Formal Learning

Case Study #4 Collaborative Marketing Campaign Management

Please research and evaluate three EIMS software application packages for Collaborative Marketing for each of the three key marketing management functions: Marketing Planning, Campaign Management, and Customer Analytics. Each must be capable of being deployed via Cloud Computing and facilitate the intended uses in terms of their functionality and scope suitable for digital business implementation.

Write the case study analysis to include a “test drive” description with sufficient detail for potential software package source selection. Also incorporate the Customer Experience Management lifecycle, as well as implementation of an Ecosystem Marketing Hub that facilitates the management of an interactive marketing value chain via sharing data between trading partners in the business ecosystem

Problem Statement

            A businesses enterprise information management system (EIMS) software package should cover all three core functions. The three core functions are: customer relationship management (CRM), enterprise resource planning (ERP), and supply chain management (SCM). Collaboration between these three packages is important to management when making decision at a managerial or strategic level. Along with EIMS’s a business needs to be able to incorporated business intelligence, business analytics, and predictive analytics software packages (Heisterberg & Verma 2014). All of the software packages listed focus is on running a business and analyzing data to make better strategic decisions.

A business must also consider the importance of integrating a cloud based collaborative marketing package. Collaborative marketing package should include three key marketing management functions: Marketing Planning, Campaign Management, and Customer Analytics. With so many options in the marketplaces the question becomes how does a business research and evaluate collaborative marketing packages and what basic tools should the packages include?

Challenges & Opportunities

Marketing can simply be described as attracting and retaining customers, but for a business it is much more than that. A marketing team must create a plan on how they well reach and sell to customers which involves investing money. A business must analyze data to develop the right marketing tool for the right market segment. Many challenges and opportunities can arise for a business when attempting to implement a collaborative marketing plan:

Impact of web experience (Heisterberg & Verma 2014)

  • Social Media- In the past the problem use to be how do we collect data? Now the problem becomes how do we manage, sort and analyze the data all gathered from social media platforms.
  • Multiple channels and devices: what platform should be used for each user?
  • How does a business acknowledge a request from a customer on a social media site?
  • The need to understand and translate a customer opinion/feedback into future sales.
  • E-commerce -customer could reach out at any time, what’s the exactable time to get back to a respond to a customer?

 

Return on Investment

  • How much capital is a business willing to invest on acquiring and retaining a customer?
  • A business must be able to track costs associated to a specific marketing campaign in order to determine its effectiveness.
  • How to upsell a customer to increase the margin on an existing sale.

 

Business Solutions

            Many software developers have leveraged their EIMS software success and have started to develop packages to support marketing. The case will identify and “test drive” three software applications for the three key marketing management functions: marketing planning, campaign management and customer analytics.

Marketing Planning

            Marketing planning software provides surveys, knowledge center, idea crowdsourcing, and expenses tracking. Marketing planning software should provide a cloud based solution for the following areas:

  • Budgeting & Forecasting
  • Collaboration
  • Flowchart
  • Goal Setting / Tracking- sets goals in a cloud based system allowing employees to see where they stand
  • Marketing Calendar
  • Media Planning
  • Predictive Analytics- project what the outcome will be from prior to making a decision.
  • Presentation Tools- allows customers to present data direct from the platform.
  • Spend Management-tracks where the money is going.

 

Allocadia a software provider allows users to manage how investments are made with in an organization. Then reports on the return on investment and predict the next step a business should take to increase ROI. Allocadia has more than 10,000 users and is managing over $20 billion in marketing investments. The company is known for its ability to help business record and analyze investments with the goal of making more profitable decisions over time (Allocdia.com).

Percolate is a low cost software solution for a business looking for simple straight forward marketing planning software. Percolate has all the basic elements of a marketing planning tool. Below is a Figure 1 of how Percolate is used with in a company (Percolate.com).

Figure 1 Percolate work cycle

 

Funnel Plan is the third software package that will be evaluated. The software package takes a different approach than its competitors. It takes users through a marketing plan step by step to ensure a business is fully covered. The software then allows users to create a 1 page summer of the plan to disturbed as needed, which is a great feature to keep employees on the working to the same goal.

Campaign Management

            A campaign management system is designed to measure the elements and individual components of a marketing campaign. Techopedia.com describes a typical campaign management system splits out different screens and presentations for social media platforms like Facebook, Twitter and others, showing at a glance how each one of these campaign parts is different. A campaign management software package can analyzed based on the following categories:

  • Deployment method- Cloud based? Mobile?
  • Analytics/ROI tracking- Input investment made by marketing and track sales produced by investment.
  • Content/Blogging Platform- Can the system link directly to blogging accounts.
  • Email Drip Campaigns- a set of marketing emails that will be sent out automatically on a schedule.
  • Landing Pages/Web Form- Web page customers are directed to after clicking on advertisement link.
  • Lead Management- Manage customer’s leads that develop from other platforms.
  • Multivariate Testing- determine which combination of variations performs the best out of all of the possible combinations.
  • Social Marketing- develop activities aimed at changing or maintaining people’s behavior

 

The below the Figure 2 outlines the top 10 campaign management software companies according to   capterra.com.

Figure 2 Top 10 campaign management software

Hubspot is the most complete software on the market, the package address all the major core features of a CMS. Hubspot specializes in helping a business in generating more traffic, converting traffic info leads, and then turning leads into customers.  Hubspot has over 21,600 customers in 90 countries which adds to their credibility and shows the success they have had (Hubspot.com).

Delivra is the opposite of Hubspot, the packages is limited and is specialized in tracking and sending out email drips. The software allows users to track ROI. Users usually use Delivra to send identify abandoned shopping carts and send emails based on purchase history (Delivra.com).

Campaign Monitor features cover about half of the categories previously described. It is a great fit for a business looking for more features than Delivra and a little less coverage than Hubspot. Campaign Monitor has about 200,000 users across many industries such as Adidas, Showtime, and BuzzFeed. The developer business models is built around customer satisfaction, currently Campaign Monitor reports they are at 99% customer satisfaction. Campaign Monitor provides powerful tools to help you track the success of your email marketing campaigns (Campaign Monitors.com).

Customer Analytics

            Customer analytics allows businesses to segment markets, as well as track and predict customer behavior. By tracking customer data trends and segmentation can then occurs, this allows business deploy the right marketing plan for the right location with the right pricing. The software also allows a business to discover methods and metrics to improve a customer’s experience with a product, service or brand (Sauro 2015). Customer analytics software should have the following key components.

  • Access Control- customize security to their specific needs
  • Data –discovery, mapping, and profiling
  • Finding the right channels to connect with a customer
  • Maximize customer lifetime value through personalized up-sell and cross-sell offers

 

            Alteryx is a customer analytics software package that allows users to pull information on products, brands, pricing and competitive offers in seconds. Aleryx.com reports “it improves your customer analytics by empowering you to prep, blend, and analyze all your customer data from all channels and systems in a repeatable analytic workflow, and easily enrich it with integrated demographic, firmographic, segmentation, and geo‐spatial data, so you have a 360‐degree view of your customer.” The software also allows a business to view customers at risk of being lost and can help determine corrective action plans.

