How platforms are transforming customer information management

Artificial Intelligence Methodologies for Data Management

This study analyses the main challenges, trends, technological approaches, and artificial intelligence methods developed by new researchers and professionals in the field of machine learning, with an emphasis on the most outstanding and relevant works to date. This literature review evaluates the main methodological contributions of artificial intelligence through machine learning. The methodology used to study the documents was content analysis; the basic terminology of the study corresponds to machine learning, artificial intelligence, and big data between the years 2017 and 2021. For this study, we selected 181 references, of which 120 are part of the literature review. The conceptual framework includes 12 categories, four groups, and eight subgroups. The study of data management using AI methodologies presents symmetry in the four machine learning groups: supervised learning, unsupervised learning, semi-supervised learning, and reinforced learning. Furthermore, the artificial intelligence methods with more symmetry in all groups are artificial neural networks, Support Vector Machines, K-means, and Bayesian Methods. Finally, five research avenues are presented to improve the prediction of machine learning.

A stakeholder theory approach to creating value in higher education institutions

Purpose

This paper aims to empirically verify whether the development of improved relationships between higher education institutions (HEIs) and their stakeholders based on the principles of stakeholder theory creates more value.

Design/methodology/approach

The methods involve a quantitative approach, with the data collection being carried out through a survey of 88 heads of HEIs in Brazil. The paper uses the Spearman’s correlation coefficient to analyze the data and test the hypotheses.

Findings

The findings reinforce the arguments found in the stakeholder theory literature, in which relationships are based on the following principles: knowledge and information sharing, mutual trust, involvement in the decision-makin g process and alignment of stakeholders’ interests in the strategic planning process, all of which create more value for organizations.

Practical implications

This study seeks to improve the knowledge of stakeholder theory in relation to HEIs. It identifies the stakeholder relationships that create the most value and have the potential to generate a sustainable competitive advantage. The results can help managers to improve their relationships with stakeholders and may encourage the implementation of practices and policies that consider stakeholders’ influence on the strategic direction of HEIs.

Social implications

The studies present a social contribution by evidencing the importance of the development of best practices, processes and strategies in the management of educational institutions, which are important actors in the development of society.

Originality/value

The originality of this paper is that it empirically tests the principles of stakeholder theory and their relationships with value creation for organizations in the higher education context. Whilst stakeholder theory has been explored in multiples contexts, there is a lack of studies addressing stakeholder management in HEIs.

Relevance of academic research in information technology and information management

Purpose

The purpose of this study is to examine the relevance of academic research, in terms of the topic match, to commercial practise in information technology, using the case study of a large and very rapidly growing supplier that uses leading-edge management approaches, Salesforce.com.

Design/methodology/approach

Academic literature review and review of commercial literature and information published by Salesforce.com.

Findings

Academics’ choice of topics matches the issues and topics present in the development of Salesforce.com, but suffers from the lack of interdisciplinary approach and particularly fails to integrate technical, marketing and financial approaches.

Research limitations/implications

The case study is of only one company, though an important one, although other large companies are involved e.g. Amazon Web services. However, the approach could easily be widened to several companies.

Practical implications

The case study approach will help academics focus on creating more applicable research and help students to learn about companies and may also eventually help practitioners to create thought leadership.

Social implications

If the financial and economic aspects of such case studies are integrated with other business aspects, these will provide a better view of the positive (or negative) contribution made by companies such as the one in the case study.

Originality/value

This is the first time that a case study has been examined in the context of the relevance/rigour debate.

Digital transformation challenges: strategies emerging from a multi-stakeholder approach

Purpose

This paper proposes adequate strategies that companies, public administrators and organisations in the education industry can undertake to successfully face the challenges of digital transformation in a regional innovation system. This research considers stakeholders that operate in the Tyrol–Veneto macroregion (the Tyrol, South Tyrol and Veneto areas), a significant case of moderately innovative European macroregion.

Design/methodology/approach

This study undertakes explorative research based on a qualitative method. It adopts a place-based multi-stakeholder approach to emphasise the role of three categories of stakeholders (companies, educational system and regional governments) in facing digital changes. More precisely, interviews with 60 stakeholders from the Tyrol–Veneto macroregion were conducted and examined via both text mining analysis and content analysis. First, correspondence factor analysis was performed using IRaMuTeQ software to identify homogeneous subsets of concepts (pillars–i.e., macroareas of strategic actions). Second, two coding phases were implemented using NVivo software to detect strategic fields of action and specific strategic actions undertaken to address the challenges of digital transformation.

