TEAM 2 – BDA CONSULTING MEMORANDUM

DATE: November 1, 2022

TO: Professor Garry Smolyansky

FROM: EAC594 ZZB – Team 2

Sayan Bera
Michelle Fontanoza
Shane Gay Monserate
Hemangini Patel
Engji Toma

SUBJECT: Big Data Analytics in Customer Engagement and Service Innovation

Team 2 – BDA Consulting has seen the importance of Big Data Analytics with the emerging trends of
technology in the business nowadays. The challenge that students are facing as they enter the
workplace reality is how to make use of such technical information in their business day-to-day
dealings with clients and customers. Therefore, our team of consultants is more than willing to partake
information to your Business Communications class on the relevance of data analysis in
telecommunication services, particularly in customer engagement and the use of “Salesforce”.

INTRODUCTION

BACKGROUND

PROJECT DESCRIPTION

Our research shows how every year more and more individuals and businesses are understanding
the importance of Big Data Analysis and are starting to use it to their advantage:
 In 2017, United Parcel Service obtained and evaluated GPS data to shorten travel distances for
their drivers by one million miles; successfully increasing client satisfaction with reduced fees of
delivery due to lesser fuel usage
 article contains work related to data analytics in several sectors such as eCRM - electronic
business customer relationship management system, Mobile CRM, A-CRM (Anywhere, Anytime,
Any Device), Evidence-based medicine (EBM)
 big data analytics service Geovision is helping Korea fight against the COVID-19 pandemic
 analytics drive a culture of continuous improvements at Rogers Communications

RESEARCH STRATEGY
Our research strategy stems from a common desire to maximize knowledge and content in a world of
data deluge. Following is a description of this research strategy, and how we developed the research
proposal on big data analytics by reading and analyzing journals and replacing dated ones with recent
business articles of reputable industry-leading technology companies. Our oral presentation will cover
what is big data analytics and how it is used in business. A business in focus segment of a small
bakery in Cambridge, Ontario at the end of the presentation will highlight how this technology is
supporting their business operation to encourage the budding entrepreneurs in each one of us.

Technical/Project Approach
Team 2 Company uses the CRAAP test to determine the most useful information to develop the
proposed topic on big data analytics.

 Currency - To provide the most current analysis on the topic, we replaced some 2015 journals
with those published in 2021.
 Relevance – Analyzing the journals and articles, we were able to distinguish those purely
theoretical works of literature about BDA from applied technology reporting and incorporated what
is relevant to this research topic proposal.
 Authority – Noted the credentials of data scientists and researchers, information systems
professors and business engineering professors, AI-powered analytics experts, IT-professional
bloggers from Rogers, and news writers that delve into the topic of Big Data Analysis only
highlights the significance of this technology in our highly-connected digital business environment.
 Accuracy – The ever-evolving nature of BDA technology and its interface with IoT and cloud
computing tend to side with current articles as the most accurate source of literature. However, we
also utilize the “aged” literature of 2015 journals and articles which provide a clear definition and
distinguish BDA from IoT.
 Purpose – Establishing why the article was written (i.e., academic research; product presentation,
professional community) detect biases.

The Seneca College Library database particularly the Directory of Open Journal Access, Computer
Weekly News, International Journal of Advanced Research in Computer Science, and Journal of
Management Information System provided the descriptive foundation for big data analytics. Diving
deep into recent business articles including Rogers for Business website, Digital.ai, Contify News
(India), and Sendigate Media (US) outlined how the technology evolved and BDA is now used not only
as a basic Customer Relationship Management (CRM) tool but likewise in CRM performance, service
innovation, and even environmental values. Proper use of Big Data Analytics level the playing field for
big businesses and small businesses alike. Customer data is a superpower not only for a few
business giants but even for any single proprietor or business-minded individual among us. It only
takes one initial step: “knowing the power behind befriending users”.

SUPPORTING MATERIAL AND TEAM CREDENTIALS

The purpose of this proposal is to help students be more educated on the importance of big data
analysis in day-to-day business transactions as they enter the workforce. With this, Team 2 – BDA
Consultants, composed of individuals with a solid foundation in research studies, underwent intensive
research about the significance of data analysis in customer relationship management, especially in
customer engagement and the usage of “Salesforce”. Our preliminary research for this proposal is
made with integrity based on previous studies and journals collected from our reliable professional
sources and academic research databases.

BIOGRAPHIES

The proponent of this proposal is composed of highly competent students from Team 2 - BDA
Consultants:

 Sayan Bera – International Business Specialist

 Michelle Fontanoza – Business Center Manager
 Shane Gay Monserate - Bookkeeper/Accounting Assistant
 Hemangini Patel – Web Development Specialist
 Engji Toma – Digital Entrepreneur

Sayan Bera – International Business Student at Seneca College with experience working in customer
service having excellent leadership skills as a Head Chef. An organized, quick learner and excellent
communicator, and have a professional interest in the food and beverage sector, as well as in
customer engagement.

Michelle Fontanoza – A Banker and Accounting and Finance student at Seneca College with more
than 20 years of work experience in the banking industry with expertise in using Banking CRM
systems like Salesforce and Finacle. Have excellent accomplishments in underwriting and
implementing USD10-40 million Term Notes Facility for real estate companies, USAID Small and
Medium Enterprises (SME) loans under Sustainable Finance, and accredited franchise company in
Franchising Loan Program.

Shane Gay Monserate – Bookkeeper/Accounting Assistant and an Accounting student at Seneca

College with strong foundations in accounts management, reconciliations, financial statement
preparations, and full-cycle bookkeeping. Has experience working in customer service, as well as
working in the Philippine government as an administrative assistant. Completed double bachelor’s in
Accountancy and Accounting Technology and a consistent President’s Honors Lister up to date.

Hemangini Patel – Web Developer and a Computer Programming student at Seneca College with
knowledge and experience in software development. Has an interest in working with databases, and
coding HTML and JavaScript. Interested in learning new skills, most especially involving cloud
computing and computer science.

Engji Toma – Digital Entrepreneur and Graphic Design student at Seneca College with a background
in social media management, familiarity with emerging digital media trends, website posting, and
updating. Interested in fashion and entertainment, and social media platforms, and has technical
knowledge using Photoshop, InDesign, and Illustrator.

AUTHORIZATION

Students are being taught how to use big data analytics to help them in their day-to-day dealings with
clients and customers, but they don’t know the actual purpose or what is it about. This proposal
explains how big data analytics can help student or young entrepreneur to ensure the effectiveness of
customer relationship management. The proposal provides study provides some preliminary insights
into how businesses might develop big data analytics. Overall, this research is both insightful and
helpful for the young entrepreneurs and business enthusiasts, who wants to start a new business.