Business Intelligence for Uber Company - Case Study Example

Business Intelligence for Uber Company Student’s Name Code & Course Professor’s Name University City Date Introduction Ability of any company to be able to maintain strong business relationships with the customers is a great challenge. Many companies use many ways to try and identify the best alternatives that can be sufficient in maintaining the strong relationship with customers. From the 90,s many companies relied on communication and display of goods and activities being offered by the company, this was the major platform to explain to the customers the services offered and to hear the feedback that the customers had concerning the company (Howson & Hammond 2014). Consequently in the present day, customer relations has taken a new turn, there are many ways that are sufficient and being used by the customers to maintain strong relationship with the customers. Due to competition for customers, many companies have shifted to online communication to the customers; this ensures that the company can be in a position to reach as many customers as possible. Proper business intelligence today looks mostly at two aspects that is integration and visualization (Fleisher & Bensoussan 2015). Business intelligence helps the customers to be in position to make decisions concerning the data presented by the company. For Uber Company, the business intelligence method used is dashboard. The dashboard is much beneficial for the company and the customers as communication is widened and less expensive. This paper thus explains deeply about Benefits of business intelligence and analytics for Uber Company As mentioned, Uber is an American company operating worldwide in provision of various services mostly in provision of transport services. The company thus just like any other company faces the challenge of competition and keeping a strong relationship with their clients (Cramer & Krueger 2016). The company engages in various activities that ensure its prosperity through high customer relationship. From the definition and proper use of business intelligence techniques automatically leads to high customer relations and increased performance for Uber Company. Business intelligence in for Uber will automatically lead proper communication which is the key aspect for maintain strong relationship with the customers. Business intelligence can be used to by the company to support wide range of activities for the business such as operational and strategic which is beneficial for the company. Business intelligence has two aspects mentioned above which involve the dashboard, data warehouse, information management, reporting data and data warehouse. The use of these intelligence related tools by Uber in its operation will eventually lead to proper management of information, good reporting of data, proper analysis and collaboration in data presentation and reporting. The management of Uber should focus at ensuring adoption of proper use of these tools as they will lead to faster and easy way of communication between the company and the clients as information that is relevant will be contained at one point in the dashboard for easy access. In the past few years, Uber has experienced expansion in its operation in very many countries. The expansion of the company means many challenges in terms of management of both the employees and the customers. Maintenance of a strong relationship for the company with its clients is a challenge and that is the main reason the paper explains the need for Uber to undertake the use of the dashboard in its operations. To improve communication, the company needs to apply the best tools of business intelligence to cater for the customers. Benefits of dashboard As one of the tools of business intelligence, a dashboard plays an important role in the operations of the company. In this modern business world, many companies’ benefits from the use business intelligence tools knowingly or unknowingly (Fan, Lau & Zhao 2015). Most of the tools used in supporting the spread of data across the company are related to the business intelligence solutions. Though the tools are many and beneficial, in today’s business world, the dashboard is being given much attention in many companies. Dashboards have various benefits to the company. Firstly the dashboard enables the company to measure its parameters. Measuring the company’s real performance or efficiency is one of the major challenges for the management. The dashboard thus enables deep analysis which allows the managers to react to any inefficiencies that might be experienced in the company before it is late to make any significant change. Secondly, the dashboard helps to improve efficiency of new decisions made in the company. The major purpose of any business intelligence solution is to improve efficiency for the company, though various tools approach the issue in a different way. Dashboard comes out best in this as it supports decision making with more timely and accurate information compared to other tools of business intelligence, this thus leads to better informed decisions being made that definitely improves to performance of the company. The third benefit of dashboard to the company is saving of time due to reduced number of report needed. In comparison with the past where several reports had to be made, today through the dashboard the reports are done in one platform which saves on time and reduces expenses. This aspect thus can enable the management and the employees to concentrate on what is important for the company (Singh, Chhabra & Arora 2016). Lastly dashboard benefits the company through its proper communication. Communication for a company is vital in improving performance. Through the dashboard, communication to the customers is simple, clear and faster, this enables the company to maintain strong relationships needed between the company and its customers for better performance and improved efficiency. Uber therefore can benefit much from the use dashboard as a tool of business intelligence. Proposed internal and external data to be included in the dashboard The company has both the internal and external data, thus in representation the proposed dashboard has to feature both. For our company, some of the internal data to be included are as follows; the purpose or objective of Uber, the performance posted by the company, company’s business scorecard, the number of meetings that Uber company has held for a given period, risks that can be identified for the provision of Uber services to the customers and how the risks may affect the general performance of the company at large. Whereas the external data to be represented include; the national and international market trends for Uber services, the Uber customer’s feedback concerning the services being provided and the suggestions given by the customers on how to improve the services, other areas of investments that the company maybe in need to invest in depending on the market trends, and the promotions and discounts if any provided by the company (Simoncicova & Tanuska 2016). Thus for Uber, there are many data areas both internal and external which can be combined on the dashboard. Audience of the dashboard As earlier defined, a dashboard is simply a tool of communication; this thus follows the rules of effective communication of identifying the audience. The audience in this case are the recipients of the information to be represented on the dashboard. It becomes difficult to come up with a clear message without clearly understanding the audience. For Uber, the dashboard is formed to target two different kinds of audiences (Tschinkel et al., 2015). That is first the customers; the dashboard is formed with a target to communicate the company’s intentions to its customers in the whole world. It communicates the various services being offered by Uber across the world. Another type of audience is the management and the employees of Uber Company. The dashboard contains the latest information regarding the market trends, this thus gives the managers and employees information on how to work to its objectives and improve the general performance of the company. The dashboard should thus be clear in its communication for the managers, employees, and the Uber customers across the world. References Cramer, J. and Krueger, A.B., 2016. Disruptive change in the taxi business: The case of Uber. The American Economic Review, 106(5), pp.177-182. Howson, C. and Hammond, M., 2014. Successful business intelligence: Unlock the value of BI & big data. McGraw-Hill Education. Fleisher, C.S. and Bensoussan, B.E., 2015. Business and competitive analysis: effective application of new and classic methods. FT Press. Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research,2(1), pp.28-32. Singh, N.P., Chhabra, P. and Arora, D., 2016, May. Business Intelligence in FMCG Using Dash Board. In Monika Arora, Nikhil Pal Singh, Pranav Chhabra (2016),“An Application of Dash board: A Case of Superstore sales”, National Seminar on “TECHNO TRYST. Simoncicova, V. and Tanuska, P., 2016, February. Creating a management view on key indicators using business intelligence in small and medium enterprises. In 2016 Cybernetics & Informatics (K&I) (pp. 1-4). IEEE. Tschinkel, G., Di Sciascio, C., Mutlu, B. and Sabol, V., 2015, July. The Recommendation Dashboard: A System to Visualise and Organise Recommendations. In 2015 19th International Conference on Information Visualisation (pp. 241-244). IEEE. Read More