Dr Panagiotis Chountas 7BUIS010W 2020/21

School of Computer Science

7BUIS010W Data Warehousing and Business Intelligence – Coursework (2020/21)

Module leader Dr Panagiotis Chountas

Unit Coursework-CWK2

Weighting: 50%

Qualifying mark 40%

The in-module assessment will consist of a single coursework that will assess students’ ability to
Description utilise conceptual modelling in Data Warehouses for the needs of subject oriented analysis; it will
also assess students in depth and systematic understanding of key issues, advantages and
problems related to data integration and warehousing. Finally, it will assess students’ ability to
conceive and implement OLAP applications, to devise effective multi-dimensional databases and
to use appropriate querying languages for effective decision making.
This assignment contributes towards the following Learning Outcomes (LOs):
Learning Outcomes Covered LO 4. define customer relationship management, change management problems, select and
in this Assignment: apply appropriate Business
Intelligence (BI) methodologies and evaluate BI solutions to these problems;
LO 5. demonstrate competence in using BI Technologies and Tools on business data for the
purposes of CRM and CM;
LO 6. apply CRM knowledge and CM to support change and improve operational processes of
service organizations.

Handed Out: 04TH April 2022

Due Date 25TH April 2022, Submission by 13:00

Expected deliverables Submit on Blackboard a single file containing the required documentation (either in
docx or pdf format). All implemented codes should be included in your documentation
together with the results/analysis.

Method of Submission: Electronic submission on BB via a provided link close to the submission time.

Type of Feedback and Due Feedback will be provided on BB, on 12th May 2021 (appx.15 working days)
Date:
 7.1.1 Critical review of literature
BCS CRITERIA MEETING IN  7.1.2 Development of the self-directed learner
THIS ASSIGNMENT  7.1.3 Respond to opportunities for innovation
 7.1.6 Use appropriate processes
 7.1.7 Investigate and define a problem
 7.1.8 Apply principles of supporting disciplines
 8.1.1 Systematic understanding of knowledge of the domain with depth in particular
areas
 8.1.2 Comprehensive understanding of essential principles and practices
 8.2.1 Produce work informed by research at the forefront
 9.1.1 Systematic understanding of knowledge at the forefront in development and
implementation
 of systems
 9.1.2 Comprehensive understanding of the state of the art techniques
 10.2.1 Critical awareness of current research issues, problems and/or insights
Dr Panagiotis Chountas 7BUIS010W 2020/21
Assessment regulations

Refer to section 4 of the “How you study” guide for undergraduate students for a clarification of how you are
assessed, penalties and late submissions, what constitutes plagiarism etc.

Penalty for Late Submission

If you submit your coursework late but within 24 hours or one working day of the specified deadline, 10 marks will
be deducted from the final mark, as a penalty for late submission, except for work which obtains a mark in the
range 50 – 59%, in which case the mark will be capped at the pass mark (50%). If you submit your coursework
more than 24 hours or more than one working day after the specified deadline you will be given a mark of zero
for the work in question unless a claim of Mitigating Circumstances has been submitted and accepted as valid.

It is recognised that on occasion, illness or a personal crisis can mean that you fail to submit a piece of work on
time. In such cases you must inform the Campus Office in writing on a mitigating circumstances form, giving the
reason for your late or non-submission. You must provide relevant documentary evidence with the form. This
information will be reported to the relevant Assessment Board that will decide whether the mark of zero shall
stand.
Dr Panagiotis Chountas 7BUIS010W 2020/21

Data Set Information: This is a transnational data set which contains all the transactions occurring
between 01/12/2010 and 09/12/2011 for a UK-based and registered non-store online retail. The company
mainly sells unique all-occasion gifts. Many customers of the company are wholesalers.

