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Technical Business ReportJamie PaisteNotre Dame De NamurProfessor Rodney HeisterbergApril 25, 2017Problem Statement “Demonstrate one of the principal experiential learning elements of the course a Workplace PLE developed to enable a Business Intelligence & Analytics Collaboration via Self-service BICC learning scenario. Different EIMS software solutions will be presented to enable a successful BICC that will in turn provide a successful workplace personal learning environment from an individual to a company view.Challenges & OpportunitiesIn order to understand and alleviate the problem statement, we must first look into what a Personal Learning Environment and a BICC is and what they mean to a person and a company. Next, would be to determine different EIMS software applications; including their uses and benefits. These cloud-based software applications include CRM, ERP, SCM, business intelligence, business analytics, predictive analytics, marketing planning, campaign management, and customer analytics. After the elaboration of the cloud-based software applications, it would be important to note the benefits in a successful integration as well as the implications for a Personal Learning Environment. According to ROLE, The PLE is a facility for an individual to access, aggregate, manipulate, and share digital artefacts of their ongoing learning experiences. The PLE follows a learner-centric approach, allowing the use of lightweight services and tools that belong to and are controlled by individual learners. Rather than integrating different services into a centralised system, the PLE provides learners with a variety of services and hands over control to them to select and use these services the way they deem fit (Chatti et al. 2007; Wilson 2008) (p. 3) By utilizing a Personal Learning Environment (PLE) business owners can experience and learn to use specific software systems efficiently within their company. By learning which software to utilize within a specific industry, business owners can therefore establish a BICC to make business communication and operations move more efficiently. According to Tech Target, “A business intelligence competency center (BICC) is a team of people that, in its most fully realized form, is responsible for managing all aspects of an organization’s BI strategy, projects and systems. One of the key functions of a BICC is to help corporate executives and business managers to better understand the potential benefits that BI can provide in managing business operations – which, in turn, can help the BI team gain executive support and funding commitments for BI projects.” As an individual standpoint, having the learning experiences from using different EIMS software can prove beneficial in choosing software for establishing a successful and efficient BICC. In this section, several EIMS cloud-based applications are going discussed to have a better understanding in what they can provide a company. These applications are; CRM, ERP, SCM, business intelligence, business analytics, predictive analytics, marketing planning, campaign management, and customer analytics. A CRM, which stands for Customer Relationship Management, according to Salesforce is, “a technology that allows businesses both large and small to organize, automate, and synchronize every facet of customer interaction, including marketing, sales, customer service, and support. This technology has been widely embraced throughout the business world. This organizational tool is important to any business to organize every interaction with every potential customer a company may have. A great CRM has Benefits as well, According to Bohling (2006) These are, in rank order, improving the customer experience (65%), deepening the relationship between product/service and the customer (52%), retaining and expanding share of existing customer base (51%), increasing customer acquisition rates (47%), managing customer attrition and improving retention (42%), and developing new products and services (34%). All are integral to the development of a business’s overall marketing strategy, again suggesting the importance of tightly linking a business’s CRM strategy with its overall marketing strategy.An ERP, which stands for Enterprise Resource Planning, according to Kim are, “commercial software packages that enable the integration of transaction-oriented data and business processes throughout an organization.” Transactional-oriented data includes inventory, sales, marketing, finance, procurement etc. ERP Benefits, according to Jones (2004), “Many firms are using ERP systems to cut costs, standardize operations, and leverage common processes across the organization. ERP allows firms to have a more convergent view of their information by integrating processes across functional and divisional lines using a centralized database and integrated sets of software modules.”An SCM, which stands for Supply Chain Management, relates to the logistics department of a business that involves the raw materials, production lines, and finished goods. SCM Benefits: According to Oracle (2016) Cloud-based SCM advantages:Respondents saw several advantages of cloud-based SCM, with all listed advantages receiving significant responses. While not in the top three, security is also seen as a big advantage for cloud-based SCM.Faster implementations 61%Cost savings 60%Improved