Application of Business Analytics in Corporate

Enterprises: An Exploratory Study

Nitu Saxena*, Swati John** and Pallavi Deshpande***

Big data and data analytics have been the most sought-after techniques of the 21st century. While some
companies like Google and Facebook were born with data capabilities and harnessing data for company
growth and competitiveness, others have integrated data systems in their daily operations. Business
analytics offers insights into the form of exploring and identifying new segments, better customer experience
and efficient working. Business analytics has changed the way companies use promotions. It has helped
develop newer channels and appropriate pricing and for developing new and improved products. Business
analytics utilizes mathematical and statistical models along with machine learning algorithms. Some
systems do require hardware infrastructure as well. Business analytics will continue to play a defining role
in companies’ growth and the sooner the corporations learn to integrate and use business analytics, the
better it is for them. This paper explores the usage of business analytics in 10 big companies, including
Google, Facebook and Amazon. It throws light on how the companies have been able to develop robust
systems based on business intelligence.

Introduction
Business analytics has emerged as an effective tool for designing business strategies and making an
organization safe from various types of risks. Business analytics, if used properly, can be rewarding
and may open up a plethora of opportunities for businesses. The importance of business analytics
can be traced back to the amount of data circulating in the business world. Big Data and Blockchain
are known terminologies and are amongst the emerging technologies which will entirely change
the landscape of business. The scenario is so futuristic and presents an optimistic picture of the
way businesses can use analytics to make the future, ready and risk-proof.
Business analytics is useful as it brings about:
• Cost efficiency
• Risk reduction
• Better planning
• Improved financial performance
• Targeted efforts
* Associate Professor, Marketing and Strategy, Amity Global Business School, Pune, Maharashtra, India; and is
the corresponding author. E-mail: nsaxena@[Link]
* * Assistant Professor, HR and Strategy, Amity Global Business School, Pune, Maharashtra, India.
E-mail: sjohn@[Link]
***Assistant Professor, IT and Digital Marketing, Amity Global Business School, Pune, Maharashtra, India.
E-mail: pdeshpande@[Link]

24 2021 IUP. All Rights Reserved.

© The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021
 Business analytics has helped in Artificial Intelligence (AI), Internet of Things (IoT)-
driven business models, predicting the future course of action and also in design thinking to
a certain extent. Business analytics can predict future demand, can optimize the supply chain
solutions, can help in inventory management and can perform retail analytics and many
other tasks.
Business analytics is often termed as business intelligence too. A very thin line of difference
exists in the form in terms of the data required for business intelligence that might be already
present in the prescribed formats, but in the case of business analytics, data is present in raw
form in a staggered manner and needs to be mined and then transformed to make it suitable
for performing analytics on it.
Business analytics uses suitable statistical tools and computer software to analyze the
data. Some computer packages such as SPSS, R and Python are well known in the area of
business analytics.

Objective
The primary objective of this paper is to study business analytics use cases in the various
functional areas and companies.
The secondary objective is to understand the significance of Big Data and data analytics
(Huang et al., 2017).
Depending on the type of situation and the decision-making need, business analytics can
be broadly categorized into four main types (Dursun Delen and Sudha Ram, 2018):
1. Descriptive Analytics
2. Diagnostic Analytics
3. Predictive Analytics
4. Prescriptive Analytics

Descriptive Analytics
The sheer size of data available makes it difficult to understand if it is analyzed one by one.
The idea is to convert data into meaningful chunks or in other words to put it in a summarized
and concise form. This can be done using descriptive analytics which is the usage of mean,
median, mode, percentage, etc. Usually, in a business, the past performance is stored as historical
data, and to take meaningful decision concerning consumer behavior and retail sales, these
techniques are very useful. The tools that can be used are MS Excel, SPSS, MATLAB, etc.

