Higher Nationals - Summative Assignment Feedback Form

Student Name/ID Trần Hữu Vương – GCH190643

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P3 P4 P5 P6 M3 M4 D3 D4

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Contents
P3 Determine, with examples, what business intelligence is and the tools and techniques associated with it. ... 4

1. Business intelligence ....................................................................................................................................... 4

2.The tools of Business Intelligence (BI) ................................................................................................................. 5

3.Business Intelligence techniques ......................................................................................................................... 11

4.Tool BI used......................................................................................................................................................... 12

P4 Design a business intelligence tool, application or interface that can perform a specific task to support problem-
solving or decision-making at an advanced level. ...................................................................................................... 14

Dataset .................................................................................................................................................................... 14

2. Pre-process steps on dataset ............................................................................................................................ 15

3. Import dataset: ................................................................................................................................................ 15

4.Create table for different sections of data ............................................................................................................ 16

5.Identify and handling issues ................................................................................................................................ 16

5.1. Null values .................................................................................................................................................. 16

5.2. Inspecting categorical column .................................................................................................................... 17

5.3. Inspecting numerical columns .................................................................................................................... 18

6.Create new function ............................................................................................................................................. 18

7. Create new column ......................................................................................................................................... 18

8.Print distribution report for numerical columns................................................................................................... 19

3.Design Dashboard ................................................................................................................................................ 20

P5 Discuss how business intelligence tools can contribute to effective decision-making. ......................................... 23

1. Business intelligence tools .............................................................................................................................. 23

P6 Explore the legal issues involved in the secure exploitation of business intelligence tools .................................. 30

1. Kind of data do we collect .............................................................................................................................. 30

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 2.How is it Legal for Companies to Collect Your Data? Terms of Service Agreements ....................................... 30

REFERENCE ............................................................................................................................................................. 32

P3 Determine, with examples, what business intelligence is and the tools

and techniques associated with it.
1. Business intelligence
Business intelligence (BI) is a set of strategies and technologies used by companies to
analyze business information and transform it into actionable information to make
business decisions. strategic and tactical business. BI tools access and analyze
datasets and present analysis results in reports, summaries, dashboards, graphs,
charts, and maps to give users insights about status of the business.

Figure 1Business Intelligence

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Business Intelligence (BI) refers to the technologies, processes, and practices used
to collect, integrate, analyze, and present business information. The goal of BI is to
support better business decision-making. Here's a breakdown of key components
and concepts in BI:

1. **Data Collection**: Gathering data from various sources such as databases,

spreadsheets, and cloud services.
2. **Data Integration**: Combining data from different sources to create a unified
view.
3. **Data Analysis**: Using statistical tools and software to analyze data and
identify trends, patterns, and insights.
4. **Data Visualization**: Presenting data in graphical formats such as charts,
graphs, and dashboards to make it easier to understand.
5. **Reporting**: Generating reports that summarize the data and provide
actionable insights for decision-makers.
6. **Data Warehousing**: Storing large volumes of data in a centralized repository
to support analysis and reporting.
7. **Performance Management**: Monitoring and managing the performance of
business processes through key performance indicators (KPIs) and metrics.
8. **Predictive Analytics**: Using historical data and statistical models to predict
future trends and outcomes.

BI helps organizations make informed decisions by providing a clear and

comprehensive view of their operations, market conditions, and business
environment.

Here are some examples of how different groups and companies use their business
intelligence:
2.The tools of Business Intelligence (BI)
In Business Intelligence (BI), various tools and technologies are used for data

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collection, integration, analysis, visualization, and reporting. Here are some
commonly used tools in each category:

Programming Tools

1. **Python**:
- Widely used for data analysis and machine learning.
- Libraries: Pandas, NumPy, Matplotlib, Seaborn, Scikit-learn.
2. **SQL**:
- Essential for querying databases and managing data.
- Used with various relational database management systems (RDBMS).
3. **JavaScript**:
- Used for creating interactive data visualizations.
- Libraries: D3.js, Chart.js, Plotly.
Database / Data Warehouse Tools
1. **SQL Databases**:
- **MySQL**: Open-source RDBMS, widely used for web applications.
- **PostgreSQL**: Advanced open-source RDBMS with support for complex
queries.
- **Microsoft SQL Server**: Comprehensive RDBMS with integrated BI tools.

