Characteristics and Global Significance of Data Personalisation

This document discusses the characteristics and global significance of data personalisation and its impact on businesses. It explores the opportunities and challenges posed by data personalisation and provides proposals to address the value exchange for businesses and customers. It also discusses proposals to build positive customer sentiment and remain compliant with privacy laws and regulations.

Business Information
System

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Discuss the characteristics and global significance of data personalisation...............................1
TASK 2............................................................................................................................................2
The organisational opportunities and challenges posed by Data Personalisation.......................2
TASK 3............................................................................................................................................4
a) Overview of your business, the app, the BIS solution and performance objectives...............4
b) Proposals to address the value exchange for your business and customers involved in
personalisation of their data........................................................................................................4
c) Proposals to build positive customer sentiment in your business brand.................................4
d) Proposals to work within and remain compliant to current laws and regulations relevant to
individual privacy.......................................................................................................................6
e) Explanation of your business strategy and analysis of how application of the above
proposals will contribute to the business strategy in terms of improved social, economic &
environmental impacts................................................................................................................6
TASK 4 ...........................................................................................................................................7
Explain the theory used to justify the choices made for your proposed business information
solution and how this theory was applied...................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Strategic information is used by businesses to gain competitive advantages and formulate
strategies. This type of system is developed in order to respond to corporate world and various
business initiatives. Thus, it help in frame strategy, competitive strategy, management decision to
achieve cost reduction and different benefits in the market. A strategic information system is a
business information system which have a systematic approach to collect, storage and retrieve
data and integration with other system (Ogiela, 2015). It play an important role in alignment of
all mission, vision, strategy at the centre of the organisation. The system provide different
features like, Information security, data integration and data security. For the purpose of
reporting, chose organisation is Kier Group Plc., a leading UK based construction and
infrastructure service providing company. The report going to focus on the different areas of
information systems including privacy of data, data personalisation and challenges. The study
will also focus on developing of application, providing business information solutions etc. that
will contribute to business strategy.
TASK 1
Characteristics and global significance of data personalisation.
Personalisation refers to providing overall customized and individualize user experience
by taking into consideration of the needs preferences and characteristics of users. It is the
combination of data, services and application explodes etc. where personalisation comes at
meaningful way. It filter the data and present them in useful way to its users taking into account
both individual features of each user as well as desired people of selected data (Beynon-Davies,
2020). Due to advancement in technology, data and analytics have allowed markers of the
company to create personal and more of human experience across moments, buying stages and
channels.
According to survey of McKinsy, company found that of different marketing leaders
from large firms, only 15% of Chief Marketing Officer's believe their company is on the right
path with personalization of data( The Future of Personalisation and how to get ready for it.
2019). The survey predicts that, in upcoming years companies can see, major three types of shift
to personalisation. Firstly, physical presence will be digitize which can be a big opportunity.
Also, 44% of Chief Marketing Officer's predict that front-line employees will largely rely on
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modality from advanced analytics to provide a personalized offering. 40% respondent say that
personal outlets will use AI-based tools to improve service and other 37% say that technologies
like; facial recognition system, location recognition and biometric sensors will be widely
adopted. Secondly, empathy will be a criterion to measure personalisation that means, it is the
ability to relate and understand another person’s emotion by creating empathetical relationships.
Understanding social evidence and adjust to them is how people build trust. It will not easy to
employ with any digital or at scale. However, machines are changing this conception also or can
say machines are now so advance and keep getting better at reading and reacting emotion of
human. Finally, brands may use particular network to personalize journey as end to end. The
significance of personalisation is the easiest way to hold customer thinking of own personal
experience. The technological and digital age have elevated customers' expectations to an
unprecedented heights but it have benefited business too.
TASK 2
The organisational opportunities and challenges offer by Data Personalisation.
Personalisation can be referred to as a process of gathering the information of the user,
which enables their valuable users to utilize content as well as services that is customized as per
the specific requirement of an individuals. The main purpose of this, is to enrich the service
experience of their users (Stair and Reynolds, 2020). All the companies throughout the world in
order to develop powerful marketing strategies in order to be successful. It is important for the
company, to utilize the data personality by understanding it's key opportunities and challenges.
