Ch 12 Decision Support Systems DSS James Edwards

Ch. 12 Decision Support Systems (DSS) James Edwards Tiffany Truong

What is DSS? • • • Computer-based systems That help decision makers Confront ill-structured problems Through direct interaction With data and analysis models

Components of DDM • Dialogue component • Data component • The Model component

Types of DSS • Institutional • Quick-Hit – What is it useful for? – 3 types • Reporting DSS • Short Analysis Programs • Decision Support System Generators

Data Warehousing • Metadata: The standardizing Element • Quality data: The Biggest Challenge • Data Marts: Subsets of Data Warehouses

Data Mining • What is it? • What is its purpose? • Steps in Data mining: – Define the business uses of data – Create the data model for the warehousing – Cleanse the data – Consider user point of view – Monitor usage and system performance

Executive Information Systems (EIS) • • • What is it? ESS Pitfalls of EIS Why install EIS? Future challenges of EIS

CLJ Mega Data Warehouse • "We use the data warehouse to help strengthen customer relationships by improving service levels and customer retention, and thereby increasing customer profitability, “ • Spending millions • Biggest Data Warehouse in existence

CLJ United Airlines And IBM Create Powerful Customer Relationship Management System • “United Airlines and IBM create powerful customer relationship management system- airline deploys six Terabyte DB 2 data warehouse to improve customer service and operational efficiency” • “Business Intelligence capabilities will be used to identify trends in passenger flight destinations so the airline can more efficiently coordinate and plan flight routes, increase efficiency in managing bookings, and enable one-on-one CRM”

CTQ • Data Warehousing is very important to companies today. As seen in my CLJ we notice that a company will spend a lot of money on creating large data warehouses. Will it soon be a necessity for businesses to keep these warehouses? With so many companies out there isn't it necessary to gain an advantage over the competition by knowing more about your customers? If so, then what priority level should a company put on creating a data warehouse? Which industries would this be more important, and which ones would be less important?

CTQ • United Airlines key purpose of integrating CRM is to make it easier, to improve customer service and increase operational efficiencies. This often means that United Airlines must change their internal and external business processes, how will CRM change customer’s attitudes in terms of the process they go though when buying a ticket? In the reality, CRM is indeed a powerful tool; it is the key to achieving the ultimate goal of attracting and retaining more customers. But, how does the United Airlines go about attracting and retaining customers with an electronic CRM implementation? How CRM can provide competitive advantage for United Airlines?

Questions?

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