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COMM391 Section 203 Phase 4 by Mind Map: COMM391 Section 203 Phase 4
0.0 stars - 0 reviews range from 0 to 5

COMM391 Section 203 Phase 4

Group 301

Good Your group did a great job of identifying at what organizational level the data that your company gathered would be used in order to achieve the your strategy, and what systems you would put in place in order to take advantage of all this data and make it useful. We liked seeing the fact that you identified multiple types of systems that your company could employ in order take advantage of the data, but it’s also good that you explained how these systems would be used, and why you decided to use these systems, rather than just listing them. It is also good that you mentioned some places from where you will obtain some additional data. One thing that we would have liked though is for you to go into more detail on as to how exactly you were going to use the DSS in order to create value for your company. We would have also liked you (if possible) to identify more areas where information systems could be employed.

Operational Control

At this level, line managers and clerks will use TPS to carry out regular business transactions, pay rolls, updating and summarizing information., City Workforce needs to summarize data in order to simplify and categorize information about candidates to provide quick matches between candidates and companies. The database must also be constantly updated for new company needs and requirements and new skills that candidates acquire through training or workshops. Candidates' resumes, skills, education, experience will also need to be stored and updated at regular intervals to ensure the most recent information is available to make good matches. Whenever new candidates or companies are introduced to the City Workforce, they should be quickly integrated into the system so the best services can be provided., We also need to extract specific information from companies such as job descriptions and specifications, their expectations, as well as organizational values and cultures to ensure that companies will be satisfied with the candidates we offer for their temporary positions.

Management Control

At the operational and management level, middle managers will use MIS to monitor performance, schedule employee shifts, make matches between companies and candidates and produce reports from data taken from TPS., MIS will be used to ensure that candidates will not be double booked for temporary jobs. It will also contain information from the rating system where companies and candidates will rank and evaluate each other. MIS will then produce statistical reports regarding the rankings so both sides can improve. As well, data mining will be used to search qualified and available candidates to fill companies' jobs and create suitable matches.

At the management level, DSS will be employed to analyze and predict future employment trends., Information will be gathered regarding unemployment rates to predict future job openings. We will also have information regarding economic policies, employment requirements, and statistics for each industry to help candidates plan for future job openings.

At what level of the organisation will the data/information from Phase 3 be used? And how?

Group 305

Weak- Your group did not adequately satisfy the requirements of this mind map. You were asked to identify the levels of the organization in which the data would be used, and how it exactly would be used. Your group only mentioned (vaguely) in what areas you would use the data. Apart from that, you never went into any detail on as to what data would be used, what systems (MIS, TPS, etc) would be employed in order to take advantage of the data and achieve your company’s strategy, and you never mentioned why you would use these types of systems at the given level of the organization.

With application to MoveIT:

Could use data mining for customer information and preferences (however, we are unsure if this would be worth the time and money), Scheduling and logistics information can be provided to management (level - operational control)

Strategic management, looking at industry trends

management control, Performance reviews

operational control, scheduling of staff and trucks

operations, need information relating to customer locations and job specific demands

Group 306

Group 307

Weak+ It is good that you were able to identify which people within your organization would use the data that your company gathered. It is good that you touched upon how exactly this data would be used, and what the benefits of this data is to the Analysts and the Brokers. Your justification as to why this data should be used by the Analyst/Broker was too barebones. You should have gone into far more detail for as to why this data help them. Furthermore, you should have identified the different types if information systems that could be employed in order to make this data useful and in order to help your company achieve its goal (MIS, DSS, etc). This was a requirement of the mind map for Phase 4, and you did not satisfy it. Next time, your group should go into far more detail, and your group should identify the things that the mind map asks you to identify.

VAnalyst: The data/information collected and analyzed by our company is primarily used by our front-line workers in our analysts and brokers.

Analysts - will use this data to predict the future fluctuations and performance of the market, to ensure proper investing decisions.