Some of the opportunities can be illustrated below:
Key Opportunities
1. Physical space will be digitized: In today's changing times, personalisation of the
significant data of the customers is crucial measured taken by many companies
throughout the world. This presents a favourable opportunities for the company, to utilize
artificial intelligence that enabled them to improve their services at a very faster pace.
This is due to variety of features that include facial recognitions, biometrics and location
recognition and many more.
2. Empathy will scale: Empathy can be referred to as one's ability to understand another
person's emotions. The company can be favourable to utilize the machine learning
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technologies in order to run their business at the digital levels. Machine learning is
evolving at a very faster pace and able to effectively understand the emotions of humans.
3. Control: It is vital for the owner of Kier, to take control of their process for effective
utilization of their data and technology. It will be favourable for them as it is utilized by a
very limited players in a construction industry.
Key Challenges
The company can face number of challenges while implementing data personalization.
Some of the key challenges can be stated below:
 Data Collection: Personalisation is very highly dependant of understanding diverse aspect
of their customers. This mainly includes their needs, behaviour, preferences, choices and
demographics. It can not be predicted accurately whether the information of their
customers or prospects is correct or not. It will be a very complicated process in order to
derive accurate information of each of their customers. For doing this, the management
keeps to follow a systematic process that initiate with mobilizing the entire data through
auditing and implementing data governance strategy (Sun, Strang and Firmin, 2017).
This is done, in order to be efficient enough to be able get correct and the latest updated
information required of their customers.
 Scalability: It is one of the main challenge for implementing data personalizations. This is
particularly refereed to as capability to change in different parameters that includes size
and the type of business. The company may incur this issue for managing their content as
they not be able to support a very large number of visitors and provide customized
services to address the needs of each of their customers. In addition to this, it may be very
difficult for Kier if in future it wishes to expand it's infrastructure services.
 Privacy Consideration: The companies might face issue in knowing the appropriateness
of the customer data that can acquire. They should be able to bifurcate their data into
personal as well as professional. Otherwise, some issue may crop up that can relate to
ethical as well legal that is mainly dependant on United kingdom. It is vital for KIER to
be honest and adhere to the restriction that shouldn't effect the privacy concern of their
valuable customers. This will further impact on the trust element of their users and
thereby negatively influencing their brand position as well as profitability.
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TASK 3
a) Overview of the business, the app and the BIS solution and performance objectives.
Kier Group Plc. is one of the leading infrastructure and construction company that is
mainly engaged in providing specialist design as well as building it's capability. They are
involved in simplifying their work and even saving their time in order to focus on core activities.
The management provide different facilities to their customers that are engaged in diverse
sectors.
The company performance objective to continually evolve in different aspects with the
dynamic changes that includes it's designing approach, develop their asset and accordingly
operate their business. The managers undertake this task and emphasizes on diverse projects
effectively by making use of business information modelling.
b) Proposals to address the value exchange for your business and customers involved in
personalisation of their data.
Value can be defined as favourable result generated as a result of undertaking a particular
activity. It is vital requirement of every person to feel trusted and secured in exchange of
providing them access to their personal informations (Legner and et. al., 2017). Their trust issues
have enhanced due to the recent Covid-19 crisis that has influenced negatively the working of
the entire world. It is important for Kier, to constantly enhance the value of each of their
customers in context their services that maximizes the satisfaction of each of their valuable
customers. In order to do this, the management should constantly improvise by adopted with the
dynamic environment and enhance their quality parameters that is mainly related to respecting
the personal information and maintaining confidentiality. This is beneficial in operating their
business while enriching the experience of their customers. Kier can do this, by utilizing the
opportunity that are currently available to them in order to design appropriate steps for
maximizing this value exchange journey. It is imperative for the company to know that the world
is shifting to digitalized world and they should start emphasizing in being mindful of sharing the
customer's data by addressing various issues that includes intellectual property, data management
and mainly data governance.
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c) Proposals to build positive customer sentiment in your business brand.
To build positive customer sentiment for Kier Group Plc., company have to analyse it. In
customer sentiment analysis is a process of gathering information in order to determine the view
of consumer. Where customers may ask questions, get queries resolve and share both positive
and negative experience that can help organisation to develop more. Since the organisation
dealing with constructions, where the role of customer's sentiments mean the most important.
The need of analysing customers sentiments where it drive customer loyalty (Paul. A., 2020).
