Running Head: Assessment 2 - Business Case Report

BSN450

Business Intelligence
Assessment 2 - Business Case Report by DataNerds

Unit Coordinator
Dr. Ozgur Dedehayir

Tutor
Sarfraz Ali Kyani

Name of Group Members

Axat Anilkumar Patel (N11523051)
Mohammed Sayeed Ali (N11563141)
Ujjwal Sunderlal Kachhwah (N11528800)
Business Case Report

Executive Summary

This executive summary offers a thorough examination of the information gathered and

shown visually, offering insightful comments and suggestions for the example organisation's strategic

moves. The investigation concentrated on important topics such as gender distribution, educational

attainment, social groups, regional distribution, cost analysis, psychological effects, and trends in

YouTube posting. With the help of the results, the organisation will be able to improve its plans and

overall business model. The investigation showed that participants had a balanced mix of genders,

promoting inclusion and diversity. The organisation's broad talent pool is highlighted by the fact that

BCom and BSc graduates have emerged as the major educational backgrounds. In terms of social

involvement, the organisation had a substantial impact on the general, OBC, SC, and ST categories,

demonstrating its influence on many populations. Geographically, the states of Jharkhand, West

Bengal, and Bihar emerged as focal locations, pointing to possible regions for focused interventions.

The emphasis of recommendations is on streamlining data collecting processes and utilising

cutting-edge analytics for strategic decision-making. The effectiveness of marketing and outreach

initiatives may be further increased by using specific demographic and geographic insights.

Collaborations with NGOs, governments, and educational institutions can expand the organisation's

reach and stimulate innovation. Engagement may be raised by enhancing content techniques that

elicit powerful feelings and motivate action, as well as by continually evaluating and improving them.

1
Business Case Report

Table of Contents
Executive Summary................................................................................................................................. 1

Table of Contents .................................................................................................................................... 2

1. The Organisation: Mission and Current Business Model .................................................................... 3

1.1 Mission .......................................................................................................................................... 3

1.2 The Business Model…………………………………………………………………………………………………………………4

1.3 Business Model Canvas of Video Volunteers……………………………………………………………………………6

2. SWOT Analysis ………………………………………………………………………………………………………………………………7

3. Data Analysis and Visualization……………………………………………………………………………………………………..8

4. Synthesis of Findings……………………………………………………………………………………………………………………18

5. Data led Strategy and Business Recommendations……………………………………………………………………..19

6. References………………………………………………………………………………………………………………………21

7. Summary…………………………………………………………………………………………………………………………………….22

2
Business Case Report

1. The Organisation: Mission and Current Business Model

1.1 Mission

An innovative media group called Video Volunteers is dedicated to using video journalism to

strengthen underserved areas. With the main goal of empowering people from marginalised

backgrounds to share their own experiences and draw attention to pressing social concerns, Video

Volunteers works to amplify voices, advance social change, and develop community empowerment.

The organisation's purpose is to promote social justice and human rights while democratising the

media (Video Volunteers, 2023). Aiming to provide a platform for underrepresented voices to be

heard, challenge structural injustices, and promote local change, Video Volunteers trains Community

Correspondents (CCs) in video production, journalism, and activism. Training, production, and

advocacy are the three main pillars of Video Volunteers' strategic approach. Through thorough

training programmes, CCs are given the skills they need to create powerful movies that highlight the

social, economic, and political issues that affect their communities. These movies are effective

instruments for involving the general public, increasing knowledge, and influencing local, national, and

worldwide policy dialogue. With its main base of operations in India, Video Volunteers has developed

a sizable presence throughout several areas, enabling CCs to record and share tales from various

groups and situations. By working at the local level, the organisation makes sure that marginalised

voices are not only heard, but also serve as engines for systemic change.

Impact of Video Volunteers is visible in its extensive network of CCs, contractors, and partners.

The organisation's wide reach and participation show how well it can inspire people and communities

to alter for the better. By promoting a tradition of neighbourhood-driven journalism, Video Volunteers

helps to create a media environment that is more inclusive and interactive. In brief, Video Volunteers'

goal is to empower marginalised groups, democratise media, and promote social change via the

creation and distribution of videos made by CCs. With a primary focus on India, their strategic

approach has had a significant impact that highlights the organisation's dedication to elevating voices

and solving social injustices (Sloan & Schmitz, 2021).

