Midterm Case Study

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 needs of the customer, and this enables loyalty to the brand. It becomes possible to personalize customer needs. If the companies fails to store customer data in the database, they cannot understand the needs of the customers. It becomes difficult for firms to project what products customers like best and the things they dislike. Firms would have to spend more money and time in other ways such as using surveys to find out about customer needs and expectations (Solomon, 2009, p. 190). In this way, their returns would be less, and customer loyalty is not guaranteed because they do not understand all their needs and expectations.
SAS statistical modeling software allows firms or individuals to mine, change, manage, and even retrieve data from various sources. Once the data is collected, SAS can compile the statistics and analyze the data to get the desired results. In this case, the SAS modeling software for the web or social media allows firms to compile customer expectations, predict their behaviors, and also manage or enhance communications with them. For example, Monstor.com effectively uses ASA modeling software by using direct mail, e-mail, social media, and also telemarketing to reach employers from various companies. By compiling information on the type of employers they require and customer needs, SAS enables them to target links or information to specific firms that are bound to use their services. They use this software to determine the customers likely to purchase their job listings, and they expose these jobs to them to get better returns. (Liebowitz, 2013). They generate mailing listing using information such as previous response behavior and “opportunity score” to effectively reach customers most likely to buy their listings.
Data management and analytics improved each company’s performanc...