Brokers - they will require both financial as well as personal client information., For the financial information, brokers use the financial data processed by the analysts to decide which financial instruments are right for the clients, For the client information, brokers require information about their clients' wealth, age, career stage, retirement goals, familial commitments, etc so they may offer the correct combination of financial expertise and familiarity to meet the client's specific financial needs and goals

Group 316

Exceptional Great insights. (Side note - when you use this in your presentations, try to include less terms as it will be hard to follow)

CITY WORKFORCE Level of the organisation needing the information: Operational Control (Line Management) and the Sales and Marketing Department. This level shall have access to the information because the line management are the ones who matches, while operations only deals with the implementation of the IS. Also, the information can be used by middle and senior managers, since the IS will evaluate feedback from employers/ees about employees/ers respectively. Middle and senior management will need this information to handle extreme cases and conflicts. How the information will be used by the level: Text Mining to find correlations between employers and employees. The information is semistructured, as we look for correlations but don't know where such correlation exist. It is not unstructured since there exists some certainty about market conditions and employer/ee needs. This business intelligence software enables the matching process. Also, OLAP: Since the information is being manipulated to match the clients, data warehouses have to be erected that enable the correlation. Overall, DSS will be the result, since the right information will enable sound decision making (ie matching).

Company information would be used to convince clients that this company provides the best service. For example, showing that they hire competent employees with a lot of experience, Advisors would also use information about other companies to compare with the one they belong to, to point out their specialty and proven client satisfaction

Group 317

Good You have exceptional ideas and you've made a lot of connections between your data's value and the usage of that data. For an "Exceptional", however, you have to deal with two big issues. First, you suggested using the data about a customer's move to help with future moves. While it makes sense to use their feedback in the future, there is no grantee that the next move they make will be anything like the last. Most people move at different stages in their life and they have very different belongings and moving needs. Second, you've suggested a lot of very useful, very expensive technologies. You need to decide which ones add the most value and cut out some of your ideas. After all, your company is just starting up.

Operational Control (Line Managers)

Scheduling information Which will use TPS system to update new scheduling information for both truck drivers/movers and customer bookings. This will be useful by allowing us to better coordinate moves, prevent double bookings, increase efficiency (by making the schedule with moves closer together etc), and allow us to reduce/increase number of scheduled workers to fit current demand.

Use TPS to do other administrative tasks, like online invoicing/billing and payroll for employees (instead of paper system previously used)

use TPS to provide info to other IS

Management Control (Middle Managers)

Information on Peak peak from a DSS periods from historic trends from the industry will be used to determine when we will require greater amounts of vehicles/workers and when periods are expected to be slow and require less activity. an OLP data base will be useful in order to analyze past/future information to view these trends.

use MIS to produce monthly/weekly/yearly summary reports about things like moving demand, concentrated moving locations/areas, size of truck, and number of movers so managers can better allocate resources (eg amount of workers/trucks and distribution of movers/trucks)

Strategic Management (Senior Managers)

Information on customers such as (where moved to/from, size of move, review on process etc) will be used in order to help personalize future moves. It will also make it easier for customer to book any future moves. This will help managers to determine what else is needed by customers, ways in which to improve services. This will use an OLTP system in order to enhance decision making by gaining information on customer details.

Data on geographical locations of customers will allow MoveIT to choose the most efficient area to locate their fleet of trucks in the future

Information on usage and demand of specific sized vehicles will be used using DSS system to make decisions on which vehicles to purchase. (i.e. if medium sized trucks were used more we would purchase more of those).

use EIS to find general trends such as population growth in vancouver, immigration in vancouver, moving trends so managers can strategize on a more long term basis. Eg, the can plan for the next year if there is a steadily increasing immigration trend.

use data warehouse to store all info for company. Employee information, contractors information (movers/drivers availability, rates, geographic distribution) and customers information (name, address, history with company) so there is a central location of all information which gives a pic picture view of the company's internal and external situation.

Information on usage and demand of specific sized vehicles will be used using DSS system to make decisions on which vehicles to purchase. (i.e. if medium sized trucks were used more we would purchase more of those).

Group 318

Unacceptable Although you've identified roughly which area of the business you'll be using your information, it's still unclear who is involved, what exactly they are doing with the information and how it is adding value. For a higher grade, you need to go into much more detail than updating the database and picking out potential clients.