Such as:
 Affect and Impacting future of the business: When company plan to acquire and retain
customers, company must pursue the new ways to engage with customers. Such as using
social media different social media platforms of brands for customer. Utilizing these
media channels to capture new customer in the world of digital era is one of the most
advantageous moves a company can make. With increase in customer interactions that
indicate negative or positive sentiment which can be used to growth of the company. The
data can be used to get information regarding issues that they can share through theses
media. After that, it can inform internal product concerned team and this way it may
influence both new and existing customers (Cassidy, 2016). Data can help in revealing
how an individual consumer is feeling about their product and also reveal areas where it
need improvements.
 Customer service agents can be advocates: It means every time a customer reach any
agent, where they must empowered with all necessary information to provide hassle-free
customer service. An agent must have information of service and all the informations
regarding transportation information, return request from customer to an increase of all
internal communications that can be part. Agents must have all necessary information
about customer and should be available to them in order to provide the best in quality
service. This can be possible only by employing right technology. With the help of
sentiment analysis, the agent can be prepared to connect and empathize with the customer
each aspects of the product can be observe which they may find frustrating to them.
 Experience gap is removed in terms of customer: Company take sentiment data on social
platforms, e-mail, phones or any chat bots where these data consider as siloed. Usually
these data are incomplete and inconsistent. While attempting to make sense of the entire
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customer journey from product purchase to after sell service Kier must apply a holistic
way of gather the data to analyse its customers more accurately.
d) Proposals to work within and remain compliant to current laws and regulations relevant to
individual privacy.
The company have ensured through its Data and information protection policy evidence
that everyone has the authority to know how their person information is utilized. (Rainer and et.
al., 2020). During the tenure defined by Kier, it is must for them to undertake the activities in
order to collect, store and maintain the confidential information about their staff, customers,
suppliers and other third parties. Data Protection Legislation mainly states any current, future
laws or directives that applicable in context of processing of data. This includes the Data
Protection Act 1998. Company need to follow laws and regulations in order to protect privacy.
All the data content possess the legal rights that are with respect to intimidate information . The
app must adhere the mentioned law such as: data protection act 2018 (modified from 1998),
which provide control on personal informations used by government or by business organisation.
The act is states the term and condition that the company has to execute in relation to General
data protection regulation i.e. GDPR. The act ensure the following principles:
 Using data equitable, legislations and transparently.
 Using for particular, defined purposes only.
 Should utilize the information that is sufficient, relevant and limited to necessary
requirement.
 Data should be exact as well as regularly updated.
 Keeping the data for just limited times frame that is essential to fulfil their purpose.
 Control the information in a way that make sure the security is apt and even comprising
of protection against any unlawful processes, retrieve or potential risk of losing or
disrupting the data.
e) Business strategy and analysis the application of proposal explained above that will add
valuable contribution to the business strategies to improve social, economic and
environmental impact
At Kier, to adopt sustainable measures to deliver infrastructure for U.k. To fulfil their
vision company have implemented the following strategies for the organisation that mainly
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emphasize on government, manage or manage their well established clients . In digital world
where technologies have become indispensable part of organisation in order to be successful,
where data plays the crucial role which contribute to overall business strategies (Beverungen,
Matzner and Janiesch, 2017). As business organisation is the part of society and so its
stakeholders. With data personalisation will secure its all secrete sauce that make Kier a leading
company in construction industry. This will not bring profitability and authenticity of company
and its functions as legal way but also improve social, economic and environmentally good
practice. Keeping the future in mind data compliance and its right usage will have huge impact
on upcoming future with more strong digitize platforms.
TASK 4
Justify the choices made in order to propose business information solution and application of
theory
To be leader in the industry company have to mind different factors before making
choices. Some of the factors that can obstruct the path of achievement can include downturn,
inflation and enhanced level of competition Therefore, it is must for them to devise powerful
strategies for becoming a leader in the industry (Pearlson, Saunders and Galletta, 2019). In above
propose situation of development of app for data personalisation, where information system can
help company regarding data usage, reduce workload with different necessary regulations.
Information analysis and storage: At the time of publication company don't need manage the
data and informations manually with copy or keeping the data in the hard copy. By
implementing this system the company make use of this complex database. With use of
information system company can store, update and even analyse them on time to time basis.