NG Data provided a software package that focuses on delivering a personal customer experience and increasing profitability. NG Data claims to have enormous data integrity which separates the company from its competitors.  The Figure 3 below shows the customer life cycle and how implementing NG Data can change the curve of results as it relates to margin (NG Data.com).

Figure 3 Customer Life vs Margin

Zaius is the third customer management software that will be evaluated. Zaius.com reports “Zaius was built for behavioral analytics marketers who need to maximize customer lifetime revenue, not just opens, clicks and visits”. Zaius helps users develop a plan to approach a specific segment of the customers, such as repeat customer or spot buyers. Zaisu product has all the main features a customer analytics software package should have but they are known for their ability to help customers increase their ROI by their data analytics tools (Zaius.com).

Lessons Learned/Business Case

A business must be diligent when researching and evaluating a collaborative marketing package. The case study shows that there are many packages in the marketplace; some have a limited amount of features while others come with all the bells and whistles. It is up to each business to determine which would be the best fit for their industry, sales, customer base and business model. The package should be able to connect to a business’s social media platforms to recorded, track, and disperse data.  Overall the implementation should add value to the company with increasing a company’s ROI as it relates to marketing campaigns.

Why I Care

A collaborative EIMS software package can help a business manage its daily operations and help fulfil customers’ needs. In order to get the right information to the right customer business must implement a collaborative marketing package that covers all three core functions. Businesses are already becoming more customer centric but with the popularity of social media on the rise it is only going to become the way everyone does business.

Social networking sites such as Facebook, Snapchat, and Twitter are changing the way business collect data and communicate to customers (Baltzan 2015). Marketing software developers have responded to the change and have developed packages that leverage data from social networking sites to make better decisions, provide better service and make increase their ROI. As a student and a working professional I must recognize the importance of collaborative marketing software and how a business can suffer if it lacks any of the key elements.

 

 

 

 

 

 

 

References

Allocadia- https://www.allocadia.com/

Alteryx- https://www.alteryx.com/solutions/customer-analytics

Baltzan, P. (2015). Business driven technology (SIXTH edition. ed.). New York: McGraw-Hill     Education.

Campaign Monitors- http://hello.campaignmonitor.com/best-email-  marketing/?utm_campaign=marketingautomation&utm_medium=ppc&utm_keyword=m            arketingautomation&utm_content=destinationurl&cid=701o0000000OACj&utm_source  =capterra

Capterra- http://www.capterra.com/sem-compare/marketing-automation-     software?headline=Top%2010%20Campaign%20Management%20Software&gclid=Cj0       KCQjwh_bLBRDeARIsAH4ZYEPOUW5d5OaxZ2-            5Eo2VPiI2DNkavs0jht2uLEaDc9WUlunJHFS8t0UaArHQEALw_wcB

Delivra.com- http://experience.delivra.com/capterra-marketing-automation/

Funnel Plan- http://register.funnelplan.com/

Heisterberg, R., & Verma, A. (2014). Creating business agility : How convergence of cloud,          social, mobile, video, and big data enables competitive advantage. New Jersey: John          Wiley & Sons

Hubspot -https://offers.hubspot.com/demo?utm_content=demo&utm_source=             capterra.com&utm_campaign=Capterra-        MarketingAutomation&utm_medium=paid&utm_term= marketing

NG Data- https://www.ngdata.com/s/customer-analytics-software/

Percolathttps://percolate.com/?gclid=Cj0KCQjwh_bLBRDeARIsAH4ZYEPv3l9xZxDuu8J55q9            wi4XSJ7DGCnKgUOxjRw6YeQWh9gCocUlt4BIaAg4dEALw_wcB

Sauro, Jeff. Customer Analytics For Dummies, Wiley, 2015. ProQuest Ebook Central,             https://ebookcentral.proquest.com/lib/nddn-ebooks/detail.action?docID=1895772.

Techhopedia- https://www.techopedia.com/definition/30994/campaign-management-system-cms

Zaius – https://www.zaius.com/

 

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Formal Learning

Case Study #3 Business Intelligence and Analytics

Please research and evaluate three software application packages for business intelligence, business analytics, and predictive analytics that can be integrated with EIMS solutions. Each must be capable of being deployed via Cloud Computing and facilitate the intended uses in terms of their functionality and scope suitable for Business Intelligence Competency Center (BICC) implementation. Write the case study analysis to include a “test drive” description with sufficient detail for potential software package source selection for EIMS solution.

Problem Statement

            A businesses enterprise information management system (EIMS) software package should cover all three core functions. The three core functions are: customer relationship management (CRM), enterprise resource planning (ERP), and supply chain management (SCM). Collaboration between these three packages is important to management when making decision at a managerial or strategic level. Heisterberg & Verma  (2014) stated “The power of collaborative management and use if collaborative tools cannot be understated in driving business.” Management must be able to consolidate, drill-down, and slice-and dice the data that is produced by the EIMS software (Baltzan, 2015).

The need for collaboration between EIMS software packages has created a demand for business intelligence, business analytics, and predictive analytics software. Many developers have created software programs help fulfill this demand. The problem becomes how does a business research and evaluate business intelligence, business analytics, and predictive analytics software packages in order to purchase and implement in to their system?

Challenges & Opportunities

EMIS software provides business with the tools to make operation decisions. In today’s world every industry is competitive, this means business must leverage its recourse to become more efficient and create a competitive and advantage.  Business intelligence, business analytics, and predictive analytics software offers users the ability to dive deeper into data to help improve process, reduce wastes and creates a competitive advantage. The ability for a business to visually see data from across the enterprise can lead to better decision making. Also it allows businesses to reduce risks when forecasting by making their decisions based on historical data and the ability to spot trends. The case study will offer an evaluation of three software applications for each of the three categories: business intelligence, business analytics, and predictive analytics software.

Business Solutions

Business Intelligence

            Business intelligence uses wide range applications, infrastructure and tools which access and analyzes data to improve decision making.  In February 2017 Gartner.com published a report on the top BI platforms and the value they bring to a customer (Figure 1). In order to get a better understanding of the full potential of BI software the case will evaluate three different cloud based packages listed on Gartner’s Magic Quadrant: Oracle Business Enterprise Edition (OBIEE), Tableau, and Sisense.

Figure 1

Oracle Business Enterprise Edition (OBIEE) platform allows users to view data through an interactive dashboard. The dashboard is fully customizable allowing each member of a company to view the data most useful to their business area. Figure 2 shows a view of the dashboard.

Figure 2

Some of OBIEEs key features and benefits are (Oracle OBIEE):

–  Easy to use ad hoc query and analysis

– Powerful geospatial mapping and visualization

– Make insights accessible to anyone, anytime and anywhere with mobile business             intelligence

-Provide extreme performance and lower total cost of ownership with Engineered

Systems

OBIEE is a good fit for midsize and large business users can view real time transaction. Users can also extract any data to excel or to PDF. The system is cloud based so users can access the program from anywhere.

Tableau uses cloud technology to its fullest by allowing users to create and share dashboards within seconds. Tableau separates itself from the competition by converting data in to visual metrics. Tableau offers services that can be used on mobile devices which is important for business that have employees that are mobile.  Tableau aligns its self with a business current security protocol allowing information to always be in the right hands (Tablea.com). Tableau would be a great fit for a company that want to grow and have the latest BI software available to them, because Tableau invests heavily in R&D to push the limits of BI reporting systems.

