Enhancing Decision Making: Managing The Digital Firm, 12 Edition

Management Information Systems
MANAGING THE DIGITAL FIRM, 12TH EDITION
Chapter 12
ENHANCING DECISION MAKING
VIDEO CASES
Case 1: Antivia: Community-based Collaborative Business Intelligence
Case 2: IBM and Cognos: Business Intelligence and Analytics for Improved Decision
Making
CHAPTER 12: ENHANCING DECISION MAKING
Decision Making and Information Systems
• Business value of improved decision making

– Improving hundreds of thousands of “small” decisions
adds up to large annual value for the business
• Types of decisions:
– Unstructured: Decision maker must provide
judgment, evaluation, and insight to solve problem
– Structured: Repetitive and routine; involve definite
procedure for handling so they do not have to be
treated each time as new
– Semistructured: Only part of problem has clear-cut
answer provided by accepted procedure
2 © Prentice Hall 2011
• Senior managers:
– Make many unstructured decisions
– E.g. Should we enter a new market?
• Middle managers:
– Make more structured decisions but these may include
unstructured components
– E.g. Why is order fulfillment report showing decline in
any region?
• Operational managers, rank and file employees
– Make more structured decisions
– E.g. Does customer meet criteria for credit?

INFORMATION REQUIREMENTS OF KEY DECISION-MAKING GROUPS IN A FIRM
FIGURE 12-1 Senior managers, middle managers, operational managers, and employees have different types of decisions
and information requirements.

• The 4 stages of the decision making process

1. Intelligence
• Discovering, identifying, and understanding the
problems occurring in the organization
2. Design
• Identifying and exploring solutions to the problem
3. Choice
• Choosing among solution alternatives
4. Implementation
• Making chosen alternative work and continuing to
monitor how well solution is working
STAGES IN DECISION
MAKING
The decision-making process is
broken down into four stages.
FIGURE 12-2

Business Intelligence in the Enterprise
• Business intelligence
– Infrastructure for collecting, storing, analyzing data
produced by business
– Databases, data warehouses, data marts
• Business analytics
– Tools and techniques for analyzing data
– OLAP, statistics, models, data mining
• Business intelligence vendors
– Create business intelligence and analytics purchased
by firms
• Six elements in the business intelligence

environment
1. Data from the business environment
2. Business intelligence infrastructure
3. Business analytics toolset
4. Managerial users and methods
5. Delivery platform – MIS, DSS, ESS
6. User interface

BUSINESS INTELLIGENCE AND ANALYTICS FOR DECISION SUPPORT
FIGURE 12-3 Business intelligence and analytics requires a strong database foundation, a set of analytic tools, and an
involved management team that can ask intelligent questions and analyze data.

Business Intelligence Constituencies
• Operational and middle managers

– Monitor day to day business performance
– Make fairly structured decisions
– Use MIS
• “Super user” and business analysts
– Use more sophisticated analysis
– Create customized reports
– Use DSS

• Decision support systems

– Use mathematical or analytical models
– Allow varied types of analysis
• “What-if” analysis
• Sensitivity analysis
• Backward sensitivity analysis
• Multidimensional analysis / OLAP
–E. g. pivot tables

• Group Decision Support Systems (GDSS)

– Interactive system to facilitate solution of unstructured
problems by group
– Specialized hardware and software; typically used in
conference rooms
• Overhead projectors, display screens
• Software to collect, rank, edit participant ideas and responses
• May require facilitator and staff
– Enables increasing meeting size and increasing
productivity
– Promotes collaborative atmosphere, guaranteeing
anonymity
– Uses structured methods to organize and evaluate ideas
MANAGING THE DIGITAL FIRM, 12TH EDITION
Chapter 12
Thank you

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Management Information Systems

MANAGING THE DIGITAL FIRM, 12TH EDITION

Decision Making and Information Systems

• Business value of improved decision making

Decision Making and Information Systems

Decision Making and Information Systems

4 © Prentice Hall 2011

Decision Making and Information Systems

• The 4 stages of the decision making process

Decision Making and Information Systems

6 © Prentice Hall 2011

Business Intelligence in the Enterprise

Business Intelligence in the Enterprise

• Six elements in the business intelligence

Business Intelligence in the Enterprise

9 © Prentice Hall 2011

Business Intelligence Constituencies

• Operational and middle managers

10 © Prentice Hall 2011

Business Intelligence Constituencies

• Decision support systems

11 © Prentice Hall 2011

Business Intelligence Constituencies

• Group Decision Support Systems (GDSS)

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