2. **NoSQL Databases**:
- **MongoDB**: Document-oriented database, suitable for unstructured data.
- **Cassandra**: Distributed database, designed for scalability and high
availability.
2.1. Tableau

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BI helps marketers determine which tactics work- Basically BI will analyze
all the tactics of marketers and customers and show you what works and doesn't
work. fruit. Based on that, strategists or managers can make appropriate adjustments to
tactics and future directions.

Small business: Hotel owners use BI analytics applications to gather statistical information
on
average occupancy and room rates. It helps to find aggregate revenue generated per
room. In addition, the owner also collects market share statistics and data from each
hotel's customer surveys to determine the hotel's competitive position in different
markets. By analyzing these trends year-to-year, month-by-month and day-to-day
helps management reduce room rental rates.

Tableau is the fastest growing and powerful data visualization tool used in the
Business Intelligence Industry. It helps to simplify raw data in a very understandable
format. Tableau helps create data that professionals at every level of an organization
can understand. It also allows non-technical users to create custom dashboards.

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Figure 2 Tableau

2.2. Microsoft Power BI

Microsoft Power BI is a web-based business analytics toolkit that excels in data

visualization. It allows users to identify trends in real time and features brand new
connectors that allow you to upgrade your game during campaigns. Because it's web-
based, Microsoft Power BI can be accessed from almost anywhere. The software also
allows users to integrate their applications and send real- time reports and dashboards

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Figure 3Microsoft Power BI

2.3. SAP Business Objects

SAP Business Objects is a business intelligence software that provides comprehensive

reporting, analysis, and interactive data visualization. The platform focuses heavily on
categories like Customer Experience (CX) and CRM, digital supply chain, ERP, and more.
What's really cool about this platform is the self-service, role-based dashboard it offers that
allows users to build their own dashboards and apps. SAP is a powerful piece of software
for every role (IT, end use and management) and offers a lot of functionality in one
platform. However, the complexity of the product increases the price, so be prepared for
that.

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Figure 4SAP Business Object

2.4. Datapine

Datapine is an all-in-one business intelligence platform that facilitates complex data

analysis even for non-technical users. Thanks to its comprehensive self-service analytics
approach, datapine's solution enables data analysts as well as business users to easily
integrate disparate data sources, perform advanced data analytics, build Build interactive
business dashboards and generate helpful business insights.

2.5. MicroStrategy

MicroStrategy is an enterprise business intelligence tool that offers powerful (and high
speed) dashboarding and data analytics, cloud solutions and hyperintelligence. With this
solution, users can identify trends, recognize new opportunities, improve productivity and
more. Users can also connect to one or various sources, whether the incoming data is from
a spreadsheet, cloud-based or enterprise data software. It can be accessed from your
desktop or via mobile.

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2.6. SAS Business Intelligence

While SAS's most popular service is advanced predictive analytics, it also provides a great
business intelligence platform. This seasoned self-service tool, founded in the 1970s,
allows users to leverage data and metrics to make informed decisions about their business.
Using their set of APIs, users are provided with many customization options, and SAS
ensures high-level data integration as well as advanced analytics and reporting. They also
have great text analytics to give you more contextual insights into your data.

2.7. Other Tool

Yellowfin BI

QlikSense

Zoho Analytics

Sisense

Looker

Clear Analytics

Oracle BI

IBM Cognos Analytics

3.Business Intelligence techniques

3.1. Collection techniques

This technique is used to discover patterns in small to large data sets, and often combines
database, statistical, and machine learning systems to find data that can be analyzed and
cleaned.

