Analyse the given dataset using SAP Lumira and IBM Cognos/Microsoft Power Pivot and uncover relevant and actionable business insights. You are required to understand the context, apply analytical thinking to determine decision-making needs.

Write a business report by briefly explaining about the size and scale of present day tourism industry and how it is rapidly growing with the help of technology and globalization and how analytics can help businesses take smart decisions to improve their business and customer experience.

–> The report should consist of an executive summary, introduction, logically organized sections/topics, and a list of references.

–> Choose a fitting sequence of sections/topics for the body of the report. Three sections for the three tasks mentioned below are essential, you may add other sections that may seem relevant/required.

–> Include diagrams, tables and charts from the analytics solutions to effectively present your recommendations. (Use Alt + Print Screen to capture screenshots).

–> A minimum of five pages with no word limit.

–> You may refer to the attached reference file for travel trends insights


1. Conduct a critical evaluation of the survey and its expected outcomes. Suggest improvements to address gaps, inadequacies and/or errors.

2. Use SAP Lumira and IBM Cognos or Microsoft Power Pivot to develop two analytics solutions to deliver insights that help decision-making requirements at Trascovery.

3. Recommend actionable insights based on findings uncovered from the analytics solutions. You need to decide on the number of recommendations with a brief justification for your choice. Recommendations should refer to visualisations (a combination of diagrams and charts) from your analytics solutions. You may consider business strategy models and methods discussed in lecture files attached when formulating your insights.

4. Investigate the role and applicability of the Business Analytics Framework (Holsapple et al, 2014) in justifying the actionable insights and extending or advancing the analytics exercise undertaken for this organisation. Note: Journal attached.

 You may refer/cite relevant external sources that represent an additional layer of contextual information in order to improve above tasks.

 Given the fictitious nature of this case study, you are free to make reasonable assumptions and justifications.

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