MBAC/D 698. Spring 2012 Objective: HW Assignment 1: Identifying BI Scope and Processes in Organizations This individual assignment is worth 6% of the course grade Due Date – 2//11/11 (Saturday) by 11:59 p.m. via MyLMUConnect To identify the various pieces needed to plan a BI system within a particular area/application within an organization. To identify the steps needed to plan a BI system and to create an outline of a plan for a BI system as well as intended users for such BI system. To develop the skills of understanding an organizational BI system from external indicators. Assignment: The associated (in the folder called Cases under Content button in MyLMUConnect) articles and cases describe various BI applications including use of CRM for supporting relationship marketing strategy, customer service, and targeting new business opportunities. Based on these articles, and the communications that you receive through your mails (both snail mail and e-mails) pick a company where you think either BI is working really well, or BI module should be implemented for any of the above activities (or similar) or for an area of your choice within the company. If you are doing a customer facing BI, then I expect you to also use the zip code data and PRIZM for market segmentation and classification. You can also use other data that you deem relevant and have access to, to show how they can be used for creating the BI for the above areas or the area of your choice. Guidelines: Read the assigned cases to get an understanding of the various BI applications. Start with a communication item or message you have received from a company (bank and credit card offers are excellent resources, but you can also choose airlines, hotels, vacation packages, etc.) that is marketing in nature. List the things that you like and dislike in the offer. Once you have selected the company, read up a little bit on it to identify the overall strategy of the company (low cost, differentiation, etc.). Try to determine why you received that communication/message – what was their goal in sending you that message? Imagine yourself as the BI head of the organization. What would have been the various outputs (think KPIs) that you would like this business to keep track of (both internal and external facing) for better performance (you can limit yourself to one area, for example, CRM for this part)? Link the outputs that you have to the strategy of the organization explaining why these are needed for effective pursuit of the strategy. Identify the possible sources of data inputs that can generate these outputs as well as the collection methods and the form of the data. Who will be the intended users for these outputs (both internally and externally)? For the internal users, at what level of the companies do they operate? Do you think there are other peripheral users who can benefit from these? How would you give them access to the proposed BI system? What are some of the organizational issues (again both internal as well as external facing) that must be taken into consideration for successful implementation of the system that you envision? Justify why these factors are important. List the set of tools, technologies and capabilities that will be needed for this system (you can use the framework that describes different parts of BI) and possible vendors/software for those tools. You have to do some research on your own to identify the vendors. Based on all of the analysis above create a short business/case report for the CIO of the organization convincing why your proposed BI plan should be implemented. Deliverables: A formal report (approximately 6-10 pages) describing your analysis by 11:59 p.m. of 2/11/11 (Saturday). You can include sanitized copies of the communications used to get the analysis started. What are the environmental data that could have been or should be used for this particular BI application? All files associated with the deliverables must be submitted electronically via MyLMUConnect in .doc, xls, ppt and/or .pdf formats using the Homework 1 link under the Assignments. More Notes: This assignment is also intended to help you think about the elements that should go into the planning process of a BI system as well as to reverse engineer a system based on what is observable about the system from the outside. This is a necessary skill that helps you understand what your competitors are doing in this area. Please proofread your work to ensure that they are free of typographical errors and grammatical errors. There is NO allowance for late submission – penalty is 100%.