Characteristics of Global Significance of Data Personalization

This document discusses the characteristics of global significance of data personalization and its impact on businesses. It explores the opportunities and challenges posed by data personalization and proposes strategies to build positive customer sentiment and remain compliant with privacy laws. The document also justifies the choices made for the proposed business information solution using relevant theories.

BUSINESS INFORMATION
SYSTEMS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Discussion of characteristics of global significance of data personalization...............................1
TASK 2............................................................................................................................................2
Evaluation of organisational opportunities and challenges posed by data personalisation.........2
TASK 3............................................................................................................................................3
a) Overview of business, the app, the BIS solution(s) and performance objectives...................3
b) Proposal to articulate the value exchange for business and customers involved in
personalisation of their data.........................................................................................................4
c) Proposal to build positive customer sentiment (trust)in identified business brand.................4
d) Proposals to work within and remain compliant to current laws and regulations relevant to
individual privacy........................................................................................................................5
e) Analysis of business strategy and analysis of ways in which application of the above
proposals will contribute to the business strategy in terms of data personalisation....................6
TASK 4............................................................................................................................................6
Explanation of theory used to justify the choices made for proposed business information
solution and ways in which this theory was applied....................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business information system also known as BIS that helps in providing information that
can be used by organization for management of their efficiency, effectivity by using computer
system and other kinds of technologies (Asaithambi, Venkatraman and Venkatraman, 2021). It
helps in understanding ways in which an information system is utilized, improvement within
technology can be brought so that business flow and business decisions can be improved. BIS is
extremely important as it helps in acquiring business related knowledge, process data, identify
and acquire important business opportunities as well as personalize data for effective running of
business. This assessment will lay emphasis upon characteristics of significance of data
personalization, organisational opportunities and challenges posed by data personalisation,
business overview, BIS solution, value exchange for business and customers, development of
positive customer sentiment, analysis of business strategy, and justification theory used to justify
the choices made for proposed business information solution.
TASK 1
Discussion of characteristics of global significance of data personalization
Data personalization can be defined as personalization can be defined as a way of
delivering values to someone at right moment. In business data personalization plays a vital and
important role as it helps organizations in gaining insight that helps in identifying intend and
preference with the help of data so that organization can use to offer tailored experience to
others. Some of the main characteristics of data personalization are as follows:
 Each customer of the organization is identified as one segment with the help of rich customer
profiles.
 Overall data of customers is captured in real time by the organization which is further used
for identification of intent of customers (Kunert and Thurman, 2019).
 All the content of organization is delivered across all the devices, networks, screens, channels
etc. without any kind of interruption or changes.
 All kinds of personalized solutions are connected to back- end solutions.
At global level, data personalization plays a vital and important role for organizations
especially for organizations in media and entertainment sector. Today demand for
personalization by firms at global level is increasing day by day. Due to this, many organizations
are struggling to set themselves apart from other organizations so that they can easily capture
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new members, retain existing one’s (Ward, 2020). This can only be done with the help of data
personalization. At global level data personalization has become extremely important to focus
upon personalization of data so that they can set high brand image, attract a greater number of
customers and develop a brand reputation of organization that provide more personalized
experience to their customers. Due to this its significance at global level has increased
drastically.
TASK 2
Evaluation of organisational opportunities and challenges posed by data personalisation
Today most of the organizations are focusing upon data personalization in order to grow,
attract a greater number of customers, retain existing one’s and for development of brand
reputation. There are various kinds of challenges and opportunities that can be faced by firms at
business and organizational level. Data personalization provides an opportunity to CineMagic to
enhance loyalty towards their brand among their customers. Data personalization can help an
organization to win trust of their customers (Alamoudi and Kumar, 2017). This can help an
organization to attract their customers towards their products and services only because they can
rely on the brand. When each and every customer is sent with personalized messages and
organization get in touch with each and every customer personally either through email or
personal messages it helps the customer to develop trust within the organization.
So, some of the main organizational opportunities that can be posed by data
personalization for CineMagic are as follows: One of the main and primary benefit of data
personalization is that it can directly help in developing or building trust of their customers.