customer service 59%Business Intelligence, According to Gartner, (2016) “Business intelligence is an umbrella term that includes the applications, infrastructure and tools, and best practices that enable access to and analysis of information to improve and optimize decisions and performance.” While business intelligence covers a broad focus of data points to aid in business decisions, business analytics takes a statistical approach to aid in decision-making. Some benefits to business intelligence, According to Voe (2005), “Innovative organizations are turning business intelligence into business value by implementing pervasive BI systems that accomplish diverse goals, from enhancing efficiency and maximizing competitiveness to creating new business opportunities and revenue streams.”Business Analytics, According to Tech Target, “Business analytics (BA) is the practice of?iterative, methodical exploration of an organization’s data, with an emphasis on statistical analysis.?Business analytics is used by companies committed to data-driven decision-making.” Some business analytics benefits, Business Analytics: According to Bayrak (2015), “More and more companies recognize the vital role BA plays in addressing their challenges, predicting future outcomes, and capitalizing on the value of data. A growing number of companies rely on BA to plan and optimize their business operations, forecast their business outcomes, improve efficiency, make better decisions, offer new products and services, and capture new market opportunities. In addition, advanced analytics capabilities can help decision makers find more novel uses of data, build their organizations around data, and transform their business models.”Predictive analytics, According to Predictive Analytics Today, “Predictive analytics is the branch of the advanced analytics which is used to make predictions about unknown future events. Predictive analytics uses many techniques from data mining, statistics, modeling, machine learning, and artificial intelligence to analyze current data to make predictions about future.” Some benefits, According to Predictive Analytics Today, “Predictive analytics allows organizations to become proactive, forward looking, anticipating outcomes and behaviors based upon the data and not on a hunch or assumptions.”Marketing planning is important in any marketing approach to a company. The market planning is essential in organizing marketing goals, brainstorming marketing ideas, and specifying market objectives. According to Mcdonald (1998) “Marketing planning is simply a series of activities in a logical sequence leading to the formulation of plans for achieving them. Companies generally go through some kind of management process in developing marketing plans. Conceptually, the process is simple, involving a situation review, the formulation of some basic assumptions, setting objectives for what is being sold and to who, deciding on how the objectives are to be achieved, and scheduling and costing-out the actions necessary for implementation.”Campaign management is the overall management of the operations of the marketing objective. According to Tech Target, “Marketing campaign management is the planning, executing, tracking and analysis of direct marketing campaigns. These tasks span the entire lifecycle of a marketing campaign, from inception to launch to evaluation of result.” A successful campaign management automation software can add on additional benefits as well, according to Peppers (1999) Marketing automation can do more than spur innovation or cut costs – it can streamline an entire marketing process, create new sales opportunities and reach individual customers in ways that were never before possible.”Customer analytics is important for companies because it provides the data that can determine customer trends, behaviors, and sales predictions. According to Gartner, “Customer analytics is the use of data to understand the composition, needs and satisfaction of the customer. Also, the enabling technology used to segment buyers into groupings based on behavior, to determine general trends, or to develop targeted marketing and sales activities.” Nauck (2006) Specific benefits to customer analytics are customer segmentation, understanding customer views, and predicting customer actions.By understanding what each cloud-based application can provide, individuals can learn to see which software applications are the most efficient for the specified industry towards a successful BICC.Business SolutionBy having a clear understanding of the challenges and opportunities that a successful BICC and a Personal Learning Environment can provide, it is important to note and consider real-world software applications in CRM, ERP, SCM, business intelligence, business analytics, predictive analytics, marketing planning, campaign management, and customer analytics. By noticing real-world applications, individuals can have a better understanding of a real-life successful BICC as well as an enlightened sense of a Personal Learning Environment. A CRM software called Salesforce is considered one of the best CRM’s on the market. This cloud-based CRM adds a significant amount of value towards a company in the form of customer data, mass emails, forecasting options, opportunity tracking, case management, mobile access and so much more. Per the Salesforce website, Salesforce provides many more benefits:The