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For the essay option, we would ask you to write about a specific application of data analytics methods in a context that you are familiar with. E.g. it could be some decision that your company has made in the past without business analytic techniques and you could write about how such tools could have helped during that process. There is no need to submit excel spreadsheets but a detailed description of the model (e.g. if it is a simulation model: “what are the uncertain dimensions, how would you model them, what is the decision variable etc”) would be sufficient