Characteristics and Global Significance of Data Personalisation

This document discusses the characteristics and global significance of data personalisation. It also assesses the organisational opportunities and challenges posed by data personalisation. The outline of the business, the app, the BIS, and the performance objectives are provided. The value exchange for the business and customers involved in personalisation of their data is explained, along with suggestions to build positive customer sentiments and remain compliant with laws and regulations. The document also justifies the business strategy and analyzes how the application will contribute to the business strategy in terms of data personalisation.

Business Information
System

Table of Contents
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
Examine the characteristics and global significance of data personalisation.........................1
Task 2...............................................................................................................................................2
Assess the organisational opportunities and challenges posed by the data personalisation...2
Task 3...............................................................................................................................................3
Outline of business, the app, the BIS and the performance objectives..................................3
Explain the value exchange for the business and the customers involved in personalisation of
their data.................................................................................................................................4
Suggestion to build positive customers sentiments in the business brand.............................4
Suggestion to work inside and remain compliant to current laws and regulations for
employees privacy..................................................................................................................5
Justification for business strategy and analysis of how application will contribute to business
strategy in terms of data personalisation................................................................................6
Task 4...............................................................................................................................................7
Discuss the theory used to evaluate the choice made for proposed business information
solutions and how it is applied...............................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Business information system is defined as the process of collection and storing of data
and information which is used by the organisation in order manage themselves effectively and
efficiently through the use of computer system and technology. The main components of
business information system are hardware, software data and also people. For this report Wide
Media Company is taken into consideration. The Wide Media Company was started in 2018 by
group of five entrepreneurs, the main focus of the company is finding best suitable marketing for
business, creating advertisement and searching for marketing channels and strategy. This report
covers characteristics and global significance as well as the opportunities and challenges
imposed by data personalisation. In addition to this the issues related to data personalisation,
business information system and the business strategy taken into consideration. Also various
theory are used to justify the choices made for business information solution is also highlighted.
Task 1
Examine the characteristics and global significance of data personalisation.
The personalisation is defined as the process of offering an total customised and individualised
user experience through analysing their needs and wants effectively, the data personalisation
provides the different views of collections to the different individuals. The various research
communities, database as well the machine learning have contributed a number of personalised
approaches (Brillinger, 2018). The personalisation is one of the growing functions in the
organisation; it plays an vital role in enhancing the performance of the organisation. The
characteristics and the global significance of data personalisation are as follow:
 With growing demand of personalised thing the marketers has analysed that their targeted
customers mostly prefers the personalisation. As it helps in enhancing their relationship
with their customers through offering them personalised experiences.
 The information retrieval approaches for the data personalisation helps in finding various
methods to enhance the outcomes of unstructured searches by considering the
information about the users, whereas the database driven personalisation aims at users
preferences modelling for effective structured data (Chuang and Huang, 2018).
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 The data personalisation helps in enhancing the relationship with the potential customers
as they expects offers and information from the company which will lead to creating
overall efficiency of the users and building the customers loyalty.
 The global significance of the data personalisation is that it will allow company to easily
target their audience base and provide personalised experience to them.
 The data personalisation will allow marketers to collect the personalised data of the
customers and create personalised content for their online customers which will lead to
grabbing their attention to company’s product and services more effectively. This will
lead to enhancing the performance and brand image of the company (Daradkeh, 2019).
Task 2
Assess the organisational opportunities and challenges posed by the data personalisation.
The data personalisation is an essential growing area at present and also for the future, it
is analysed that personalisation is still at its starting stage as some users are still limited to the
single channel approach. The use of data personalisation comes with its own number of
opportunities and the challenges, some of the opportunities and the challenges of the data
personalisation are discussed below:
The organisational opportunities posed by the data personalisation
The one of the most essential opportunity created by the data personalisation is that it
helps in increasing the customer’s base of the company and increase the company’s demand in
the market by increasing their loyal customers and also building their brand image effectively
and efficiently. The data personalisation creates an future growth opportunity for the company.
the another opportunity posed by the data personalisation for the organisation is that it helps in
storing and managing the customers data which will help company to get in touch and inform
them about their future plans and benefits. Another essential organisational opportunity posed by
the data personalisation is that it helps company to expand their business in the international
market easily and also enhance retention of their potential customers effectively. It also provides
opportunity for the company to gain competitive advantage in the market by making their
marketing activities useful and satisfying the needs and wants of their customers effectively
(Delen and Zolbanin, 2018). The data personalisation will allow company to satisfy their
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customers according to their preference only which will lead to building customers loyalty and
trust.
