it at the end of each section to take a break and collect your thoughts.

Your video presentation must be recorded using Panopto and a copy of your slides uploaded to the submission link on SOL. No other submission methods will be accepted

You are strongly advised to record your video presentation at least a week before the hand in date just in case you encounter any technical errors. Technical errors are not grounds for extenuating circumstances and you will therefore be penalised if you submit late for this reason.

i.If this assessment is submitted late i.e. within 5 working days of the submission deadline, the mark will be capped at 40% if a pass mark is achieved;
ii.If this assessment is submitted later than 5 working days after the submission deadline, the work will be regarded as a non-submission and will be awarded a zero;

iii.If this assessment is being submitted as a referred piece of work then it must be submitted by the deadline date; any Refer assessment submitted late will be regarded as a non-submission and will be awarded a zero.