WEB AND SOCIAL MEDIA ANALYTICS

UNIT - I
An Overview of Business Intelligence, Analytics, and Decision Support: Analytics to Manage a
Vaccine Supply Chain Effectively and Safely, Changing Business Environments and Computerized
Decision Support, Information Systems Support for Decision Making, The Concept of Decision
Support Systems (DSS), Business Analytics Overview, Brief Introduction to Big Data Analytics.

1.1 "Magpie Sensing Employs Analytics to Manage a Vaccine

Supply Chain Effectively and Safely"
1. Cold Chain in Healthcare: The cold chain in healthcare refers to the temperature-controlled
supply chain for vaccines and pharmaceutical drugs, involving equipment, personnel, and
management procedures.

2. Temperature Maintenance: Vaccines in the cold chain are typically kept between 35 to 46
degrees Fahrenheit (2-8 degrees Celsius) to maintain their potency and effectiveness.

3. Importance of Cold Chain Integrity: Proper storage and handling are crucial for vaccines;
any deviation from the required temperature range can compromise their effectiveness or cause
adverse effects.

4. Real-Time Monitoring: Maintaining proper storage temperatures throughout the healthcare

supply chain in real time, from resource gathering to distribution, is essential for vaccine safety.

5. CDC Study: A study by the Centers for Disease Control and Prevention (CDC) found that a
significant number of healthcare providers in the United States had experienced cold chain
violations.

6. Magpie Sensing: Magpie Sensing, a project under Ebers Smith and Douglas Associated LLC,
offers cold chain monitoring and analysis technologies for the healthcare industry.

7. Wireless Monitoring: Magpie Sensing provides wireless temperature and humidity monitors
that offer real-time, location-aware tracking of cold chain products during shipment.

8. Analytics Algorithms: Magpie Sensing uses analytics algorithms to process data from
monitoring devices, improving the efficiency of cold chain processes and predicting storage
problems.

9. Analytical Techniques: Magpie Sensing uses descriptive, predictive, and prescriptive

analytics to turn raw data into actionable recommendations and warnings.

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10. Real-Time Monitoring: The system monitors the temperature, thermostat settings, and
compressor duty cycle in real time, helping ensure proper storage conditions.

11. Predictive Analytics: Predictive analytics determine thermostat settings, detect temperature
violations, and identify potential human errors like open doors or incomplete seals.

12. Prescriptive Analytics: Prescriptive analytics provide recommendations for optimal

temperature settings, efficient storage unit use, and equipment purchase decisions based on
efficiency.

13. Safety and Compliance: Magpie Sensing's analytics ensure product safety throughout the
supply chain, aiding compliance with state and federal safety regulations.

14. Reduced Costs: By eliminating the need for additional manufacturing and ensuring product
safety, Magpie Sensing's analytics help reduce costs and improve patient care.

15. Data Gathering and Reporting: Automatic data gathering and reporting about products in
the cold chain facilitate compliance with safety regulations.

FEW MORE IMPORTANT POINTS:

Cold Chain in Healthcare:

- The cold chain is crucial not only for vaccines but also for various temperature-sensitive
healthcare products like blood products, biologics, and certain medications.

- It involves a network of storage facilities, transportation methods (including refrigerated

trucks), and monitoring systems.

Temperature Maintenance:

- The specified temperature range for vaccines is meticulously chosen to ensure their stability
and effectiveness while minimizing the risk of spoilage.

- Deviations from this range can result in the loss of vaccines, financial losses, and potential
public health risks.

Importance of Cold Chain Integrity:

- Loss of vaccine potency due to temperature deviations can lead to ineffective immunization
programs, outbreaks of vaccine-preventable diseases, and wasted resources.

- Maintaining cold chain integrity is essential for maintaining public trust in healthcare systems.

Real-Time Monitoring:

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- Real-time monitoring helps prevent the distribution of vaccines that have been exposed to
improper temperatures, ensuring only safe and effective vaccines reach patients.

- Data gathered during monitoring can be crucial for accountability and traceability.

CDC Study: Centers for Disease Control and Prevention (CDC)

- The CDC study highlights the need for improved cold chain management practices and the
potential risks associated with inadequate temperature control.

