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Assignment 4 Written and Practical Report 100 (55%) 4500
30/05/14
Assignment 4 relates to the specific course learning objectives
1, 2 and 4 and associated MBA
program learning goals and skills: Global Content, Problem
solving, Change, Critical thinking,
and Written Communication at level 3.
1. demonstrate applied knowledge of people, markets, finances,
technology and management in
a global context of business intelligence practice (data
warehouse design, data mining process,
data visualisation and performance management) and resulting
organisational change and how
these apply to implementation of business intelligence in
organisation systems and business

processes
2. identify and solve complex organisational problems
creatively and practically through the
use of business intelligence and critically reflect on how
evidence based decision making and
sustainable business performance management can effectively
address real world problems
4. demonstrate the ability to communicate effectively in a clear
and concise manner in written
report style for senior management with correct and appropriate
acknowledgment of main ideas
presented and discussed.
The key frameworks, concepts and activities covered in modules
2–12 and more specifically
modules 6 to 12 are particularly relevant for this assignment.
This assignment consists of three
tasks 1, 2 and 3 and builds on the research and analysis you
conducted in Assignment 2. Task 1
is concerned with developing and evaluating a model of key
factors impacting on credit risk
ratings for loan applications in determining whether approve a
loan or not approve a loan. Task
2 is concerned with the key opportunities and challenges
associated with the implementation

and utilisation of business intelligence systems. Task 3 is
concerned with performance
management and provides you with the opportunity to design
and build an interactive sales
performance dashboard with drill down capability using Tableau
8.0 Desktop or pivot tables.
Task 1 (Worth 40 marks)
In Task 1 of this Assignment 4 you are required to follow the
six step CRISP DM process and
make use of the data mining tool RapidMiner to analyse and
report on the creditrisk_train. csv
and creditrisk_score.csv data sets provided for Assignment 4.
You should refer to the data
dictionary for creditrisk_train.csv (see Table 1 below). In Task
1 and 2 of Assignment 4 you
are required to consider all of the business understanding, data
understanding, data preparation,
modelling, evaluation and deployment phases of the CRISP DM
process.
Table 1 Data Dictionary for

creditrisk_train.csv Variable
Description
Row.No Unique identifier for each row – integer
Application.ID Unique identifier for loan application – integer
Credit.Score Credit score given to the loan application
This is a measure of the creditworthiness of
the applicant.
(http://en.wikipedia.org/wiki/Credit_score
_in_the_United_States)
http://www.buzzle.com/articles/credit-score-
rating-scale.html
Late.Payments History of late payments with existing loans
Months.In.Job Months in current job
Debt.To.Income.Ratio The Percentage Of consumer’s gross
income that goes toward paying debts
(http://en.wikipedia.org/wiki/Debt_to_inc
ome_ratio)
Loan.Amount Loan amount requested
Liquid.Assets Liquid assets
Num.Credit.Lines Number of credit lines
Credit.Risk Credit risk rating (Very Low, Low, Moderate,

High, Do not lend)
http://www.dico.com/design/Publications/En/
By-law5-CommercialLendingPractices-
May2005-
UpdatedMay2008/CreditRiskRatings.pdf
a) Research the concepts of credit risk and credit scoring in
determining whether a financial
institution should lend at an appropriate level of risk or not lend
to a loan application. This will
provide you with a business understanding of the dataset you
will be analysing in Assignment 4.
Identify which (variables) attributes can be omitted from your
credit risk data mining model and
why. Comment on your findings in relation to determining the
credit risk of loan applicants.
b) Conduct an exploratory analysis of the creditrisk_train.csv
data set. Are there any missing
values, variables with unusual patterns? How consistent are the
characteristics of the
creditrisk_train.csv and creditrisk_score.csv datasets? Are there
any interesting relationships
between the potential predictor variables and your target
variable credit risk? (Hint: identify the

variables that will allow you to split the data set into
subgroups). Comment on what variables in the
data set creditrisk_train.csv might influence differences in
credit scores and credit risk ratings and
possible approval or rejection of loan applications?
c) Run a decision tree analysis using RapidMiner. Consider
what variables you will want to include
in this analysis and report on the results. (Hint: Identify what is
your target variable and what are
your predictor variables?) Comment on the results of your final
model.
d) Run a neural network analysis using RapidMiner, Again
consider what variables you will want
to include in this analysis and report on the results. (Hint:
Identify what is your target variable and
what are your predictor variables?) Comment on the results of
your final model.
e) Based on the results of the Decision Tree analysis and Neural
Network analysis - What are the
key variables and rules for predicting either good credit risk or
bad credit risk? (Hint: with
RapidMiner you will need to validate your models on the
creditrisk_train.csv data using a number

