Information and Big Data Management

Information and Big Data Management

Learning outcome 1

An information system is the centre part of all the organizations. Effective data management has formed an integral part of many organizations in the entire world. The strategy used by organizations determines the extent of growth in any firm since it determines the level of profitability of a company (Farb 2011). It is of great importance to providing accurate, quality and timely data to boost the level of data dissemination to the decision-makers. For instance, in this context portrayed by the retail fuel company, the level of data quality determined the level of overall profit maximization of the organization. Ukraine is one of the big producers of oil, but this organization profitability has degraded over the years due to the currency devaluation in the Ukraine government. In every organization, information is the lifeblood of the organization and data management is the embodiment of its progress.

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Customer relationship management (CRM), of this retail company, has not yielded positive results due to the reduced power of the information management system in the company. It has not shown high financial results over the years, although it was at a peak in previous years, and this has reduced from 3 to4 positions (Dark, 2017). The level of customer outflow is higher than the inflow, due to this factor. Its functionality has dramatically gone down, and this has affected the management decision of the organization. Quick and competent competitors have posed a more significant challenge to this retail oil company, by using more advanced technologies like mobile payments e-pump, automated personal discount system. Competitors adopted more super ways of data delivery and management methods; it has considerably boosted the data management to decision-makers. Approved techniques like purchasing history, digital, advertisement screens user- friendly terminals for all business to business cards (B2B) and bank cards help in bridging profit gap.

The amount of income streaming into the company from B2B exceeded the B2C strategy with more significant margins due to the automation of data collection and management. Poor management of information cost the organization considerable losses, due to the obsolete hardware that have lasted almost ten years without upgrading.CRM protocols affected the products segmentation, in differentiated market quotas, through information set up contracts. Loyalty cards have an immeasurably more significant advantage in the purchasing power,

Learning outcome 2

Information sharing in an organization is of greater importance.In this context of Fuel retail company, it helped in heightening the profit margins in the organization. Although the organization had limited resources in term of investment and human resource allocation, the level of digital advertisements has significantly increased profit levels (Duffy, 2013).In retail Oil Company, the level of information sharing has adversely affected the firm positive technology advancement being of the playing factor. More so in loyalty card usage and registration process competitors embarked on serious market research to enrich their magnanimity in matters of information preservation and sharing process.

Loyalty card usage and registration process have several importance to a company. It allows an organization to get the so-called big data- it offers a vast field of data exchange (Comscore, 2013) considerably. In the case of this oil company, the centralized (SAS) information its function is to update the system software. To be released from the head office from the employees who post the product prices, new promotions, new restrictions, and the overall organizational framework. Loyalty card database helps the company to track customer behaviours, purchasing habits. It also helps to measures customer future behaviours, several offers and even analysis of previous activities. It allows communication with the customer individually; information in this state of affairs has dramatically helped in instigating a learning environment for the employees of the company still inculcating strict moral standards in any organization.  In this organization, the means used in registration some have slowed down the processes causing delays in information dissemination. For instance, the use of SMS sent to the call centre, using the call centre procedure allows making a callback 24hrs, although it’s a lengthy procedure.

Organizations that have adopted automation method in data dissemination, many have cut off the lengthy procedures of back to back call.  Consequently, this method gave the competitors a competitive advantage and hence some have much reaped from this technology advancement program (Chung-Hoon, 2003).  Loyalty card registration has helped a great deal in tracking down the unregistered ones since their unique serial numbers appear in NKT database. I have recognized that after every 5 minutes, the system is updated to take a record of the recorded all the visible loyalty card transactions. Information sharing has helped to prevent fraud in an organization, as most of the marketing transactions are on the run with clear and complete records as per the number of customers. In a more prominent company, more standardized solutions may be adopted to serve majority customers. Local data providers are cheaper but very much risky in data protection.

A company with mass entries of data, some of them being non-active, it pulls the risk of value loss. Although some strategies are more frequent, some need more robust approaches to share data (Chang, 2009). To counter the effect of signal laps in using the internet, organizations need to adopt satellite signals which are bit cheaper compared to landline signals. To increase loyalty and sales marketing organizations need to work on strengthening customer purchasing history by factoring their product preferences and priorities.


