BA M - V Script

1
The presentation is divided into 3 topics

1) Business Intelligence
2) Business Analytics
3) Social Media Analytics & to support these topics I have taken
an example of Amazon company
2
Business Intelligence is neither a product nor a system. Business
Intelligence (BI) is a wide category of applications and
technologies for collecting, storing, analyzing, and providing
access to data to help the enterprise users make better decision
making.
3
Amazon uses its Business Intelligence software for logistical
business decisions, too, enabling its massive supply chain to run
smoothly, optimizing shipping routes and allocating inventory.
4
Supply chain and logistics optimization is neither easy nor cheap,
but it is the biggest opportunity for company to significantly reduce
their cost and improve their performance.
Business Intelligence within the supply chain improves internal

efficiencies and accountability while saving time and eliminating
costs with metrics-driven decision-making and change
management. Using BI tools within a logistics operation can
provide:
 Detailed monitoring across the entire supply chain, including
metrics such as on-time delivery, to identify delivery issues at
any point in the process.
 The ability to drill down into shipment history for decision-
making and continuous improvement.
 The ability to update strategy quickly to stay ahead of the
competition.
5
Additionally, it helps in deciding the best delivery schedule, route,
and product groupings which further reduces the shipping
expenses. Amazon’s data driven supply chain system
automatically selects the warehouse closest to the vendor and/or
the customer.
This simple strategy enables the company to ensure swift delivery

times and reduces shipping costs by more than 50%.In July
2016: Amazon launched its Prime membership programme in
India.
Amazon Prime membership programme serves: 1) Faster

delivery of goods, access to Amazon Prime Video, access to
Amazon Prime Music, Unlimited access to books and magazines
through Amazon’s free Kindle apps, Exclusive access to Prime
Day & many more.
6
Predicting customers’ orders could increase sales and potentially
reduce shipping, inventory and supply chain costs.According to the
anticipatory shipping, this forecasting model uses data from our
prior Amazon activity, including time on site, duration of views,
links clicked , shopping cart activity and wish lists.
In addition to knowing what people buy, Amazon also knows

where people live, because they provide delivery addresses, and
which credit cards they use. It knows how old the children are from
their baby registries, and who has a cold, right now, from cough
syrup ordered for delivery. And the company has been expanding
a self-service option for ad agencies and brands to take advantage
of its data on shoppers.
7
Business analytics, a data management solution and business
intelligence subset, refers to the process by which businesses use
statistical methods and technologies for analyzing historical data in
order to gain new insight and improve strategic decision-making.
8
“Data is Power” is the success mantra at Amazon. Just look at
Amazon homepage, it is never the same. Amazon tracks
everything you do at the e-commerce website and app - to collect
as much data as it can. A look at the “Account” section on Amazon
will give an idea about the robust account management they have,
to collect data from its customers. With various sections on the
homepage like – “Inspired by Your Wish List,” “Recommendations
for You,” “Inspired by Your Browsing History,” “Related to Items
You Have Viewed,” “Customers Who Bought This Item Also
Bought,” Amazon is continuously tracking what their customers do
- to provide them a personalized shopping experience.
Amazon is a leader in collecting, storing, processing and analyzing

personal information from every customer as a means of
determining how customers are spending their money. In following
ways amazon uses data for analysis:
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Alexa Voice Recordings
Amazon's Alexa works by voice command and sometimes it picks
up conversations and records them, however, one can now delete
any unexpected recordings.
Alexa is a smart assistant and it works on 'wake words' which

means that sometimes it can pick up false ones when one is not
even interacting with the device.
Amazon uses our requests to train Alexa our speech recognition

and natural language understanding systems using machine
learning.
Alexa learns your voice and habits over time to improve the
service.
10
Personalized Recommendation System
Amazon is winning the heart of its customers by analysing big data
to find what customers actually buy, what they are searching for
and what actually they need.
Amazon generates an additional 10%-30% revenue in response to
the recommended suggestions it offers to its customers.
For example, if a customer adds a Laptop to its shopping cart,
Laptop Bags are recommended for purchase.

