IMAT5206_2223_501 Management of Information Systems Assignment Sample

Introduction

As the current situation stands, in every business sector strategies for information and technology have been implemented, for various reasons like to understand the demands of products and services and to provide the customer with latest technologies and solutions according to their need. All companies in the same sector are now challenging each other to implement digitalization in order to increase production, attract more customers, retain old ones , attract more investors and thus increase business growth.

Disney, which is now one of the leading entertainment companies, is also implementing various digitization processes. As all the rival companies started to use the information and technology, disney also did the same. By using big data, Internet of Things, Machine learning AI, and adopting innovative new technologies, Disney is engaging with consumers with the help of entertainment and interactions. But it is hard to understand how they are doing that so fluently. Lisa Valentino, the chief digital officer who also happens to be the executive Vice President for client and brand solution in disney advertising sales, cleared that in an interview.  In this essay, that interview will be analyzed, which was produced by Mark Samuels in 2022.

Recent IT history

Using the data mining process, Disney tries to understand the past activities and future preferences of their existing customers. In recent times they implemented real time analytics in every operation to enhance customers’ experiences. According to Juan Gorricho, who was the senior manager of Merchandise Business Intelligence and Analytics from 2013-2015, they needed the right worker at the right place at the right time to serve the right customers. One of Disney’s approaches is to use the huge amount of visitors’ data to improve the customers’ experiences. For delivering it, they understood they have to think beyond the theme parks. For this reason, they developed various websites for different purposes. Also they created MyMagic+, which is a combination of website, mobile app and a smart wristband that allows the customer to have special experiences at Disney theme parks. By creating a number of digital key ingredients like recruiting strong digital leaders who are visionary and creating an analysis rich culture, disney made some digital magic. They also invested a lot in all the digital related sectors. The Disney CEO Bob Chapek stated that they always wanted to see new technology as a friend instead of a threat. For these reasons, they implemented various strategies and right people like Lisa to ensure those strategies are being rightly followed.

Theme

Before joining disney in July 2019, Lisa worked in Yahoo, ESPN & Condé Nast, in the role of senior leader, creating data strategies and developing pioneering marketing. In disney, she used her previous job experiences in practical appliances. She really enjoys her job, as she claimed that at her position, her job is to create something new using the information and technology. Mainly, she has three jobs in disney. First, she has to manage the creative marketing department. Second she controls the data ablation for the company, making a team of analysts, data scientists and solution oriented architects. She has to lead people with speciality of strategy and marketing, too. According to her, this gave her an opportunity to drive disney’s business strategy forward. It may seem odd to think that her marketing background may draw her back in the data processing, information technology or digitization process in Disney. But she insisted that her background actually made her perfect choice for the job.

Investing in building digital infrastructure

Building new digital infrastructure, which is also called digital procurement, expands the organizations’ boundaries and connects the organizations (Kosmol et al, 2019). The digital transformation drives a company to be more automated and make the processes more efficient, making it predictive and insight driven (Yarramalli et al, 2020). However, with digitization, cognitive tasks are increasingly being replaced, which is leading to more skill erosion (Parker & Grote, 2022). The internal complexity mainly drives the digitization of procurement, which motivates communication-supporting and process-structuring interventions, which in turn are aimed at procurement coordination and control as well as process improvement  (Stransky, 2021)

According to her, the interest in building the right digital infrastructure in disney started more than 5 years ago. The organization took some time to make “Audience Graph”, which is a technology platform. This helped the advertisers to understand the different segments of the audience. Now the organization, using the first party data by using the Audience Graph and advanced modeling capabilities, developed one platform, known as “Disney Select”. The market strategists of disney, use this platform to target various characteristics.

Now the company is using the media data cloud of Snowflakes. With the help of this, they are offering various brands’ access to more than 1000 consumer segments of Disney’s platforms. After that these brands use Disney’s data modeling abilities to understand more deeply which advertisements Disney intends to run. According to Lisa, the use of snowflakes helps them to access audience graph data faster. The fast access of Audience Graph data and using the Disney Select on Snowflake, the data engineers of disney don’t have to waste much time for understanding and making plans for delivering data. Instead , this helps them to have enough time to develop new projects.

