Data Science Strategies for Airo Shoes' E-Business Transformation

This report discusses the integration of e-business strategies for Airo Shoes, focusing on becoming a customer-centric and data-driven company. It details data collection methods for understanding customer buying behavior, storage systems emphasizing privacy, security, integrity, accessibility, and availability, recommending cloud storage for scalability and security. The report advocates for consumer-centric design through customer-focused leadership, understanding customer needs, designing experiences, and empowering frontline staff. A deep learning recommendation system is suggested, and business continuity strategies for power outages are outlined, including backup systems and generators. The report concludes that e-business adoption will increase profitability and recommends data collection via surveys and research, cloud storage for data management, and deep learning for an efficient recommendation system.

Running head: DATA SCIENCE
DATA SCIENCE
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Executive summary
The aim of this report was to discuss the values that can be gained by the Airo shoes
company upon integrating with the e-business platform. The internet technology
helps in increasing the range of customers that a business can have because the
facility of internet provides the people with an opportunity of choosing the best
product among several options. The company is aiming at being a better customer
driven and consumer centric company, which can ensure the needs of the customers
are fulfilled efficiently. The kind of data that should be collected and the method by
which the data should be collected has been provided in this report. The storage
system for the data has been provided in this report. A suitable recommendation
system is provided in this report.

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Table of Contents
Introduction........................................................................................................3
Discussion..........................................................................................................3
Task 1.............................................................................................................3
Task 2.............................................................................................................6
Task 3.............................................................................................................7
Recommendation...............................................................................................8
Conclusion.........................................................................................................8
References.......................................................................................................10

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Introduction
This report aims to discuss the implementation of E-Business in the business
of Airo Shoes. The data collection system and the storage system for the data of the
organisation is discussed in this report. The consumer centric product design and the
methods of achieving this design is stated in this report. The methods of continuing
the business in a case of power outage or other disasters is stated in this report. A
suitable system is recommended for the growth of the company in the E-Business
platform is discussed in this report. Lastly, an appropriate conclusion is provided for
this report.
The company Airo shoes is popular for its varieties in products of sports
shoes. The company is currently conducting its business with the method of local
transaction management system. The records of transaction are recorded and
maintained while conducting sales. The company wants to increase its business
using the internet platform. This platform provides the business an access to a huge
number of customers and clients who choose to buy products using internet.
Discussion
Task 1
Data collection system
The data that needs to be collected is the buying behaviour of the customers
(Ptak and Schragenheim 2016). The customers show a similarity in their buying
behaviour of products, as they prefer to stick to a particular brand for a long time.
The data of net promoter needs to be maintained properly for monitoring the
recommendation that are provided to other users. The contact information of all the

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customers needs to monitored regularly to keep the database of the company
updated. The data of the experience of the users has to be collected regularly and
obtain an idea of the experience of the customers while using the products. For
example, the preferred types of shoes that are most suitable for the customers, the
products that served their purpose the most, the products that needs to be modified
to attract more customers and the quality of the shoe material that are most
preferred by the customers. These data can be collected with the help of online
survey from other websites or posting several kinds of survey questions in the
websites of other companies and understand the customer behaviours and their
preferences. The utilisation of research methods are most commonly used method
for collection of data for a business. Research and statistics provides a detailed
image of the customers that can be targeted for a successful business. The reports
that are related to demography and spot trends can be investigated and it is certain
that several other companies are also investigating that same demographic location
(Coronel and Morris 2016). Therefore, it is easier to investigate the research
conducted by these companies and the statistics that are drawn by the companies to
get a clear idea of the target audience for the implementation of e-business.
Storage system
The general requirements to the storage of data are:
Privacy: The privacy of the data that is collected by the company should be
maintained and regularly monitored because in the case of data breach, confidential
and sensitive data of the company might by lost and huge capital might be needed to
be invested for restoring these data.

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Security: The security of the data needs to be robust and fail-proof. Without
proper security of the data, the loss of data in a situation of cyber-attack can be huge
and it will result in major damage to the reputation of the company (Luo et al. 2015).
Integrity: The integrity of the data refers to the proper management of data
and prevent any alteration in the data. In the situation of any cyber-attack or any kind
of data breach, the data of the company can be altered to damage the information of
the customers and employees.
Accessibility: The data needs to be easily accessible to all the authorised
users for conducting effective business. Proper accessibility of data needs to be
executed using proper security measures and protocols to prevent any unauthorised
access of the data of the company (Yang et al. 2017).
Availability: The availability of data to the employees and the customers
creates a hospitable business environment. Without proper availability of information,
the employees cannot proceed with any transaction and the unavailability of data to
the customers can lead to loss of customers for the company as they would not be
satisfied with amount of information provided by the website of the company.
Initially the data of the potential customers can be stored in the systems of the
organisation and regularly updated and monitored. This can help in ensuring the
integrity of the data and monitor the results of the collected data easily. As the data
of the company increases, it is beneficial for the company to shift towards cloud
computing. This platform provides a safe and secure location of all the data of the
company and monitor the data in real time. The storage of cloud computing provides
a huge storage area of data. The accessibility of the data stored in cloud can be
easily provided to the staff of the company to execute higher number of transactions.

