Information Systems and Knowledge Management Dr. Zafer Erdogan
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1 Information Systems and Knowledge Management Dr. Zafer Erdogan Marketing ResearchInformation Systems and Knowledge ManagementDr. Zafer Erdogan
2 Data, Information and Knowledge Data—the raw facts—record measures of certain phenomena which are necessary to provideInformation—facts in a form suitable for managers to base decisions on.Knowledge – is a blend of information, experience, and insights that provide a framework that can be applied when assessing new information or evaluating relevant situations.
3 Characteristics of Valuable Information RelevanceQualityTimelinessCompleteness
4 Knowledge ManagementOrganizations make effort to capture, organize, and share what the organizations and its employees know.They create knowledge that is broader, deeper and richer than data or information.Knowledge Management is the process of creating an inclusive, comprehensive, easily accessible organizational memory often called the organization’s intellectual capital.
5 Decision Support System A computer-based system that helps decision makers confront problems through direct interaction with databases and analytical software programs.Its purpose;to store data and transform them into organized information that is easily accessible to marketing managers.
6 A Decision Support System Has Two Components DatabaseA database is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer. e.g. mail list, population records…SoftwareVarious types of programs that tell computers, printers, and other hardware what to doSoftware consists of business intelligence systems, statistical software, spreadsheet software and analytical models.
7 Business Intelligence Software A decision support system’s business intelligence software allows managers to combine and restructure databases,diagnose relationships,discover patterns,estimate variables,otherwise analyze the various databases.Much software helps user interaction.
8 Decision Support Systems-cont Systematic accumulation of pertinent, timely, and accurate data is essential to the success of a decision support system.The managers of the decision support system, systems analysts, and computer programmers are responsible for the system as a whole.However, the task of providing input data is shared by many functions within the organization.
9 Four Major Sources Of Input For A Decision Support System All numerical, text, voice, and image data entered into the decision system.Internal recordsProprietary Marketing researchMarketing intelligenceOutside vendors and external distributors
10 Internal RecordsInternal records that may become useful information for marketing managers.Accounting reports of sales and inventory figures, provide considerable data.Data about costs, orders, shipments, inventory, sales, and other aspects of regular operations are routinely collected and entered into the computer.Customer profiles
11 Proprietary Marketing Research Emphasizes the company’s gathering of new data.Not conducted regularly or continuously.Projects conducted to study specific company problemsSurvey findingsTest market results
12 Marketing Intelligence A network of sources and regular procedures by which marketing executives obtain everyday information about nonrecurring developments in the external marketing environment.For example;logs of comments and complaints,discovery of competition price changes,news of industry technology
13 Outside Vendors and External Distributors Distributors of market information as their products.Many organizations specialize in the collection and publication of high-quality information.E.G. A. C. Nielsen company, provides television program ratings, audience counts.
14 Customer Relationship Management (CRM) Bring together lots of pieces of informationcustomer profilessalesmarketing effectiveness/responsivenessmarket trendsProvides the enterprise with a complete, dependable, and integrated view of its customer base.
15 Customer Relationship Management (CRM) The goal of the CRM system is to describe customer relationships in sufficient detailSo that;Management, salespeople, customer service, and perhaps the customer can directlyaccess information e.g. other products a customer has purchasedmatch customer needs with satisfying product offeringsremind customers of service requirements
16 Network & Electronic Data Interchange Networking is the linking of two or more computers to share data and software programs.Electronic Data Interchange (EDI) is the term used when one company’s computer systems is integrated directly with another company’s computer system.For exampleWall-Mart exchanges data with its suppliers every evening via EDI
17 CASE 2.1 HARVARD COOPERATIVE SOCIETY 1. What advantages does a decision support system have for a small business like the Harvard Cooperative Society?2. How would a small business like the Harvard Cooperative Society’s decision support system differ from that of a major corporation?3. Briefly explain or outline your opinion of the components of the Harvard Cooperative Society’s decision support system.
18 InternetA worldwide network of computers that allows users access to information and documents from distant sources.A combination of a worldwide communication system and the world’s largest library.
19 URL & WWW Uniform resource locator Graphic interface Web site address 1000s of interconnected pages or documents
20 Search Engine A computerized directory to search the WWW YAHOO -HOTBOT -GOOGLE -
21 Pull & Push Technology Pull - data is delivered when requested Push - data is delivered w/out requestSmart agentsLearns an individual user’s preferencesAutomatically searches out informationDelivers information to the desktopCookiesSmall computer filesProvides saves onto the computer of someone who visitsTracks websites and files visited
22 Intranet & Internet2 Private data network Uses internet standards and technologyFirewalls for securityA collaborative effort involving over 100 universities, industrial organizations, and government offices in the USObjective is to create research network much faster than the current Internet.