Jul 12, 2017 Others

Why would a customer database be so useful for the companies described in the case? What would happen if those companies had not kept their customer data in databases?

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Midterm Case Study

INSTRUCTIONS:

Asking the Customer by Asking the Database (page 243 of your text)



After your review, please answer the following questions and formulate them into an APA formatted paper: 



(1) What concepts in this chapter are illustrated in this case? 

(2) Why would a customer database be so useful for the companies described in the case? What would happen if those companies had not kept their customer data in databases?

(3) How effective is the SAS statistical modeling software described in this case study? Explain your answer. 

(4) How did better data management and analytics improve each company’s business performance? Give examples of two decisions that were improved by mining these customer databases.

(5) Describe some of the weaknesses of predictive analytics. What management, organization, and technology factors are responsible for these weaknesses? 

(6) Why is the purpose of Target’s predictive analytics team? What are the benefits of predictive analytics? 

(7) Are there any ethical issues raised by mining customer database? Explain your answer.



Protocol: 



(a) Write in APA format

(b) Each item will have a proper APA heading

(c) Response to each of the 1-7 items above must be at least 150 words each

(d) The paper must have at least five (5) reputable sources with proper citations from these sources

(e) Please submit by the due date 

CONTENT:

Midterm Case Study 1 Name Institution Midterm Case Study 1 From the case study Asking the Customer By asking the Database, the concept of business intelligence from chapter 6 is illustrated. The case discusses the significant and benefit of a database management system over the traditional file system. In this case, traditional filing system poses problems because of data redundancy, inconsistency, inflexibility, and lack of enhanced sharing capability. The concept of using evaluative tools, as well as technologies to ensure access to information from databases to enhance the performance of a business also appears in chapter 6 and discussed in the case. The idea of using databases to enhance performance, as well as decision making becomes evident from the case study. The value of digital technology is explained in the case where it offers the opportunity to lower costs while at the same time, improving performance of a business. The issue of database design and its storage capability is also discussed in this case study (Laudon & Laudon, 2007). A customer database is useful for companies in the case study because it forms the backbone of their relationship with the customers. This is where the companies can store information about the customer and use this information to sell and service the customers as well as anticipate their needs. The company can fit or design their products to the nee

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