3
Business Case Report

1.2 The Business Model

The economic model used by Video Volunteers allows it to efficiently carry out its purpose of

using video journalism to empower marginalised areas. The success of Video Volunteers' present

economic strategy is based on a number of important factors. In order to build a robust network of

Community Correspondents (CCs) throughout various areas, Video Volunteers first depend on

collaborations with neighbourhood organisations, NGOs, and community-based groups (Kagal &

Latchford, 2020). These CCs serve as the group's primary storytellers, filming and disseminating videos

that highlight social concerns impacting local neighbourhoods.

Second, Video Volunteers offer extensive training and capacity-building programmes to give

CCs the knowledge and abilities they need in advocacy, journalism, and video creation. As a result, CCs

may create high-quality videos that effectively convey their viewpoints and stories, ensuring that the

voices of the underrepresented are truly reflected.

Thirdly, Video Volunteers has a decentralised paradigm that enables CCs to carry out

independent tasks within their specific communities. This decentralised strategy promotes local

ownership and guarantees that the generated movies appropriately reflect the needs and difficulties

of the community (Chowdhury, 2021).

Fourthly, Video Volunteers use social media and technology to increase the reach of the

videos created by CCs. The organisation expands its audience, creates awareness, and enlists support

for social change through utilising internet channels. Another crucial component of Video Volunteers'

business strategy is funding. To keep running and support the CC network, the organisation depends

on a mix of grants, contributions, and partnerships. Through a variety of sources of income, Video

Volunteers is able to carry out its crucial mission while maintaining its financial stability (Han & Ahn,

2020).

The value proposition of the case organisation is based on its capacity to produce interesting

and influential material that tackles social concerns. According to the research, videos with a lot of

powerful emotional content have better review ratings, demonstrating how well this strategy works

4
Business Case Report

to engage and resonate with the audience. Therefore, it is advised that the company keep emphasising

the creation of emotionally stirring content to engage viewers and motivate them to take action. The

research demonstrates the significance of payment analysis in terms of income sources. The company

may optimise its income creation by knowing the link between payment amounts and the number of

problem reviews. According to the statistics, there is a link between larger payment amounts and

more problem reviews, indicating that rewarding reviewers with fair remuneration might enhance

participation and provide better feedback. The company should re-evaluate how much reviewers are

paid to better match performance and effect.

5
Business Case Report

1.3 Business Model Canvas of Video Volunteers

6
Business Case Report

2. SWOT Analysis

7
Business Case Report

3. Data Analysis and Visualisation

According to the examination of the gender distribution in the Community Correspondents

(CCs) dataset from Video Volunteers, there are 233 women, 220 men, and 1 person who identifies as

transgender. According to the statistics, the CCs appear to have a fairly equal gender distribution, with

a small majority of female correspondents. Such gender representational diversity is necessary to

promote inclusion and a range of viewpoints inside the organisation. This demonstrates that Video

Volunteers have been effective in recruiting CCs with a variety of gender identities. The work of the

organisation may be enhanced by this broad representation by using a variety of experiences, ideas,

and narrative techniques to effectively address societal concerns.

Figure 1: Horizontal Bars to View the Distribution of CCS in Terms of Gender

(Source: Data Created using Tableau)

Figure 2: Horizontal Bar to view the distribution of CCS in terms of Education.

(Source: Created using Tableau)

8
Business Case Report

The Community Correspondents (CCs) of Video Volunteers have a majority of bachelor's

degrees, with 8 holding a B. Com degree and 10 holding a B.Sc. degree, according to a bar plot showing

the distribution of education among the CCs. Additionally, 4 CCs have an M.Sc., while 2 CCs have

continued higher study and hold M. Com and M.Phil. degrees, respectively. One CC also holds a Ph.D.,

and one CC has finished post-graduation. This variety in educational backgrounds and areas of

expertise among CCs supports the organization's multifaceted strategy for tackling social issues

through video journalism.

Figure 3: Horizontal Bar Plot to View the Distribution of CCS in Terms of Social Category
(Source: Created using Tableau)

The Scheduled Tribe (ST) group makes up the bulk of Video Volunteers' Community

Correspondents (CCs), accounting for 130 of them, according to the bar plot demonstrating the

distribution of CCs depending on social classifications. Additionally, 84 CCs are under the General

category, 90 CCs are from Other Backward Classes (OBC), and 121 CCs are Scheduled Castes (SC). This

distribution emphasises how different social groups are represented among CCs, making audio-visual

journalism about social topics more inclusive and representative.