As seen in Figure 1 Sisense has some similar features to both OBIEE and Tableau. Sisense is a BI solution that provides advanced tools to manage and support business data with analytics, visuals and reporting. The software allows businesses to instantly analyze big and disparate datasets and generate valuable insights for them (Softwareadvise.com). Sisense’s dashboards are customizable.  The software differentiates its self by having the capability of sharing analysis with users within and outside an organization. A great use for this would be to send suppliers a report of their on time deliveries or other metrics used to score a supplier.

Business Analytics (BA)

Business analytics is the practice of exploring data by focusing on statistics. Companies use BA to make data driven decisions. Although many software companies create applications that cover BI and BA, there are major defenses between the two. Figure 3 outlines how they differ (Rouses). BA can be used to examine internal processes in order to create efficiency in those processes. Domo, Looker, and ZOHO Reports are the three BA software applications that will be examined.

Figure 3

Domo is allows users to access over 400 data source all in one spot and its cloud based system make the data available anywhere where. Domo.com stated the key features as:

– Bring it all together: Connect to hundreds of proprietary data sources and systems in       real-time.

– Make smarter, faster decisions: See the data you need, the moment it matters.

– Optimize your entire organization: Get customized, interactive business apps tailored to meet your unique business needs.

 

Looker sells its self as being “a new kind of analytics platform that lets everyone in your business make informed decisions – from anywhere. Across industries, today’s most data-driven businesses use the Looker platform to do more with their data (Looker.com).” Figure 4 shows a view inside Lookers dashboard.

Figure 4

Looker separates its self by creating a dynamic application that can be used across may different industries and is currently being used by Lyft, Nordstrom and Athena Health.

ZOHO Reports has all the key features of a cloud based BA system which include customizable dashboards, converting raw data to visually analytics and the ability to use anywhere.  Figure 5 provided by ZOHO.com shows the different programs that ZOHO can pull information from.

Figure 5

ZOHO has created name for its self in the industry by providing service to large businesses like Facebook, Netflix, and Intel (ZOHO.com).

Predictive Analytics

            Predictive analytics is the art and science of using data to make better informed decisions, by uncovering hidden patterns and relationships within data. Predictive analytics helps to build confidence it understanding trends and understanding of what might happen it the future (Bari, Chaouchi & Jung 2014). Predictive analytics software takes BI and BA one step further by allowing uses view predicted future out comes. Dataiku, Rapid Miner, and SAS Predictive Analytics will be examined each having many similarities.

Dataiku has the ability to connect and pull data for nearly any available source. Data can be viewed in a similar format to excel, allowing new using the ability to fill combatable using the software right away.  Dataiku allows data to be tracked over time in a visual form.

Rapid Miner unified data science platform accelerates the creation of complete analytical workflows from data prep to machine learning to deployment in a single environment, dramatically improving efficiency and shortening the time to value for data science projects (RapidMiner.com).Rapid Miner is a good fit for business lager business,  they have the proven ability to support customers in many industries. Some customers include Cisco, Domino’s and BMW.

SAS Predictive Analytics is very similar to Dataiku and Rapid Miner with all the same cloud based features. Figure 6 details out the key functional areas of the software.

Figure 6

SAS has the ability to compute extensive “what if” scenario, which can allow management to see potential results prior to making a decision (SAS.com).

Lessons Learned/Business Case

It is clear from the research provided in the case that when used correctly business intelligence, business analytics, and predictive analytics software adds tremendous value to users. In most industries the ability to identify trends and forecast correctly can create a competitive advantage for your business. Software developers in this industry are constantly improving their products and integrating new technology as it becomes available. With so many software options available managers across multiple business areas with in a company need to do the proper research and evaluation prior to purchasing and implementing a new application.

Why I Care

A collaborative EIMS software package can help a business manage its daily operations and help fulfil customers’ needs, but BI and BA software allows businesses the ability dig deep in to data to help make better decision. These decision could result in change processes to become more efficient or even creating a competitive advantage. I am a firm believer in you can’t improve on something you can’t measure. BI, BA, and PA software help pull data from multiple sources to create a single dashboard that can create metrics and forecasting to improve business operations. The research and evaluation done in this case will contribute to my personal learning environment formal learning.

 

References

Baltzan, P. (2015). Business driven technology (SIXTH edition. ed.). New York: McGraw-Hill     Education.

Bari, A., Chaouchi, M., & Jung, T. (2014). Predictive analytics for dummies. Retrieved from             https://ebookcentral.proquest.com

Dataiku.com  https://www.dataiku.com/dss/features/data-workflow/

Domo.com. https://www.domo.com/solution/this-is-domo?aid=bacapt04291604

Gantner. IT Glossary http://www.gartner.com/it-glossary/business-intelligence-bi/

Heisterberg, R., & Verma, A. (2014). Creating business agility : How convergence of cloud,          social, mobile, video, and big data enables competitive advantage. New Jersey: John          Wiley & Sons

Looker.com.  https://looker.com/

Oracle OBIEE. http://www.oracle.com/us/bi-enterprise-edition-plus-ds-078848.pdf

Rapid Miner.com. https://rapidminer.com/resource/gartner-magic-quadrant-data-science-   platforms/

Rouse, Margaret. (n.d.). What is business analytics (BA)? – Definition from WhatIs.com. Retrieved July 23, 2017, from    http://searchbusinessanalytics.techtarget.com/definition/business-analytics-BA

SAS.com https://www.sas.com/content/dam/SAS/en_us/doc/overviewbrochure/sas-predictive-      analytics-suite-103121.pdf

Softwareadvice.com . http://www.softwareadvice.com/bi/prism-profile/

Tableau.com. https://www.tableau.com/trial

ZOHO.com. https://www.zoho.com/reports/features.html

 

Problem Statement

            A businesses enterprise information management system (EIMS) software package should cover all three core functions. The three core functions are: customer relationship management (CRM), enterprise resource planning (ERP), and supply chain management (SCM). Collaboration between these three packages is important to management when making decision at a managerial or strategic level. Heisterberg & Verma  (2014) stated “The power of collaborative management and use if collaborative tools cannot be understated in driving business.” Management must be able to consolidate, drill-down, and slice-and dice the data that is produced by the EIMS software (Baltzan, 2015).

The need for collaboration between EIMS software packages has created a demand for business intelligence, business analytics, and predictive analytics software. Many developers have created software programs help fulfill this demand. The problem becomes how does a business research and evaluate business intelligence, business analytics, and predictive analytics software packages in order to purchase and implement in to their system?

Challenges & Opportunities

EMIS software provides business with the tools to make operation decisions. In today’s world every industry is competitive, this means business must leverage its recourse to become more efficient and create a competitive and advantage.  Business intelligence, business analytics, and predictive analytics software offers users the ability to dive deeper into data to help improve process, reduce wastes and creates a competitive advantage. The ability for a business to visually see data from across the enterprise can lead to better decision making. Also it allows businesses to reduce risks when forecasting by making their decisions based on historical data and the ability to spot trends. The case study will offer an evaluation of three software applications for each of the three categories: business intelligence, business analytics, and predictive analytics software.