This is an indispensable process for data management as well as data pre-processing

because it ensures proper data structure, and is also the top thing to do in Business

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Intelligence. End users can also use the mining data to generate specific models and
metrics and for analysis.

For example, a food business like the one we mentioned earlier who could mine data from
customers who bought it to predict which potential customers are more likely to buy or
certain products and which are not. which products are suitable for which customers.

3.2. Analysis techniques

Analytical techniques are a business intelligence technique that involves studying available
data to extract meaningful insights and trends. This is an extremely important technique in
BI as it allows businesses to deeply understand the data they have and deliver ultimate
value with data-driven decisions.

For example, a sales organization could use analytical techniques to establish the levels of
what customers are most likely to buy, the age ranges of what they usually buy a lot, and
therefore need to take advantage of them. Use analytics to track customer purchases,
improve customer experience, and track further in different markets to further improve
your company's product diversity.

3.3. Analytic techniques

Today in the world of increasingly advanced technology and we are in the 4.0 era, so in the
increasingly advanced data analysis work, the current popular analysis technique is OLAP,
also known as OLAP. online analysis

OLAP is a technique for solving analytical problems with different dimensions. The most
important value in OLAP is its multi-dimensional aspect that allows users to define
problems from different perspectives. OLAP can be used to accomplish tasks such as
budgeting, CRM data analysis, and financial forecasting.

4.Tool BI used
With the project of analyzing data and creating charts showing the correlation in a food
company, we have been using a tool called tableau to analyze the data in the following
dataset:

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Figure 5 Dataset

I use tableau in my analysis and charting for a variety of reasons:

It processes information very quickly but handles limited data volume

Tableau software with access to multiple data sources and servers

Tableau is more expensive

Tableau also contains a variety of analytical functions

In the next part of this report, I will implement and use tableau to represent and create
correlation charts in the dataset.

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P4 Design a business intelligence tool, application or interface that can
perform a specific task to support problem-solving or decision-making at
an advanced level.
Dataset

Figure 6 Dataset

This is a fairly detailed dataset that shows the basic information of customers as well as the
total product they have purchased after the company has surveyed 2240 different
customers.

The ID column is to represent the customer's identifier in our data

Year_birth column, it is the date of birth of the customer

The Income column shows the total income of each customer or the customer's family

In addition to columns such as MntWines, MntFruits, MntMeat, MntSweets,...Mnt_, these

are all

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purchases of the respective products by the customer. Not only that, there are many other
columns of data such as the number of in-store purchases, online purchases on the
company's website, and the number of product complaints.

2. Pre-process steps on dataset

1. Acquire the dataset:

Before we can give our user the data visualization about their business we must first have
the data for it. Fortunately in this case, our user provides us with the link to download those
data

2. Import crucial libraries:

In this step, we are going to import all the important libraries into Jupyter. Those important
libraries are:

● Pandas is a popular tool for importing and maintaining datasets. Pandas also
includes Python data structures and data analysis tools that are fast and simple to use.

● Numpy allows us to do scientific calculations.

● Matplotlib is a 2D charting toolkit for Python that may be used to create any style of
chart.

3. Import dataset:
In this step, we are going to import the dataset we obtain from our customer. It’s worth
mentioning that In order to do so we must first set current directory as working directory

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Displaying data

4.Create table for different sections of data

5.Identify and handling issues

This is one of the crucial steps in pre-process dataset,as detecting problems in our dataset
early could lead to more accurate results and minimizing code.In our dataset, we use these
lines of code to detect missing values in dataset, wrong values,...

5.1. Null values

Using this line of code, we create 24 detectable null values in the "Income" coluamn.

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5.2. Inspecting categorical column

In categorical columns there are no missing values

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5.3. Inspecting numerical columns

There's no weirdly low or high value.

6.Create new function

These lines of code are used to create a new report() function since we want to describe
and visualize the numerical data.

7. Create new column

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In this line we create new columns named "Age" and "Enroll_at_age" derived from
"Year_Birth" and "Enrollment date" respectively.