of validation processes for the two models you have generated
previously using decision trees and
neural network models). Comment on your two predictive
models for credit risk scoring in relation
to a false/positive matrix, lift chart and ROC chart (Note: for
the evaluation operator reports – a Lift
chart and a ROC chart you will need to convert the target
variable credit.risk to a nominal variable
with two values (Good and Bad). Comment on the results of
your final model.
Overall for Task 1 you need to report the output of each
analysis in sub task activities a to e
and briefly comment on the important aspects of each analysis
and relevance to customer
segmentation, behaviours and propensity to default on a loan
(Note you will find the North
Text book an invaluable reference for the data mining process
activities (Approx 1500 words).
Note the important outputs from your statistical analyses in
RapidMiner should be included as
appendices in your report to provide support your conclusions
regarding each analysis and are

not included in the word count
For the deployment phase of the CRISP DM process discuss the
key opportunities and
challenges including socio-technical change management
associated with the implementation
and utilisation of a business intelligence system which supports
improved evidence based
decision making in organisations. (1500 words approx.)
Scenario
Global Bike International (GBI) is a world class bicycle
company serving both professional
and amateur cyclists. The company sells bicycles and
accessories. In the touring bike
category, GBI’s handcrafted bicycles have won numerous
design awards and are sold in over
10 countries. GBI’s signature composite frames are world-
renowned for their strength, low
weight and easy maintenance. GBI bikes are consistently ridden
in the Tour de France and
other major international road races.

GBI produces two models of their signature road bikes, a deluxe
and professional model. The
key difference between the two models is the type of wheels
used, aluminium for the basic
model and carbon composite for the professional model. GBI’s
off-road bikes are also
recognized as incredibly tough and easy to maintain. GBI off-
road bikes are the preferred
choice of world champion off road racers and have become
synonymous with performance
and strength in one of the most gruelling sports in the world.
GBI produces two types of off-road bike, a men’s and women’s
model. The basic difference
between the two models is the smaller size and ergonomic
shaping of the women’s frame.
GBI also sells an accessories product line comprised of helmets,
t-shirts and other riding
accessories.
GBI partners with only the highest quality suppliers of
accessories which will help enhance
riders’ performance and comfort while riding GBI bikes. The

Figure below displays the GBI
range of products.
Traditionally GBI was a wholesaler who sold their bikes to
retailers who then resold the bikes
to the end consumers. Recently GBI has decided to sell their
bike to the end consumer via the
internet.
Organisational Structure
Rules have been kept simple:
GBI’s headquarters are located in Dallas and the European
subsidiary company (GBI Europe)
is based in Heidelberg, Germany. In regards to the GBI sales
process there are two sales
organisations for America (Eastern US and Western US) and
two for Germany (Northern
Germany and Southern Germany). All sales organisations have a
wholesale distribution
channel responsible for delivering the products to the
customers. However only one sales
organisation is required in each country to support internet

sales. The diagram below displays
the GBI organisation to support the sales process.
Dashboard
GBI management require a sales dashboard to be created to
provide greater insight to their
sales data to understand the trends and sales performance. They
want the flexibility to
visualize sales data in a number of different ways. They want to
be able to get a quick
overview of the data and then be able to zoom and filter on
particular aspects and then get
further details as required.
The specific information they are concerned with is the
following four sales performance
reports.
1. Sales Revenue and Sales Gross Profit by Week, Month, and
Year
2. Sales Revenue and Sales Gross Profit by Product/Product
Category
3. Sales Revenue and Sales Gross Profit by sales organisation

4. Sales Revenue and Sales Gross Profit by country
The CEO of the GBI needs each morning an overview of how
the company is performing. He
has a very busy schedule and needs the information to be
displayed in less than 5 seconds.
The data has been extracted from the GBI’s SAP enterprise
resource planning system and has
been made available in spread sheet format.
You can re-organise the spread sheet as you determine
necessary to support the dashboard.
GBI Sales spread sheet data set is available on the course study
desk
Your task 3 is create
(a) dashboard to satisfy the GBI management requirements for
the four specified sales
performance reports:
1. Sales Revenue and Sales Gross Profit by Week, Month, and
Year
2. Sales Revenue and Sales Gross Profit by Product/Product
Category
3. Sales Revenue and Sales Gross Profit by sales organisation

4. Sales Revenue and Sales Gross Profit by country
(b) provide a rationale for the graphic design and functionality
that is provided in your
dashboard for GBI in terms of how it meets GBI management
requirements for four specified
sales performance report (1000 words approx). You will need to
submit your Tableau
workbook in .twbx format which contains your dashboard as a
separate document to your main
report for Assignment 4.
Report presentation, and quality of argument appropriately
supported by
relevant number of references (worth 10 marks)
The assignment 4 report must be structured as follows:
1. Cover page for assignment 4 report
2. Executive summary
3. Table of contents
4. Body of report – main sections and subsections for each
Task and sub task such as
Task 1 sub task a) etc…
5. List of References

