The Role of Cloud Marketing and Big Data in the Information System

In conclusion, the adoption of cloud marketing by Morrisons and embracing Big Data approach is crucial to collect information from various sources. This will enable the company to gain valuable insights from customer data for product development and service improvement. The report highlights both opportunities and challenges associated with using Big Data in the organization.

INFORMATION SYSTEM
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
Describe cloud computing, Big Data and mobile platform.........................................................1
Challenges and benefits of cloud computing .............................................................................2
Big data as a source of business intelligence..............................................................................3
How cloud computing and big data provides opportunities and challenges...............................4
Analyse the procedures for the selection of data collection........................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Information system management is a system of computerized data of the information of
finance as it is organized and programmed in such a manner so that it produces a regular reports
on the operations for the each level of the management in an organisation. It focuses on the
management of information technology in order to provide effectiveness or strategies for
decision making. This concept also includes the termed transaction system of processing and
executive system of information (Want and et.al., 2011). The report is based on Morrisons that is
UK based largest supermarket chain. It includes the description of cloud computing and the
impact of it on the business with the big data and the platform of mobile. Further, the big data of
the organisation as a source for the business intelligence and it helps in the improvement of the
decision making. There is proper use of big data a a source of business intelligence so that it
helps to improve the decision making process of the company. Moreover, the analysis of the
procedures and methodologies on the selection of the data and the storage required at Morrisons.
Describe cloud computing, Big Data and mobile platform
Cloud computing is defined as the latest technology that is internet based computing
which provides the resources for shared computer processing and data to the computers and
another devices on demand. In context of Morrisons, the cloud computing helps the
infrastructure as a service for the company saving on the cost of investing in order to acquire and
manage the information technology infrastructure. It also helps to use the test and development
environment as securing the budget, set up of the environment with the important manpower and
time. There is one of the aspect of cloud computing is ability to to tap in the huge quantities of
structured and unstructured date in order to harness benefit of the extracting the value of
business. In order to analyse the big data of the company in the real time as it requires a proper
platform so that it store the large data across a distributed among the and to process data from
different sources. This provides proper platform for the management of Morrisons as it helps
them to understand the behaviour and preference of various customers. As they are expected to
expand their business so that they require a huge data which is based on the and which is helpful
in the future perspectives (Salehi, Rostami and Mogadam, 2010).
Further, with the help of cloud computing as it helps to manage huge data with safety and
security so that the internal information of the company cannot reveal to the outside world. In
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addition to this, mobile platform is a software or hardware part of the environment that is used
for designing, maintaining and creating the different applications of mobile. In context of
Morrisons, they have adopted the strategy of digital platform which helps them in the process of
marketing with the help of different sources of this platform. With the help of digital platform it
provides various sources by which the there is promotion of the product can be done and al these
with the help of analysing the conditions of market. It also helps to promote different products of
the company on the websites of their company which is beneficial for the organisation in order to
manage the resources. Thus, it can be said that cloud computing, big data and the digital platform
plays an important role in an organisation which creates a system of information management. It
also helps in order to obtain the appropriate aspect of the information that is related to the
company and so that it manages the data of the company for the future perspective (Noh and
et.al., 2010).
Challenges and benefits of cloud computing
In order to operate efficiently it is necessary for Morrison to employ cloud computing but
on the other hand considering their challenge along with the benefits is must. One of the main
benefit of employing cloud computing is that it saves cost where substantial capital cost can be
saved with zero in house server storage along with the application requirement. Further, it is
regarded as one of the most reliable technique where business enterprise is benefited from the
massive pool of redundant IT resources (Kulkarni and Ozturk, 2011). This type of tool is easily
manageable where cloud computing provides simplified IT management with the help of central
administration of resources. On the other hand this system has some disadvantage which
Morrison needs to undertake such as vendor lock in where the providers of cloud service
promises that cloud will be flexible where it is difficult for business enterprise to find difficult in
order to migrate services from one vendor to another. Security is another form of challenge
associated with this concept where storing data along with crucial files of Morrison is sometime
risky. Therefore, these challenges have to be undertaken. On the other hand mobile platform is
also considered to be effective technique for Morrison where its main benefit is obtained in the
form of greater reach which highlights the information is reached to maximum customers and
they are able to respond towards the message shared with the. Easy marketing takes place
through this concept where the data which is being valuable for them is shared. On the other
hand different challenges are faced by Morrison while employing cloud computing such as
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platform limitation where every type of platform has its own style and this acts as hurdle.