9
Business Case Report

Figure 4: Tree map for viewing the distribution of CCS in different states
(Source: Created using Tableau)

According to a tree map visualisation of the distribution of Community Correspondents (CCs)

for Video Volunteers throughout the several states, Jharkhand has the most CCs, with West Bengal

coming in second and Bihar coming in third. This distribution pattern draws attention to the

concentration of CCs in these states and suggests that they actively participate in reporting on and

resolving social concerns in their local communities.

A noticeable pattern can be seen in the line plot showing the correlation between the year

and the quantity of Impact YouTube publications. According to the statistics, there were around 100

publications in 2020. But in 2021, there was a huge increase that exceeded 400 publications.

Unexpectedly, in 2022, there was a sharp decrease. This trend suggests that Impact YouTube

publications will have a significant increase in 2021, followed by a noticeable decrease the following

year.

10
Business Case Report

Figure 5: Line Plot to View the Variation in Impact of Reviews Related to YouTube Publication
(Source: Created using Tableau)

A map showing the number of Impact Reviews in various states offers some intriguing data. With 140

ratings, Uttar Pradesh (UP) comes out as having the most, closely followed by West Bengal with 138

reviews. With 127 reviews, Madhya Pradesh (MP) is ranked third. This implies that these states have

participated actively in the impact evaluation procedure, demonstrating a substantial presence of

community correspondents in these areas.

Figure 6: Map for checking the distribution of impact reviews

(Source: Created using Tableau)

The map showing the number of Issue Reviews in various states reveals interesting patterns. With the

most evaluations (615), Uttar Pradesh (UP) emerges as the front-runner, closely followed by West

Bengal (576). With 331 reviews, Madhya Pradesh (MP) takes third place, demonstrating strong

11
Business Case Report

involvement in the problem review process. These figures imply that community correspondents are

widely present and actively involved in these nations' efforts to solve various challenges.

Figure 7: Map for Checking the Distribution of Issue Reviews

(Source: Created using Tableau)

Interesting insights are shown by the bar plot comparing the occurrence of intense emotion in issue

evaluations. According to the statistics, 2851 problem reviews primarily display a favourable presence

of significant emotion. On the other hand, less than half of the 550 issue evaluations show no sign of

significant emotion. This implies that local reporters frequently inject their assessments with strong

feelings that can effectively engage and resonate with viewers.

Figure 8: Count of Issue Review in Terms of Strong Emotion

(Source: Created using Tableau)

Interesting patterns may be seen in the line plot showing the correlation between YouTube

publish dates and the number of problem reviews. The quantity of reviews did not significantly

increase from 2018 to 2019. But in 2019, there is a sharp increase, and in 2020 and 2021, the number

12
Business Case Report

approaches 1500. Then, in 2022, there will be a sharp decline. These variations point to changing levels

of activity and involvement over time, demonstrating the dynamic nature of topic evaluations on

YouTube.

Figure 9: Line Plot to View Variation in Issue Review

(Source: Created using Tableau)

Interesting trends may be seen in the bubble plot showing the correlation between CC names

and the number of issue reviews. The biggest bubble, representing the most reviews (109), belongs to

Basharat Amin. With 91 ratings, Rajesh Gupta comes in second place, while Saroj Kumar Rawani's

bubble reflects 82 reviews. Other smaller bubbles' presence implies that more CCs participated in the

evaluation process and contributed to the distribution overall.

13
Business Case Report

Figure 10: CC Name and Issue Review

(Source: Created using Tableau)

Interesting patterns may be seen in the line plot showing the link between the payment to be

paid and the number of problem reviews. The number of problem reviews considerably increases from

180 to 1250 as the pay-out amount climbs from 1500 to 2000. The count is zero when the payment

reaches $3,000, though. The count then increases once more to 1800 when the payment hits 4,000

and then stays largely steady.

14
Business Case Report

Figure 11: Line Plot between Payment to be Made and Count of Issue Review
(Source: Created using Tableau)

Interesting trends may be seen when plotting narrative numbers for various village names on a tree

map. With 40 stories, Delwara stands out among the rest, closely followed by Muraina with 37 stories

and Srinagar with 38. While other villages have a few less stories, it appears that these communities

have been actively interested in sharing theirs.