Diagnostic Analytics
Sometimes the data available in the prescribed formats is not enough and one needs to move
beyond the data visible to the naked eye. The data scientist has to drill deep into the world of
data and discover new things which will make sense. The existing situation demands precision
and accuracy. Data will be unevenly distributed, may be found in chunks that do not make

Application of Business Analytics in Corporate Enterprises: An Exploratory Study 25

any sense, but when the puzzle is completed by mining all the data chunks, the diagnostic can
be performed. Diagnostic analytics makes use of probabilities, that is, the likelihood of
occurrence of events. It delves deeply to analyze the root cause of events and thus can give
better insights into problems at hand or the need for improvement. In a time-series data, it
can forecast sales by analyzing the trends. The only drawback with this analysis is that it does
not chaperone on the action front. For example, it will forecast the drop in sales, but will not
be able to tell what can be done to stop that. Diagnostic analytics utilizes conjoint analysis,
attribute prominence, principal component analysis, etc.

Predictive Analysis
As indicated by the name, the significance of predictive analysis is that it predicts future
outcomes (Liu, 2014). One thing which is important to understand here is that it predicts the
probabilities of occurrence, but it never throws light on the surety of occurrence of the event in
future. It only deals with the likelihood of occurrences but cannot give insights on when, how,
where or simply whether the event will be surely occurring or not. One of the best applications
of predictive analytics is found in sentiment analysis. It gives insights into human emotions
with reference to some person, event or thing. Companies require trained data scientists to
work on machine learning algorithms and models. Python, R and Rapidminer, etc. are utilized
for this purpose. The idea is to have a thoroughly developed model which can give accurate
predictions. If used properly, it can be considered an advanced stage of business intelligence.

Prescriptive Analytics
It takes the base from prescriptive analytics, but its scope is beyond all the other three types.
It is effective in the sense that it can predict all future outcomes according to a desired course
of action. It rests on a premise of a strong feedback system that constantly updates the change
in the relationship between action and outcome. Some good applications of predictive analytics
are found in online cab services which uses GPS to connect the client to the correct taxi, out
of many present nearby. It works on updating the real-time information into the system and
thus providing the best solution possible under the given conditions.

Literature Review
Big Data analytics has been playing a crucial role in the efficient working of businesses.
Initially, the focus was on technical aspects of business rather than on organizational changes
and how Big Data can be incorporated to achieve a smooth transition (Mikalef et al., 2018).
Usage of Big Data requires smooth transition and a strategic approach that will help in
developing capabilities, building skills and achieving competitive advantage (Gillon et al.,
2014). Firms need to acquire agility which is the response mechanism of a firm to visible
opportunities and threats, and IT systems and data analytics can help in achieving such
condition (Ghasemaghaei et al., 2017).
Big Data works differently from the traditional analytics systems. It provides more
meaningful information by storing data in prescribed database formats and running machine
learning algorithms to provide structured meaningful information (Davenport et al., 2012).

26 The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021

Business analytics can create value for organizations. Work has been done to create a
framework for business value using data analytics systems. This practically gives insights
into how business analytics can benefit organizations (Grover et al., 2018). Usage of Big
Data requires installation of various hardware systems such as Hadoop, Mapreduce,
Multicore CPU, etc. It requires thinking ahead on the part of the organization in terms
of the spending that they can undertake to build data analytics infrastructure (Singh and
Reddy, 2015).
Some organizations like Google, Facebook have been conceptualized based on data as
they started in the 21st century, but it is pertinent for other organizations like automobile
companies, fashion houses, etc. to integrate the data analytics models to sustain themselves
(Davenport et al., 2012). The survey conducted in a study by Davenport inferred that big
companies were interested in the variety of data, not in the volume of data. Retail banks,
hotels, call centers, etc. utilized structured and unstructured data to make comprehensive
data analytics systems. The study also pointed out the use of sensor-based systems incorporated
in products for giving a better customer experience. The basic objective to incorporate data
management systems was to reduce cost in the long-run and achieve efficiencies.
Data analytics helps in identifying new opportunities as well. The successful companies
are the ones utilizing data analytics to enter into new markets, identifying the right customer
segments, etc. (Davenport, 2014).

