Week 3 Team Case Analysis MIS 535.docx - Week 3 Team Case...

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Week 3 Team Case Analysis: Better Data Management Helps the Toronto Globe and Mail Reach Its Customers Managerial Applications of Information Technology (MIS535) Professor: Simon Obeid Team B Rosemary Guerrero Chris Small Ittha Sitaputra November, 2017
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Week 3 Team Case Analysis: Better Data Management Helps the Toronto Globe and Mail Reach Its Customers Summary In the modern business environment effective and secure data management is an essential aspect of business performance and health. Poor data management practices can lead to devastating impacts for a business. Canada’s largest newspaper, The Toronto Globe and Mail, had a problem with its marketing program, specifically housing and managing the data of its subscribers. The system identified households that no longer subscribed to the newspaper. The article highlighted the main problem as, The Toronto Globe and Mail having large amounts of customer data held in isolated databases for specific purposes. In addition the data was inaccurate and outdated, making marketing campaigns less effective. In order to address the identified data issues The Toronto Globe and Mail implemented a data warehouse system, Laudon stated “In 2002, the newspaper began addressing these problems by implementing a SAP enterprise system with a SAP NetWeaver BW data warehouse that would contain all of the company’s data from its various data sources in a single location where the data could be easily accessed and analyzed by business users.” (Laudon, 2015, p.216) This data helps the company to understand the delivery statistics and data on promotional campaigns run through third party sources, such as Google. By using a data warehouse system, management is able to access, control, and manage data from any location within the company and develop solutions to problems as they arise. By using the data warehouse, the company is also able to save operating costs and time. For example, “Marketing campaigns that previously took two weeks to complete now only take one day.” (Laudon, 2015, p. 216) Not only is the company able to operate more efficiently but it also helps the newspaper to assess its current market share and develop strategies to increase it.
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Week 3 Team Case Analysis: Better Data Management Helps the Toronto Globe and Mail Reach Its Customers The Toronto Globe and Mail, further enhanced their data storage approach by turning to the cloud, so they can offer products to both online-only customers through mobile applications and websites, as well as, print customers through traditional newspapers. Laudon discusses the advantages of using a data warehouse approach to data storage and access, “…cloud computing platform, which accelerates data analysis and processing by storing data in the computer’s main memory (RAM) rather than on external storage devices. This cloud solution lets The Globe and Mail pay for only what capabilities it uses on an hourly basis.” (Laudon, 2015, p. 216) Support
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