Bài giảng Business Driven Technology - Chapter 6 Valuing Organizational Information

UNIT TWOExploring Business IntelligenceUNIT TWOChapter Six – Valuing Organizational InformationChapter Seven – Storing Organizational Information—DatabasesChapter Eight – Accessing Organizational Information—Data WarehouseCHAPTER 6Valuing Organizational InformationLEARNING OUTCOMES6.1 Describe the broad levels, formats, and granularities of information6.2 Differentiate between transactional and analytical informationLEARNING OUTCOMES6.3 List, describe, and provide an example of each of the five characteristics of high quality information6.4 Assess the impact of low quality information on an organization and the benefits of high quality information on an organizationORGANIZATIONAL INFORMATIONInformation is everywhere in an organizationEmployees must be able to obtain and analyze the many different levels, formats, and granularities of organizational information to make decisionsSuccessfully collecting, compiling, sorting, and analyzing information can provide tremendous insight into how an organization is performingORGANIZATIONAL INFORMATIONLevels, formats, and granularities of organizational informationTHE VALUE OF TRANSACTIONAL AND ANALYTICAL INFORMATION Transactional information verses analytical informationTHE VALUE OF TIMELY INFORMATION Timeliness is an aspect of information that depends on the situationReal-time information – immediate, up-to-date informationReal-time system – provides real-time information in response to query requestsTHE VALUE OF QUALITY INFORMATION Business decisions are only as good as the quality of the information used to make the decisionsYou never want to find yourself using technology to help you make a bad decision fasterTHE VALUE OF QUALITY INFORMATION Characteristics of high-quality information include:THE VALUE OF QUALITY INFORMATIONLow quality information exampleUnderstanding the Costs of Poor InformationThe four primary sources of low quality information include:Online customers intentionally enter inaccurate information to protect their privacyInformation from different systems have different entry standards and formatsCall center operators enter abbreviated or erroneous information by accident or to save timeThird party and external information contains inconsistencies, inaccuracies, and errorsUnderstanding the Costs of Poor InformationPotential business effects resulting from low quality information include:Inability to accurately track customersDifficulty identifying valuable customersInability to identify selling opportunitiesMarketing to nonexistent customersDifficulty tracking revenue due to inaccurate invoicesInability to build strong customer relationshipsUnderstanding the Benefits of Good Information High quality information can significantly improve the chances of making a good decision Good decisions can directly impact an organization's bottom lineOPENING CASE STUDY QUESTIONSIt Take A Village to Write an EncyclopediaDetermine if an entry in Wikipedia is an example of transactional information or analytical informationDescribe the impact to Wikipedia if the information contained in its database is of low qualityReview the five common characteristics of high quality information and rank them in order of importance to WikipediaExplain how Wikipedia is resolving the issue of poor informationCHAPTER SIX CASEPolitical Microtargeting: What Data Crunchers Did for ObamaThe word data was spoken within three minutes of President Obama’s inauguration speech Capturing and analyzing data was crucial to Obama's campaign strategyThroughout Obama’s campaign he identified potential swing voters to help win the electionCHAPTER SIX CASE QUESTIONSDescribe the difference between transactional and analytical information and determine which types Spotlight used to identify its 10 tribesExplain the importance of high quality information for political microtargetingReview the five common characteristics of high quality information and rank them in order of importance for political microtargeting.CHAPTER SIX CASE QUESTIONSIn terms of political microtargeting explain the following sentence: It is never possible to have all of the information required to make a 100 percent accurate predictionDo you agree that political microtargeting signals the dehumanization of politics?