AL-801 Business Intelligence - Jun 2025 Question Paper

Under each question, How to answer lists the points an answer should cover, outlined by CampusPrep from the syllabus. Check the details against your textbook.

1. 14 Marks
   Describe the architecture of a Business Intelligence system. What are its key components?
   How to answer

   • Definition of BI system and purpose of its architecture
   • Layered architecture: data sources, ETL, data warehouse/data marts, OLAP/metadata, reporting/analytics, presentation/portal
   • Key components and their functions
   • Data flow with neat labelled diagram
2. 14 Marks
   What are Standard Reports and Ad Hoc Querying in Business Intelligence? How do they help businesses?
   How to answer

   • Define Standard Reports and Ad Hoc Querying
   • Characteristics and differences between the two
   • How they support monitoring, decision-making and exploration
   • Business benefits with examples
3. 14 Marks
   Explain the concept of Pattern Matching. How is it used in cluster and outlier analysis?
   How to answer

   • Definition of pattern matching
   • Techniques used for matching
   • Use in cluster analysis to find similar groups
   • Use in outlier analysis to detect deviations
4. 14 Marks
   Discuss the role of Business Intelligence in marketing models. Provide real-world examples.
   How to answer

   • Role of BI in marketing: segmentation, targeting, campaign analysis
   • Marketing models supported: response, churn, CLV, attribution
   • Real-world examples e.g., retail, e-commerce, telecom
   • Benefits in ROI and personalization
5. 14 Marks
   What are Rich Reports in Business Intelligence? How do they enhance data-driven decision-making?
   How to answer

   • Definition and features of Rich Reports
   • Difference from static/standard reports: interactivity, visuals, drill-down
   • How they support data-driven decision-making
   • Examples of charts, dashboards and KPIs
6. 14 Marks
   Discuss the ethical considerations in Business Intelligence. How can BI be used responsibly?
   How to answer

   • Key ethical issues: privacy, consent, bias, transparency, security
   • Risks of misuse of BI and data
   • Principles for responsible BI use
   • Governance, compliance and accountability measures
7. 14 Marks
   Explain the importance of Alerts and Notifications in BI. How do they improve business efficiency?
   How to answer

   • What are Alerts and Notifications in BI
   • How threshold-based and event-driven alerts work
   • Role in proactive monitoring and faster response
   • Impact on efficiency, cost and performance
8. 14 Marks
   How will emerging technologies impact the future of Business Intelligence? Discuss with examples.
   How to answer

   • Emerging technologies: AI/ML, cloud, IoT, NLP, augmented analytics
   • Impact on automation, real-time and predictive BI
   • Examples of future BI applications
   • Challenges and opportunities