Using TPS system will allow our doctors/secretaries to update the database


MIS system, Using an MIS system will allow us to pick out potential clients

Group 320

Exceptional Very succinct, clear suggestions. I especially like your automated marketing campaign idea and look forward to hearing more about it in later phases.

Broker (Top Management) - Analytical CRM -

Analyzing customer retention rates, buying behavior (upselling properties eg://increased family size requires larger and more expensive property)

Assess customer's LTV in terms of current living situation, buying prospects, income etc.

Channel optimization, reviewing success rate of certain marketing channels eg:// email, print, telephone, online

New node

Realtors/Sales (Front Office) - Operational CRM -

Approach new clients with prospective properties.

Finding new buyers represented by firm and ones outside firm.

Automated marketing campaigns (calls, messages etc.) managing customer requests, inquiries, needs, appointments in order to facilitate sales.

Group 315

Good Nice work finding a lot of usage areas for your information. For an "Exceptional" though, you need to give specific examples in a few areas and not just high-level descriptions. For example, instead of just using "Revenues and cost information" you could say that managers can use the company's financial dashboard with information on net profits, average revenue per sale, etc. to monitor how the company is doing financially.

Bottom agents

Product information would be provided to clients/customers, also report to managers about sales


Insights on market trends would be provided to clients/customers who are interested in asset investment, Economics knowledge would be used to give accurate advice to managers and clients

Real estate agents

They would use databases with data on houses in the market, the current economy (housing prices), etc. and would use it when making sales to and discussing options with clients


employee profile, to find the most suited person for a client, and also to compare with new hire profiles and find the right people

Revenue and cost information to know reflect on how the company is doing financially

They would use client provided feedback to evaluate how well they treat their customers and how satisfied customers are, so as to expect their level of "branding"

Use market and economic information to find assets to invest in or buy, to sell to customers

Group 314

Adequate You've really only introduced the areas where you are going to use the information. To get a "Good", avoid phrases like differentiated value and fully explain what that value is. Your value-chain network is a good example of value but you haven't specified exactly how the information fits in. Don't assume your audience can connect the dots, you have to paint the whole picture for them.

CRM (Customer Relationship Management)

Collect basic information as well as spending habits and purchase preferences to deliver differentiated value to our target market

Real Time Database

Includes location, availability of products, price of products at retail locations


Create value-chain network (establish and maintain value-chain (supply, delivery, customer-base) with managers and supply management at partners to create most effective, efficient, value-delivering supply chain

New node

Group 313

Exceptional Excellent work. If you could summarize your points, especially if you're using them in the presentation, I think they would have more impact.

(DataMed): In phase 3 we identified various types of information that is appropriate to categorize in almost all the level of our business. As a private medical firm, the main focus of the data collected will be at the operational level. Implementing a transaction processing system (TPS), we will invite clients for a full medical examination when they join our business. We will take health statistics like gender, weight, blood type, previous medications, body temperature, blood pressure (and the list goes on) and enter them into our TPS. We will try and required our patients to come in for at least 4 checkups per year, but in the meantime we invite them to keep their own records using the appropriate equipment by entering their statistics into the TPS from home. This will support the focus on operations from our value-chain analysis. Having an operational database for our customers will ensure easy data entry for both our Doctors and clients. We also want to focus on customer efficiency. For this reason, scheduling patients will be much easier if availabilities for both doctors and patients are known. This is why at the operational control level, we will use the resulting schedule data from the TPS to design an efficient schedule system, one with digital reminders and clear calendars of when each doctor will see each patient. The information taken from the TPS will be integrated into a management information system (MIS), critical to the operations of the Doctor performing work and doing analysis on the patient. Along with the MIS, we may even necessitate the need to build another operational database, or if the amount is required, a data warehouse for external, digitally published medical journals and online forum discussion between professionals. Utilizing this external database, we can ‘text mine’ when specific problems arise in our patients. The utilization of this MIS will be critical to our value proposition of noticing irregular trends before they get too serious, and ensuring that the patient and doctor are on the same page when they are talking to each other about health issues. The MIS will also be critical when we are translating specific information in to other languages for our multicultural clients in Vancouver. Our middle managers will enjoy the benefits of an MIS by evaluating a patient profile with the doctor assigned to that patient and go over what extra benefits we can help them out with. This will best be implemented at the management control level with a decision support system (DSS). This DSS will use information from the MIS as well as any special notes from the Doctor (who derives most of his conclusions from the MIS) to forecast the patient’s future and make important decisions relating to extra service we want to provide. For example, if a patient is overweight, the DSS will give suggestions of which of our partners will help: will it be the gym we have partnered up with offering a weight-loss program? With the DSS, all the relevant options will be available for the manager to refer to the doctor, and then ultimately the patient. Strategic management will be responsible for acquiring partnerships with strategic partners who align with our goal of open, honest communication and practice with our patients.