Methodology
An exploratory research design was used. In the process, secondary data was collected from
reviewing various research papers from reputed databases such as Elsevier, Springer, Taylor
and Francis, Harvard Business Review among others. The Internet and websites such as
[Link] were also used to know the current development in the area. The 10 company
cases considered are Google, Amazon, Facebook, Netflix, Rolls-Royce, Tesco, Ralph Lauren,
Barbie, Dominos and Elsevier. The paper also discusses the usage of business analytics in
various functional areas. The research was purely qualitative to understand the usage of data
analytics in the business field.

Results and Discussion

Business analytics finds various use applications like helping in business decision-making,
analyzing key performance indicators or helping in optimizing processes. Some of the best
use applications can be found in various functional specializations of management.

Marketing Analytics
Analyzing consumer segments, predicting consumer behavior, prospecting and sales support are
few popular areas where it finds its use (Figure 1). Building a good marketing campaign is based on
a good marketing intelligence report. Designing a marketing strategy using segmenting, targeting
and positioning is achieved with the help of business analytics. The marketing mix is designed
with the help of business analytics. Product conceptualization, development and launching,

Application of Business Analytics in Corporate Enterprises: An Exploratory Study 27

all require the support of data analytics. Some products are developed keeping in mind the
importance of data, such as Alexa-like voice assistant, which find their use case in electronic
products, smart home devices and automobiles. All the next-generation cars are utilizing the
concepts of data analytics in designing a better product. Coco-Cola, Netflix and Ola Cabs
utilize business analytics to make their product experience better than that of the
competitors.1 Netflix uses data analytics to provide the right match of programs with regard
to consumer interests. Amazon Prime and other OTT platforms also use data analytics in
designing a proper AI-based system which helps in providing customer delight. The rise of
OTT platforms can be attributed to the use of proper AI to enhance customer satisfaction.

Figure 1: Usage of Big Data in Various Fields

Source: [Link]

Business analytics helps in targeted promotions and appropriate pricing. It identifies the
best price points based on consumer data related to income, preferences, etc. Facebook and
other social networking sites use consumer profile analysis to match the right brand
promotions with consumers’ interest. The consumer data analysis also throws insights into
which markets to enter, what brands or products are required in the emerging markets, etc.
Data analytics optimizes the distribution channels as well. A new trend that is evident in the
car industry is direct marketing which is only possible through data analytics or data-based
software. Mercedes and Tesla are using this model to optimize their cost of distribution.2 This
will be a new model where Mercedes will own all the stock and will quote one transparent

1
[Link]
2
[Link]
[Link]

28 The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021

price which will help the customers in getting the right price and product. The customer
relationships, aftersales service and showroom services will be managed through dealerships.

Financial Analytics
The next stream of business analytics is synonymous with business risk management and
mitigation. Banks are using data analytics to fund the right investors to avoid NPAs. Financial
analytics helps in managing tangible assets such as plant, machinery, etc. It helps in investing
in the right options. The whole world of stock investments relies on financial analytics. The
economic predictions, management of countries’ economies all rely on financial analytics.
Tax collection, management and control is another function of financial analytics. Financial
analytics aids in better decision-making through providing accurate data and information.
Apart from managing investments and optimizing processes, financial analytics helps in
forecasting the deviations in various markets. Banks use various software which have their
base in data analytics to optimize their processes and speed up things. Payment and settlement
systems use data analytics with the help of digitalization to give better services to customers.3
UOB Bank in Singapore or the ICICI Bank use data analytics to manage risk. Risk
calculation through software has been in use for long, but now with the aid of better data
management, the process which used to take 18 hours takes just a few minutes.