Business Solutions

Business Intelligence

            Business intelligence uses wide range applications, infrastructure and tools which access and analyzes data to improve decision making.  In February 2017 Gartner.com published a report on the top BI platforms and the value they bring to a customer (Figure 1). In order to get a better understanding of the full potential of BI software the case will evaluate three different cloud based packages listed on Gartner’s Magic Quadrant: Oracle Business Enterprise Edition (OBIEE), Tableau, and Sisense.

Figure 1

Oracle Business Enterprise Edition (OBIEE) platform allows users to view data through an interactive dashboard. The dashboard is fully customizable allowing each member of a company to view the data most useful to their business area. Figure 2 shows a view of the dashboard.

Figure 2

Some of OBIEEs key features and benefits are (Oracle OBIEE):

–  Easy to use ad hoc query and analysis

– Powerful geospatial mapping and visualization

– Make insights accessible to anyone, anytime and anywhere with mobile business             intelligence

-Provide extreme performance and lower total cost of ownership with Engineered

Systems

OBIEE is a good fit for midsize and large business users can view real time transaction. Users can also extract any data to excel or to PDF. The system is cloud based so users can access the program from anywhere.

Tableau uses cloud technology to its fullest by allowing users to create and share dashboards within seconds. Tableau separates itself from the competition by converting data in to visual metrics. Tableau offers services that can be used on mobile devices which is important for business that have employees that are mobile.  Tableau aligns its self with a business current security protocol allowing information to always be in the right hands (Tablea.com). Tableau would be a great fit for a company that want to grow and have the latest BI software available to them, because Tableau invests heavily in R&D to push the limits of BI reporting systems.

As seen in Figure 1 Sisense has some similar features to both OBIEE and Tableau. Sisense is a BI solution that provides advanced tools to manage and support business data with analytics, visuals and reporting. The software allows businesses to instantly analyze big and disparate datasets and generate valuable insights for them (Softwareadvise.com). Sisense’s dashboards are customizable.  The software differentiates its self by having the capability of sharing analysis with users within and outside an organization. A great use for this would be to send suppliers a report of their on time deliveries or other metrics used to score a supplier.

Business Analytics (BA)

Business analytics is the practice of exploring data by focusing on statistics. Companies use BA to make data driven decisions. Although many software companies create applications that cover BI and BA, there are major defenses between the two. Figure 3 outlines how they differ (Rouses). BA can be used to examine internal processes in order to create efficiency in those processes. Domo, Looker, and ZOHO Reports are the three BA software applications that will be examined.

Figure 3

Domo is allows users to access over 400 data source all in one spot and its cloud based system make the data available anywhere where. Domo.com stated the key features as:

– Bring it all together: Connect to hundreds of proprietary data sources and systems in       real-time.

– Make smarter, faster decisions: See the data you need, the moment it matters.

– Optimize your entire organization: Get customized, interactive business apps tailored to meet your unique business needs.

 

Looker sells its self as being “a new kind of analytics platform that lets everyone in your business make informed decisions – from anywhere. Across industries, today’s most data-driven businesses use the Looker platform to do more with their data (Looker.com).” Figure 4 shows a view inside Lookers dashboard.

Figure 4

Looker separates its self by creating a dynamic application that can be used across may different industries and is currently being used by Lyft, Nordstrom and Athena Health.

ZOHO Reports has all the key features of a cloud based BA system which include customizable dashboards, converting raw data to visually analytics and the ability to use anywhere.  Figure 5 provided by ZOHO.com shows the different programs that ZOHO can pull information from.

Figure 5

ZOHO has created name for its self in the industry by providing service to large businesses like Facebook, Netflix, and Intel (ZOHO.com).

Predictive Analytics

            Predictive analytics is the art and science of using data to make better informed decisions, by uncovering hidden patterns and relationships within data. Predictive analytics helps to build confidence it understanding trends and understanding of what might happen it the future (Bari, Chaouchi & Jung 2014). Predictive analytics software takes BI and BA one step further by allowing uses view predicted future out comes. Dataiku, Rapid Miner, and SAS Predictive Analytics will be examined each having many similarities.

Dataiku has the ability to connect and pull data for nearly any available source. Data can be viewed in a similar format to excel, allowing new using the ability to fill combatable using the software right away.  Dataiku allows data to be tracked over time in a visual form.

Rapid Miner unified data science platform accelerates the creation of complete analytical workflows from data prep to machine learning to deployment in a single environment, dramatically improving efficiency and shortening the time to value for data science projects (RapidMiner.com).Rapid Miner is a good fit for business lager business,  they have the proven ability to support customers in many industries. Some customers include Cisco, Domino’s and BMW.

SAS Predictive Analytics is very similar to Dataiku and Rapid Miner with all the same cloud based features. Figure 6 details out the key functional areas of the software.

Figure 6

SAS has the ability to compute extensive “what if” scenario, which can allow management to see potential results prior to making a decision (SAS.com).

Lessons Learned/Business Case

It is clear from the research provided in the case that when used correctly business intelligence, business analytics, and predictive analytics software adds tremendous value to users. In most industries the ability to identify trends and forecast correctly can create a competitive advantage for your business. Software developers in this industry are constantly improving their products and integrating new technology as it becomes available. With so many software options available managers across multiple business areas with in a company need to do the proper research and evaluation prior to purchasing and implementing a new application.

Why I Care

A collaborative EIMS software package can help a business manage its daily operations and help fulfil customers’ needs, but BI and BA software allows businesses the ability dig deep in to data to help make better decision. These decision could result in change processes to become more efficient or even creating a competitive advantage. I am a firm believer in you can’t improve on something you can’t measure. BI, BA, and PA software help pull data from multiple sources to create a single dashboard that can create metrics and forecasting to improve business operations. The research and evaluation done in this case will contribute to my personal learning environment formal learning.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Baltzan, P. (2015). Business driven technology (SIXTH edition. ed.). New York: McGraw-Hill     Education.

Bari, A., Chaouchi, M., & Jung, T. (2014). Predictive analytics for dummies. Retrieved from             https://ebookcentral.proquest.com

Dataiku.com  https://www.dataiku.com/dss/features/data-workflow/

Domo.com. https://www.domo.com/solution/this-is-domo?aid=bacapt04291604

Gantner. IT Glossary http://www.gartner.com/it-glossary/business-intelligence-bi/

Heisterberg, R., & Verma, A. (2014). Creating business agility : How convergence of cloud,          social, mobile, video, and big data enables competitive advantage. New Jersey: John          Wiley & Sons

Looker.com.  https://looker.com/

Oracle OBIEE. http://www.oracle.com/us/bi-enterprise-edition-plus-ds-078848.pdf

Rapid Miner.com. https://rapidminer.com/resource/gartner-magic-quadrant-data-science-   platforms/

Rouse, Margaret. (n.d.). What is business analytics (BA)? – Definition from WhatIs.com. Retrieved July 23, 2017, from    http://searchbusinessanalytics.techtarget.com/definition/business-analytics-BA

SAS.com https://www.sas.com/content/dam/SAS/en_us/doc/overviewbrochure/sas-predictive-      analytics-suite-103121.pdf

Softwareadvice.com . http://www.softwareadvice.com/bi/prism-profile/

Tableau.com. https://www.tableau.com/trial

ZOHO.com. https://www.zoho.com/reports/features.html

 

Formal Learning

Case Study #2 Core EIMS Software

Please research and evaluate three EIMS software application packages for each of the three Core enterprise management functions: CRM, ERP, and SCM. Each must be capable of being deployed via Cloud Computing and facilitate the intended uses in terms of their functionality and scope suitable for EIMS implementation. Be sure to write the case study analysis to include a “test drive” description with sufficient detail for potential software package source selection for EIMS solution.