8.Print distribution report for numerical columns

Here are the report of said data after we have run said line of code:

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Even though the pre-process ends on step 7. We really want to show the reader of this
assignment how proper pre-process can lead to results much faster.

3.Design Dashboard

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Having a dashboard is creating an analytics tool that uses data from many different sources
on one screen. Equipped with interactive data visualizations, BI dashboards enable
companies to track key performance indicators and optimize processes to achieve goals

Not all customers like to eat Meat and Wine. As far as we know, some customers may
purchase more of certain products and if we lose those customers, we may experience
certain difficulties if we are unable to offer other products. That's why we want to know
each customer's average purchasing behavior. Looking at it, we can see: 45.8% is wine,
24.95% meat products, 12% gold products, 7% fish products, 5%

We found that campaign 2 had serious problems because its success rating was far behind
the other campaigns. However, the remaining 4 campaigns had almost similar success rates

Purpose of dashboard

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o Identify trends: Businesses or companies in every industry identify and analyze
positive trends related to a multitude of business activities while isolating and correcting
negative trends to improve organizational performance.

o Increased efficiency: Efficiency can be improved by providing relevant insights in

real time, allowing you to make informed, accurate decisions that will drive your success.

o 100% Accuracy: It provides instant access to the status of your company at an

operational or strategic level and can be monitored and shared with employees at any time.
Low-level staff timely.

o Interactive data visualization: As more data sources become available, the need to
compile a centralized access point for clarity and instant understanding.

o Self-service features: Modern self-service BI is easy to implement without special IT

expertise. This gives the entire organization access to invaluable performance metrics that
everyone can quickly share, and provides a degree of flexibility and portability.

o Enhanced communication: With interactive features, these powerful analytical tools

can be easily shared with colleagues, managers, customers, and other stakeholders so
everyone can stay in the know and participate in the latest developments. This increases the
effectiveness of communication while strengthening collaboration and a data-driven
culture in the company.

o Accurate forecasting: Being able to predict future outcomes is another great benefit.
By analyzing your historical and current data to find patterns and trends, predictive
analytics technologies provide choices about the future in a number of areas. That way,
you can get accurate forecasts on things like product demand and advance production
planning and strategy.

o Real-time insights: Dashboards do that by providing real-time information as soon

as it's available.

o Freedom & flexibility: you can access and analyze invaluable insights from a
multitude of devices, wherever you are in the world, and at any time.

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P5 Discuss how business intelligence tools can contribute to effective
decision-making.
1. Business intelligence tools
⮚ Business intelligence tools will help the company itself make accurate and quality
decisions, thereby minimizing significant losses, especially in terms of the company's
finances. Not only that, smart tools can also predict the future through data from the past to
the present to predict

customer needs, future profitability of the business. Here are some tools that contribute to

effective work that I feel are quite good:

1.1. Tableau

● Tableau is a leading data visualization tool used for data analysis and business
intelligence.

This Tableau is very diverse in data visualization, analysis, charting, graphing is very
diverse with a huge amount of data analysis that is not only fast but also accurate
(Tableau.com)

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Figure 7Chart in Tableau

Tableau supports powerful data discovery and discovery allowing users to answer
important questions in seconds.

No prior programming knowledge required; users with no relevant experience can get
started right away with creating visualizations using Tableau

It can connect to some data sources that other BI tools do not support. Tableau allows users
to create reports by combining and mixing different data sets

Tableau Server supports a centralized location to manage all published data sources in an
organization.

The following is an example of a company that has successfully adopted Tableau

successfully:

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LinkedIn company. LinkedIn has more than 460 million users. The Business Analyst team
of LinkedIn's sales force is massively using Tableau to process petabytes of customer data.

Tableau Server is accessed weekly by 90% of LinkedIn's sales force. Sales Analytics can
measure performance and measure time using the Tableau dashboard. As a result, this
leads to increased sales due to a more proactive sales cycle.