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Cloud storage provides a strong platform for storing data in a secure environment
and maintain the integrity of the data. The users with proper access to the cloud
storage can easily obtain data that is immediately required for business. The
availability of data is improved with the implementation of cloud storage in the
company (Jiang et al. 2014).
Task 2
Consumer-centric design
The process of building a service or a product based on the needs,
challenges, and wishes of the customers is known as consumer-centric design.
The methods of creating a consumer-centric design are:
Customer focused leadership: The alignment of the Airo shoes company with a wide
attitude for customer service and satisfaction that will lead in customer reliability and
encouragement. The approach of obtaining consumer aligned people, leadership,
and process can be achieved by the company with proper alignment towards
customers (Bogers, Hadar and Bilberg 2016).
Understanding the customers: It is essential to understand the behaviour of the
consumers for delivering whatever is promised to the consumers. The most effective
understanding is created when the needs and the requirements of the customers is
anticipated, which can lead to exceeding of expectations (Datta, Bonnet and Haerri,
2015).
Design the experience: This is the practice of creating products, processes, and
services by focusing on the quality of the experience of the users and solutions that

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are culturally relevant. The Airo shoes company can exercise this method for
creating a better experience for the customers.
Empower the first line: Proper training should be provided to the frontline staffs of the
business to provide them the ability of making decisions in tough situations without
consulting the superiors (Pang et al. 2015). The employees of the Airo shoes
company has to be properly trained for successfully progressing in the e-business
platform.
Recommendation system
The recommendation system is a system that predicts the preference or rating
of a user based on the history of the buying behaviour of a user (Wang et al. 2015).
The recommendation system that is most suitable for the Airo shoes is the system of
deep learning. Deep learning is the subset of broader methods of machine learning
that are based on the learning of data representations, which is dissimilar to the
algorithms that are task-specific. Deep learning is used in the recommendation
systems for extracting meaningful structures for product recommendations. The
branch of deep learning, Multiview deep learning, is applied to learn the preferences
of the users from several domains (Yang et al. 2013). This model utilises a hybrid
collaborative and an approach that is content based for enhancing the
recommendations in several tasks.
Task 3
Business continuity
The most effective method that can be exercised by the Airo shoes company
for surviving a power outage or any other disaster is by implementing backup
systems and power sources for emergencies. This can help in conducting business

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in case of power failure (Sahebjamnia, Torabi and Mansouri 2015). The backup
system of the Airo shoes company should be regularly updated for ensuring the
availability of updated data to the employees. The installation of backup generators
in the server rooms of the company can help in maintaining the flow of business
during power outages and any other disasters (Snedaker 2013).
Recommendation
It is recommended after an analysis of the case study of Airo shoes is that,
the introduction of the company in the platform of e-business will help in providing
profitability to the company and extend its service branches in various demographic
locations. The data for starting business in the e-business platform can be collected
by surveys and research of the behaviour of the customers. The most effective
method of storing data of the organisation is the platform of cloud, which ensures the
security and integrity of data. Deep learning can be used for implementing the most
efficient recommendation system.
Conclusion
It can be concluded from the report that the introduction of the internet
technology in the business methods of the company, Airo shoes, will help in
increasing the profits and popularity of the business. The data can be collected with
the help of online survey from other websites or posting several kinds of survey
questions in the websites of other companies and understand the customer
behaviours and their preferences. The storage system requirements are privacy,
integrity, accessibility, and availability. The platform of cloud storage is the most
effective method of storing and monitoring of data of the company. The process of
building a service or a product on the basis of the needs, challenges, and wishes of

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the customers is known as consumer-centric design. The method of creating a
consumer centric design are Customer focused leadership, understanding the
customers, design the experience, and empowering the first line. The
recommendation system that is most suitable for the Airo shoes is the system of
deep learning. The most effective method of surviving a power outage or any other
disaster is by implementing backup systems and power sources for emergencies.

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References
Bogers, M., Hadar, R., and Bilberg, A. 2016. Additive manufacturing for consumer-
centric business models: Implications for supply chains in consumer goods
manufacturing. Technological Forecasting and Social Change, 102, 225-239.
Coronel, C., and Morris, S. 2016. Database systems: design, implementation, and
management. Cengage Learning.
Datta, S. K., Bonnet, C., and Haerri, J. 2015, June. Fog computing architecture to
enable consumer centric internet of things services. In Consumer Electronics
(ISCE), 2015 IEEE International Symposium on (pp. 1-2). IEEE.
Jiang, L., Da Xu, L., Cai, H., Jiang, Z., Bu, F., and Xu, B. 2014. An IoT-oriented data
storage framework in cloud computing platform. IEEE Transactions on Industrial
Informatics, 10(2), 1443-1451.
Luo, X., Wang, J., Dooner, M., and Clarke, J. 2015. Overview of current
development in electrical energy storage technologies and the application potential
in power system operation. Applied energy, 137, 511-536.
Pang, Z., Chen, Q., Han, W., and Zheng, L. 2015. Value-centric design of the
internet-of-things solution for food supply chain: Value creation, sensor portfolio and
information fusion. Information Systems Frontiers, 17(2), 289-319.
Ptak, C. A., and Schragenheim, E. 2016. ERP: tools, techniques, and applications
for integrating the supply chain. Crc Press.
Sahebjamnia, N., Torabi, S. A., and Mansouri, S. A. 2015. Integrated business
continuity and disaster recovery planning: Towards organizational
resilience. European Journal of Operational Research, 242(1), 261-273.

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Snedaker, S. 2013. Business continuity and disaster recovery planning for IT
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based friend recommendation system for social networks. IEEE transactions on
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