Problem Statement

In order for business to stay competitive they must stay agile and use advancing technology to their advantage. Advancement in cloud, social, mobile, video and big data technology has allowed software development companies to take Enterprise Information Management Systems (EIMS) to the next level (Heisterberg & Verma, 2014). Gartner, a form of cloud computing, defines EIMS as “is an integrative discipline for structuring, describing and governing information assets across organizational and technological boundaries to improve efficiency, promote transparency and enable business insight.” The Bring Your Own Device “BYOD” idea has also allowed cloud software developers to break down the barriers of a single physical infrastructure and provide customers the tools to truly become a global business (Heisterberg & Verma, 2014).

There is no doubt that there is a growing demand for cloud based EIMS software. To respond to the growing demand software developers have worked fast to come up with application packages for fit consumer’s needs. There are hundreds of developers who have entered the EIMS software business ecosystem, some are larger companies that offermany add ons that allows customers to pick a customized package and others are small businesses that only develop programs to fit a specific industry. A business must do extensive research and evaluating prior to purchasing and incorporating and EMIS software. With so many different software applications available in the market place, the question arises, how does a company find an EIMS software package to fit their needs?

Challenges & Opportunities

            The implantation of a new EIMS can be life changing for a business owner; it can allow them the visibility to make better and faster decision for the company. Switching to cloud base EIMS software could start to save business owners money within the first year of integrating it. Selecting the software can be difficult with so many options available. Choosing the best fit is important because switching costs can be high when moving from one cloud service to another and there is always a threat of losing data during the transfer. Data warehouses are important to cloud software being used to its maximum potential. A data warehouse is a logistical collection of information, which is gathered from different sources and held in one place (Baltzan 2015).

A challenge for EIMS cloud software developers is keeping the companies data safe. Security should be one of the priorities when evaluating software options. If a business’s private information gets in the wrong hands it can cause major damage to both the customer and the business. For example in 2013 Target experienced a data breach that exposed customer debit card numbers to hackers. Customers experienced identity theft, leaving target to pay over $20 million to master card (Simmons 2015). The Target case highlights the importance why data safety should always be important when evaluating cloud software.

EIMS are comprised of many different functions, Figure 1 provided by scholarsu.com shows a view of how the system information can flow with in the enterprise. Customer Relations Management (CRM), Enterprise Resource Planning (ERP), and Supply Chain Management (SCM) are the three core functions of EIMS.

Figure 1

A well rounded business is able to incorporate cloud based software package for all three core function (CRM,ERP,SCM)  into their business. Management should take the proper time to research and evaluate the core function software before being purchased and deployed.

Business Solutions

Within the subcategories below the case study will I identify and explore three different EIMS software packages for each of the core enterprise management functions. These software packages are currently in the market place used by various businesses across many different business ecosystems.

Customer Relationship Management (CRM)

            CRM is a tool that manages and analyzes customer interaction with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth (Rouse). Figure 2 shows a CRM customer life cycle.

Figure 2

Saleforce, InfusionSoft, and HubSpot are three cloud based CRM software packages that will be examined in greater detail to find out the benefits of each one (logos show in Figure 3).

Salesforce is a well-known industry leading application package in the CRM software industry (Googey 2013). Salesforce is designed to support businesses that focus on sales and supports. The application is used for all business sizes (small, mid sizes and enterprise). Blow you will find the listed capabilities of Salesforce from Salesforce.com.

– Sales management, marketing automation, partner relationship management and customer service.

– Manage customer accounts, track sales leads, conduct and monitor marketing campaigns and provide service post sale.

-Outlook allows users to synchronize contacts, calendars, emails and tasks in both applications.

Infusionsoft is the next software package to be examined; it is designed for small and some midsize businesses. It is considered to be an all-in sales and marketing software. It is an e-commerce platform with the ability to incorporate automation (Paul 2015).  This is a program designed for companies that need to have sales people always in contact with the customers and helps to generate new leads. Many sales people are always on the road so Infusionsoft can be used on smartphones and tables.

HubSpot is the last of the CRM’s software to be examined. HubSpot can be used for businesses of all sizes but is optimal for businesses that use B2B or B2C transactions, examples of these businesses would be accounting, construction, retail, and real state. Hubspot fully utilizes the clouds capabilities by allowing users to have real time view of sales transactions. Hubspot allows marketing emails to automatically be sending to customers, it also records performance metrics on that email (i.e. how many were opened), to help strengthen the marketing department of a business.

Enterprise Resource Planning (ERP)

ERP is software that allows a business to use a system of integrated applications to manage the back office of a business. Figure 4 shows how ERP interacts with several departments.

Figure 4 (http://www.onepointhosting.co.za/enterprise-resource-planning/)

There are many cloud ERP software providers that can support all sizes of businesses. Below is a graph from Gartner.com (Figure 5) showing how they rated each company using Capability vs Value. SAP ERP, Sage 300 ERP, and NetSuite will be the three clouds based examined in this case.

Figure 5

SAP ERP was developed in the early 1990’s and has continued to develop to fit customers’ needs as technology grows. SAP.com reports that their system is used by over 50,000 customers worldwide across multiple industries such as retail, insurance, oil and gas, utilities, media and platform maintains. A midsize to large business looking to streamline process across business areas would benefit most from using the SAP ERP.

Sage 300 best supports small and midsize businesses. Sage.com reports that the software can support its financials, inventory, projects, payments, sales order and customer management. The back operations are fully covered, Figure 6 a detailed view of how Sage 300 supports multiple departments.

Figure 6

NetSuite system is very similar to the SAP system but costs a lot less. NetSuite offers many different services under its umbrella of programs. This program works best when the company is a single legal entity. Companies that have adopted NetSuite include wholesale distribution, e-commerce, software, and software service (Foydel 2011). The goal of the application is to create an integrated end-to end solution business looking to leverage cloud technology.

Supply Chain Management (SCM)

Supply Chain Management is used to track the flow of goods and services from raw material to the consumer. Cleo, Halo, and Intelex are three cloud based software applications available in the market place.  Below in Figure 7 you will find a side by side comparison of the different features each company offers, the table has been provided by capterra.com.

Figure 7

Cleo can be integrated into any size company with the ability to work on mobile devices. Cleo.com reports that over 7,000 uses are currently on using the program, its specializing on transferring data fast and accurately with in a company. Cleo understands the importance of moving data from all areas of the company from internal applications, big data, and cloud, partner and customer communities. Cleo currently has a customer renewal rate of 99%.

Halo is a supply chain intelligence solution that works with companies worldwide, to improve their process and transformation of data. Halo offers a complete package with features to cover everything from demand planning, order management to supplier management. The software has been created to be flexible and work with many other EIMS applications like Oracle, SalesForce, and SAP. Halo has over 10,000 companies using their system.