Attribute Information:
InvoiceNo: Invoice number. Nominal, a 6-digit integral number uniquely assigned to each transaction. If this
code starts with letter 'c', it indicates a cancellation.
StockCode: Product (item) code. Nominal, a 5-digit integral number uniquely assigned to each distinct product.
Description: Product (item) name. Nominal.
Quantity: The quantities of each product (item) per transaction. Numeric.
InvoiceDate: Invoice Date and time. Numeric, the day and time when each transaction was generated.
UnitPrice: Unit price. Numeric, Product price per unit in sterling.
CustomerID: Customer number. Nominal, a 5-digit integral number uniquely assigned to each customer.
Country: Country name. Nominal, the name of the country where each customer resides.
The dataset is available Here

Guidelines:
You are required to deliver a report (max 15 pages including all figures) describing the methods
adopted and the discussion of achieved results with reference to the tasks listed below. Assume that
the report is targeted to a marketing strategist, who is interested to learn the business insights
inferred in your analysis and to receive suggestions on how to take appropriate actions as a result.

Tasks
1. Data Understanding: useful as a preliminary step to capture basic data property. Distribution
analysis, statistical exploration, correlation analysis, suitable transformation of variables and
elimination of redundant variables, management of missing values. Load the data set to SQLITE
and use an SQL query to clean the data set.
[10 Marks]

2. Perform RFM Segmentation: The first step is to build an RFM model to assign Recency,
Frequency and Monetary values to each customer.
[10 Marks]

3. Customer segmentation with k-means: The second step is to divide the customer list into tiered
groups using clustering such as K-means and discuss the profile of each found cluster (in terms of
the properties that describe the properties of the customers of each cluster). The report should
illustrate the adopted clustering methodology and the cluster interpretation. In particular, it is
necessary to discuss the identification of the best value of K.
[15 Marks]

4. Review of Results: Discuss briefly the business value for marketers of the specific clusters and
segments of customers and their behaviour – in terms of increased customer loyalty and
customer lifetime value.
[5 Marks]

5. Data Mart Design: Based on your findings (Tasks (2,3)) and conclusions (Task 4), suggest the
main dimensions and metrics for designing a data mart for the analysis needs of the marketing
department.
[10 Marks]

Total [50 Marks]

Dr Panagiotis Chountas 7BUIS010W 2020/21

Marking Scheme
Due to the nature of the assessment candidates may come up with more than one equally, good solutions. Thus
marks will be allocated as follows
Tasks
1. Data Understanding: useful as a preliminary step to capture basic data property. Distribution
analysis, statistical exploration, correlation analysis, suitable transformation of variables and
elimination of redundant variables, data visualisation, management of missing values. Load the
data set to SQLITE and use an SQL query to clean the data set.

 Distribution analysis [1 Mark]

 Statistical exploration [1 Mark]
 Correlation analysis [2 Marks]
 Suitable transformation of variables [1 Mark]
 Elimination of redundant variables [2 Marks]
 Data visualisation [2 Marks]
 Management of missing values [1 Mark]
[10 Marks]

1. Perform RFM Segmentation: The first step is to build an RFM model to assign Recency,
Frequency and Monetary values to each customer.
 Definition of RFM metrics [5 Marks]
 Implementation in Python correct metrics [5 Marks]

[10 Marks]

2. Customer segmentation with k-means: The second step is to divide the customer list into tiered
groups using clustering using K-means and discuss the profile of each found cluster (in terms of
the properties that describe the properties of the customers of each cluster). The report should
illustrate the adopted clustering methodology and the cluster interpretation. In particular, it is
necessary to discuss the identification of the best value of k.
 Build of K-Means Model in Python [5 Marks]
 Correct Justification of K value [5 Marks]
 Testing of K-Means Model in Python [5 Marks]

[15 Marks]
3. Review of Results: Discuss briefly the business value for marketers of the specific clusters and
segments of customers and their behaviour – in terms of increased customer loyalty and
customer lifetime value.
 Identification of business value customer segments [2 Marks]
 Correct Justification of their business value [3 Marks]
[5 Marks]

4. Data Mart Design: Based on your findings (Tasks (2,3)) and conclusions (Task 4), suggest the
main dimensions and metrics for designing a data mart for the analysis needs of the marketing
department.
 Identification of Dimensions [3 Marks]
 Justification of Selected Dimensions [3 Marks]
 Identification of Measures [2 Marks]
 Justification of Selected Dimensions [2 Marks]

[10 Marks]
Dr Panagiotis Chountas 7BUIS010W 2020/21

Total [50 Marks]