As the data capabilities grew with the clients, so did Disney’s advertising sales. As she stated, the number of campaigns has increased by 56 per cent than the last years, which was using any kind of data of the targeted audiences. This helped to get 110% revenue growth. She also stated that though the previous years’ COVID-19 threw them challenges, it also gave them some opportunities, as their consumers entertained themselves with Disney’s contents.

Investing in Automation in Commerce

Theoretically, the researchers found out that the effect of automation has both positive and negative sides. It can reduce the demand of workers by substituting them. On the other hand it also increases the demand of workers who are adopted well with automation (Deschacht, 2021). Though there are some processes that are so highly customized there automation can not be implemented (Lee et al, 2020), there is no controversy to understand the need of automation. Business organizations like Alibaba use automation to use bulk data sets which helps them to grow business (Saleem et al, 2019). Marketing automation tools help the organizations to be more productive and to work on the things that really matter (Schaefer & Hetman, 2019). Automations, AI, IoT are some of the things that will continue to reshape the businesses in different industries (Siam et al, 2020). Using smart automation can increase efficiency in business (Khahro et al, 2021). Though automated data can decrease privacy risks, they can also create new threats by adding long term information in a system (Kraus et al, 2021).

Lisa stated that, for the next year her team’s priority is to focus more on automation, data and measurement. She stated that as self-serving is a big area in the field of automation, they already launched a self service platform , which intends to open a broader way for accessing disney, for the local business. Within minutes, people can log on to a platform with the help of the credit cards. They can introduce their objectives, and get on live action with any of Disney’s products. She also stated that disney is ambitious in helping the advertisers to buy commercials all around the world in various sectors. For this reason they are investing a large amount of financial and development resources. She intends to present the blueprint with the help of her team for the next two to three years at Tech+Data Showcase. The advertisement sales department anticipates that there will be more than 80% rise in the automated service in the next few years. They are also expecting programmatic sales of accounts up to 50% by 2024. Lisa recognised data led sales would be a faster growing  business of Disney. In the interview she strongly stated that they would aggressively innovate in the production, and as the company’s majority ownership is held by the streaming platform Hulu, that would definitely help to create new ways for pushing contents to the consumers. Hulu’s powerful leadership on making new “viewer-first experiences” can create new ways in commercial sections.

Investing in Marketing

In the last decade, it can be safely say that along with automation, internet and digital skills also increased (Piroșcă et al, 2021).

Through the technological decisions taken by her and her team, she knows that even the marketing team of Disney must have good technological support to grow the business. The analysis showed that more than 20 percent of marketing budget is used for technology, and in future it will be more. For this reason, almost 33 percent of business companies have a technical team who are dedicated to marketing. Analysts also showed that to deliver good products and make the business grow, the marketing team should work with the IT team together. Lisa understands that the technological responsibilities can not be given to one person or one team only, it should be divided. In disney, the collaboration of the marketing business teams and IT teams makes the Organization as one the biggest companies in the entertainment sectors, which is a fluid process. Disney has to be connected in real time to solve the customers’ problems and queries. Following the customers would help to understand where to go. This helps her and her team to drive the monetary system through the data they collect. This data has a potential to open a lot of areas in business as these are just the consumers’ demands. This data also helps Disney to partner and renew with other companies. Also this helps to understand what they want to buy, build or invest. The audience/customers data helps them to look inside the customers’ demands. They are also thinking of using this data and technology to make their relationship with the customers better.

Missing Issues

It is clear that in this business driven world, data is the most expensive thing. So, protecting data is also very important. In this interview, Lisa Valentino addressed various importance of using customer data in Disney. However, she did not tell what their plans were to protect the customer data. It has been a real problematic issue for some time. In recent times many cases have been unveiled about data theft. Social platforms like Yahoo, Facebook, Twitter etc have been accused of thefting of customers data. If a company doesn’t protect the customers data, it can lead to identity theft, phishing, hacking and fraudulent activities, which is harmful for both parties, that is the company and their customers. It also may lead to possible loss of money, compromise and corruption. On the account of customers, they think that their data is safe while they do business with the company. So, when the data is not protected anymore, the customer feels to be betrayed. This may lead to disruption in investment, causing the company a good amount of loss of investments. Hopefully, Julia and her team definitely have a plan to protect the data they are acquiring and using to grow the business.