Figure 12: Tree Map to View CNT Stories and Village Name
(Source: Created using Tableau)

15
Business Case Report

Figure 13: Dashboard 1

(Source: Created using Tableau)

Figure 14: Dashboard 2

(Source: Created using Tableau)

16
Business Case Report

The dashboards made with Tableau include a variety of visualisations and provide insightful

views into the data. The bar plots illustrate the representation of various groups by showing the

distribution of CCS by gender and education. The maps show the state-by-state geographic

distribution of CCS, highlighting any regional concentrations. The line graphs show patterns in the

number of issue reviews over time, including how payment-to-be-made and YouTube post-dates

affect issue review counts. Together, these dashboards give users a thorough knowledge of the data,

allowing for further in-depth research and the discovery of trends and connections. These

visualisations improve data exploration and speed up reasoned decision-making.

Figure 15: Dashboard 3

(Source: Created using Tableau)

17
Business Case Report

4. Synthesis of Findings

Several emerging themes that might offer helpful context for the case organisation have been

identified through the examination of the data. The bar graph showing the gender distribution of CCS

indicates a fairly balanced representation, with slightly more girls than males. This shows that the

company has been effective in luring and keeping people of different gender origins. A large

percentage of CCS employees with educational backgrounds shown by a bar plot have earned

undergraduate degrees like a B.Com. or a B.S., for example. However, there are also a lot of people

with doctorates and other advanced degrees like the M.com and M.Phil. This shows that the company

has been effective in luring people from a variety of educational backgrounds, which can result in a

wide range of viewpoints and knowledge.

The distribution of CCS across the states is visualised on a map, and certain locations have a

concentration of CCS. States like UP, West Bengal, and MP have more CCS than other states have. This

conclusion implies that, maybe as a result of certain contextual conditions or strategic concerns, the

organisation may have concentrated its resources more intensively in these places (Quinn et al. 2022).

The organisation's development and engagement are revealed by the line plots showing the number

of impact and problem reviews over time. Impact reviews on YouTube suddenly increased in 2021,

then decreased in 2022, pointing to a period of rapid growth and then stabilisation. Similar to issue

reviews, the line plot shows a continuous rise over time, indicating continued interest in the

organisation's activities.

A substantial majority of issue reviews include high emotional content, according to the bar

plot that looks at the occurrence of intense emotion in issue reviews. This research implies that the

company's narrative and content strategies successfully stir viewers' emotions, thereby increasing

engagement and inspiring action. These results suggest that the case organisation has been effective

in attracting and retaining a diverse set of people from a range of genders and educational

backgrounds. The regional concentration of CCS points to possible areas of strength as well as

possibilities for future growth and influence. The organisation's expanding influence and reach are

18
Business Case Report

indicated by the increasing trend in impact and issue reviews (Lawrence & Moon, 2021). Additionally,

the organisation's storytelling techniques are beneficial since they may arouse powerful emotions

through content.

5. Data led Strategy and Business Recommendations

Several suggestions may be made to improve the data-led strategy and overall business model

of the example organisation based on the data analysis and conclusions.

• To obtain more in-depth and accurate data, the organisation should make investments in

reliable data gathering techniques. Utilising cutting-edge analytics tools and methods to extract

deeper insights from the gathered data might be one way to do this. The organisation can make better

decisions and pinpoint areas for development by strengthening data collecting and analysis methods

(McKay & Romm, 2019).

• Create customised marketing and outreach initiatives using the demographic data and

regional concentration of CCS. This may entail adjusting communication and engagement strategies

to target particular gender groups, educational levels, and geographic regions. The organisation may

maximise its resources and improve its effectiveness in attracting and engaging the appropriate

people by concentrating on these target categories (Shaw et al. 2020).

• To access a larger talent pool and strengthen the organisation's reputation, seek relationships

with educational institutions on both the undergraduate and graduate levels. Collaboration with

governmental organisations, non-profit groups, and other parties can also give access to more

resources, professional knowledge, and support for expanding operations and reaching a larger

audience (Moors, 2019).

• The organisation should continue to hone its content strategy in light of the discovery that

issue evaluations with strong emotions increase engagement. This may entail gathering information

about the target audience and using narrative strategies that connect with them, arouse feelings, and

19
Business Case Report

motivate action (Albert et al. 2021). Regular performance reviews and feedback loops can aid in

tracking the effects of content and implementing the appropriate changes.

• Setting up a strong feedback structure that invites reviewers and stakeholders to offer

thorough explanations and recommendations may greatly improve the organization's comprehension

of its effect. The organisation will be able to continuously enhance its content, distribution, and overall

effectiveness thanks to this feedback loop.