- Such findings underscore the importance of solutions like Magpie Sensing's analytics.

Magpie Sensing:

- Magpie Sensing's technology offers a practical solution to the challenges faced in maintaining
cold chain integrity.

- The company's monitoring devices are designed to be easy to deploy and provide actionable
insights.

Wireless Monitoring:

- Wireless monitoring allows for real-time tracking and remote management of temperature-
sensitive shipments.

- The location-aware feature helps pinpoint issues in the supply chain quickly.

Analytics Algorithms:

- Analytics algorithms are essential for processing large volumes of data from monitoring
devices and converting it into meaningful information.

- These algorithms can continuously learn and adapt to improve their predictive capabilities.

Analytical Techniques:

- Descriptive analytics provide a historical perspective on temperature conditions.

- Predictive analytics help forecast potential issues before they occur.

- Prescriptive analytics offer actionable recommendations for optimizing the cold chain.

Reduced Costs:

- By preventing temperature excursions and spoilage, Magpie Sensing's solution reduces the
need for costly replacement of vaccines.

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- It minimizes the need for extensive quality control and post-distribution quality assurance
measures.

Data Gathering and Reporting:

- Automatic data gathering and reporting not only improve safety but also streamline compliance
with regulatory requirements.

- The ability to generate detailed reports aids in transparency and accountability.

WHAT WE CAN LEARN FROM THIS

1. Levels of Data Analysis:

- The vignette demonstrates various levels of data analysis.

- Reporting analytics involve graphical analysis to provide an overview of the current situation.

- Predictive analytics utilize data mining techniques to estimate future behavior.

- Prescriptive analytics involves using analysis to generate specific recommendations for

operators.

2. Application of Analytics:

- Analytics can be applied at different stages to gain insights and make informed decisions.

3. Innovation and Business Ventures:

- The vignette suggests that innovative applications of analytics can lead to the creation of new
business ventures.

- Identifying opportunities for using analytics and assisting decision-making in specific

domains can be an emerging entrepreneurial opportunity.

In essence, this vignette highlights the progressive use of analytics, from reporting to prediction
and prescription, and the potential for innovative applications of analytics to drive new business
opportunities.

QUESTIONS
1. What does the descriptive analytics used by Magpie Sensing reveal?

2. What kind of assistance does the predictive analytics utilized by Magpie Sensing provide?

3. How does prescriptive analytics contribute to making better business decisions?

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4. In what ways can real-time actionable information be communicated to the relevant system
users?

5. What are some other scenarios where real-time monitoring applications might be necessary?

1.2 CHANGING BUSINESS ENVIRONMENTS AND

COMPUTERIZED DECISION SUPPORT
1. Business Pressures-Responses-Support Model:

- The Business Pressures-Responses-Support Model comprises three components: business

pressures, responses by companies, and computerized support.

- Business pressures stem from the complex modern business environment, and responses are
actions taken by organizations to address these pressures. Computerized support aids in
monitoring the environment and enhancing response actions.

2. Business Environmental Factors:

- The contemporary business environment is characterized by increasing complexity, offering

both opportunities and challenges.

- Business environment factors are divided into four major categories: markets, consumer
demands, technology, and societal factors.

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- Examples include globalization, which presents opportunities to access global markets but
also intensifies competition.

3. Organizational Responses:

- Organizations respond to business pressures through various strategic actions:

- Strategic planning to align with changing environmental factors.

- Adoption of innovative business models to stay competitive.

- Restructuring of business processes for efficiency.

- Participation in business alliances and partnerships.

- Improving corporate information systems and data management.

- Enhancing partnership relationships.

4. Factors Creating Pressures on Organizations:

- Business environment factors generate pressures on organizations, which often intensify over
time.

- Examples of these factors include:

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- Strong competition in the market.

- Expansion into global markets.

- Evolving consumer demands and expectations.

- Rapid technological advancements.

- Societal changes and regulations.

5. Adaptive Measures:

- Organizations take proactive measures to thrive in the dynamic business landscape:

- Encouraging innovation and creativity to adapt to changing market demands.

- Enhancing customer service and relationships to maintain loyalty.

- Utilizing social media and mobile platforms for e-commerce and communication.