When an organization email their customers in order to get in touch with them, they direct the
email to their customers with their name in order to reach to them. CineMagic will be using this
personalized touch as an opportunity to get in touch with their customers so that they can attract
a greater number of customers and make them fell the sincerity behind the email, efforts put by
organization and eventually built trust among their customers. Today most of the customers
prefer high quality customer service with good quality product or services (Zaeem and Barber,
2020). It will provide an opportunity to CineMagic so that they can personalise each and every
customer’s experience. Not only this it further provides an opportunity to organization so that
they can analyse their customers experience and get to known their thinking or point of view
about the company, its business, products and services.
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So, some of the main organizational challenges that can be faced by CineMagic due to
data personalization are as follows: one of the main challenges associated with data
personalization is that it is time and money consuming i.e., data personalization require human
interaction which require organization to spend more time, energy in providing personalized
experience to customers. However, today more automated technologies have been introduced but
still usage or implementation of those technologies require investment of more money and even
if they want to customize the automated technology then it required investment of more time and
money both (Renaud and Shepherd, 2018). Another one of the main challenges that can be faced
by CineMagic is technological challenge. However, there is no doubt that automated or
customized technology can help in making data personalization easier but usage and
implementation of these technologies is a bit challenging. But it is technologically challenging to
have one system that record and transfer experience of customers to system without any problem
or issue. Other than this, one of the biggest challenges that can be faced by media and
entertainment sector organizations is scalability challenge. In employing large scale
personalization strategy is scalability challenge for organizations. This is because while creating
a data personalization strategy which is applicable at wide scale require performance scalability
and content management scalability which is bit difficult to be achieved and inability to properly
identify customers or users or services can increase difficulty of this challenge for firm. But other
than all of these challenges, privacy and compliance challenges is the biggest that can be faced
by organizations due to data personalization this is because using and sharing customers data can
create privacy and compliance challenges.
TASK 3
a) Overview of business, the app, the BIS solution(s) and performance objectives
Business chosen for this assignment is CineMagic whose main aim is to deliver unique
experience to customers with the help of CineMagic application. This application will be
providing wide range of personalized options, live streaming channel accessible to new users
who will be able to browse for new movies, not only this, users will also be provided with an
option where they will be able to create their own TV channel. BIS solution: this application will
be focusing upon science-fiction and horror movie and in order to attract more customers offers
and long-term subscriptions will be provided to customers.
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b) Proposal to articulate the value exchange for business and customers involved in
personalisation of their data
It is important for business to focus upon fair value exchange with their customers in order
to gain their trust and loyalty. Value exchange for business involved in personalization of data
are as follows: initially CineMagic will be providing only limited service to customers for free
version. In exchange of their data, money they will be providing unlimited access to their
application, unlimited subscription and downloads to customers. This will in exchange help
business to enhance their overall revenue (Mulder, 2019). Business will be focusing upon hyper
personalization so that they can use real time data of their customers and in exchange they
deliver more relevant content and browsing service to customers.
It is important to understand what organization will be giving to customers in exchange of
their data. CineMagic Value exchange for customers involved in personalization of data are as
follows: in exchange of their data, CineMagic will be providing customers with premium
experience i.e. they will be provided with an interactive platform where they will be provided
with movie options of their own choice. Customers will be able to browse for their choice
movies. Data personalization will further help customers to see only relevant advertisements,
paid movies in which they are interested only (Jayasooriya, 2021). None of irrelevant option or
advertisements will be shown to customer. In order words in exchange of their personalized data,
customers are provided with personalized experience where each and every service provided by
organization is as per customers’ needs and demands.
c) Proposal to build positive customer sentiment (trust)in identified business brand
In order to build positive customer sentiments in media and entertainment sector,
CineMagic will be following steps:
 First is by expanding CineMagic’s presence on social media and on other digital platforms. It
is one of the most important and foremost steps to enhance and build customer sentiments i.e.
by ensuring that there are no holes in social media presence. This will help the organization
to understand what is being said about the brand, its products and services. this will help
CineMagic to get in touch with the customers, answer their doubts and question in order to
ensure that their trust on organization is maintained.
 CineMagic will be focusing upon applicability of privacy paradox where user’s privacy will
be ensured and their personal information will be secured and will not be used by others.