Also, there is another concern remaining, which is not cleared in the interview. This huge amount of data can be used in such a way which may be unethical, morally. Julia and her team must have to make sure that no one, including themselves, uses that kind of unethically.

Future Direction 200

As the business of Disney is growing, it is a  social responsibility for them to help the common people. They have to make sure that implementation of new technologies and automation does not reduce the job opportunity of people. On the other hand, they also have to continuously change themselves to adopt new technologies. For this reason, they have to continue training their workers to use new technologies. This will also possibly protect them from possible data theft. There are many new companies arriving in the same sectors where Disney is doing business. Disney also has to make sure that no monopoly should make those companies leave those business sectors. Rather, if they help those companies to grow, a better competitive business sector will lead all companies to make better products for their customers. This healthy competition is good for all parties related to the business sectors.IMAT5206_2223_501 Management of Information Systems Assignment Sample

Conclusion 200

The main job of Julia Valentine is to manage the creative marketing department, managing the data enablement and to control the performance marketing, programmatic advertising, self-service system and automation. It is a tough job, but she is confident, and also seems to run the business just fine. She has a clear idea of what she is doing, and has plans for the future. Though there are some missing issues in her interview, like she did not address how to protect the consumer data, or if they want to make sure they will use the data only for ethical use, it seems that she will be doing well. If Disney uses her plans accordingly in the IT and Marketing segment, they surely can go further in business all over the world in every business sector.

Reference List

Journals

Deschacht, N., 2021. The digital revolution and the labour economics of automation: A review. ROBONOMICS: The Journal of the Automated Economy, 1, pp.8-8.

Khahro, S.H., Hassan, S., Zainun, N.Y.B. and Javed, Y., 2021. Digital Transformation and E-Commerce in Construction Industry: A Prospective Assessment. Academy of Strategic Management Journal, 20(1), pp.1-8.

Kosmol, T., Reimann, F. and Kaufmann, L., 2019. You’ll never walk alone: Why we need a supply chain practice view on digital procurement. Journal of Purchasing and Supply Management, 25(4), p.100553.

Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N. and Roig-Tierno, N., 2021. Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3), p.21582440211047576.

Lee, Y.Y., Falahat, M. and Sia, B.K., 2020. Drivers of digital adoption: a multiple case analysis among low and high-tech industries in Malaysia. Asia-Pacific Journal of Business Administration.

Parker, S.K. and Grote, G., 2022. Automation, algorithms, and beyond: Why work design matters more than ever in a digital world. Applied Psychology, 71(4), pp.1171-1204.

Piroșcă, G.I., Șerban-Oprescu, G.L., Badea, L., Stanef-Puică, M.R. and Valdebenito, C.R., 2021. Digitalization and labor market—A perspective within the framework of pandemic crisis. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), pp.2843-2857.

Saleem, H., Uddin, M.K.S., Habib-ur-Rehman, S., Saleem, S. and Aslam, A.M., 2019. Strategic data driven approach to improve conversion rates and sales performance of e-commerce websites. International Journal of Scientific & Engineering Research (IJSER).

Schaefer, M. and Hetman, O., 2019. Effective tools of digital marketing implementation. University Economic Bulletin, (41), pp.67-74.

Sima, V., Gheorghe, I.G., Subić, J. and Nancu, D., 2020. Influences of the industry 4.0 revolution on the human capital development and consumer behavior: A systematic review. Sustainability, 12(10), p.4035.

Stransky, M., 2021. Modelling procurement processes by UML diagrams. In Engineering for Rural Development. Proceedings of the International Scientific Conference (Latvia). Latvia University of Life Sciences and Technologies.

Yarramalli, S.S., Ponnam, R.S.M., Rao, G.R.K., Fathimabi, S.K. and Madasu, P., 2020, July. Digital procurement on systems applications and products (SAP) cloud solutions. In 2020 Second International Conference on Inventive Research in Computing Applications (ICIRCA) (pp. 473-477). IEEE.

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