INFS5700 Introduction to Business Analytics
Week 7 BAM Workshop Trussell Trust Suggested Solution
Rich Picture Example
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Rich Picturing Explanations
• You might have created a rich picture with different elements and identified issues that are logical and justifiable.
Key features:
• A key feature of the rich picture is the “more than food” initiative. The mission of the Trust is to raise users out of poverty –not simply to feed them in times of crisis. (The cross on the side of the Trust cube represents the of the Trust).
• The Trust also engages in ‘signposting’ to help direct foodbank users toward advice groups such as debt, mental health, and alcohol and drug advice.
• In changing lives, the Trust also seeks to influence Government policy and to do this must engage with the media and gather research data to make its case.
• Potential antagonism(dissemination of some medias) toward foodbanks is depicted by the crossed swords symbol.
• There are more elements can be further investigated…..
Rich Picturing Explanations- CONT’D Strategic issues and priorities:
• The first of these is the issue of being able to cope with the rapid growth of the foodbank network over the last five years.
• The second is developing central IT services to support foodbank managers and foodbank network operations.
• The third is developing their data resource and gaining leverage through data analytics. This included recognition of the value of the data to their strategic objectives.
• The fourth is developing the concept of “more than food” to improve the impact of the network in terms of changing lives.
• The fifth is managing ongoing relationships with a wide range of stakeholders (corporate/ media/ policy/ research).
• The last is reassessing the goals and strategic direction of the organization.
Construct Root Definition
Root Definition:
The Trussell Trust changes the lives of people in poverty
by directing a coordinated set of operations [including a large, franchised network of foodbanks, a growing number of social enterprises, national media campaigns and the generation of a national data resource]
in order to actualise Christian values and address the underlying causes of food poverty and social injustice.
Note: You may develop different root definitions by creating different scenarios based on the business model of the Trussell Trust
Create Business Model Canvas (BMC)
BMC Explanations
• Customer segments (participators/users): The first segment contains the service users – those people in food poverty and in need of emergency food provision. The second segment is the donors, who provide resources of different types (principally food and money) to support the mission of the Trust.
• Channel: Users access the foodbank service via referral agencies, who distribute foodbank vouchers.
• Key activities: Managing the foodbank network and media campaigns.
• key resource: The database of foodbank usage, which provides the data needed to produce
reports and communicate effectively to stakeholders such as donors, the media, and Government.
• Key partners: Referral agencies (they issue the vouchers to users), and advice groups (they are where users are signposted to).
• Cost Structure: Head office and regional staff, head office premises, IT systems, and media campaigns.
• Revenue stream: There is no revenue stream associated with the provision of this service. (Donations).
• Relationship: Relationships are managed through interaction at foodbanks when food is collected in exchange for a voucher (e.g., signposting sessions conducted in the foodbank café).
• Value proposition: Mission/Service
Opportunity Matrix
Thorough analysis was conducted for both the front and back offices, highlighting the different types of analytics that could be applied by Trussell Trust to develop a more comprehensive understanding of their operations and users.
Front offices
Back offices
Opportunity Matrix – CONT’D
Leverage Matrix
Quick Wins (high value potential, low difficulty): Proceed
● Geospatial analysis of foodbanks
Major Projects (high value potential, high difficulty): Investigate
● Predictive modelling of underlying causes of food poverty
Fill-ins (low value potential, low difficulty): Consider
● Behavioral modelling of donors
Hard Slogs(low value potential, high difficulty): Kill
● Modelling of media campaign effectiveness
Analytics difficulty
Potential for Analytics value creation
Leverage Matrix Justifications
• Quick wins: The Trust has achieved considerable value from geospatial analysis and visualization as they had never before seen their data presented in this way and were able to use the geospatial analysis, combined with open data on poverty, to predict where food- bank need would be greatest. (using technologies and techniques that are tried and tested)
• Major projects: Understanding the underlying causes of food poverty is a difficult modelling challenge and might require partnering with research institutions to build a convincing and useful model. This work is vital and is under way but will not be a quick win. (long-term achievement)
• Fill-ins: Behavioural modelling of donors would be useful to the Trust but is not currently a business priority. (Merit inclusion)
• Hard slogs: Modelling the effectiveness of media campaigns will likely be difficult to do and is not expected to add much by way of actionable insight.(best avoided)
Note: Please be free to assign other analytics projects to the quadrants as long as you can provide logical and convincing justifications.
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