The customer journey, an essential part of business strategy, is currently experiencing a transformation facilitated by data analysis techniques. Often based on assumptions or small data sets, traditional approaches are gradually being replaced by data-driven analytics. This raises an important question: How can data analytics and BI tools reshape how organisations perceive and depict the customer journey and resource allocation?  This research paper seeks to answer this question by exploring the current BI landscape, its integration into organisational processes, and assessing its ramifications on customer journey mapping and resource allocation. This paper will use information from industry interviews and corporate reports to present an all-encompassing perspective on BI's disruptive potential in today's businesses. 

What value I bring in this collaboration:In-depth Analysis: I plan to conduct a comprehensive 40-page research paper that delves into a specific issue or challenge within the intersection of Business Economics and IT. My academic background equips me with the skills and knowledge necessary to conduct rigorous research and provide valuable insights.Fresh Perspective: As a student, I bring a fresh perspective and a willingness to explore unconventional solutions to problems. This perspective can lead to innovative insights and recommendations that may benefit your company.Data Collection: To ensure the accuracy and relevance of my analysis, I may require access to specific data sets. This could include customer or sales data, which would significantly enhance the depth of my research. Confidentiality: Nothing that I will receive from you or write will be made public, and my paper will only be shared with my project coach and examiners. I can also sign a confidentiality agreement if needed.  

Business Intelligence (BI) piqued my interest ever since the second year of my studies, drawing me in with its intricate blend of data analytics and strategic decision-making. This interest was further deepened during my internship at Nuuday, where I had the opportunity to witness and contribute to the real-world applications of BI. The hands-on experience, combined with the dynamic nature of BI, has cemented my desire to delve deeper into this field, recognizing its transformative potential in modern business practices.

I have been working with BI and customer-focused strategies for almost two years. I am very interested in applying them to actual cases and understanding how they could transform a business and its strategies. Outside of my studies, I have also taken independent courses which helped me navigate Power Apps, and I am also familiar with Azure Cloud Solutions. This, combined with my knowledge of UX design and strategies, will be quite beneficial in my research.