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Lecture Business management information system - Lecture 17: Managing information. This chapter presents the following content: Managing information and types of information, data warehouses and managing data warehouses, document management, content management, case studies.
Managing Information Lecture 17 Today’s Lecture n We will cover today, Managing Information and types of information ă Data Warehouses and Managing Data Warehouses ă Document Management ă Content Management ¨ Case Studies ¨ Managing Information n Once enterprises get their data into shape, that data can more easily be turned into information “Information is power.” “We are in the Information Age.” n These and similar statements would lead you to believe that managing information is a key corporate activity Managing Information n ă Technology = infrastructure; ă Asset = information that runs on that infrastructure It also raises a number of management issues Managing Information Four Types of Information n In Figure 7-3 we looked at a matrix representing the full scope of data information resources: n Internal record-based information, such as those found in databases ă Which we discussed in detail but there are others: § Internal document-based information, such as reports, opinions, e-mails and proposals Pertains to concepts: ideas, thoughts, etc § External/record-based information, such as acquisition from external databases § External/document-based: WWW Managing Information Four Types of Information cont n Internal record-based information was the original focus of IS departments because it is the type of information that computer applications generate and manage easily n External record-based = accessible via Internet or public databases ă Including subscription Managing Information Four Types of Information cont n n Until recently = little attention to internal and external document-based information because it was so difficult to manipulate in computers ă Intranets changed this ă Documents = integral part of information on these sites n Responsibility = now on IS, even if just for technical issues Four areas were responsibility of different areas but now IS is likely to be involved in some way Managing Information Content Management cont n To create a content management strategy, companies need to understand the three phases of the content management life cycle: Managing Content Creation and Acquisition ă Content Administration and Safeguarding ¨ Content Deployment and Presentation ¨ n n Content Management: Managing Content Creation and Acquisition Content creation and acquisition need to focus on creating content quality ă Thats why it might be wise to buy some content from specialists – which is called syndicated content – rather than create it in-house The best organizational structure is to distribute content creation and maintenance to content-expert employees ă But to avoid anarchy, these dispersed experts should be directed centrally, and use centrally-created formats and an automated workflow system that moves their work along Content Management: Content Administration and Safeguarding n The emphasis in this phase, like any operational phase, is efficiency ă Goal = achieve the most with the least effort n Content management tools can be used to identify types of content and the business rules that apply to each type n Whereas content creation should be distributed, content administration should be centralized Content Management: Content Deployment and Presentation n n The emphasis in this phase should be effectiveness: ă Presenting the content so that it: n Attracts visitors n Allows them to navigate the site easily, and n Leads them to the desired actions Because this phase can determine the success of a firm’s e-commerce efforts, it’s best to design a Website beginning with this phase ă Then move on to ensuring content quality and processing efficiency ă Eastman-Kodak case: moving from an ‘inside-out’ view to taking its customers point of view Content Management: Content Deployment and Presentation n Today most Web sites need certain features to attract and keep visitors Two of the most important are: Personalization = allowing visitors to customize how they view the page Localization = tailoring a site to a culture, market or locale EASTMAN CHEMICAL COMPANY Case Example: Content Management n n n n This global manufacturer of chemicals had a Website in 1994 It redesigned the site in 1999 to become more customer-focused and to launch a major e-commerce program Eastman changed the Website structure from presenting an inside-out view (based on its corporate structure) to presenting an outside-in view (with sections devoted to the markets the company serves) Eastman selected a content management product to create pre-approved templates for employees to use EASTMAN CHEMICAL COMPANY Case Example: Content Management cont n The benefits of the redesign were far greater than expected n Today, traffic has tripled (more than 50 percent from outside the United States) and 70 percent of the hits are in the market sectors, where Eastman sells its products n Customers report that the online availability of technical data has significantly accelerated their internal decision-making processes n It’s now working on globalizing and personalizing the site even more Content Management: Managing Blogs n Blog = short for “Web Log ă n Web site where an individual makes intermittent Web postings an online journal Powerful tools ă Compete with major media ă Influence on e.g politics and company policy n 2004 U.S elections Content Management: Managing Blogs n Some forward thinking companies have recognized the power of this immediate form of publishing and communication ă Used for crisis management? ă Employees need to be careful else = trouble ¨ Opportunities and challenges for organizations GROOVE NETWORKS Case Example: Managing blogs n Views personal websites and blogs positively n Has issued Employee Guidelines for Personal Website and Weblogs ă Make it clear to readers that the views you express are yours and not necessarily those of the company ă Take care not to disclose any confidential information Content Management: Managing Blogs n ă ă Company n Third party Since your site is a public space, be respectful to n Company n Our employees n Our customers etc ….Finally, the company may request that you temporarily confine your commentary to topics unrelated to the company Conclusion n n n n The job of managing information resources is widening significantly Not only must IS departments get corporate data in shape, but they also need to create and build an infrastructure for managing the full range of information types In some ways, the Internet helps because it gives companies an easily accessible place to store information On the other hand, the Internet has also contributed mightily to the information glut we all face Summary n n Managing Information Four Types of Information Data Warehouses OWENS & MINOR Case Example: Data Warehousing Managing Information Document Management Improving the Publishing Process n Summary n n n n n TAPIOLA INSURANCE GROUP Case Example – EDM: Supporting Communications Among People and Groups cont TENNESSEE VALLEY AUTHORITY Case Example: EDM: Supporting Organizational Processes cont Managing Information Content Management EASTMAN CHEMICAL COMPANY Case Example: Content Management cont GROOVE NETWORKS Case Example: Managing blogs ... a core management discipline underlying online business ă Without production-level Web content, management processes, and technologies, large-scale e -business is not possible Managing Information. ..Today’s Lecture n We will cover today, Managing Information and types of information ă Data Warehouses and Managing Data Warehouses ¨ Document Management ¨ Content Management ¨ Case Studies ¨ Managing. .. External/document-based: WWW Managing Information Four Types of Information cont n Internal record-based information was the original focus of IS departments because it is the type of information