Group 312

Exceptional Great points and insights. It seems like your focus is more in Logistics Management than any other area; you may want to clearly state that.

Management level: Data collected from our customer loyalty card CRM system will allow us to collect, process and assess the buying habits & demographics of our customers. It will allow us to see when certain produce, dairy or meat products are most seasonally popular and even what day of the week, hours of the day that people most frequently choose to purchase. Using a Decision Support System, our managers can asess historical data and make predictions for the future and smooth out any kinks in our logistics. This would mean being able to stock up and make available products when it is in great demand and not order as many products when it is not in demand. This would decrease our "days of inventory", which is particularly important for our highly-perishable, organic foods. Even if some customers do not have a loyalty card, we can still assess general POS data to see specifically which products are sold and in what quantities. This is definitely a job of middle management to ensure our 3 locations are stocked properly and to make strategic decisions in logistics.

Group 311

Good+ Very succinct argument. Good insights, but the link between a more efficient scheduling system and lower transaction costs is unclear. Are you lowering the amount of missed appointments? What exactly lowers the costs? Also, build on your DSS system. Is the system helping doctors with diagnosis or treatment?

Decision Support system: Medical history from patients is used by doctors to make informed medical decisions.

Operational CRM : By creating an efficient online appointment scheduling system, DataMed would be able to shorten average waiting times of patients, decrease its transaction cost and increase efficiency as well as customer satisfaction.

Group 308

Weak- Your group did not go to nearly enough detail on as to who would use the data, how that data would be used, and why this data is useful to the department that you identified. It is not enough to state that the recipe database would be used by the local managers in order to determine inventory patterns. Sure, the recipe database will contain some recipe, but how exactly will your local manager determine what the inventory pattern is. What system will he use in order to do that, and why would he/she use that system? You were supposed to identify how systems such as MIS could help your organization use the data that you gathered in order to achieve your company’s strategy, and by whom within the organization would this be used by. Next time, your group should go into more detail, and answer the question that is being asked in the mind map.

In our organization the data we collect through our customer recipe database would be used by our local managers to determine inventory patterns, and to better predict demand on a operational level. Marketing managers will also use the data to craft promotional strategies that specifically target groups and people identified by the recipe and customer database. Outside our organization our customers access the data available in our recipe database to find products in our store, or add new recipes to the online website

Group 309

Adequate- Your group did a decent job of identifying the people within your company who would use the data. You also told as (albeit briefly) what the purpose of the data was, how you would get that data, and how/for what that data would be used. That being said, your group did not go into enough detail on as to why these people would use the data, and why, we wanted you to go into far more detail than what you presented us. Furthermore, your group did not identify the types of information systems that you would employ (MIS, DSS, etc) in order to turn the data into useful information. You were required to think about what type of information system a certain person in your organization could use (such as a manager) in order to turn the data you have to useful information and to help your organization, and why exactly you would use that given information system. For instance, your group talked about your managers recruiting the proper employees based on employee profiles. How exactly would you use the data contained within the employee profiles to come up with a decision on as to who to hire? Or for example, where you talk about developing strategies to locate where the target market exists, again how would you use the data to do this? What information systems would help you?


recruits real estate agents, Since our main strategy is to target first time buyers, recruiting proper employers who are patient,compassionate is essential. Information about the employee profile will be used here.

keeps track of firms performance, internal data about each individual realtor's performance, sales,etc.

strategise how to market the firm, develop strategies to locate where target market exist. The information about immigrant demographics and immigrant companies where we will find our prospective customers will be useful. Use search engine efficiency tool.

be an advisor to the realtors and help them, needs to have up to date knowledge about the realty statistics, listings and up to date market data(MLS data).

