Reference no: EM133770445

Introduction to Business Analytics

Assessment Description

Consider information below regarding TIM Italy Telecom, a European telecom company.

Read the case study carefully and using the resources listed, together with your own research, complete:

Part 1 (Industry Report)

Part 2 (Video Assessment)

Part 1 - Written Case Study

TIM fined over 27 million Euro by Italian SA

From January 2017 to the beginning of 2019, the Italian SA received hundreds of complaints regarding, in particular, unsolicited marketing calls that had been performed without any consent or in spite of the called parties' inclusion in the public opt-out register.

TIM were proven to be insufficiently familiar with fundamental features of the processing activities they performed.

The investigations brought to light major criticalities of a ‘structural' nature having to do with the violation not only of consent requirements, but also of key principles such as accountability and data protection by design as set forth in the EU GDPR.

These criticalities could be traced down to the processing activities performed both in respect of TIM's customer database and - more broadly - with regard to prospective users of electronic communications services.

Brief

As an analyst within TIM Italy, you have been tasked with considering ways in which customer data can be used correctly to assist TIM Italy with its marketing campaigns.

These tasks are now subject to a review by an external regulatory body given TIM's recent data breach.

As a Data Analyst, you have been asked to justify why TIM Italy should be allowed to use customer, to the external regulatory body.

Assessment Instructions

Industry Report (1800 words, 25 marks) - Individual

Prepare your report justifying why TIM Italy should be allowed to use customer data within the internal marketing but also for use by third parties, using the following headings:

Data Security and privacy

Discuss how TIM Italy will address data security, privacy and accuracy issues associated with the use of the database in the way proposed in the brief. In so doing, refer to the GDPR.

Ethical Considerations

Appraise the ethical considerations behind whether the customer has the option to opt in or opt out of having their data used and stored in the way proposed by this analytics brief. Include a clear definition of opt in and opt out and the key differences.

Formulate an overview of other ethical issues of gathering, maintaining and using the data in the way proposed in the brief above.

Data Usability

Evaluate how stakeholders, including end customers, will benefit from the use of their customer data for marketing purposes. In so doing, refer to descriptive, predictive and prescriptive applications of the data available and the data analytics software tools this would require.

Artificial Intelligence

Provide a conjecture on how developments in AI will intersect with data security, privacy and ethics, especially in light of your proposed analytics project.

Note that it is a requirement to support each of your key points with references (both academic and "grey" material). Use the resources provided as well as your own research to assist with data collection and data privacy discussions.

Part 2 - Video Assessment

You will be asked to video yourself answering a short quiz (3 questions) about your written response to Part 1 of the assessment and the course in general. The video assessment is a timed assessment lasting 10 minutes.

The questions will be long answer questions where the student will be asked to verbally elaborate on their written paper and justify some of the choices and recommendations.

The student will talk through their response and their logic to demonstrate a deeper knowledge of their written paper and the theoretical course material.

The video quiz will be available from Friday 10:00am (week 12) - Tuesday 23:55pm (AEST) Week 13.

Students will have to complete the quiz ON VIDEO using a zoom meeting (see instructions on MyKBS)

The quiz will contain 3 questions

Once students start the quiz, they will have 10 minutes to complete it. Students will record their whole attempt over zoom.

Students will provide a written response to the questions as they are being asked

As students are writing their answer, the student will talk through how they are formulating their response, why they are raising these points and how this relates to the case and course materials