The organisational challenges posed by the data personalisation
As with opportunities comes the challenges, some of challenges posed by the data
personalisation are as follow:
 One of the major challenge faced by the organisation posed by the data personalisation is
the managing the data privacy of the users, while doing anything using online platforms
or technology one of the biggest concern for any one is the lose of the privacy. The
company can face this challenge of managing the data privacy or the access of third party
in their applications, these challenges needs to be taken into consideration effectively.
 Another challenge are the organisation silos, silos are the major problems when it comes
to the personalisation. The challenge for the company is not only the spread of
information or data across touch point and that its challenge to combine, the siloed data
leads to the restricted analysis and understanding of users objective. So they need to be
restricted in order to effective cooperation between the various units of the organisation
effectively and efficiently.
 The another challenge posed by the data personalisation is the misuse or not effective use
of the personal information of the users, the data personalisation needs to ensure that the
personal information of the users are not collected and only the required data are
collected and properly managed by the company effectively (Graham, 2018).
Task 3
Outline of business, the app, the BIS and the performance objectives.
The Wide media company was started in the 2018 by a group of five entrepreneur, the
main focus of the company is to find out the best suitable marketing for the users, creating
advertisement, searching for marketing channels and strategy. Company is planning to enter into
the international market by launching new application APP with number of networks options and
abilities to personalise the users, which will help in setting new application campaigns
effectively. The aim of the aim of the company is to expand their business globally and
increasing their customer base through offering quality services (Madon and Krishna, 2018). The
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business objective of that, through the launch of new app, company’s objective is to maximise
the profit and maintain a database of users and making them aware of the new services yearly.
Explain the value exchange for the business and the customers involved in personalisation of
their data.
The value exchange for the business and the customers involved in personalisation of their
data plays an essential role, it helps in building trust and loyalty between them when sharing data
the customers expects to what company does for them , it can be to protect their data or to
provide quality services to them. The value exchange between both the parties should lead to
satisfying both the parties effectively. In case of Wide Media, the company has effectively
considered the business values while working on their app, they have ensured that the personal
details of the customers must be safe and secured, and are not shared with any other organisation
(Mandal, 2018). The app focuses on providing major information about the media and
advertisement and then will ask some significant to understand the customer’s needs and wants.
In addition to this company can ensure that while collecting the personalised data of the
customers their personal data and information are secured, there should be proper value
proportion between both the parties. The values followed related to the solutions of the business
information system solutions are essential for the effective development of the Wide Media
application among the users and will lead to enhancing their experience and satisfaction level. In
order to develop the strategic value in the organisation the company is effectively following the
informative strategies which helps company to work efficiently and maintain their competitive
advantage in the market. For their new app which involves the data personalisation of users the
company is effectively considering the value exchange between both the parties.
Suggestion to build positive customers sentiments in the business brand.
Building positive customers sentiments in the business brand is an essential process for any
business to gain competitive advantage in the growing market. The brand trust is a valuable
intangible assents which is derived from the level of customers expectations from the brand and
actual satisfactions they got from the brand (Mandal, 2018). Brands needs to continuously work
towards satisfying their customers and building their potential customers trust in their brand.
Some of the factors that can be taken into consideration by the brand in order to build their
customers trust are as follow:
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 The brand must be aware of how customers feel about their brand, the their is
improvement needed. Company should take constant feedback of their customers through
online review, social media or through implementing tracking system in their application.
 The another factor that can be considered by the company in order to create brand trust is
enhance the customers trust, brand needs to ensure that customers are offered with great
experience which will lead to getting positive feedback from their customers and
enhancing brand loyalty and satisfaction level.
 In addition to this in order to build customers trust in the business brand, business needs
to ensure the safety and privacy of the customers during the data personalisation
 One of the most essential things that needs to be followed by the brand in order to build
customers trust in the brand is to remain authentic and transparent, you should present
yourself as trustworthy and honest. The brand cultures and value needs to be defined
effectively in or to attract customers positively and build their trust (McAvoy and Butler,
2018).
Suggestion to work inside and remain compliant to current laws and regulations for employees
privacy.
For a business to grow and enhance their performance in teh market it is very important for
them to work inside and remain compliant to current laws and regulations for their employees
privacy and security, there are number of laws and regulation available which helps organisation
to protect the privacy of their employees. In building trust maintaining their privacy plays an
essential role, employees needs to feel safe and secure in the business environment in order to
motivate them towards achieving goals and objective. Each individual has right to privacy in the
organisation which is needs to be managed and promoted by the organisation There are number
of laws and regulations available to protect the privacy of the employees like GDPR which
stands for general data privacy regulation. This aims at protecting the sensitive data of the
employees like ethnicity or national origins, race, marital status and so on. Also the another act is
the Health insurance portability and accountability act which aims at protecting the personal
health information of an individual. In case of Wide Media, while working on their new app
company has realised that some essential business value needs to be considered by them
effectively, they has ensured that the personal details of their customers are safe and secures and
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is not shared with anyone. They have also ensured that the ethical issues are also taken into
consideration effectively in order to develop basic consignment. Company has effectively
enforced the General data protection regulation act (GDPR) in order to protect the privacy and
the personal data of their customers and employees.