- Shifting to make-to-order production and on-demand services.

- Leveraging IT for better communication, data access, and collaboration.

- Rapid response to competitors' actions, such as pricing changes or new product launches.

- Automation of tasks, including white-collar job functions.

- Implementation of automated decision processes, especially those related to customer

interactions.

- Improved decision-making through the use of analytics and data-driven insights.

6. Computerized Decision Support (DSS):

- Many of the adaptive response actions require computerized decision support systems (DSS)
to facilitate decision-making processes effectively.

- DSS helps organizations analyze data, generate insights, and make informed decisions in real-
time.

7. Closing the Strategy Gap:

- Computerized decision support aims to bridge the gap between an organization's current
performance and its desired performance, as defined in its mission, objectives, goals, and
strategic plans.

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- It assists in aligning organizational activities with strategic objectives and helps achieve them
more efficiently.

8. Managerial Decision Making:

- Managerial decision-making processes are crucial in adapting to changing business

environments and implementing response strategies.

- Computerized support enhances decision-making by providing timely and relevant

information for managers to make informed choices.

Questions:
1. Provide an outline and clarify the components of the Business Pressures-Responses-Support
Model. (1. List the components of and explain the Business Pressures-Responses-Support
Model.)

2. Identify key factors present in today's business environment.

3. Enumerate some primary response actions frequently adopted by organizations in reaction to

these circumstances. (What are some of the major response activities that organizations take?)

1.3 INFORMATION SYSTEMS SUPPORT FOR DECISION

MAKING
1. Computers in Business:

- Computers have evolved from basic functions like payroll to complex roles such as managing
automated factories and analyzing mergers and acquisitions.

- Information technology is considered vital for business operations, and executives

extensively use it.

2. Modern Management Tools:

- In contemporary business management, web-based technologies and mobile devices play a

crucial role.

- Key tools include data warehousing, data mining, dashboards, and web-based decision
support.

- These tools help managers access and analyze information for making important decisions.

3. Benefits of Information Systems:

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- Information systems facilitate group communication and collaboration, even among members
located in different places.

- They enhance data management by efficiently storing, searching, and transmitting data,
including text, sound, graphics, and video.

- This capability enables quick access to needed information securely and cost-effectively.

4. Helping Our Minds:

- Computers are particularly useful in overcoming human cognitive limits in processing and
storing information.

- People often find it challenging to recall and use a vast amount of information accurately.

- Computerized systems help by quickly accessing and processing large volumes of stored
data.

5. Knowledge in Data:

- Organizations accumulate vast amounts of information about their operations, customers,

procedures, and interactions.

- Knowledge management systems (KMS) harness this information, formal and informal, to
support decision-making.

- These systems are valuable resources for managers.

6. Access Anywhere, Anytime:

- Wireless technology allows managers to access information, analyze it, and communicate
from any location.

- This capability has drastically changed expectations for both consumers and businesses.

- It enables real-time decision-making and rapid response to changing situations.

7. Growing with Technology:

- Computerized decision support has experienced significant growth since the late 1960s,
especially since the mid-1990s.

- Advancements in mobile technologies, social media platforms, and analytical tools have
further expanded the role of information systems in supporting decision-making.

- Businesses rely on these systems for managing operations efficiently and staying competitive
in a rapidly changing business environment.

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1. Computers in Business Evolution:

- Computers have come a long way from their initial roles in handling basic tasks like payroll
and bookkeeping.

- They now play critical roles in complex managerial functions, including the design and
management of automated factories and the evaluation of mergers and acquisitions.

- Virtually all business executives recognize the importance of information technology and
heavily rely on it.

2. Shift to Problem Solving:

- Computer applications have transitioned from primarily handling routine transaction

processing and monitoring activities to becoming powerful tools for analyzing and solving
complex problems.

- Many of these activities are now conducted using web-based technologies, often accessed
through mobile devices.

3. Analytics and Business Intelligence (BI):

- Modern management heavily relies on analytics and BI tools.

- Key components include data warehousing, data mining, online analytical processing
(OLAP), dashboards, and web-based decision support.

- These tools help businesses analyze data, gain insights, and make informed decisions.