Real estate agents

Customer's housing requirement, use data from the database, from the individual customer's forms and questionnaires(for examples, neighborhood they are searching for,money they are approved for,etc.

Informing customer's on current market trends., Use the data collected on market trends

Recommending services like lawyers, mortgage brokers,perhaps also movers., Again understanding the customer's requirements,budget and have a thorough knowledge of the location and neighborhood.

Group 310

Exceptional- Your group did an excellent job of identifying what the relevant data for your company is, and who within your company would use this data. You were able to identify what data to use, and you were able to justify effectively why this data would be used. You also were able to effectively identify the sources from where you would gather such data. Furthermore, you were able to identify the types of information systems that your company should use, and explain/justify as to why you chose to use this system, as well as what the benefits of those systems are.

The data/information gathered in Phase 3 is used extensively in top management in order to help guide the strategic direction of the entire company.

Through the use of this information, management as well as employees can understand their clients and know how to manage their relationships accordingly.

By analyzing the data gathered in these databases, the company can gain valuable insight into customer needs and behaviours., Analytical CRM, This allows us to identify potential cross-sell clients, to know which clients to upsell to a more expensive service/product, and to know how to retain customers and which ones will likely have a higher LTV (Customer lifetime value), Operation CRM, Operational CRM is known as the front office and involves areas where direct contact with customers takes place. Information on this level can be used to directly increase our customer relation. Automated systems that run 24/7 can be used to provide minute-by-minute update to our clients.

Databases will be used to organize all of the information regarding stocks, such as the high and low prices of each stock for the appropriate period, and the ratings of the stocks (buy, hold or sell), and our clients can then view the performance of their portfolios compared to the industry averages. The databases can be used to then generate comparisons between the performance of stocks and various indexes (the Dow Jones, S&P 500 and NASDAQ)

This is aligned with VAnalyst's emphasis and dedication to 360 degree customer service.


Due to the existence of an extremely client-oriented and personable atmosphere in our industry, furthered by our close relationships with our clients since we are a small investment firm, We take great pride in getting to know each and every customer and providing relationship marketing, be it through providing the convenience of live online chat with agents online at our website or toll-free lines.

Group 304

Adequate- Your group did a good job of identifying at what levels of the organization the data that you collected would be employed. We liked that you provided a suitable justification as to why you would use the data at these given levels. We would have liked to see you go into a bit more detail about what the exact types of data you would use would be, and we would have liked to see you go into more detail with your justification. The other thing though, is that we would have liked you to identify what type of system you would use. By this we mean, would the system you employ be a DSS, MIS, TPS, etc. Although you talked about systems (such as an inventory system, or a feedback system) your group never mentioned what type of system you would use in order to achieve your goal, and why exactly you chose to use that type of a system.

Data and Information needed for company

feedback system, At Management control level because it monitor's performance and make adjustments accordingly. This feedback would also come from our customers (the companies that hire our employees) to see how they perform, what they are doing right / wrong and the according adjustments that need to be made to ensure better quality in the future., Management Level

Booking & scheduling system, Record routine transactions that are cirical to operations of an organization. Very important to our CityWork Force because the booking has to be flawless so that we can ensure that employees are always working on projects and scheduled as much as they possibly can. Without a proper scheduling system, we might miss on opportunities that arise and therefore loose revenue's. That's why our data and information needs to be properly organized so proper and efficient booking and scheduling can take place at all times., Operational Level

employee database, Holds the information and ID of each and everyone of our employees so that they can easily be searched when a job opportunity arises for them and we can easily match them to the job., Management Level

Inventory systems, Employees can use their specified ID to lend specified equipment to enhance job performance. With this system we can track which equipment they borrowed and how long they borrowed it for and charge them accordingly!, Strategic Level

Group 303

Adequate+ Your group did a good job of identifying the relevant information systems that your company could employ in order to support your company’s strategy. We liked seeing how you identified and used different types of systems (DSS, MIS, TPS) in order to achieve your strategy, and how you talked explained what data would be used, and how it would be used. That being said, we would have liked you to go into more detail on as to how exactly you were going to use these systems (your group touched upon it, but we would have liked you to expand upon it). We would have liked you to identify more areas within your business where such systems could come into play, and how they could help your organization. The key with these mind maps is the detail; we want you to think of what you will use, how you will use it, and why you will use. Thinking through it can really help your group come up with the best answers for the questions that you may have.