1.2. Power BI

● Product From Microsoft, take the data visualization tools of Excel Pivot Table and
Excel to the

next level. Provided with detailed videos and learning materials to help users quickly get
acquainted.

Figure 8 BI dashboard

Excel integration: Power BI can connect to any Microsoft Office software. You can feed
the raw data into Excel - where you can see behind-the-scenes images that have been
viewed.

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● R Script Visualization: The only R-enabled tool that utilizes R's rich visualization
and analysis capabilities for advanced data presentation and analysis such as forecasting.

● For example, INTEGRIS Health (state in Oklahoma, South Central region of the
United States)

with nine hospitals, more than 100 ambulatory clinics, and nearly 10,000 employees has
successfully implemented Power BI and Microsoft Azure to improve existing healthcare
processes and individual transform patient care delivery across the state by connecting
disparate data and deliver insights to healthcare providers and employees

Discuss the legal issues involved in exploiting user data for business
intelligence.
Exploiting user data for business intelligence involves several legal and ethical
considerations. Companies must navigate complex regulations to ensure they handle data
responsibly and maintain users' trust. Here are key legal issues to consider:

### Data Privacy and Protection

1. **General Data Protection Regulation (GDPR)**:

- Applicable to all companies processing the personal data of individuals in the European
Union.

- Requires explicit consent from users to collect and process their data.

- Grants individuals rights such as data access, rectification, erasure (right to be

forgotten), and data portability.

- Mandates data protection by design and by default, as well as the appointment of Data
Protection Officers (DPOs) in certain cases.

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2. **California Consumer Privacy Act (CCPA)**:

- Applicable to businesses that collect personal information from California residents.

- Provides rights similar to GDPR, such as the right to know what data is being collected,
the right to delete personal data, and the right to opt-out of data sales.

- Requires businesses to disclose their data collection practices and to provide a “Do Not
Sell My Personal Information” link on their websites.

3. **Health Insurance Portability and Accountability Act (HIPAA)**:

- Applies to the handling of protected health information (PHI) in the United States.

- Requires entities to ensure the confidentiality, integrity, and availability of PHI.

- Imposes strict guidelines on data sharing and mandates the use of safeguards to protect
data.

### Data Security

1. **Data Breach Notification Laws**:

- Require businesses to notify affected individuals and regulatory authorities in the event
of a data breach.

- Different jurisdictions have specific requirements regarding the timing and content of
these notifications.

2. **Safeguards and Security Measures**:

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 - Companies must implement appropriate technical and organizational measures to
protect user data from unauthorized access, disclosure, alteration, and destruction.

- Regular security audits and risk assessments are often required to ensure compliance.

### Consent and Transparency

1. **Informed Consent**:

- Users must be informed about what data is being collected, how it will be used, and
who it will be shared with.

- Consent must be obtained in a clear and unambiguous manner, typically through opt-in
mechanisms.

2. **Transparency and Accountability**:

- Businesses must maintain transparency in their data practices, providing clear and
accessible privacy policies.

- Accountability measures, such as regular data protection impact assessments (DPIAs),

help ensure compliance with legal requirements.

### Data Minimization and Purpose Limitation

1. **Data Minimization**:

- Collect only the data necessary for the intended purpose.

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 - Avoid excessive or irrelevant data collection.

2. **Purpose Limitation**:

- Use data only for the specific purposes for which it was collected.

- Any further processing must be compatible with the original purpose and require
additional consent if it significantly deviates.

### User Rights and Data Management

1. **Right to Access and Rectification**:

- Users have the right to access their data and request corrections if the data is inaccurate
or incomplete.

2. **Right to Erasure**:

- Users can request the deletion of their data under certain conditions, such as when the
data is no longer necessary for the purpose it was collected.

3. **Data Portability**:

- Users can request to receive their data in a structured, commonly used, and machine-
readable format and have the right to transmit that data to another controller.

