Hello, dear friend, you can consult us at any time if you have any questions, add WeChat: THEend8_
INFS3603 Individual Assignment
Information Systems and Technology Management
Case Study – Getting the Next Swipe: Improving
Customer Loyalty for OCBC Bank Credit Cards
Type Written Report Weighting 15%
Due 4:00 pm Friday, 23 June
(week 4)
Length A maximum of 1200 words
Description This assignment is intended to assess your ability in identifying and
articulating a business problem and selecting an appropriate analytics method
to address the business problem.
Learning
Outcomes
• CLO1: Critically evaluate the role of data in supporting management
decision-making and gaining competitive advantage.
• CLO2: Discuss and evaluate the Business Analytics framework,
techniques and tools used in gathering, analysing and managing data
and apply them to enhance decision-making.
• CLO4: Investigate the challenges, critical factors and organisational
impacts associated with being business analytically capable.
• CLO6: Research the emerging and global trends of business analytics
tools and practices in industry.
Assessment
Instructions
1. Instructions:
In the first lecture, we introduced an analytics methodology (i.e., CRISP-DM),
which outlines a process of developing an analytics solution. The first step in
the process, as indicated by the methodology, is to develop a business
understanding. As a data analyst, you should take the time to fully understand
the problem that the business is trying to solve. Only by doing so, will you be
able to identify relevant data and appropriate analytics methods that may help
address the issue.
This assessment is related to the development of business understanding in
developing an analytics solution. Based on your reading of the HBP case –
Page 2 of 4
“Getting the Next Swipe: Improving Customer Loyalty for OCBC Bank Credit
Cards”, complete the following:
• Identify and discuss a primary business problem that is faced by OCBC
bank.