What data/information is needed?

Customer Purchase History, How?, We will gather the information at the point of sale: when customers purchase items, the time, amount and types of foods will be matched to their customer ID (if they do not have a customer ID then the purchase history will still be stored). A TPS will be used to input, organize, store, and update this gathered data. This data will be of use when determining orders and inventory levels using DSS. (further explained in 'inventory data'), TPS will be put to use at the operational level (point of sale)

Inventory Database, How?, We will be using MIS to analyze the data gathered from TPS.MIS will be used to determine the orders of staple foods and foods with relatively high and consistent turnover. This will allow us to build strong relations with our suppliers as we will be signing long term contracts as a buyer, DSS will be used to forecast demand of the foods with a more volatile buying trend. This is to determine an approximate level of inventory to order in the future for. seasonal produce, as an example. DSS will focus on determining demand that is less predictable., Both MIS and DSS will be utilized at the Management level.

Group 302

Good- You group did an excellent job of identifying the different areas in your company where data and information systems would be useful. We liked seeing how you talked about what the specific benefits of CRM would be for your organization, and we liked seeing the list of different data that your CRM system would keep and use. Again, we liked how you talked about each specific area (such as customer satisfaction) on its own, rather than lumping them all together. That being said, in terms of the management sector, although you identified what type of data you would keep, what that data would tell you, and how it would help the management improve the company, you never mentioned any information system that you could use in order to take advantage of that data. We wanted to see you tie in types of information systems (TPS, MIS, DSS, etc) with the type of data you had, and what you wanted that data to tell you, and in the managerial section of your mind map, that was never mentioned.

Real Estate Agents - Operational - Most of the data would have to deal with CRM to help the agents be more effective in finding the right houses for the right owners efficiently in terms of cost and time. An OLAP database warehouse would be useful for agents to analyze these data and find meaningful information to aid in operations

Consumer Preferences, As a realty firm, our focus is of course on the customer and their satisfaction which is a driver of CRM. So tailoring our picks of housing from our listing for each unique customer will not be a surprise. We can attain this data after each transaction and group similar clients together so then in the future, we can be more efficient and effective in tailoring listings to clients according to Income, price range, location, size, intent of use ie.investment or home, taste, neighborhood and etc., Immigration housing data, Using data on future prospects of new immigrants, we can categorize each culture of incoming citizens to provide them with a favored neighborhood/location/price range/type of property and etc. in a efficient manner. It is also useful to identify which cultures like what kind of estates., Income categories, As income change year by year due to economic situations, we can foresee what kind of listings in terms of price and afforability will be favored for the comming times and we can get a hold of the listings and offer them first., Agent preference, We can see which agent is favored among client groups so it will be more effective assigning a suitable agents to handle transactions.

Mortgage Sources, It is important to identify which mortgage services and methods clients want that will serve them better for each unique situation.

Public trends, As public trends change, ie. from houses to apartments/townhouses to save money as the declining economy takes its toll. It is essential to stay ahead of the game and see what people are looking for/need before clients know it. We can capture all the listings that we are interested in ahead of time if we can stay at the frontier of trends and offer our clients the latest available listings., Listing Dates of purchase and sale, essential for finding trends in specific locations and season.

Economic Data (ie. Interest rates, Market supply/demand, GDP, Disposable Income, Inflation, future economic prospects

Management - These data would be useful for management uses to identify areas that need improvement in terms of performance anc financial activities.

Productivity of Agents # of transactions, This is important because the # of transactions identifies the performance of each agent and we can identify underperforming agents and fix the problem

Size of transactions, This is important because the size of the transaction is directly related to our profits as we get larger commissions from bigger sales and purchases and split with the agents as well.

Costs ie. office space rental, office supplies, advertising, hydro/electricity, and etc.

Customer retention/refferrals, Good indicator of the quality of performance of our agents and firm.