6. Appendices to accompany Task 1 data mining analyses
Harvard referencing resources
Install a reference tool (example Endnote) which integrates with
your word processor. These
tools are a great help for referencing and citing sources in your
assignments. For more
information on how to get Endnote you may visit the following
webpage:
<http://www.usq.edu.au/library/infoabout/endnote/default.htm>.
Study the referencing techniques in Communication skills
handbook (Smith & Summers
2010).
http://www.usq.edu.au/library/infoabout/endnote/default.htm
USQ Faculty of Business Librarian Adrian Stagg has compiled
the following resources on
how to reference correctly using the Harvard referencing system
– make use of these excellent
resources if you are unsure as how to reference correctly using
Harvard referencing system.
Library Guides
<http://www.usq.edu.au/library/help/ehelp/ref_guides/default.ht

m>
Guide to Harvard (Breeze)
<http://www.usq.edu.au/library/Breeze/Fac_Business/HarvardA
GPS>
PDF Brief Guide
<http://www.usq.edu.au/library/Breeze/Fac_Business/Harvard_
AGPS/Harvard_AGPS_PDF_
Guide.pdf>
Warnings
wn work. It
is acceptable to discuss
course content with others to improve your understanding and
clarify requirements,
but solutions to assignment questions must be done on your
own. This also means that
it is not sufficient to merely paraphrase the entire assignment
content from a textbook
or other sources. Your assignment answers need be a reflection
and synthesis of your
research of the associated topics.
topics for each assignment.

You must not copy from anyone, including tutors and fellow
students, nor provide
copies of your work to others. Assignments that do not adhere
to this requirement will
be deemed as being the result of collusion or plagiarism. This
may lead to severe
academic penalties as outlined in Academic Regulation 5.10 of
the USQ Handbook. It
is your own responsibility to ensure the integrity of your work.
Refer to the Faculty of
Business guidelines for further details.
ncorrectly referenced or cited
web pages in your
assignment will result in poor marks.
Assignment 4 submission details
All assignments must be submitted electronically via the Ease
assignment submission
system and are subject to checking for plagiarism and collusion
via Turnitin. You will
be provided with a link to Turnitin on the course study so you
can submit your
assignment to Turnitin to obtain an originality report. You must

also include an
originality report on your assignment from Turnitin which
provides a check on the
integrity and originality of your assignment work.
Note carefully University and Faculty policy on plagiarism,
collusion and cheating. If
any of these occur they will be found and dealt with.
Grading scheme
Your assignment will be assessed on content and style. Content
refers to the way in which
your assignment reflects breadth and depth of understanding of
the topics and knowledge of
business intelligence systems as covered in the course so far
and relevant other researched
http://www.usq.edu.au/library/help/ehelp/ref_guides/default.htm
http://www.usq.edu.au/library/Breeze/Fac_Business/HarvardAG
PS
http://www.usq.edu.au/library/Breeze/Fac_Business/Harvard_A
GPS/Harvard_AGPS_PDF_Guide.pdf
http://usqstudydesk.usq.edu.au/file.php/12921/content/intro_mat
erial/generic/fob_guidelines.htm

http://ease.usq.edu.au/
http://www.turnitin.com/
literature. Style relates to the adherence to requirements
including word counts, use of
English, spell checking, proof reading as well as report
presentation.
You are required to use and cite a suitable number of references
of high quality. For example, it
is not sufficient for most references to be Internet websites as
these can be of questionable
quality. Academic conventions require that you acknowledge
any use of ideas from others. In
most cases this means stating which book or article is the source
of the idea or quotation. You
are required to follow the Harvard referencing system for both
in-text citations and list of
references and to clearly distinguish between your own ideas,
other’s ideas adapted to your
own, and ideas taken directly from the literature. You must
support your views with

appropriate and relevant literature citations.
The report should be an insightful discussion and not just a
descriptive treatment of the topic.
A major emphasis for the assignment will be on a structured
report that clearly outlines the
topic and/or issues to be discussed. It will include a cover page,
executive summary, table of
contents, a report body that uses headings and paragraphs to
clearly detail descriptions,
explanations or arguments, list of references and list of
appendices. Your report should
specifically focus on the key issues of reducing mobile phone
customer churn and improving
mobile phone customer lifetime value in relation to Business
intelligence and specific data
mining of a customer churn data set, a balanced scorecard and
strategy map to implement
and evaluate the above proposed strategy and discussion of
design and implementation
issues associated with a data warehouse in the context of a
mobile phone network service
provider. Your report should not be just a simple description of
the topics involved.

If you are not familiar with the requirements of a formal report
format, refer to the
Communication skills handbook. You may also find the OPACS
Academic Learning Support
web-site useful: <http://www.usq.edu.au/opacs/ALSonline>.
http://www.usq.edu.au/learningcentre/alsonline/default.htm

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