6 Pages Posted: 2 Dec 2021 Last revised: 21 Dec 2021
This exercise explores customer transaction data generated from a business owner's website and illustrates the added benefit of basic data analytics practices used to uncover business insights. Students discover the business's purchase trends when they answer the provided questions by writing SQL queries. The questions guide students to determine which product offerings the business should promote and which customer segments to target. Additionally, the case discusses the common relational database design that is often associated with transactional data and its metadata.
Rev. Jul. 5, 2022
In January 2019, Alexa Hamilton planned the launch of FanShop, an online retail store that sold University of Virginia (UVA) merchandise. In hopes of marketing her new business, Hamilton informed her UVA-affiliated friends and family about her site and when her products would be available for purchase. Before FanShop's site was open for business, Hamilton began the process of configuring a database that stored information on each transaction.
She knew that an organized database would simplify many financial and operational tasks required to manage FanShop. Hamilton was also interested in recording data to develop insights that could potentially improve her business. Hamilton recognized that tracking the history of transactions would provide the information needed to make strategic decisions for growing her business, such as deciding which customer segments to target or which product offerings to promote.
Hamilton envisioned transaction data to be at the center of FanShop's database. Access to this type of information would be useful for updating inventory records, monitoring the business's cash flow, and performing accounting tasks to keep the company's books up to date. Order dates, items each customer purchased, and item quantities would be stored in this table (see Exhibit 1).
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Keywords: database, relational database, SQL, data analytics, data aggregation
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