multitude of benefits and the ability to scale from small-scale to large-scale businesses represents how the Salesforce CRM can provide excellent value to any business.An ERP cloud-based software called Netscape is considered one of the best ERP software on the market. Netscape allows for an ease of use for transactional organization and integration. Per the Netscape website:A popular Cloud-based SCM software is called SAP. SAP has a large selection of different SCM software products specialized for any industry. A list of benefits from the SAP website shows some value propositions: “SAP Supply Chain Management is one of the key modules in SAP ERP and controls Production Planning, business forecasting and demand planning.The key features of SAP SCM are ?It helps the organization to manage their supply chain process in a dynamic environment.SAP SCM process helps suppliers, customers, manufacturers, business partners and retailers connect with each other to manage supply chain process effectively and efficiently.It helps organizations to accelerate and optimize end-to-end procure-to-pay process. SCM products from SAP allows an organization to integrate their processes and enforce contract compliance for supply-side and supplier-side requirements throughout using supply chain processes in distributed environment.SAP SCM is a complete software to cover the key processes- Supply Chain networking, supply chain planning and coordination, and supply chain execution.It includes different planning applications related to Advanced Planning and Optimization APO, and for the integration with other SAP execution applications.The primary applications are SAP General Areas, SAP Supply Network Collaboration SNC, SAP Extended Warehouse Management EWM, Advanced Planning and Optimization (APO), Forecasting and Replenishment FRE and SAP Transportation Management TM.In the image shown below, you can see SAP Supply Chain Management and its integration with other R/3 modules to manage supply chain process.”SAP has other business applications as well, in relation to this section, SAP can provide solutions in CRM and ERP software.One of the most popular cloud-based business intelligence software is called Domo. Domo allows business to have the ability to make faster and smarter decisions based on the data the software has coalesced. The software can also tailor its business intelligence to specific roles or departments with a company. This includes specialized data for the “CEO, Finance, Business Intelligence, Operations, IT, Sales, Marketing, and Services.” (Domo)Some capabilities from Domo allow for: (Domo)Oracle has a business analytics software called Analytics Cloud. This software allows for a collaborative collection of visual data points to assist in data driven decisions. This software, according to the Oracle website can contribute in many ways. (Oracle)“CollaborativeHarness your collective intelligence.Share better stories of your findings with interactive data storytellingEnsure consistency and boost productivity with common analytic language and metricsReap the benefits of MS Excel—without compromising on securityConnectedConnect to the right data, at the right time.Plug into any relevant data source—internal or external—to power your decisionsAnticipate questions through self-learningJoin, prep, and enrich data for a reliable analysisCompleteLeverage the most complete platform in the cloud analytics market.A full-spectrum analytic platform enabling everyone, from developer to business ownerRole-based business content to meet your business needsWhat-if scenario modeling and analysis—from personal to enterprise business modelingChoiceChoose your own journey to the cloud.Choose cloud, on premises, hybrid—or bothEasily managed by you or OracleIntegrate with your existing cloud applications”A global company called Angoss specializes in predictive analytics software. This cloud-based analytics software provides predictive analytics in different niches, this includes; “Risk Analytics, Customer Analytics, Marketing Analytics, Prescriptive Analytics, Text/Social Analytics, and Sales Analytics.” Per Angoss’ Website in relation to customer analytics, “Angoss provides customer analytics solutions for data profiling and visualization, decision tree analysis, predictive modeling, scoring and strategy building. Whether you choose an off-the-shelf or fully customized solution, harnessing the power of big data to make inspired business decisions has never been easier.”A software that specializes in market planning is Allocadia. Per Allocadia’s website, “Allocadia makes your organization’s marketing planning process more efficient and more strategic. Create, collaborate and share marketing plans that align with your company’s priorities. Forecast the ROI from your plans and predict their revenue impact.” Allocadia can also bring marketing budgets in the cloud, integrate with CRM’s and other marketing systems.Software that specializes in campaign management is Circle from XMPIE. Per their website “Easy-to-use, drag-and-drop application.Circle features an intuitive user interface that enables interactive diagramming and visualization of all phases of a multichannel marketing campaign-from conceptualization to campaign creation, through to execution and results monitoring.Everyone can see what's going on.Service providers, agencies and clients can together sketch, view, plan, build, and