HR Analytics
This stream of business analytics finds uses in matching person and skills, skill development,
talent acquisition, training and development, reducing employee turnover and performance
management and appraisals.4 HR analytics has been used to develop algorithms that will
predict employee attrition, employee engagement and store’s revenue relations with
employees, retaining talent and optimizing staffing.5 Some algorithms are also developed for
controlling absenteeism. Clarks, the shoe retailer, uses an HR analytics algorithm for better
employee engagement. The algorithm works on the premise that every 1% improvement in
employee engagement leads to a 0.4% improvement in business performance. For this, the
shortlisted 100 best performing stores calculated the team strength and realized that frequent
shift adversely affected store performance. With all this information, they created a suitable
blueprint for high performing stores with an appropriate engagement toolkit.
Operations Analytics
It aims at improving business processes through real-time data analytics. Operations analytics helps
in optimizing supply chains, improving productivity, streamlining business processes, inventory
tracking and management, and also in avoiding pilferage, theft, etc.6 Many a time, it helps in proper
stock keeping, ordering of raw materials, helping in finding the right vendors and in vendor relationship
management. It also helps in the development and management of assembly lines.
3
[Link]
4
[Link]
5
[Link]
6
[Link]

Application of Business Analytics in Corporate Enterprises: An Exploratory Study 29

Retail Analytics
Retail store operations can be optimized using operations analytics. It helps in stock keeping,
managing Stock Keeping Units (SKUs), category management, billing process time
optimization, traffic management, product placement, etc. The use of technology like Radio
Frequency Identification (RFID) and barcoding helps retailers in so many ways. It also helps
in customer relationship management, matching employee shifts with store traffic. Many
software predict the order time for product categories and help in matching demand and
supply.
Facebook, Amazon and Google have been effectively using business analytics. Not only
are the digital or Internet-based companies effectively using business analytics, but many
traditional brands such as Coco-Cola and some known banks such as UCO Bank, Singapore
are also adopting business analytics.

Google Using Data Analytics to Build Up Giant Advertising Empire

Google search engine generates enormous data every second by matching queries with results.
They augment this data from various trusted sources to run into machine learning algorithms
to check reliability and authenticity (Power et al., 2018). In this process, Google became a
trustworthy search engine. Search engine became synonymous with Google. The data collected
is used for the benefit of clients after subjecting it to data analytics software to convert it into
meaningful information. It accrued huge revenues by using this data to create a giant advertising
world.7
When a person visits a website using AdSense (Google’s advertising service) or Google
analytics or uses YouTube, the web browser sends information to Google which is stored in
their database. The information gives them access to the person’s IP address and pin code
as well. This information is used by Google for further suggestions and opportunity for
advertising products which seem relevant to the customer’s profile. It gives a personalized
experience of the advertisements, measures the ad effectiveness and helps them in
developing new services.
In addition to this, Google analytics has helped many marketers in building up sales and
revenue. They give insightful information concerning browsing sessions on various websites.
They categorically mention the results of various sessions and if the browsing resulted in
sales or not. It helps advertisers in saving time for collecting information. It gives them
advertising information on the spot and helps them in being cost-effective. With their
various analytics models, they help in generating customer information. They have helped
companies in maximizing their return on ad spend. Mumzworld was able to generate a 300%
return on their ad spending.8
7
[Link]
data%20from,assess%20the%20reliability%20of%20data
8
[Link]

30 The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021

Facebook Became a Mega Advertising Platform with the Use of Data
Analytics
Facebook, which explored opportunities to generate revenue using social networking, has
come a long way in using data analytics. Facebook warehouse stores 300 petabytes of data
which is constantly analyzed with various objectives such as which brands to promote and
which advertisement can be matched with specific consumer profile. The Facebook algorithm
continuously screens customer profiles and matches products and brands to the various
profiles. Social media advertising has brought about cost efficiencies and has given the new
brands a platform to advertise themselves with less cost. It has helped the new eco-friendly
brands like Kama Ayurveda and Just Herbs to reach millions of users without investing in
many retail stores or advertisements on primetime media. The brands have found newer
means of communication as they are aware of the target market in a better way through
Facebook profiling.
Facebook stores a huge amount of data which makes it a fairyland for all marketers. With
millions of users across the world, it becomes an interface between the user and the brands.
Facebook understood the importance of data analytics in the sense that all users are not
potential customers for all the brands. Facebook creates usable information with the help of
the massive installation of the highly scalable open-source framework, Hadoop, which utilizes
the installation of low-cost servers. Facebook has also worked on hardware designing to
extract meaningful data. Apart from analyzing data, Facebook utilizes cookies, facial
recognition software and analyzing the likes and comments to create meaningful profiles.9
Facebook keeps the personal information private but gives meaningful extracted information
to marketers which have helped marketers across the world immensely. Some marketers have
interactive marketing portals where the customers are straightaway redirected to the shopping
website which has helped in impulsive purchases and hedonic shopping (Batrinca and
Treleaven, 2015). Various reports can be generated such as Facebook competitor analysis,
video and picture analysis and the pages-liked report, which can give a fair idea of consumers’
interests, preferences, values and lifestyle. Their attitude towards various brands or idea can
also be analyzed.

