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Essay / Research Paper Abstract
This 15 page paper looks at three articles that consider how IT can be used to help strategy decision making. The articles all consider the use of customer relationship management; CRM, one article on how to use the system to make predictions for target group for new products, one looks at its’ use retaining customers and one article considers how to choose the right CRM package, The paper then compares the articles and considers how they fit in with the general knowledge and approaches to the use of IT in this way. The bibliography cites 17 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEitstraty.rtf
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Unformatted sample text from the term paper:
strategic decision making is increasing and by looking at there articles that consider the role of IT in the strategic management and decision making we can consider the overall value
it may, or may not create. By looking at three articles on how IT can be used in this way with a tool such as customer relationship management (CRM) a
better idea of the strategic value can be formed. In an article by Noh (et al, 2004) entitled "Improving the prediction performance of customer behavior through multiple imputation" there
is a consideration of the way the information that a company holds on the customers can be used in order to determine which target market would be best for a
specific product and how the customers may be motivated into making a purchase, first being enticed and then making the purchase decision. The use of customer information may be used
with predictive models. However, there are sometimes problems with the use of the existing data, there may be data missing from some sets, or incomplete due to deletion of the
failure to collect. This article looks at the use of multiple imputation techniques within the use of customer relationship management for the
purposes of creating predictions. The result of the tests indicated that the sue of these higher and more complex input models were more able to add value and give strategic
decision making with better results when compared with models tat did not use the same techniques in order to makeup for missing data. The results of this models appear to
be very successful. Ralph and Frith (2002), in the article titled Reducing customer churn with knowledge there is a similar use of
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