Justification for business strategy and analysis of how application will contribute to business
strategy in terms of data personalisation.
The business strategy is defined as the various actions taken by the organisation in order to
achieve targeted goals and objectives and attained competitive advantage in the market, it is set
planning by the marketer in order to attain long term goals. There are mainly four business
strategy namely cost leadership, differentiation, focused cost and focused differentiation used by
the marketer in order to gain competitive in the market. in context to the Wide Media Company
is mainly focusing on two strategy in order to gain competitive advantage into the market which
are discussed below:
Differentiation: The differentiation strategy is type of strategy which focused at offering
differentiated product and services which differentiate them from their competitors. In case of
Wide Media is creating a service offering themselves as the unique industry, offering services to
the target and potential customers satisfying their needs by offering unique and differentiated
products and services to them. Company has loyal customers by offering them opportunities to
personalise their products and offer them as specific as per their requirements through creating
web posters, printing their products, web advertising on different platforms or social media pages
(Otondo, 2019). Company is effectively working towards offering unique and differentiated
services to their customers which will efficiently help them in launching and the success of their
new app efficiently.
Focus: The another strategy is the focus, under the main aim of the marketer is to focus of
the targeted audience or the market by providing low cost or differentiated product and services
to them. In case of Wild Media, the application is created to be available globally, the company
aims at targeting audience across globe and increase their customers base globally. The
application is easy to assess as it is set in multiple language which is allows easy to get access for
each and every and is also benefits all ages through its Lite version, company focus on their
target audience effectively and efficiently which will help in easy launch of their new app also as
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the company is targeting international market, the application will have access to the
international market.
Task 4
Discuss the theory used to evaluate the choice made for proposed business information solutions
and how it is applied.
The theory used to evaluate the choice made for the proposed business information solutions will
help company to enhance their performance; the wide media company will use Five Force
analysis to determine the level of competition available in the market and to know the global
operations and the financial condition. The model is discussed below:
Power of buyer: This state that if the number of buyers or the potential buyers are less in
number then the power they will hold will relatively be high, and Wide Media is well aware
about this fact that customers demand high quality and services so company aims at building
large customers base in order to reduce the bargaining power of buyers.
Rivalry among existing competitors: if the level of competition available in the market is
high then it will affect the profitability and productivity. In case of Wide Media application has
been launched to be able to reach the global market which will automatically leads to more
competition. In order to deal with these issue company needs to work on their pricing and
offering differentiated services which will make them different from their competitors in the
global market.
Threat of new entrants: The entry of new firms brings new innovation and strategies
which can affect the existing firm, but if there are strong barriers to the entry of the new firm
them it will become threat for them. In case of the threat of the entry is high, the profitability will
reduce as the price will be lower and the cost will be higher.
Threat of substitute: The another force is the threat of the substitute, under this if there are
similar product and services available same of the company’s product and services then it will
create threat for the company as it will affect the profitability and productivity of the company.
In order to reduce the threat of Substitute Company needs to offer unique and differentiated
products and services to their customers (Yang, 2018).
The above theory will help company to make effective choice for proposed business
information system, it will help company to analyse the future growth forecast of the global
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advertising market also understanding the key stages and sub stages of the global advertising
industry value chain in the market. in addition to this the company’s advertising internal business
process is effectively focusing on enhancing the information services of the company.
Technology has helped company to remain of the top of their projects by analysing the time and
progress effectively and efficiently (Ylijoki and Porras, 2018). The company can integrate in
various information system components in order to manage their data effectively, there are
mainly five information system components such as computer hardware, software,
telecommunication, database and data warehouse and human resource and procedure, there
components will helps in effective integration of Wide Media application within these
components in order to manage their data.
Conclusion
From the above report it can be concluded that information management plays essential role
in the storing and managing the data and information through computer system and technology
the business information system allows business to effectively manage and enhance their
efficiency. This report covers the detailed description of data personalisation and the
characteristics and the global significance of data personalisation in the business also the various
organisational opportunities and challenges posed by the data personalisation is also highlighted
in this report. In addition to this various issues related to data personalisation is also highlighted
also the terms including business information system and business strategy, rules and regulation
applicable for the privacy of the individual is also explained in this report. And value exchange
for the business also customers involved in the personalisation of the data is taken into
consideration. Furthermore the various theory used to rationalize the choice made for business
information solution is explained in this report.
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References
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Ylijoki, O. and Porras, J., 2018. What managers think about big data. International Journal of
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