• The organisation may get real-time insights into viewer preferences, content performance,

and effect evaluation by utilising cutting-edge data analytics tools and technology. The organisation

will be able to deploy resources wisely and modify its plans in response to shifting market dynamics

thanks to this data-driven approach.

• Working with like-minded organisations, NGOs, governmental organisations, and social

influencers can help the organisation reach a wider audience and have a greater effect. Strategic

alliances may provide organisations access to more resources, knowledge, and networks, allowing

them to address social challenges on a larger scale and with more efficacy.

• Keep up with cutting-edge innovations including interactive storytelling platforms, virtual

reality, and augmented reality. Investigating these technologies can provide fresh perspectives on how

to hold an audience's attention, improve the immersive experience, and deliver powerful messages.

20
Business Case Report

References
Websites
Video Volunteers. (2023). Video Volunteers. https://www.videovolunteers.org/
Journals
Albert, A., Bain, T., Brico, E., Dinkins, B. M., Houston, K., McMillan, J., & Quarles, V. (2021). Ending
the Family Death Penalty and Building a World We Deserve.
Chowdhury, R. (2021). Self-representation of marginalized groups: A new way of thinking through
WEB Du Bois. Business Ethics Quarterly, 31(4), 524-548.
Han, H., & Ahn, S. W. (2020). Youth mobilization to stop global climate change: Narratives and
impact. Sustainability, 12(10), 4127.
Kagal, N., & Latchford, L. (2020). Towards an intersectional praxis in international development:
what can the sector learn from Black feminists located in the global North?. Gender &
Development, 28(1), 11-30.
Lawrence, R. G., & Moon, Y. E. (2021). “We Aren’t Fake News”: The Information Politics of the 2018#
FreePress Editorial Campaign. Journalism Studies, 22(2), 155-173.
McKay, V. I., & Romm, N. R. (2019). Researching the impact of the South African Kha Ri Gude Mass
Literacy Campaign: Considering the support for those otherwise marginalized in economic,
social, and political life. Democracy and governance for resourcing the commons: Theory and
practice on rural-urban balance, 371-411.
Moors, M. R. (2019). What is Flint? Place, storytelling, and social media narrative reclamation during
the Flint water crisis. Information, communication & society, 22(6), 808-822.
Quinn, K., Tomczak, P., & Buck, G. (2022). “How you keep going”: Voluntary sector practitioners'
story‐lines as emotion work. The British Journal of Sociology, 73(2), 370-386.Shaw, J.,
Howard, J., & Franco, E. L. (2020). Building inclusive community activism and accountable
relations through an intersecting inequalities approach. Community Development Journal,
55(1), 7-25.
Sloan, L. M., & Schmitz, C. L. (2021). Resilience and the claiming of voice by marginalized
communities. In The Palgrave handbook of positive peace (pp. 99-123). Singapore: Springer
Singapore.

21
Business Case Report

Summary
A captivating story about how data propels organisational development and societal impact
is presented by the analysis. Utilising data effectively opens up new avenues and improves methods
for maximum efficiency. This one-page summary summarises the main conclusions and suggestions
drawn from the data analysis, directing the organisation towards a data-led strategy for long-term
success. Dashboards and visual representations draw attention to key insights. Balanced involvement
across genders indicates opportunity for inclusive engagement. Education-wise, BSc and BCom grads
are in the lead, displaying a wide range of skills. OBC, SC, and ST groups often show significant social
participation. Geographically, Jharkhand, West Bengal, and Bihar stand up as hotspots with
opportunities for targeted intervention.
Recommendations for efficiently utilising insights centre on four areas:
Data Optimisation
For accuracy, spend money on reliable data collecting methods. Make educated decisions by
utilising powerful analytics.
Outreach and Targeted Marketing
Create custom campaigns that appeal to a variety of demographics. For optimal effect and
resource allocation, use demographic and geographic data.
Collaboration
Form partnerships for collaboration with NGOs, government organisations, and educational
institutions. Collaboration may improve credibility, encourage creativity, and increase effect.
Enhancing Content Strategy
Adapt content strategy in light of emotional engagement research. Use narrative strategies to
motivate others to take action. Utilise comments and assessments to continuously evaluate and
enhance the material.
The potential of an organisation is unlocked by adopting a data-led strategy. Change is sparked
by well-informed choices, improved marketing, cooperative relationships, and attractive content.
Putting data security first ensures compliance and confidence. The organisation has the ability to alter
lives and have a long-lasting influence on society thanks to its path towards data-driven success.

22