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P6 Explore the legal issues involved in the secure exploitation of business
intelligence tools
1. Kind of data do we collect
Data Collection:

o This information is posted by an authorized person, so it should be shared for many

references. This data has been processed in detail on the Legal Basis. These data will be
shared publicly by the poster, so our use and collection of data sets on the website does not
infringe any copyright on related legal issues.

o Since there is no legal influence and is submitted for reference, the analysis of this
data does not affect the relevant company in terms of economy, direction, service,..

2.How is it Legal for Companies to Collect Your Data? Terms of Service Agreements
2.1.Terms of Service Agreements

When trying to understand how companies are able to collect different types of
information

about people, it may be a natural response to assume companies are obtaining this data
illegally. In truth, however, companies are not only operating within their legal rights when
they collect and use this information, but they are doing so with the explicit legal consent
of their customers.

Companies can obtain legal access to your data fairly easily, oftentimes before users even

realize they ‘ve given their approval. The key here is to look more closely at Terms of
Service (ToS) agreements and understand what they mean for customer privacy.

ToS agreements are the long texts that appear when signing up for a service. As a

prerequisite for creating a new account or using a new program, users are often told to read
and then agree to the terms. As these terms are both long and full of sometimes confusing

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legal sentence structures, most people simply click ―agree‖ and move on to creating their
accounts.

In doing so, users may not realize that they have effectively ―signed‖ a legal agreement
that

allows businesses to do whatever it is they have included in the terms. If a business

includes a clause that permits data collection of customer purchase histories, and then you
click

―agree, ‖ the user forfeits any legal right to bring a dispute.

The issue is made even more complicated by the fact that some companies include clauses

that give them the right to change the ToS without giving notice to users. This means that
by simply ―agreeing‖ to the ToS once, when first creating an account, users effectively
agree to any changes the company wishes to make, even if these changes include
increasingly invasive data-collection procedures.

2.2. Example

Google: Google reserves the right to retain all search history and its use and other user

information for future services. Google also tracks users on other websites using Google's
widgets or analytics software.

YouTube: YouTube keeps everything users choose to post. Just removing videos from the
site

doesn't actually remove them from YouTube's servers. The Service also reserves the right
to remove user content without warning and may change its terms without notice.

Facebook: Facebook includes terms of the Terms of Service that allow it to track users on

other websites and automatically share any data that users place on the website with other
businesses and services. Users of the Facebook Android app may also be surprised to learn

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that the Terms of Service include a provision that allows audio and video to be recorded at
any time without the user's consent.

REFERENCE
✔ “What is business intelligence”. [Online] at: https://www.ibm.com/topics/business-
intelligence

[Accessed 14 March 2023]

✔ “What is Tableau”. [Online] at: https://www.tableau.com/why-tableau/what-is-tableau.

[Accessed 14 March 2023]

✔ “SAP Business Object”. [Online] at: https://www.sap.com/products/technology-

platform/bi-

platform.html [Accessed 14 March 2023]

✔ “Power BI”. [Online] at: https://powerbi.microsoft.com/en-us/ [Accessed 14 March

2023]

✔ “QlikView”. [Online] at: https://www.qlik.com/us/products/qlikview [Accessed 14

March 2023]

✔ “Datapine”. [Online] at: https://www.datapine.com/ [Accessed 13 March 2023]

✔ “Analysis techniques”. [Online] at https://careerfoundry.com/en/blog/data-

analytics/data-analysis-

techniques/ [Accessed 14 March 2023]

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✔ “Analytic techniques”. [Online] at https://en.wikipedia.org/wiki/Analytical_technique
[Accessed 13 March 2023]

✔ “How is Legal for companies to collect your data?”. [Online] at

https://www.businessnewsdaily.com/10625-businesses-collecting-data.html [Accessed 13
March 2023]

✔ “Legal for companies to collect your data in Business Intelligence?”. [Online] at:

https://www.simplelegal.com/blog/business-intelligence-and-why-legal-teams-should-care
[Accessed 13 March 2023]

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