Intelex is a larger software company with over a million customers using their system, but the Intelex Supplier Management System is made to fit the needs of a small business. The software is focuses heavily on demand planning and supplier management. This software would not be a good fit for users looking of an end to end supply chain management system.

Lessons Learned/Business Case

The research provided in this case highlights how difficult it can be to implement an EIMS software application package, due to the many options available in the market place. Managers must allow time to research and evaluate all posable options. When selecting a package it is important to find a solution that will work best for the business. It should also be compatible to work with the together with the three core functions of enterprise management CRM, ERP, and SCM.

Having synergy between the CRM, ERP, and SCM software packages can reduce waste and increase employee work flow. Providing employees the right tools for the right job it gives them a chance to grow and become more efficient. If a company is considering a new cloud based software package it is should evaluated by multiple departments and a trail version should be implements as a test before converting the whole company over.

Why I Care

Over all having a core EIMS software package that is capable of cloud computing can help a business stay agile. It can also allow a company to grow and leverage new technology as it become available.  Once a cloud based software application is implemented the switching costs can be high, so managers should always be looking at the long term software solution prior to purchasing a new system. By completing the case study it allowed me to add new tools to my PLE, by better understanding the core enterprise management functions, CRM, ERP, and SCM. Also gained the ability to research and evaluate different EIMS software packages at basic level.

 

References

Baltzan, P. (2015). Business driven technology (SIXTH edition. ed.). New York: McGraw-Hill Education.

Foydel, T. (2011). Netsuite oneworld implementation 2011 r2. Retrieved from https://ebookcentral.proquest.com

Gartner- http://www.gartner.com/it-glossary/enterprise-information-management-eim

Goodey, P. (2013). Salesforce crm admin cookbook. Retrieved from https://ebookcentral.proquest.com

Heisterberg, R., & Verma, A. (2014). Creating business agility : How convergence of cloud, social, mobile, video, and big data enables competitive advantage. New Jersey: John Wiley & Sons

Paul, S. (2015). Infusionsoft cookbook. Retrieved from https://ebookcentral.proquest.com

Rouse, M. (n.d.). What is customer relationship management (CRM) ? – Definition from WhatIs.com. Retrieved July 16, 2017, from http://searchcrm.techtarget.com/definition/CRM

Simmons, K. (2015, February 4). Rippleshot Blog. Retrieved July 16, 2017, from http://info.rippleshot.com/blog/everything-you-need-to-know-about-the-target-data-breach-lawsuits

Formal Learning

Case Study #1 Trends in Business Ecosystems

Please write a case study analysis to address this Problem Statement: “How do the C-Commerce trends associated with Business Ecosystems drive virtual enterprise management system development, implementation, and operation”?

Problem Statement

A business ecosystem is a group of organizations connected through a common product, service or industry. An ecosystem may include but not limited to suppliers, distributers, customers and competitors (Investopedia).  Members of the ecosystem interact through competition and cooperation which allow the ecosystem to stay agile and strengthen over time. Collaborative commerce or C-Commerce with in an ecosystem use the internet and cloud technology to create business agility with the hopes of becoming efficient, cutting down costs and lead times while increasing profits (Heisterberg & Verma 2014).

In the attempt to gain a competitive advantage C-Commerce need to capitalize on the technology in the market place and must be willing to stay agile by adapting to new technology as it becomes available. As information technology has advanced members of a business ecosystem must adjust. The problem then arises “How do C-Commerce trend drive enterprise management systems development, implantation and operations” within an ecosystem.  In order to understand how the problem is being addressed within the ecosystems we explore background information on the problem, examine how managers responded the problems, what were the lessons learned from the problem and the impact the case study has the term project.

Challenges & Opportunities

In order to address and find a solution to the problem we must first dive into the background. Before the advancement of the internet businesses used technology for internal use to preform limited functions. As the internet has advanced the term collaborative commerce was created to describe business that used technology for internal and external use to grow and strengthen relationships (Chen, Zhang, Zhou, 2007).  The top five information technology trends used by collaborative commerce are cloud, big data, social, mobility, and video. Through the growth of these trends businesses began to use the internet to make business transactions with external users, these businesses are now known as E- Commerce.

Business process management has become a key element in the success of collaborative commerce (Chen, Zhang, Zhou, 2007).  Business process are “a standardize set of activities that accomplice a specific task (Baltzan, 2015)”. A business can then asses the activities and determine which are most important by creating a value chain. Figure 1 below shows a detailed example of a value chain (Value Chain Analysis).

Figure 1

As business grows and evolve into C-Commerce and E-Commerce a major challenge becomes, does the business have the agility to adopt the changes? Do they have the right management to implement the changes and a trainable staff under them to support the manage? Do they have the capital to invest in the tools such as software or training for employees? All these questions must be answered when a company when a business becomes C-Commerce or E-Commerce because the business must realign its core competencies to fit the new business model.

Business Solutions

In order C-Commerce develop a plane to address the top five IT trends- cloud, big data, social, mobile, and video the business released that they must start at the top down. New Executive Management positions have been created to lead the company’s growth in IT. Some examples of the new positions are chief information officer, chief technology officer, and chief digital officer. In Figure 2 you will find an example from spencerstuart.com of a company that uses cloud technology. As you can see the company has two executive positions that relate to IT

Figure 2 (Hancock 2011)

In Figure 3 we will the data provide by Brian Manning on a study he did on Fortune 500 companies and how they are adopting the idea of the need IT position at and executive level.

Figure 3

After C- Commerce assembles the right management team to lead the EMS they can implement the tools to for companies to be successful. Figure 4 shows the benefits of switching to a cloud based system (Koultorides 2016). By having instant cloud access to transfer information anytime anywhere creates leverage for the other four IT trends big data, social, and mobile, and video. Figure 4 also shows the impact a cloud service has financially on a company and the amount of resources it can free up. By freeing up resources a company can choose to reallocate them to a new location to improve business process in other areas or eliminate the positions and save money.

 

Figure 4

 

Lessons Learned/Business Case

C-Commerce has learned it is important to remain agile in order to stay competitive. Also they understand it is ok for an ecosystem to expand and the ecosystem must renew itself or it could become extinct (Heisterberg & Verma 2014).  Market leaders must also constantly adjust in order to keep their competitive advantage; with in the ecosystem they must continue to find new ways to leverage EIMS.

Health forms of competition can be good for the ecosystem as a whole because it will motivate by suppliers to examine its business process and value chain to become more efficient. The effects of the changes can then be measured by the ability to convert the change in efficient into a reduction in costs or increase in profits.

Why I Care

As a student and a supply chain professional it is important to understand “how the trends associated with Business Ecosystems drive virtual enterprise management systems development, implementation and operations” because we are in the middle of the “perfect storm”. The prefect storm is created by rapid growth and evolution of cloud, big data, social, mobility, and video disrupting the business playing field (Heisterberg & Verma 2014). Not only do I need to understand the background on subject as a student, I need to be able to add it to my personal learning environment and use it as leverage as I build my career. Also by learning about the background I can better prepare myself as a working professional to look out for early warning signs for the next “Force 5” change.