Findings

The results highlight that digital transformation is a pervasive challenge of regional innovative system that requires a multifaceted set of strategic actions falling into three main pillars. The first pillar, named “culture and skills”, includes three strategic fields of action as follows: digital education, talents and digital culture. The second pillar, named “infrastructures and technologies”, points out the need of information, interaction and artificial intelligence as key strategic fields of action. The third pillar, named “ecosystems”, highlights the importance of investing in medium- to long-term visions, partnerships and life quality. In brief, this study shows that standalone interventions are insufficient to tackle digital transformation from a systemic perspective. Moreover, this study outlines the potential contribution of each category of stakeholder to foster the digitalisation of the Tyrol–Veneto macroregion.

Practical implications

This study highlights the importance of developing digital culture and skills before investing in digital infrastructure and technology in a moderately innovative macroregion. Companies should alter their vision before reconfiguring their business models, invest in smart working and establish contacts with start-ups. In addition, this study recommends that public administration should mainly invest in digital education and partnerships, while, in terms of education and training organisations, it suggests providing digital skills to several cohorts of both students and workers. Policy implications call for the creation of new occasions of cooperation among stakeholders by fostering “table talks” as strategic and policy actions and by making more financial resources available to encourage the digital transformation processes.

Originality/value

The results of this study may be adapted to the characteristics of other regional innovative systems and used as a reference point in terms of the improvement of business, market and local development.

Artificial intelligence (AI) in strategic marketing decision-making: a research agenda

Purpose

The purpose of this paper is to review literature about the applications of artificial intelligence (AI) in strategic situations and identify the research that is needed in the area of applying AI to strategic marketing decisions.

Design/methodology/approach

The approach was to carry out a literature review and to consult with marketing experts who were invited to contribute to the paper.

Findings

There is little research into applying AI to strategic marketing decision-making. This research is needed, as the frontier of AI application to decision-making is moving in many management areas from operational to strategic. Given the competitive nature of such decisions and the insights from applying AI to defence and similar areas, it is time to focus on applying AI to strategic marketing decisions.

Research limitations/implications

The application of AI to strategic marketing decision-making is known to be taking place, but as it is commercially sensitive, data is not available to the authors.

Practical implications

There are strong implications for all businesses, particularly large businesses in competitive industries, where failure to deploy AI in the face of competition from firms, who have deployed AI to improve their decision-making could be dangerous.

Social implications

The public sector is a very important marketing decision maker. Although in most cases it does not operate competitively, it must make decisions about making different services available to different citizens and identify the risks of not providing services to certain citizens; so, this paper is relevant to the public sector.

Originality/value

To the best of the authors’ knowledge, this is one of the first papers to probe deployment of AI in strategic marketing decision-making.

Geospatial data in the UK

Purpose

The purpose of this paper is to explain the rise of geospatial data, its importance for business and some of the problems associated with its development and use.

Design/methodology/approach

The paper reviews a certain amount of previously published literature but is based mainly on analysis of the very large number of responses to a consultation paper on geospatial data published by the UK Government.

Findings

The findings are that while there is strong appreciation of the potential benefits of using geospatial data, there are many barriers to the development, sharing and use of geospatial data, ranging from problems of incompatibility in data definitions and systems to regulatory issues. The implication for governments and for providers and users of geospatial data relates to the need to take a long-term approach to planning in resolving the issues identified.

Research limitations/implications

The research findings are limited to the UK, but similar findings would be likely in any other large Western country.

Practical implications

This paper confirms the need for a strong and coherent approach to the planning of geospatial data and systems for the establishment of a clear basis for the different parties to work together and the need to clearly separate the roles of the government in establishing frameworks and standards and the role of the private sector in developing applications and solutions.

Social implications

Society is increasingly dependent on the use of geospatial data, in improving living standards and dealing with social problems. The recommendations identified in this paper, if followed, will facilitate these improvements.

Originality/value

The value of this paper is the tight synthesis that it provides of a wide ranging and complex range of responses to the UK Government consultation and placing these responses in the wider context of the development of geospatial data.