automate 1:1 multichannel communications campaigns at every stage of development.Touch point automation.Campaign activities can be scheduled in advance, with recurrence patterns, and to populations that are selected by CRM data and individuals’ behaviors in the current or, even, previous campaigns.Offer transparency to your clients.Circle makes campaigns easier to explain and sell and enables a broader adoption of lasting, strategic partnerships with your customers that grow your business and increase your revenue.View campaign progress in real time.Circle serves as a window into PersonalEffect? Analytics for progress monitoring, tracking and measurement.Everything in the cloud.Offered as Software-as-a-Service (SaaS), subscription-based solution, Circle is always and convenient to use for both beginners and cross-media experts alike.”Software that specializes in customer analytics is Salesforce’s software called Wave Analytics. Wave Analytics collects and analyzes business intelligence data that can provide Customer analytics as well. Per Salesforce’s website “Transform the way your company collects, analyzes, and distributes customer information. Unify datasets from multiple sources into a single view so you can get faster answers and take immediate actions.” “Introducing the first analytics app built to unlock the power of service data. Gain a deeper understanding of your service team’s performance and turn it into actions that drive better customer experiences.”In relation to a BICC, by now understanding real world applications, individuals can now understand the efficiencies and perks of having the applications. Some cloud-based application companies can essentially be used for many different uses. For example SAP has different software solutions that involve both an SCM and an ERP. Salesforce has different software solutions that include a CRM, customer analytics, and, business intelligence. The most logical and reasonable choice in creating an efficient BICC that has all of the cloud-based applications listed previously is to utilize software that can essentially “Kill two birds with one stone” or use a software that performs multiple services. An important factor to consider when applying this method, is to make sure that these applications are able to integrate with each other seamlessly. That’s where a middleware comes into play. In order to combine all of the benefits of the analytical software into one, a special software known as a middleware must be used to create an efficient BICC. According to Brooks (2014), a middleware “is specially designed software that can link two separate applications together.” A real life example can be given in the form of software as well as a management program given by the company known as Fujitsu. Their services offer, “The Fujitsu BICC framework provides a comprehensive view of all the components that can be a part of a mature BICC implementation. Our iterative approach recommends implementing high-priority components first, knowing that others can be integrated later. Driven by both business and IT strategy, our BICC framework ensures alignment of the BI program with business goals and priorities.” Fujitsu (2014)In a PLE standpoint, a business owner can learn all of the software he was using by individual use and then consolidate the software to a BICC framework. By allocating separate departmental entities into one, the business owner can make hyperlinks or speed-dial numbers on the laptop or cell phone to understand what is going on in each department. Lessons Learned Business Case/Why I CareIn this section, I will relate personal experiences with my previous work at Nimble Storage as well as my other working experiences with each of the following systems CRM, ERP, SCM, business intelligence, business analytics, predictive analytics, marketing planning, campaign management, and customer analytics. This in turn, will represent how my personal work experiences will shape my personal view of a PLE and a BICC.CRM – I personally used a CRM at my previous role in business development at Nimble Storage. We would use this cloud-based software to develop customer accounts in different ways. I would have client information, client notes, marketing campaigns, mass emails, and other integrated software’s to assist in the customer relationship. The software application was called Salesforce and I can understand why many companies use the software. The software is easy to use with much different functionality. ERP – I haven’t used an ERP application within my work or experience, but I have used Excel in the same way for transactional purposes. I once had an electronic selling business that I ran on my own and would document all of my sales, inventory, and company assets. In a large company setting, I can see how this can be beneficial in saving time and resources with efficiency.SCM – In my previous work experience in a bar, I was in charge of par sheets and ordering supplies from vendors. The establishment was small with 20+ workers with a 150+ customer capacity. By properly ordering the right amount of supplies, I ensured that the establishment was adequately stocked in relation to the customer forecasts that included; parties, holidays, and events. In a large company setting, I can understand why Supply Chain Management software can be beneficial in properly planning the logistic side of the company.Business Intelligence – When I was working as a manager at McDonalds, our CRM/POS software would track all sales through the day and when a new item would be up for promotion; I would pull up the tracked sales and find out what time of the day or day of the week the promoted item would be most frequently sold. This business intelligence proved useful in determining how much product I should order or how to properly staff my employees. Business intelligence software is highly beneficial for large global companies by determining customer trends and other trends important to a company. Business Analytics – Like the previous example – I would use the same POS/CRM system to statistically make decisions based on the sales data that was being tracked.Predictive Analytics - ?