Business must continue to find new ways to leverage “Force 5” technology to improve a business ecosystem. Not only are customers with in the ecosystem embracing the changes they are also demanding the changes. For example most companies now have a modified website for mobile device users or even an app. Without these features customers are less likely to spend time on your website and will move on to a site that is easy to view and navigate. This is an example of how customers are now expecting a business to incorporate IT into their business.

 

 

 

 

 

 

 

 

References

Baltzan, P. (2015). Business driven technology (SIXTH edition. ed.). New York: McGraw-Hill     Education.

Chen, M., Zhang, D., & Zhou, L. (2007). Empowering collaborative commerce with web services enabled business process management systems. Decision Support        Systems, 43(2), 530-546. doi:10.1016/j.dss.2005.05.014

Hancock, J. C. (2011, July). Leadership in the Cloud Computing Era. Retrieved July 09, 2017,     from https://www.spencerstuart.com/research-and-insight/leadership-in-the-cloud-          computing-era

Heisterberg, R., & Verma, A. (2014). Creating business agility: How convergence of cloud,          social, mobile, video. John Wiley & Sons.

Investopedia-http://www.investopedia.com/terms/b/business-ecosystem.asp

Koultorides, A. (2016, June 30). Rain Down Cost Savings With Cloud-Based Business     Applications. Retrieved July 09, 2017, from http://blog.westmonroepartners.com/rain-          down-cost-savings-with-cloud-based-business-applications/

Manning, B. (2015, May 19). Too Many Chiefs? How CDOs, CIOs, CTOs, and CMOs Must       Work Together. Retrieved July 09, 2017, from https://centricdigital.com/blog/digital-           trends/cdos-cio-cto-cmo/

Value Chain Analysis http://research-methodology.net/theory/strategy/value-chain-analysis-2/

 

Formal Learning

Week 6 Discussion

Discussion – Social Business Agility

Based on your reading of Chapters 17, 18, 19, & 20 of the text including the “Unit Five Closing Case One” entitled Twitter, discuss how this social network can be used to improve the C-Commerce processes for tracking project status of a Cloud-based collaborative marketing campaign. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

Social networking sites allow consumers to connect directly to businesses. Customers can provide positive and negative feedback to business while the customer is sharing their thoughts with their “network”. Once is a post is shared online, it can be reposted by anyone who reads the post. This can be both great and horrible for a business. The upside is a business can get continuous feedback on what customers are thinking, which can allow business to make faster decisions for adjustments. It also can generate good PR. On the downside business can be on constant damage patrol with quickly addressing negative PR, I tend to believe bad news or feedback will spread 100x faster than good news. This means business need to be ready to address negative posts before its spreads like a wild fire.

C-Commerces are using social media sites to help them track their marketing campaign. Many business now invest in cloud based Campaign Management Software. Many software packages let business send out drip emails and landing pages with the ability to track the success of them and the ROI. From my personal experience I can like to follow businesses on social media so I can see what type of deals they are offering.

Formal Learning

Week 5 Discussion

Discussion 1 – CEM Systems Integration

Based on your reading of Chapters 13, 14, 15, & 16 of the text including the “Unit Four Closing Case Two” entitled Social Networking, discuss how social media sites can be used by a virtual enterprise to enable C-Commerce processes to “hear” the Voice of the Customer. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

C-Commerces are able to gather tons of valuable data from Social Networking sites. C-Commerces understand that their best “sales man” are the people you know and network with. C-Commerces also are able to track and monitor social networking sites to gather data on their customers.  Businesses are now creating accounts on the networking sites in order to instantly reach customers and let them know about promotions/sales and new items. This also allows business to get instant feedback and what the customer thinks about their products. The old way of getting a customer feedback was to offer them some type of coupon on the bottom of their receipt if they complete a survey. This can be expensive and can lead to customers rushing through, which will provide bad data. Social networking sites provide businesses with a better and faster way to hear the customers. Networking sites created a platform for users to have their voice hear and share information with people which can be seen with all their friends “following” them.

Closing Case Two provide great information on Social Working companies but was written but is a little outdated. From my personal experience I find Myspace to irrelevant in the social media world, im not sure I know any one that uses the site. Also 2 major companies are not listed Snapchat and Twitter. Both allow business connect directly to customers.

From personal experience I think Facebook does the best job with connecting customers to businesses. Many shopping site let shopper’s login using your Facebook account, which helps eliminate the need to try to remember tons of user names and passwords. Facebook also allows you to “check in” letting your network friends know where you are. A few times I have seen my Facebook friends “checking in” to a restaurant that I like but haven’t been to in a while. It made me crave it and I went to the restaurant within a week of seeing the post.  In other cases I have avoided spending money on cretin businesses due to the negative reviews that my network friends have gave on a business.

Discussion 2 – CEM Performance Management

Based on your reading of Chapters 13, 14, 15, & 16 of the text including the “Unit Four Closing Case Two” entitled Social Networking, discuss how social media sites can deliver competitive value as measured in terms of a C-Commerce balanced scorecard including ROI. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

Closing case two highlights on the amount of money social media sites are generating. The potential for growth is endless which is why it attracts so many users and businesses. If businesses want to stay competitive they need to apart of a social network. Social media sites are the new and improved “Yellow Pages”. If you need to know about a company you can check out their page or “follow” them. Part of a balance score card is finding the best way to appear to customers. Social media sites give businesses the platform to directly connect with users and make a user feel like they are a part of a business. With these platforms businesses are able to get closer to customers; it can help them find out areas of improvements a lot faster than traditional ways. From personal experience the closer I feel to a company the more loyalty I have to the brand, and the more I distrust a company the more likely I am to not be loyal. For example I do not trust department stores right now (sears, JC Penny’, Macys..). I never know if im getting a good deal. It seems like I buy an item because I think the sale is really good, and then 2 weeks later there is an even better sale. This is a major reason I have no loyalty to a single department stores.

 

 

 

Formal Learning

Week 4 Discussion

Discussion 1 – Big Data-driven DSS for CEM

Based on your reading of Chapter 9 of the text including the “Unit Three Opening Case” entitled Second Life: Succeeding in Virtual Times, using DSS concepts explain how Wikipedia can deploy Cloud-based DSS to gain business intelligence. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

Having a decision support systems (DSS) provides a business with the ability to evaluate data from internal and external sources and allows managers to choose a course of action. What-if analysis, sensitivity analysis, goal seeking analysis, and optimization analysis are different technics of DSS analysis.  (Baltzan, 2015).  In the past a business was on its own in the cloud world to find, track and monitor data in order to turn it into useable analytics. Companies that had the resources gather and use the data created a competitive advantage for themselves.  “Unit Three Opening Case” shows how companies like Actionly have leveled the playing field by providing a service to collect data for you. Actionly tracks all social media sites and websites to collect data and sorts the data. Once the data is sorted it allows customers to view it via a dashboard. Actionly provide real time data that business can use to gain BI. The ability for the information to be on the cloud allows for managers to metrics to people with in the company to fast. For example if a manager see that a certain geographic area is lacking in projected sales for the month, the manager can send the local sales person the metrics and a list of promotions they can offer for that area to get the sales needed. Overtime the Actionly system can uses data analytics to help a manager find the promotion that generates the most value for that specific location. Companies that are looking to stay competitive and grow their brand need systems like the one offered by Actionly to help provided valuable data to make better decisions.