Which help in outline solutions to current as well as future problems. Moreover the system can
integrate data from different other sources too. Which include inside and outside of the company
and keep up the overall performance.
Help in Decision Making: For the success Kier depends on it strategic plans and mainly their
adequacy. The management team of the company use this information system to formulate
different plans and decisions for the long term perspective. Using information system which
enable to evaluate informations from all varied sources. This analyse and comparison in different
market trends help organisation analyse the adequacy of the strategic decisions.
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Help in Business Process: The system is beneficial for the business to develop number of
valuable projects. For example the company can collaborate information system with the other
departments to make sure that the proper compliance is made with respect to quality
management standard. By incorporating this system it can aid in simplification of different
business process and removes any unproductive activity (Rainer, Prince and Watson, 2017).
Information system limit the employees and ensures only users with are applicable are permitted
to perform the specific task. In addition to it, the system removes duplicate repetitive task and so
it help in increasing accuracy of desired goals. This allows employee to direct their focus on
functions that are of high level. It will enable to enhance the level on undertaking project
planning, implementing and execution by monitoring at each stage by comparing with the
standard criteria.
Contemplation while executing Information system: By undertaking this application of the
information system in the organisation can lead to rise in cost or simply say can be costly
method. Installing cost include overall system. Developing the app and monitor them and also
will require specialist to understand the whole process which require training sessions for the
employees to learn them. Usually these apps are customized, which means these software are
design as per the company requirements keeping all the factors and the type of overall business
and their customers. At initial stage while introducing information system can be new and the
employees may not want changes and so they may resist to it. While this can be hinder the
business operations and may lead to employee turnover (Kitsios, and Kamariotou, 2016).
Therefore it require that leader or the higher authorities of the company must take proper
decision and guide the organisation through training sessions.
CONCLUSION
From above it can be concluded that information system can be beneficial at Kier. Since
company is dealing with clients and customer base around the world. Developing and adopting
new app in order to address issues with data personalisation which is significant while working
on a global level. To be a leading construction company in the industry, company using
controllable measures while using information system need to be implemented in delicate way to
response the changing need in the era of technology. It need to consider all the threats and
opportunities as well to provide smooth and effective functioning.
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REFERENCES
Books and Journals
Ogiela, L., 2015. Advanced techniques for knowledge management and access to strategic
information. International Journal of Information Management. 35(2). pp. 154-159.
Beynon-Davies, P., 2020. Business information systems. Red Globe Press.
Stair, R. and Reynolds, G., 2020. Principles of information systems. Cengage Learning.
Legner, C., and et. al., 2017. Digitalization: opportunity and challenge for the business and
information systems engineering community. Business & information systems
engineering. 59(4). pp. 301-308.
Cassidy, A., 2016. A practical guide to information systems strategic planning. CRC press.
Rainer, R. K., and et. al., 2020. Introduction to information systems. John Wiley & Sons.
Beverungen, D., Matzner, M. and Janiesch, C., 2017. Information systems for smart services.
Pearlson, K. E., Saunders, C. S. and Galletta, D.F., 2019. Managing and using information
systems: A strategic approach. John Wiley & Sons.
Rainer, K., Prince, B. and Watson, H., 2017. Management Information Systems: moving
business forward. John Wiley & Sons.
Kitsios, F. and Kamariotou, M., 2016, September. Decision support systems and business
strategy: a conceptual framework for strategic information systems planning. In 2016 6th
International Conference on IT Convergence and Security (ICITCS) (pp. 1-5). IEEE.
Sun, Z., Strang, K. and Firmin, S., 2017. Business analytics-based enterprise information
systems. Journal of Computer Information Systems. 57(2). pp. 169-178.
Online
Koutrika G. 2015. Data management in Perversive systems. [Online] Available through:<
https://doi.org/10.1007/978-3-319-20062-0_11 >
The Future of Personalisation and how to get ready for it. 2019. [Online] Available through:<
https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing
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%20how%20to%20get%20ready%20for%20it/The-future-of-personalization-and-how-
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Paul. A., 2020. Reasons to need customer sentiment analysis. [Online] Available through:<
https://www.kustomer.com/blog/3-reasons-you-need-customer-sentiment-analysis/ >
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