Successful Big Data Innovation student project at the University of Mannheim
By Martin Kretzer (University Mannheim)

As part of a case study of the course „Business Intelligence and Management Support Systems“ at the University of Mannheim, students analyzed the commercial activities of TechBuy AG over a period of four months and developed recommendations for the future operation and strategy of the enterprise. The business data of TechBuy AG was loaded to a SAP BW on HANA system operated by the SAP University Competence Center (UCC) of the Otto-von-Guericke University (OVGU) Magdeburg.

100 graduate students of the university courses Management and Business Informatics analyzed the detailed historical business data of the fictive electronics retail store chain TechBuy. The TechBuy corporation sells all known electronics brands and products (including accessories such as Smartphone cases) and produce their own goods in many product categories. Before the economic crisis in 2007, TechBuy could still shine with double-digit growth rates, but the competitive pressure has considerably increased in the last few years. In response to this trend, TechBuy invested in the development of new distribution channels, cost-intensive advertising campaigns, expansion to new continents and regions, reconstruction of existing branches and optimization of traded goods. Because the growth rates of TechBuy havn’t  satisfied the corporate management yet, the following questions need to be answered: Which investments have exceeded expectations? And which investments have fallen short of their expectations?

Fortunately, TechBuy has a detailed reporting system in which all transactions were saved with numerous additional information (e.g. details of marketing campaigns, renovation and opening of of branches, product properties). This business data was analyzed exploratory by students teams. The results of the case study were presented to the  TechBuy management along with short- and medium-term recommendations.Fortunately, TechBuy has a detailed reporting system in which all transactions were saved with numerous additional information (e.g. details of marketing campaigns, renovation and opening of of branches, product properties). This business data was analyzed exploratory by students teams. The results of the case study were presented to the  TechBuy management along with short- and medium-term recommendations.

Following the lecture, the students rated the case study very positively: New technological developments in the Business Intelligence Environment could be tested and business data could be analyzed and compared from different perspectives.