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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

Management Control

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:

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.

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).

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)

Management Control (Middle Managers)

Strategic Management (Senior Managers)

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.



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 -

Realtors/Sales (Front Office) - Operational CRM -

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


Real estate agents


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)

Real Time Database


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?


Real estate agents

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.

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)


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

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?

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

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