“At my previous position at Nimble Storage in business development. I consulted with many enterprise level businesses about the products I sold, which was data storage in the form of flash/hybrid arrays. One of the features that was provided in the Nimble Storages arrays, was a PREDICTIVE ANALYTICS software called Infosight. This software allowed consumers to know when their data storage was being too slow or too full and also the software gave regular alerts to users to tell them if their data storage arrays were going to have troubleshooting problems. This was a great selling point for us because it is highly beneficial for enterprise level businesses to predict and fix a problem before the problem occurs.” (Discussion 2 Week 3) Predictive analytics can be used in other applications as well, all with the goal of being proactive with any situations rather than being reactive.Marketing Planning – In my previous role in Business Development at Nimble Storage, we would coordinate with the marketing team and plan effective marketing events in differing areas of the United States. By properly understanding the demographics in the area, we would launch marketing campaigns that people would like and eventually attended. Marketing planning is essential in any business and should be taken into consideration if a business is expected to flourish.Campaign Management – When I was the president of the Filipino based fraternity Chi Rho Omicron at Sacramento State, I would set up fundraising campaigns that would include planning, implementation, and determining the overall turnout of the event. I would oversee a team of five individuals specifically tasked towards this campaign. In a large company setting, I can see this software as beneficial to global campaigns where the overall management can be overwhelming.Customer Analytics – In reference to my previous examples to business intelligence and business analytics I will be using the same example. By utilizing the CRM/POS data, we could effectively forecast and analyze high customer traffic for a specific item to be sold. This software can prove useful for large companies, by effectively understanding and predicting customer trends and behaviors in large amounts of areas.In a BICC standpoint personally, by effectively integrating all of these systems together I can effectively manage, organize, and predict all aspects of a company. A single-glass panel view of all operations in a company would save much in time, resources, and man-hours. Business decisions would be much more informed and there would be less meeting between managers in different departments. Being cloud-based has its benefits as well, by having all of the data in the cloud and with the applications being all integrated, the data will all be streamlined and miscommunication and misinformation can be avoided. In a PLE standpoint personally, I feel that I have experienced many of the different software applications to help me be more well-rounded in a business approach. The experiences have brought in an enlightenment that I have the understandings and experiences to run and manage my own business. A learning experience that is well worth the time because it added value to my confidence and my skillset.ReferencesAnalytics Cloud | Oracle. (n.d.). Retrieved April 26, 2017, from , P. (2015). Business driven technology, sixth edition. New York: McGraw-Hill Education.Bayrak, T. (2015). A Review of Business Analytics: A Business Enabler or Another Passing Fad.?Procedia – Social and Behavioral Sciences, 195, 230-239.??????????? ??????????? ??????????? ??????????? doi:10.1016/j.sbspro.2015.06.354Bohling, T., Bowman, D., Lavalle, S., Mittal, V., Narayandas, D., Ramani, G., & Varadarajan, R. (2006). CRM Implementation. Journal of Service Research, 9(2), 184-194. doi:10.1177/1094670506293573Business Intelligence: Dashboards, Reporting and Analytics | Domo. (2017). Retrieved April 26, 2017, from | Marketing Automation Software | SaaS Solution. (n.d.). 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Retrieved April 25, 2017, from??????????? ??????????? ??????????? sid:wcdiscovery&accountid=25323Predictive analytics and business intelligence software and solutions | Angoss. (n.d.). Retrieved April 26, 2017, from SCM - Overview. (2017). Retrieved April 26, 2017, from #1 Cloud ERP* Software. (n.d.). Retrieved April 26, 2017, from is business intelligence competency center (BICC) ? - Definition from . (n.d.). Retrieved April 25, 2017, from is marketing campaign management? – Definition from . (n.d.). Retrieved April 25, 2017, from ??????????? management ................
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