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This will directly gain their users trsut because today in live streaming channels users are
more concerned about their privacy rather than about service.
 Next step is to engage oneself on social media platform and hear customers point of view.
This will directly help CineMagic in getting connected with their customers. Listening to
point of view of customers will directly help organization to develop trust among their
customers which help consumers in getting assured that their voice does reach to the brand
and they are dedicated and focused upon bringing changes within the brand as per customers’
needs and demands.
 Next step is to appraise people for speaking their heart out about the brand and accept event
negative comments spoken about the brand because it can be used by organization to change
thinking and mentality of people about the brand (Yi, 2019). New changes and innovation
within organization and spreading positive message about brand by replying to negative
comments can directly help customers to trust brand and develop an image about brand in
customers that they are customer oriented.
 Developing a service plan for customers where all the complaints and issues faced by
customers will be resolved. This will directly help customers in getting ensured that they
have a way to reach brand if they face any kind of issue while browsing, searching for
movies or while subscribing.
d) Proposals to work within and remain compliant to current laws and regulations relevant to
individual privacy
CineMagic will have their own legal department whose main purpose will be to remain
updated with current legislation and regulations and update organization about the same and
about any kind of changes within law and regulations. Like current pandemic of Covid-19 has
resulted in increase in number of users on live streaming channels like on CineMagic
application. This pandemic has provided a major opportunity to CineMagic to enhance their
customer base and reach a greater number of customers effectively. CineMagic will be focusing
upon adhering GDPR and privacy policies in an appropriate manner. Adhering general data
protection regulations and privacy policy as it will directly help them in doing business without
any kind of complications. Recently EU has passed a legislation in which users of online
channels or application more rights over the personal information they share with businesses and
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neglecting this regulation can directly put organization out of that business (de Regt, Barnes and
Plangger, 2020).
e) Analysis of business strategy and analysis of ways in which application of the above proposals
will contribute to the business strategy in terms of data personalisation
Business strategy identified about will be contributing to overall business strategy in
terms of data personalization in many ways. first is by remining updated upon social media,
identifying all loopholes within social media platform and focusing upon remaining interactive
with customers. Second is by adhering privacy paradox where personal information of users will
not be used or shared with others without their permission. Last is by adhering GDPR and
privacy policy that will give users of will have complete control over their personal data so that
they can trust the organization that their data will not be used without their permission (Uduwela,
De Silva and Rupasinghe, 2020). Social impact of this business strategy will be that it will help
in creating public value and will further help in generating awareness about importance of
protection of personal data. This strategy will further help in contributing positively within
enhancement of overall economy of organization
TASK 4
Explanation of theory used to justify the choices made for proposed business information
solution and ways in which this theory was applied
Theory used for development of business information solution is virtual value chain
theory. Virtual value chain is a kind of business model that helps in spreading value generated
information system throughout an extended enterprise that cooperated with other organizations
for provision of products and services. this virtual value chain starts with information provided
by providers mostly customers (Uduwela, De Silva and Rupasinghe, 2020). Then this
information is distributed and supported throughout the organization in order to remain
interactive with customers, adhere their privacy, adhere main legislation and regulation, virtual
value change model can be used. We have selected this theory because this theory has helped us
in identifying ways in which information should be used, delivered. This model has further
helped us in identifying step by step way in which users can provide their personal information
and ways in which it is applied or used and protected so that their personal information is not
been made public. I have applied this model in BIS development because this model has been
developed or devices especially keeping current internet penetration in mind.
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This theory was applied in five major steps: first step is to gather information from
customers and from internet as well data from customers can be gathered for understanding their
preferences and data from internet can be gathered to understand current or existing market,
government policies etc. This is the first and foremost important step of gathering relevant and
important information. Second step is to organize gathered information. It is one of the most
important steps of this theory i.e. to organize information or data in categories that are customers,
government, market etc. and in sub-categories such as text, image, video etc. third step is to
analyse collected information for identifying what kind of information is required to be used in
order to add value to users, what kind of information is required to be protected, what kind of
information is to be publicized or delivered. Fourth step is synthesisation where it is ensured that
synthesisation of availability of data is done in the format desired by end users. Last step is
distribution of information such as movie streaming. This virtual value chain theory selected is
useful and can help in achieving desired results in required format. This model has further helped
me in understanding ways in which information should be used, maintained and protected. As in
live streaming channels it is extremely important to understand use and protection of information
because in this sector there are various kinds of data protection legislation and regulations that
are required to be adhered by organization in order to remain competitive in this sector.
