Decision Support and Business Intelligence Systems 9th Edition Ch1&2 Exercise

3. How does Harrah’s integrate the various elements of its marketing strategy to deliver more than the results of Database Marketing?

In order to master critical thinking, the ability to question information and solve problems must be present. The crucial steps that lead to successful decision-making is not based solely on our skills and abilities, but on the strategies that help us get there. All these steps combined allow us to make solid and intelligent decisions. Research on understanding how the mind works is a continuing project at best, but the progress we have made is substantial in the areas of understanding problem-solving and decision-making.

Though this is an effective way to make decisions, like all ways of deciding things, it is key that the ones deciding are playing their role. If they are not, it can cause great negative

10. Describe three transactions that you have experienced recently, in which an organization’s advanced use of information technology played a significant role (for example, withdrawing cash from an ATM, registering for classes online, or ordering food by fax). How did the technology contribute to the efficiency and effectiveness of the transaction?

1. What is information technology and why is it important? Suggest three fictitious headlines that might be added to Figure 1-1.

When consumers shop online, data mining is collecting their buying habits and other online searches. With every search they do, their information is collected by companies as Acxiom. These companies collect data such as age, race, sex, education

your common sense tells you to do or at least to put it aside while making the decision

* The degree of summarization in decision support data is very higher than operational data.

Business analytics plays a major in sourcing new customers in emerging markets. Target has over the years, employed business analyst that mine customer data for shopping habits and use the data observed to design advertising and marketing schemes that can

With data mining, a retailer could use point-of-sale records of customer purchases to send targeted promotions based on an individual's purchase history. By mining demographic data from comment or warranty cards, the retailer could develop products and promotions to appeal to specific customer segments.

A database is often very transaction-driven, with a specific time horizon of data that is captured and analyzed in creating reports,

The competition between retailers is really intense, which force them to improve themselves to avoid a business failure. Data mining is one of the ways that retailers use to help with improvement. The data mining can be done by having a special program that can track the customers’ purchases. Most retailers use the “membership card” method to collect their customers’ data. Every time a customer purchases goods with the card, the system will collect the purchase history for analyzation. Retailers then use the data “to learn what customers want, understand historical trends, and improve the quality of marketing decisions” (Corrigan, Craciun, & Powell, 2014, p. 160). It is important to retailers to understand the demand from both suppliers and customers so that they can have a better marketing strategy in the future.

The data gathered through this study will help to extract information regarding consumer tastes and preferences and the various issues faced by the retailers which would eventually help the Company to

According to Chand (2016), consumer behavior could be referred as a kind of study of how individuals, groups, or organizations choose, purchase, utilize and manipulate for goods, services, and ideas to fulfill their personal’s wants and needs. Due to this statement, Jaideep (2016) mentioned that consumer behavior was considered important because it helps marketers to understand well about the reasons for a consumer to purchase particular goods or services and also find out the best way to present the goods or services to their customers in the marketplace. Therefore, Vesla Technology must create a customer profile which including consumer behavior models or theories as a basis of the profile in order to know well about their customers and come out with the best way to

From figure 5 and 6, data mining techniques compliment with queries helps to find hidden relationships in the data marts in order to find customer preferences and suggest customized advertisements (Faria 2012, p. 255-256). As a result of acquisition, expansion and business nature, Almost 21 requires to do substantial analytical works in order to source complex data relationships within different customer segments such as the relation of spending behavior against age groups and the relation of product sales against age groups. Therefore, BI applications aims to help supply chain planners to implement product mix decisions which refers to the process of choosing the right product options to the customers for sale (Chowdhury & Das 2012, p. 219). Additionally, BI applications advance the performance of Almost 21’s SCM and CRM. From a SCM perspective, the transparency of data, the availability of data mining and OLAP in data warehouse help to construct a more customized product and strengthen the supplier-suppler relationship. Hence, the BI applications facilitate the coordination and decision-making process in the supply-chain network, which in turn benefits the end-users. For example, Zara is a successful firm which had short lead times for new fashion idea because of its comprehensive data analysis, design and product management (Walter 2013). Furthermore, the BI applications help companies to