Amazon Building a Huge Empire with the Help of Data Analytics

Amazon model of ‘everything under one portal’ has been able to drive its success. Amazon
offers such huge varieties of products that at times it is nearly impossible to explore all the
options. It may lead to difficulty in promotions and also for customers in terms of selection.
Data analytics was used at Amazon to identify the right recommendations for various
customers. Amazon tried to profile its customers based on their previous shopping list and
gave recommendations through its engine on that data analysis. They closely monitor what
the customers are purchasing and with geocoding they can predict customers’ income levels.
This helps in promoting the products that a customer is highly likely to buy. They collect
9
[Link]

Application of Business Analytics in Corporate Enterprises: An Exploratory Study 31

data related to a customer’s browsing time, and adding a few more external data sets such as
census data for demographic profiling helps them in digging deep into segmentation (Subia
Saif and Samar Wazir, 2018). Amazon has a central data warehouse that has HP servers
running Oracle or Linux. Recommendation engines have helped in matching products with
potential customers and have helped Amazon to provide a better consumer experience.
Amazon also utilizes the automated tracking of products at their warehouses to achieve
efficiencies in the supply chain. One basic reason Amazon is loved by customers is because of
its efficient delivery system which also is possible by matching the correct vendors for a
particular pin code. It is like matching the right taxi based on the quickest time to the
customers’ needs.10 Amazon’s data analytics system also recommends the nearest warehouse
to be used for efficient delivery.11
Amazon utilizes Alexa’s voice recording system, Kindle’s highlighting for book
recommendations, and anticipatory shipping model for predicting which products customer
with a certain profile is more likely to buy, apart from personalized recommendation system.
Each system has its benefits and gives Amazon access to enormous data every day, which is
then utilized for generating a better customer experience. Amazon’s personalized
recommendation system and behavioral analytics generate around 35% of sales annually.
Amazon utilizes data analytics for supply chain optimization, price adjustments, screening
purchases and returns request to avoid frauds, cross-selling, upselling, quantity discounts
and at times also to modify physical stores wherever they are present. They utilize Graph
theory for selecting the shortest route, best delivery schedules and product grouping for
reducing shipping costs.

Netflix Excelling in the OTT World with Data Analytics

Data analytics is so well ingrained in Netflix that it would not be incorrect to call it an
analytics company rather than a media company. Netflix has registered an impressive customer
retention rate of 93%, which is far better than Amazon Prime’s 75%. Netflix has a user base
of more than 151 million subscribers and they need to keep their users happy.12 Netflix has
incorporated a data analytics model at the core of their business to analyze consumer behavior
patterns. Netflix identified that most of the viewing can be attributed to personalized
recommendations. Netflix creates a detailed personal profile by capturing data across several
data points like time of viewing, time of finishing a show, the device used, frequency of
watching, did the customer resume the show after watching, which actors’ movies were
watched recently, what is the customers’ interest in terms of genres, etc. All this data is then
converted into meaningful information. This helps them in profiling the consumers and giving
them a delightful experience (Srivatsa Maddodi and Krishna Prasad, 2019). Netflix utilizes a
recommendation algorithm based on all this data. This data analytics also helps in new
10
[Link]
11
[Link]
12
[Link]
#:~:text=So%2C%20how%20does%20Netflix%20use,based%20on%20their%20subscribers'%20preferences

32 The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021

product development and promotion. Based on the previous feedback, they know how to
promote which show and to whom. They create 10 different types of a trailer for promoting
to different segments. This advanced use of data analytics from the beginning has helped
Netflix in excelling their viewer experience and has helped them in building up a huge
customer base. The lesson that needs to be learnt is that a powerful analytics model can
process an enormous amount of data into significant information which will give incredible
results in terms of better ROI and branding as well.