Amazon recommendation algorithms incorporate various factors
like- purchase history, browsing history, impact of friends, trends
for a particular product, social media mentions on the popularity of
a product, purchases made by customers with similar purchase
history, etc. before they recommend a product to a customer.
The most challenging and powerful criteria for satisfying customers

is to manage the inventory better. One of the popular suggestion
Amazon provides to its sellers is about the inventory being out of
stock.
11
Book Recommendations from Kindle Highlighting
Amazon integrated the social networking service of roughly 25

million users with some Kindle functions. This enabled the users to
highlight words and notes and also to share them among their
peers as a means to discuss the book. The company benefited
from this in a way that it could regularly monitor the highlighted
words in Kindle to know about the interest of the readers. They
further used this data to recommend ebooks to their customers
and also to enhance the reading experience.
12
Price Optimization
Prices are set according to your activity on the website,

competitors’ pricing, product availability, item preferences, order
history, expected profit margin, and other factors. Product prices
generally change every 10 minutes as big data is updated and
analyzed. As a result, Amazon typically offers discounts on best-
selling items and earns larger profits on less popular items.
An average shopper always finds that Amazon’s product prices are

the lowest among all their competitors on the web - thanks to their
Dynamic Pricing Strategy.
For example, Amazon prices a best-selling Smartphone 25%

below its competitors’ price whereas a less popular model of the
smartphone is 10% more expensive than its cost in the
competitors’ website.
13
Social media analytics is the ability to gather and find meaning in
data gathered from social channels to support business decisions
— and measure the performance of actions based on those
decisions through social media.
Social media analytics is broader than metrics such as likes,

follows, retweets, previews, clicks, and impressions gathered from
individual channels.
14
This is the social media following of amazon as of april 2021
Amazon is the e-commerce company that everyone knows about.

Alongside being the first name in online retailing, they understand
the effect that a solid social media strategy can have a clear
understanding of who their audience is.
Amazon has a clear and decisive grip on the ins and outs of the
Digital Marketplace, and that expert knowledge is perfectly evident
in their Social Media efforts.
15
How Amazon Use Facebook
Amazon’s primary Facebook account is mostly used to market
their products, highlight deals, run competitions, share community
content, and share important posts. Often these are optimised to
coincide with relevant events and holidays, providing valuable
content for their customers.
16
How Amazon Use Twitter
Content style: Keeping it light and breezy
Using multiple accounts to better appeal to specific customers
Participating in Trending Hashtags, and ‘National’ Holidays
Trending topics: They have something for sale that matches every
trend.
Media usage: The majority of their eye-catching media is

associated with a link to a dedicated landing page.
17
How Amazon use Instagram
Amazon use Instagram to promote high-quality images and video

content. They also utilise the Stories feature to include graphics
and swipe-up links.
Throughout their social media presence, Amazon use different

social media profiles for each of their owned brands and services.
These profiles all have messaging and voices in their own rights, in
keeping with Amazon’s overarching brand identity. For example,
as with Prime Video’s Facebook account, Prime Video on
Instagram features video posts, Reels, Stories, and image
featuring upcoming Prime Video content.
18
Social Media as a Customer Service Tool
Amazon understands how social media can aid in customer
service. Amazon always make an effort to respond directly to
customer service questions and customer problems on social
media, through dedicated support channels. On Twitter, the
account @AmazonHelp answers customer service questions from
Amazon customers around the world. Although the majority of
tweets from this account are in English, the account offers help in
German, Spanish, French, Japanese, etc.

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1

The presentation is divided into 3 topics

Business Intelligence within the supply chain improves internal

This simple strategy enables the company to ensure swift delivery

Amazon Prime membership programme serves: 1) Faster

In addition to knowing what people buy, Amazon also knows

Amazon is a leader in collecting, storing, processing and analyzing

Alexa is a smart assistant and it works on 'wake words' which

Amazon uses our requests to train Alexa our speech recognition

The most challenging and powerful criteria for satisfying customers

Amazon integrated the social networking service of roughly 25

Prices are set according to your activity on the website,

An average shopper always finds that Amazon’s product prices are

For example, Amazon prices a best-selling Smartphone 25%

Social media analytics is broader than metrics such as likes,

Amazon is the e-commerce company that everyone knows about.

Content style: Keeping it light and breezy

Using multiple accounts to better appeal to specific customers

Participating in Trending Hashtags, and ‘National’ Holidays

Media usage: The majority of their eye-catching media is

How Amazon use Instagram

Amazon use Instagram to promote high-quality images and video

Throughout their social media presence, Amazon use different

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