Baltzan, P. (2015). Business Driven Technology. New York, NY: McGraw-Hill Education

 

 

Discussion 2 – Cloud-enabled CEM Architecture

Actionly provides a service that can change a company’s business strategy allowing them to be more customer driven. The information gathered by Actionly can help a company run more efficiently, by making faster and data driven decisions. A business can use Actionly to help create a customer experience management strategy that fits a specific industry and customer base. SCM system using a cloud based system can focus on demand planning. I have learned from personal experience if demand is not loaded correctly the bad data will flow down the supply chain. As a buyer I have had bad information enter, resulting in me ordering the wrong part, and production not having parts to build. This can cause delays in customer deliverables which can lead loss in revenue.

Formal Learning

Week 3 Discussion

Discussion 1 – Business Case Analysis for CEM

Based on your reading of Chapters 6, 7, & 8 of the text including the “Unit Two Opening Case” entitled It Takes a Village to write an Encyclopedia, using Business Case Analysis concepts explain how Wikipedia can deploy Cloud-based CEM systems to gain business intelligence of its customer ecosystem. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

The unit two opening case “Informing Information” highlights how visual images can be used to create a competitive advantage. In order to create the perfect image for the perfect spot a business must use all the tools available to them. A business using a cloud based customer experience management system can leverage the information it collects help make better decisions. Analytical information can be used to examine trends or view statistical information (Baltzan 2015).  The information collected can then be used in real time by managers or even computers. I see analytical information being used in real time decision making by computers every time I shop. Every time I view an item, the website will provide me with additional images of items that pair up with what I’m viewing. I always get sucked in to viewing more items that I originally attended to view. Companies using this technology are using historical data that they have collected along with the real-time data that is being gathered as you search then outputting information to enhance the customer shopping experience.

Baltzan, P. (2015). Business driven technology. New York, NY: McGraw-Hill Education.

Discussion 2 – Predictive Analytics Data Integration

Based on your reading of Chapters 6, 7, & 8 of the text including the “Unit Two Opening Case” entitled It Takes a Village to write an Encyclopedia, using Big Data concepts explain how Wikipedia can use data warehousing to facilitate data integration for Predictive Analytics initiatives.

The idea of big date is constantly evolving and as new technology is introduced. Companies that implement the new technology fast can gain a competitive advantage. In order for big data to be used to the full potential the data must be able to be stored and have good database management system to pull information from. Once a business has a good DBMS it can then start to use past and current data to start making Predictive Analytics (Baltzan 2014). In the case of Wikipedia has done a good job of linking similar content together making it easier for the user to move from one subject to the next by just clicking links. At my current job we use Oracle to process all our information. Oracle has created a separate module called OBIEE. OBIEE is an analytic platform with interactive dashboards that pulls data from oracle. The users can run all types of reports and customize them to their need. I use this almost every day to ensure I have the newest data available to me to help make better decisions. Below is a link to get a better idea of what OBIEE is.

Baltzan, P. (2015). Business driven technology. New York, NY: McGraw-Hill Education.

http://www.oracle.com/us/bi-enterprise-edition-plus-ds-078848.pd

Formal Learning

Week 2 Discussion

Discussion 1 – Cloud Value Chain Analysis

Based on your reading of Chapters 2 & 3 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, using Porter’s Five Forces Model explain how Apple can deploy Cloud-based CRM to gain business intelligence in the context of their buyer-supplier value chain. Be sure to incorporate your personal experience and any learning regarding the Customer Experience Management lifecycle.

Customer relationship management can be used to increase a company’s visibility of a customer’s habits and capitalize on that knowledge by creating customer loyalty and generate more spending. Apple can use a cloud-based CRM system to gain BI using Porter’s Five Force Model. For example

Buying power- Apple has made it hard for customers to switch which from an Apple product to a non-Apple product. All of Apples products rely on buying items on the App Store/itunes “the cloud” then putting them on your device. Once they are bought on the cloud it is difficult to get them on a non-Apple device. Many customers find it is easier to just upgrade an apple device rather than starting from the beginning and getting a new brand.

Another example is Threat of new Entrants. Apple is customer focused and has been able to stay dynamic to customer needs and be proactive on making changes to keep customers satisfied. This makes it hard for new companies to enter the same market as Apple. By the time a new company launches its product Apple is already six months to a year ahead.

The creation of the cloud, itunes and App Store allowed Apple to take CRM to the new level. These items not only give uses a one place to shop but they provide Apple the valuable information on customers by tracking everything they do. By doing this Apple is able to let the customer know when a new app comes out similar to ones they already downloaded or even when new music is released similar to what was previously downloaded. The personal example I had is when ordering an Ipad for a gift online. I was able to see if the item was in stock and when the item could ship. By having access into this information I was able to feel more comfortable with my purchase.

Discussion 2 – Social-Mobile Collaboration 4C’s

Based on your reading of Chapters 4 & 5 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, using the balanced scorecard framework describe how Apple can employ Social-Mobile technologies to enable collaboration best practices in terms of the complete C4 Spectrum (i.e., Communication, Coordination, Cooperation, & Collaboration) to drive iPhone product development via partner-developed apps.

Apple can use a balance scorecard to employ Social- Mobile technology to clarify their vision and strategies and take action on them to drive iPhone product development via partner-developed apps. In order to drive iPhone product development Apple has been able to become efficient in Communication, Coordination, Cooperation, and Collaboration which will allow Apple to get the most out of their partner-delayed apps.  The information that Apple is gathering from the App users is priceless so it is important that apple work closely with them. Apple can use the information to change and improve their processes. It is obvious to see the effectiveness Apple has had in this process by the money the iPhone generates and the customer satisfaction.

 

Formal Learning

Week 1 Discussion

Social Business Value of IT

Based on your reading of Chapter 1 of the text including the “Unit One Opening Case” entitled Apple – Merging Technology, Business, and Entertainment, explain how Apple achieved business success through the use of information and people in the context of the social business value of IT. Be sure to incorporate your personal experience and any learning regarding virtual team success for both internal members and external partners as they engage the customer throughout the Customer Experience Management lifecycle.

Apple success came from the competitive advantages they created. Apple was able to make good decision based off of the BI they were using. One major key to success was that they listened to the customers. Customers not only want the best and newest technology they want to be able to customize it and make the product their own.  So not only does Apple keep increasing their sales on electronic devices, they created a whole new business area with the accessories line. With the launch of any new product Apple has a new accessory line to fit that product.

As the case stated the produce sells itself, customers sell other customers on the products. The way Apple was able to do this was though branding. Kids are exposed to Apple at a young age. I recall when I was in element school we had “cool” see thorough apple computers. Apple works hard on inducing their products to young kids by providing discounted and even free devises to school. See link below on Apple’s big donation from last year. By doing this they create brand loyalty.

Apple has been able to maintain their success by getting all division in the company on the same page, which allows for better and faster decision making. Being cross-functional has allowed Apple to maximize profits, which are reinvest in the company to fund next big idea. The case also provided a good example on how external users are contributing to the growth of Apple. App creators are finding Apple to be the most profitable for them and in some cases don’t see a need to create an Android version. I believe the more apps a person uses the more important the device becomes to an individual.

 

Apple stays in school, donating 54,500 iPads to students and teachers