Rolls-Royce Using Big Data for Design Engineering

Rolls-Royce uses high power computing to think on the design process, essentially identifying
whether the design is good or bad. The simulations on jet engines produce enormous data
which is then studied to identify the best design. Additionally, they utilize the IoT for better
communication and networking. The automated measurement system provides high-end
quality control. Data analytics has helped Rolls-Royce in reducing production time and
eliminating loopholes in the design process. Rolls-Royce has fitted sensors to the products
and equipment which generate huge data which they then utilize for improvising the design
and processes.13 Data is stored in a secured private cloud facility and data-lake for official
investigations. Rolls-Royce case is an example of how any companies can utilize data
irrespective of the industry they are in.14

Tesco Utilizing Data Analytics for a Delightful Retail Experience

Retail stores face innumerable challenges like shifting consumer behavior to an eco-sensitive
society. Facing intense competition from new entrants like Amazon in online retailing inspired
Tesco to utilize the benefits of data analytics. Tesco utilizes real-time data analytics to analyze
and model consumer behavior. The insights obtained on how people shop in-store and how
they shop for various categories of products helped them in displaying the products properly;
clustering techniques gave fruitful knowledge on which product categories are bought together,
in what quantities and how often. They utilized sensors to record data such as optimal temperature
in refrigerators across store networks. This helped in minimizing loss due to the perishable
nature of many products. Machines were maintained by utilizing predictive algorithms which
gave the exact time when the machine required servicing. The store could also manage its
optimal inventory levels and correct ordering time to reduce stock wastage.
Tesco has a network of 3,500 stores in the United Kingdom alone and each store stocks
more than 40,000 products. Their tracking generates more than 100 million data points.15
Here database analytics is utilized to store the data rather than moving the data for usage in
external analytics. Tesco has been utilizing the data warehousing model and is in the process
of transiting to a data lake model created around the Hadoop framework. The company will
create a centralized repository of data and will utilize the code system to make it accessible to
13
[Link]
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[Link]
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Application of Business Analytics in Corporate Enterprises: An Exploratory Study 33

various sections of the company when the requirement arises. Tesco is also utilizing open
source technology with the help of their data scientists wherever necessary. The case is an
example in the sense that even the market leaders like Tesco have to integrate technology
with their existing competency of huge store network for optimizing their distribution network.

Ralph Lauren Revolutionizing Fashion with the Help of Data

Analytics
Ralph Lauren Polo shirts have sensors installed which measure the person’s movement,
their heartbeat and breathing rate, and record the steps moved and the energy consumed.
The data can be seen in the app and it will customize the workout based on the data generated.
The shirt is washable after removing the Bluetooth transmitter card. As of now, this
technology is confined to polo shirts, but they plan to extend it to smart tie and other
workwear.16 David Lauren has said that he wants to source this kind of biometric data from a
baby crib or board meeting which will help in serving the various needs of customers. He
wishes that people may be able to read beyond words.17 This case is an indicator of evolving
fashion concerning health needs. It also focuses on how data analytics is ingrained in each
and everything around us.18

Barbie Winning Hearts with Data Analytics

Mattel is utilizing data analytics and machine learning and natural voice processing through
the ‘Hello Barbie’ voice response system. They used advanced analytics to generate a correct
response to data recorded. The response is provided in a second through Toytalk servers
utilizing the voices of known actors rather than using a computerized robotic voice. It gives
a human touch to young children. Each Barbie conversation is mapped out in a flow chart
formation with 8,000 lines of dialogues available for correct response.19 Updates are fed into
the system to keep Barbie on top of the latest pop culture. Barbie is just one example of
AI-enabled toys. The toy industry is experiencing revolutionary inventions with the help of
advanced analytics.