This module has helped me in understanding and learning different kinds of theories that
can be used for development of business information solution. This module has not only heled us
in learning new theories but it has also helped us in learning applicability of those theories in
different kinds of business. This business information system module has enhanced my overall
learning and knowledge about BIS, reason because of which BIS is important to be developed,
ways in which it helps in development of business strategy, gain customers trust. Some of the
most important thigs that tis module helped me in learning and ways in which those factors are
important are: data personalization, way in which positive customer sentiment can be developed.
Other than this, during this module I have developed various skills such research skills, team
working skills, presentation skills, and many other intellectual skills. These skills helped me in
developing appropriate BIS, main operations of business and also helped in identifying factors
because of which this new system can fail so that these factors can be eliminated initially. This
learning and understanding helped in in understanding that virtual value chain is an appropriate
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theory that can be applied for development of BIS for CineMagic organization of media and
entertainment industry.
CONCLUSION
From the above assessment it has been summarized that data personalization has today
become an important factor to be focused upon as it can help an organization to deliver right
values to their customers, gain their trust, and develop a brand image at global level that can be
recognized by everyone. It has further been summarised that usage of data personalization can
help in creating various opportunities and challenges for organization. This assessment further
helped in identifying that in order to address data personalization issues it is important for
organization to develop their own BIS solution that can further help organization to build
positive customer sentiment, adhere current laws and regulations and increase success chances of
organization. It has also been summarized that there are various kinds of theories and modes that
can be used for development of BIS solution but it is important to understand which type of
theory or model will be appropriate to be used for development of BIS solution
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REFERENCES
Books and Journals
Alamoudi, D. and Kumar, A., 2017. Information System Complexity and Business Value. Int J
Econ Manag Sci. 6(400). p.2.
Asaithambi, S.P.R., Venkatraman, S. and Venkatraman, R., 2021. Big Data and Personalisation
for Non-Intrusive Smart Home Automation. Big Data and Cognitive Computing. 5(1).
p.6.
de Regt, A., Barnes, S.J. and Plangger, K., 2020. The virtual reality value chain. Business
Horizons. 63(6). pp.737-748.
Jayasooriya, S.D., 2021. Virtual Value Chain and Physical Value Chain Integration to Get the
Competitive Advantage in the Sri Lankan E-Commerce Market. GSJ, 9(2).
Kunert, J. and Thurman, N., 2019. The form of content personalisation at mainstream,
transatlantic news outlets: 2010–2016. Journalism Practice. 13(7). pp.759-780.
McFall, L., Meyers, G. and Hoyweghen, I.V., 2020. The personalisation of insurance: Data,
behaviour and innovation.
Mulder, T., 2019. Health apps, their privacy policies and the GDPR. European Journal of Law
and Technology.
Renaud, K. and Shepherd, L.A., 2018, June. How to make privacy policies both GDPR-
compliant and usable. In 2018 International Conference On Cyber Situational
Awareness, Data Analytics And Assessment (Cyber SA) (pp. 1-8). IEEE.
Uduwela, W.C., De Silva, R.K.J. and Rupasinghe, T.D., 2020, December. Digital
Transformations in the Apparel Value Chain for Mass Personalization. In 2020 IEEE
International Conference on Industrial Engineering and Engineering Management
(IEEM) (pp. 450-454). IEEE.
Ward, L., 2020. Improving broadcast accessibility for hard of hearing individuals: using object-
based audio personalisation and narrative importance (Doctoral dissertation, University
of Salford).
Yi, C.H.E.N., 2019. Research on the Virtual Value Chain of Chinese New Energy Electric
Vehicle Enterprises——Take NIO as an example. Science Technology and Industry,
p.09.
Zaeem, R.N. and Barber, K.S., 2020. The effect of the GDPR on privacy policies: recent
progress and future promise. ACM Transactions on Management Information Systems
(TMIS). 12(1). pp.1-20.
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