Further, integration challenge is also major one where diverse storage options required
engagement of third party cloud service (Charaniya, Rohlf and Jones, 2010).
Big data as a source of business intelligence
Big data is highly used in the business to understand the needs and requirements of the
customers and attain competitive advantage over their rivalries. These data are huge and
becomes difficult for the company to manage them (Cella and et.al., 2010). Thus Morrison must
use efficient statistical tools which can be used to get information which assist them to develop
with the products and services appropriate for them. The collection of Big data is important for
the company to take major decisions regarding the production of good and services, managing
activities etc. Following are the ways in which Big data can assist in transforming the business
are as follows:
 Big data expands customer intelligence- With the help of Big data collection, company
analyses the needs and preferences of the customers towards the products. So it will assist
the firm to develop the goods as per their requirements which ultimately increases the
sales volume of the company. It is very important to research about the needs of the
customers so that the company can serve them with the actual product or service which
they require (Zhang, Cheng and Boutaba, 2010).
 Big data improves operational efficiencies- The data collected will help to drive more
operational efficient from the existing investment. They will help to produce goods in
bulk which will directly decreases the production cost of the company. Further, this will
result in decreasing the price of the product while maintaining the quality of it. This will
help the firm to increase their sales volume (Ammenwerth and et.al., 2011).
 Big data and mobile a perfect means for new business processes- In the present era,
the usage of mobile phones are been increasing with the time. Thus the company must
formulate an application or a website so that people can easily assess the products or
services which are been provided by the company. Thus it will assist the company to
provide with the process in an efficient manner.
 Predict what exactly customers want- This will assist in forecasting the needs of the
customers which as to what type of product they need an in which manner they want
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them to be served. Thus to predict the future in an efficient manner, the companies must
promote the right products to the right customers with a right channel.
 Improving customer service interactions- This is highly beneficial for developing
effective marketing and product development. When there is an effective interactions
between the customer and company than it will assist in solving the problems in an
efficient manner. It is important to improve the customer relationships to as to make the
channels to connect them in an efficient manner (Subashini and Kavitha, 2011).
How cloud computing and big data provides opportunities and challenges
The concept of cloud computing and big data is regarded to be most effective and in turn is
regarded to be advantageous for business in every possible manner. One of the main benefits
being obtained by big data is that it supports in gaining information regarding customers.
Morrison carries out operations in the market where competition level is quite high and due to
this reason effective database is required in order to store crucial information regarding need and
requirement of customers in the database of business so that target market can be served
accordingly. It can easily allow business in gaining competitive advantage where expectations of
the target market can be met easily and in proper manner (Marston and et.al., 2011). Moreover,
at the same time both cloud computing and big data provides cost effective along with the
scalable infrastructure to support big data along with the business analytics. This in turn acts as
development tool for the entire business. Concept of cloud computing employs visualization of
computing resources with the motive to run large number of standardized virtual servers on the
same physical machine. Adequate amount of information can be stored with the help of cloud
computing system. On the other hand some challenges have to be faced by Morrison at the time
when cloud computing is employed where major one is linked with storage as distributed storage
is not regarded to be enough where it is not possible for manufacturers to develop enough storage
devices in time. Apart from this, processing is another main disadvantage where data has to be
integrated with the help of filters and effective data processing system design is must. Further,
security issues have to be faced such as what has to be secured etc. Costing is also one of the
major challenge where cloud consumers have to undertake trade-off among computation along
with the communication. Sometime the benefits obtained with the help of big data is less as
compared with the cost and due to this reason businesses does not prefer to employ this tool in
rare cases. Overall cost of transferring data to and from the public is very high which
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organization has to bear and in turn it can have adverse impact on the entire organization in
every possible manner. So, cost has to be considered by entity for its smooth functioning. Apart
from this, main benefit of cloud computing big data is obtained in the form of access to
information which is crucial for business (Wang and et.al., 2010). Easy access in the context is
generally witnessed in relation with the speed it has access to Yahoo mail, Gmail, mailboxes etc.
At last flexibility along with storage is the key opportunity where development of the business
takes place at faster pace and right amount of data is being utilized in conducting business
affairs. So, in this way mobile platform and cloud computing big data is beneficial for business
in every possible manner.