Learning outcome 3

Organization success is majorly embedded on its ability to respond to strategic CRM setups to determine the level of operation in information management forums. In a CRM strategy for its implementation to be proficient, there is the employment of data operator specialist with support of 2 IT personnel. Who are viable in ensuring data inscription and business environmental liberalization for expansion of business(Carrington, 2011). Some minimal level of IT and solution need to be in place to ensure the success of the CRM strategy. Although it does not to entirely rely on IT, to some extent, it requires some level of IT in the implementation of both long-term and short-term strategic management decision-making goals. It begins by ensuring that the organization has clear missions and visions of business. In the case of this Fuel, Retail company has only 1 CRM specialist who manages all CRM transactions within the whole control base. It has caused a significant failure in the process of decision making.

The clarity of mission statement influences a great deal in the functionality of a company data flow. In the Fuel Retail organization, the presence of one CRM manager and 2 IT specialists has made it hard for the officials to make a competent decision in data management. Hence you find that activities are done manually making the entire process cumbersome. It has slowed down the activities of the firm, leading to eventual low-profit margins (Bellicose, 2016). Long-term commitments make a firm more focused on the activities of implementing the means of actualizing the goals in the long run. Both missions and vision of an organization help at setting the ultimate level of performance and in boost decision making capacity. In Fuel and Retail Company, many of the activities are manual like personal priorities like holiday leaves, birthday canons and all need to be reported for placement. Some events that cannot be ignored like technology and customer trends push every CRM to update his/her performance analysis record frequently.

Learning outcome 4

As adecision-maker in any organization, you need to ensure competency through mastery of the functionality of the programs of the system used in information management. One needs knowledge and skills in extracting information in running the DSS of the organization in question. Unless you get to understand the depth of data internalization technicalities, it becomes so difficult to read the MIS, and that may cause tremendous errors (Bird, 2011). In the case of Fuel Retail Company, the system is an obsolete and hence perennial failure in data management. Due to the extreme data failure records and low capacity of the external carriage systems, the company opted for applied programming interface (API), data extrapolation method. Although it’s costly in addressing the strategies of marketing and information processing is quite superb. It has proved beyond doubt for extension purposes in major customer operation.

In executing critical decision-making model CRM, every organization has to factor in data management and information dissemination technicalities to ensure the security of its databases. Although mass delegation duties and expedient counter action policies, it has increased the level of operations completed by the use of automated data management method. A second and more competent way of countering the process of information management segmentation is by use of SQL queries method. It helps in reducing the number of specialists needed in executing the specific duties of the organization (Agapitou et al., 2017). By use of a single CRM manager and SQL query method, it reduces the number of the official to two without the need of the third party. Additionally, by transferring the loyalty entries from NKT to OPP transfer, their function gets combined. It reduces the operation of information coding and inscriptions by IT specialist to only data management processing.


Agapitou, et al., (2017) Appraisal of CRM implementation as business strategy option in times of recession: The role of perceived value and benefits International Journal of Business Science & Applied Management, 12 (2), p. 18-31.

Baird, C. (2011). Customer Intimacy Redux in the Digital Ecosystem. CRM Magazine, 5 (12), p. 10.

Belicove, M. (2016) WHO WANTS TO CHAT WITH A CHATBOT?Entrepreneur, 44 (10), p. 57-57.

Carrington, I. (2011) Take advantage of the free movement.Marketing Week, 34 (37), p. 40.

Chang, R. (2009) Getting personal with mobile marketing can boost sales, loyalty. Advertising Age, 80 (27), p.14.

Chung‐Hoon, P. and Young‐Gul K. (2003) A framework of dynamic CRM: linking marketing with information strategy, Business Process Management Journal, 9 (5), p. 652-671.

Comscore (2017) The 2017 global Mobile App Report. [Online] Available on:[Accessed 1st December 2018].p.554

Comscore report (2018) Global Digital Future report. [online]. Comscore. Available from:[Accessed 1st December 2018].

Duffy, R., el at., (2013) Engaging suppliers in CRM: The role of justice in buyer-supplier relationships. International Journal of Information Management, 33 (1), p. 20-27.

. Dark EY report (2003) Retail market in Ukraine. Industry trends. [online]. EY. Available from: [Accessed 1st December 2018]p.65

Farb, B. (2011) GEOLOCATION: Advertising’s Future OR 1984 Revisited? CRM Magazine. 15 (6), p. 32-35.

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