Dominos Creating Easy Demand through Data Analytics

Dominos AnyWare facility provides customer finger-tip ordering facility on varied platforms
such as Twitter, Facebook, smart watches, in-car entertainment systems like Ford’s Synch,
etc. It potentially generates many data points to capture enormous data. It gives Dominos
access to customer preferences, their ordering patterns, number of consumers in one
household, dominant buyer, and the responses concerning coupons and channels. They utilize
statistical modelling to analyze consumer buying patterns and it further helps in profiling

16
[Link]
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[Link]
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[Link] learning _ and_ alternative _data _analytics _for_fashion_
finance_julija_bainiaksinaite_ucl.pdf
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34 The IUP Journal of Business Strategy, Vol. 18, No. 3, 2021

consumers based on taste and preferences. This also helps in better processing of orders,
generating more orders and efficiently serving more demand. Data analytics has helped them
in reducing costs, leveraging data for a better customer experience.
Dominos utilizes Talend’s data integration platform for its heavy back-end work across its
Hadoop cluster based on Hortonworks distribution. It can pull complex data from a variety of
sources and convert it into meaningful clusters for further usage. Data from text messages
and social media platforms such as Twitter, Facebook, Android, Amazon echo, etc. are fed
into the Dominos Information Management Framework along with the data from third-
party sources such as geocode information, competitor, income and demographic data to
carry out deep segmentation.20 Data from around 85,000 data points is compiled daily to
provide competitive information. Dominos has very well pioneered into diversified channel
option and has created more data points and thus more demand points too. Dominos has
advantageously used data for its benefit and has carved a successful position based on business
analytics.

Elsevier’s Transformation Based on Data Analytics

Elsevier has been a publisher of reputed journals in all streams including medicine and science.
Elsevier utilizes advanced data analytics systems which help them in providing meaningful
information to researchers, academicians and the business community. Traditionally, publishing
was supposed to be a print business of magazines and journals and then compiling and indexing
them in catalogues, which were very tedious, with the objective of sourcing meaningful
information. As the technology was moving at a rapid pace, so was the need for print business
to go digital. Having achieved the first milestone successfully, the next step was extensive use of
search engine and metadata to make over 4 lakh papers available for use.21 With enormous
information overload, it is practically impossible to search for the right data. We are looking at
data that doubles every year and multiplies in such huge numbers that it is beyond the
comprehension of any normal human brain.
Elsevier tried to sort out this problem by studying how researchers or academicians were
using their system. The analysis led them to acknowledge that most of the time the researchers
were searching for flowcharts. They recognized that this can be done by using image
recognition, also known as computer vision. They worked on machine learning algorithms
to analyze the research papers for flowcharts and come up with all papers with flowcharts. It
filtered all the other images such as bar charts, etc. and came up with only flowchart-based
papers. It categorized all images when it was searching for flowcharts and labelled them so, for
the next research the data was already labelled and ready. It worked in the form of
recommendation engines already in use by Netflix or Amazon Prime.
Elsevier now is optimistic at the ubiquitous use of data analytics. They think that all their
departments will have a separate data analytics wing to make their portal more
20
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Application of Business Analytics in Corporate Enterprises: An Exploratory Study 35

user-friendly and give accurate results each time a query is run. One might start by identifying
the problems that users face and then try utilizing data analytics to solve them one by one.

Conclusion
Data analytics has helped businesses in building a robust business empire. Various case studies
indicate that data analytics, if incorporated properly, into systems will go beyond the
traditional strategies (Moshirpour et al., 2018). Data analytics finds its use in all types of
businesses and uses various mathematical and statistical models to make the consumer
experience better and provide companies with meaningful insights (Eggert and Alberts,
2020). Business analytics will continue to find uses across various areas of business, and data
science will help us get a better picture of business perspectives. The use cases will have
innumerable applications in every type of business and will completely change the way
businesses operate.
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Application of Business Analytics in Corporate Enterprises: An Exploratory Study 37

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