Analyse the procedures for the selection of data collection
For smooth functioning of business operations different type of information is required
by Morrison so that business performance can be enhanced. Further, data is required in relation
with need and requirement of target market in order to know their expectations from the
business. Further, substitute of products which are offered by Morrison are easily present in the
market and due to this reason data needs to be collected regarding the trends and preferences.
Moreover, it is utilized for conducting business operations in effective manner and in turn it acts
as development tool for the entire company (Catteddu, 2010).
In order to analyse the procedure of data collection of Morrisons as it involves the
various methodologies which includes the sources of internet, with the help of observation,
questioners and other also. The techniques of data collection is use for the various aspect as to
know the requirement of customers, competitors in the market, how to fulfil the demand of the
customers. In this context only the collection of data is required which is described below:
Requirements of customers- in order to collect the data regarding the needs and requirement of
the consumers as the company fulfil their demand and produce the goods as per the preference
and taste which is beneficial for the organisation and which is managed by the system of the
company (Cella and et.al., 2010).
Competitors- There is collection of data considering the competitors and to know what the other
companies provide to the customers which helps in identifying the different sources so that it
will helpful in understand the concept in order to manage the competitors in an efficient manner.
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Thus it can be said that the data elated to the competitors is important in order to manage the
conditions of the company.
Fulfil the demand according to the requirement- The data is collected as per the
requirement and needs of the customers and which is beneficial for the company so that they can
make the products as per their choice which overall increases the profitability of the stated
organisation (Want and et.al., 2011).
Thus in order to store all the data of the organisation it is necessary to gave proper
software which are used by the information technology department of the stated organisation. S
that it is helpful in securing the data as per the requirement of the company. Further, the
company will analyse it process on the basis of the different software which provides ideas in
order to manage the stored data so that it provides proper assessment which is related to the
information system management (Noh and et.al., 2010).
CONCLUSION
From the above report it can be concluded that it is important for Morrisons to adopt the
cloud marketing in their organization so as to collect the information from different sources.
Further, it becomes important for the company to adopt Big data approach so as to get the
information from the customers which is related to the development of the products and services.
Moreover, the opportunities and challenges are being stated for the use of Big data in the
company.
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REFERENCES
Journals and books
Cella, D. and et.al., 2010. The Patient-Reported Outcomes Measurement Information System
(PROMIS) developed and tested its first wave of adult self-reported health outcome item
banks: 2005–2008. Journal of clinical epidemiology. 63(11). pp. 1179-1194.
Ammenwerth, E. and et.al., 2011. Effect of a nursing information system on the quality of
information processing in nursing: An evaluation study using the HIS-monitor
instrument.International journal of medical informatics. 80(1). pp. 25-38.
Want, R. and et.al., 2011.System and method for obtaining and using location specific
information. U.S. Patent RE42,927.
Salehi, M., Rostami, V. and Mogadam, A., 2010. Usefulness of accounting information system
in emerging economy: Empirical evidence of Iran. International Journal of Economics and
Finance. 2(2). p.186.
Noh, J. H. and et.al., 2010. Web-based comprehensive information system for self-management
of diabetes mellitus.Diabetes technology & therapeutics. 12(5). pp. 333-337.
Kulkarni, P. and Ozturk, Y., 2011. mPHASiS: Mobile patient healthcare and sensor information
system. Journal of Network and Computer Applications. 34(1). pp. 402-417.
Charaniya, A., Rohlf, J. and Jones, M.T., 2010. Streaming and interactive visualization of filled
polygon data in a geographic information system. U.S. Patent 7,746,343.
Zhang, Q., Cheng, L. and Boutaba, R., 2010. Cloud computing: state-of-the-art and research
challenges. Journal of internet services and applications. 1(1). pp. 7-18.
Subashini, S. and Kavitha, V., 2011. A survey on security issues in service delivery models of
cloud computing. Journal of network and computer applications. 34(1). pp. 1-11.
Marston, S. and et.al., 2011. Cloud computing—The business perspective. Decision support
systems. 51(1). pp. 176-189.
Wang, L. and et.al., 2010. Cloud computing: a perspective study. New Generation Computing.
28(2). pp. 137-146.
Catteddu, D., 2010. Cloud Computing: benefits, risks and recommendations for information
security. In Web Application Security (pp. 17-17). Springer Berlin Heidelberg.
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