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Case Study : ' Renker An Infomercial Studio '

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Guthy – Renker Case Brief
Guthy – Renker an infomercial studio which has emerged into direct response marketing which has discovered and developed different award winning products. Most of the function - product design, manufacturing, media, call centers, fulfillment, shipping, customer service – are outsourced. Whenever there is need of information Guthy – Renker be contingent on their IT department to gather data and produce report. To overcome this difficulty and to reduce the manual effort they have come up with its first formal Business Intelligence project. The company 's initial model of business intelligence used a FoxPro based database management system which had several issues with the maintenance and update of the data and was also not able to scale up with the growth of the business. With expertise from Trinus Corporation, Steve Johnson (Vice President of Information Technology) and Manish Gupta (Director of Information technology) rolled out new BI project. Some of the major changes to the company were the standardization of data across the enterprise and made data available to all the level business users with ease. They also made sure that the reports are generated even for the one who got no technical expertise. According to Joseph, W., Clark & Omar, A., El Sawy. (2010), “BI capabilities are often described in terms of key performance indicators, or KPIs” (p. 15).
Key Performance Indicators (KPIs) are used to evaluate tangible performance of an organization.

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