4. The Need for High-Speed Information Systems:

- Managers require access to high-speed, networked information systems, whether through

wired or wireless connections.

- These systems are crucial in assisting them with their primary responsibility: making
decisions.

- Rapid access to information is essential for staying competitive in today's business

environment.

5. Contributions to Decision Support Growth:

- Several developments have significantly contributed to the growth of decision support and
analytics:

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- Group Communication and Collaboration: Web-based tools and mobile devices enable
groups, even in different locations, to collaborate effectively. This is particularly valuable in
supply chain management.

- Improved Data Management: Complex decisions often require data from various sources
and formats. Systems today can quickly search, store, and transmit this data securely and cost-
effectively.

- Big Data Management: Large data warehouses, along with Big Data technologies, have
made it possible to handle massive datasets from diverse sources, offering new insights into
organizational performance.

- Analytical Support: The availability of more data and advanced analysis technologies
allows for the evaluation of more alternatives, improved forecasting, quick risk analysis, and the
collection of expert opinions.

- Overcoming Cognitive Limits: Human cognitive limits can hinder effective decision-
making when dealing with vast and diverse information. Computerized systems help by
processing and accessing large amounts of information quickly.

- Knowledge Management: Organizations use structured and unstructured information

gathered from various stakeholders for decision-making support.

- Anywhere, Anytime Access: Wireless technology enables managers to access information,

analyze it, and communicate from anywhere, enhancing the speed of decision-making.

The computers and information technology have transformed business operations, empowering
managers with advanced tools for data analysis and decision-making. The evolution from basic
tasks to complex problem-solving, combined with advancements in technology, has greatly
enhanced the capabilities of modern management.

QUESTIONS:
1. What are some of the key system-oriented trends that have fostered IS-supported decision
making to a new level?
2. List some capabilities of information systems that can facilitate managerial decision
making.
3. How can a computer help overcome the cognitive limits of humans?

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An Early Framework for Computerized Decision Support

1. Gorry and Scott-Morton Framework:

- Developed in the early 1970s, this framework laid the foundation for computerized decision
support.

- Evolved into a technology known as Decision Support Systems (DSS).

2. The Gorry and Scott-Morton Classical Framework:

- Comprises a 3x3 matrix based on two dimensions: structuredness and types of control.

- Structuredness ranges from highly structured (routine) to highly unstructured (complex)

decisions.

- Types of control include operational, managerial, and strategic.

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Structuredness and Types of Control
3. Degree of Structuredness:

- Decisions can be categorized along a continuum, from highly structured (routine, well-
defined) to highly unstructured (fuzzy, complex) decisions.

- Structured decisions involve known procedures and clear objectives.

- Unstructured decisions lack predefined solutions.

4. Types of Control:

- Three broad categories encompass all managerial activities: strategic planning, management
control, and operational control.

- Strategic planning involves long-term goal setting and resource allocation.

- Management control focuses on efficient resource use.

- Operational control centers on task execution.

The Decision Support Matrix

5. Decision Support Matrix:

- Combines Anthony's and Simon's taxonomies into a nine-cell matrix.

- Suggests different types of computerized support for different decision categories.

- Identifies responsibilities for lower-level managers (structured, operational) and top

executives or specialists (unstructured, strategic).

Computer Support for Structured Decisions

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6. Structured Decisions:

- Typically operational or managerial control decisions.

- Highly structured, repetitive problems with well-defined solution methods.

- Historically supported by computers since the 1960s.

- Examples include capital budgeting, resource allocation, and inventory control.

Computer Support for Unstructured Decisions

7. Unstructured Decisions:

- Often require customized solutions and human judgment.

- Benefit from data and information from various sources.

- May involve intuition, judgment, communication technologies, and knowledge management.

Computer Support for Semistructured Problems

8. Semistructured Problems:

- Combine structured and unstructured elements.

- Management science provides models for structured portions.

- DSS enhances decision quality by offering alternative solutions and potential impacts.

- Helps managers gain a better understanding of problems and make improved decisions.

This framework laid the groundwork for computerized decision support systems and categorized
decisions based on their structuredness and control requirements. It highlighted the need for
customized solutions and the role of technology in assisting decision-makers.

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