From information mismanagement to misinformation – the dark side of information management

Purpose

This paper reviews the literature on information mismanagement and constructs a typology of misinformation that can be applied to analyse project planning and strategic planning processes to reduce the chances of failure that results from information mismanagement. This paper aims to summarize the research on information mismanagement and provide guidance to managers concerning how to minimize the negative consequences of information mismanagement and to academics concerning how to research and analyse case studies that might involve information mismanagement.

Design/methodology/approach

Literature review accompanied by conceptual analysis.

Findings

Information mismanagement is widespread in organizations, so all those involved in managing and researching them need to be far more aware of the damage that can be done by it.

Research limitations/implications

The research is based on the Western society (Europe and North America). The same research should be carried out in other parts of the world. Also, all the case studies could usefully be investigated in more depth to apply the taxonomy.

Practical implications

Managers should be much more aware of their own and others’ tendencies to mismanage information to their own benefit.

Social implications

Stakeholders in public sector activities, including citizens, should be much more aware of the tendency of the government and the public sector to mismanage information to justify particular policy approaches and to disguise failure.

Originality/value

The taxonomy on information mismanagement is original, as is its application to project planning and strategic decision-making.

Information management in the smart city

Purpose

The purpose of this paper is to investigate information management in a smart city. It identifies the main trends in progress and how innovation in information technology is helping all those in the smart city ecosystem in terms of generating new sources of data and connecting them. It investigates how information management in the smart city may go through several phases, but contests the notion that the co-ordinated information management that is the dream of many city managers is an appropriate vision, given the tendency in the private sector for competing information platforms to develop, giving value in different ways.

Design/methodology/approach

This paper has been written by using a combination of academic insight and literature, extensive research of relevant grey literature (e.g. blogs and industry press) and interviews and interaction with some of the organisations involved in developing and implementing the smart city concept, including public transport organisations, other data providers, analysts and systems and sensor suppliers.

Findings

Smart city concepts are evolving in different ways, with divergence of views which involves centralisation and control of information by city authorities and a more democratic view in which the information is managed on different platforms between which smart city stakeholders can choose.

Research limitations/implications

The research method is exploratory. Validating the findings would require a more structured approach in which stakeholders of all kinds are consulted.

Practical implications

All organisational stakeholders in the idea and delivery of smart cities need to consider how their interests in smart city information and those of other stakeholders are evolving and to what extent they should be in partnership with other members of the ecosystem in generating and using the information.

Social implications

Individuals, whether workers, commuters, shoppers, tourists or others, will be greatly affected by the evolution of smart city information, and their choices about whether to be smart themselves will have an important effect on the benefits they receive from city smartening and on the viability of the smart cities.

Originality/value

Little research has been carried out into the different choices organisations and individuals have in terms of how they will relate to smart city information and how they can manage it. This research makes a start on this task.

Improving journeys by opening data: the case of Transport for London (TfL)

Purpose

This case study describes how one of the world’s largest public transport operations, Transport for London (TfL), transformed the real-time availability of information for its customers and staff through the open data approach, and what the results of this transformation were. The purpose of this paper is therefore to show what is required for an open data approach to work.

Design/methodology/approach

This case study is based mainly on interviews at TfL and data supplied by TfL directly to the researchers. It analyses as far as possible the reported facts of the case to identify the processes required for open data and the benefits thereof.

Findings

The main finding is that achieving an open data approach in public transport is helped by having a clear commitment to the idea that the data belong to the public and that third parties should be allowed to use and repurpose the information, by having a strong digital strategy, and by creating strong partnerships with data management organisations that can support the delivery of high volumes of information.

Research limitations/implications

This research is based upon a single case study, albeit over an extensive period, so the findings cannot be applied simply to other situations, other than as evidence of what is possible. However, similar processes could be applied in other situations as a heuristic approach to open data strategy implementation.

Practical implications

The case study shows how open data can be used to create commercial and non-commercial customer-facing products and services, which passengers and other road users use to gain a better travel experience, and that this approach can be valued in terms of financial/economic contribution to customers and organisations.

Social implications

This case study shows the value that society can obtain from the opening of data in public transport, and the importance of public service innovation in delivering benefits to citizens.

Originality/value

This is the first case study to show in some detail some of the processes and activities required to open data to public service customers and others.