1. AMAZON.COM Case Study: http://www.sas.com/success/amazon_personalization.html# http://www.sas.com/success/amazon_personalization.html# BCIS 5610 Executive & Decision Support Systems Spring, 2007 Dr. Jack D. Becker

2. Final Project (250 Points) Final Project will be scored in 2 parts: 1.In-class 30 min. Presentation: 100 points (As we normally do) 2. Executive style Report: 150 points; 20 page limit, plus appendices (maximum 25 pages) (3 ring binder or equivalent with tabs.) Cover Page (1 page) Table of contents (1 page) Executive Summary (1-2 pages) Main body of report limited to 10-15 pages Bibliography/References (1-2 pages) Appendices as needed (25 page limit) DISK with presentation & report (REQUIRED)

3. Major Topics to be Tested GDSS EIS Expert Systems Intelligent Agents DSS/Data Warehousing Artificial Neural Networks and Fuzzy Logic

4. AMAZON.Com Review the brief case study and videos (URL on cover page) concerning AMAZON.COM’s use of CRM data mining analytics. Also, tour their homepage and other sources for complete financial information and the firm’s history. You are expected to answer a series of questions concerning AMAZON.Com with the ultimate objective of developing a prototype Executive Information System/Expert System for the firm.

5. Question 1 (25 points) Thoroughly investigate the company (not just Internet searches) and the online “retail book” industry, as well as the other diversified markets Amazon competes in. Prepare a 2-3 page summary of their key business issues. Pay special attention to their competition and their customers. Why did Amazon diversify outside of retail books? Provide meaningful financial comparisons when available. Source data and reference articles may be stored in a appendix.

6. Question 2 (15 points) A. (10 points) Use geographical information systems (GIS) software to show where AMAZON.Com’s headquarters, distribution, and franchise facilities are located in North America and depict the corporate information systems communications systems on this same diagram. B. (5 points) Discuss a possible channel strategy that would include some sort of storefronts. Where would you suggest Amazon.com locates the storefronts.

7. Question 3 (25 points) A. (15 points) Construct a detailed Systems Diagram for the AMAZON.COM Corporate Computer Information Systems, showing major software systems and hardware components. Show the “after” or most recent configuration. Include on this high-level diagram all major hardware and software of interest to this case study. Examine historical 10K’s and trade journal stories to determine this systems configuration. Cite all sources in your bibliography. B. (10 points) Develop a detailed Supply Chain diagram, showing flow of materials (books and other retail items) from vendors to customers. Show information flows on a separate diagram. What are the differences in Supply Chain Strategies and How might IT support these channels

8. Question 4 (30 points) A. (10 points) Identify between 5 and 10 critical success factors (CSFs) for AMAZON.Com. Explain and justify each CSF. B. (10 points) Discuss how management could use a Balanced Scorecard (BSC) system to identify the CSF’s, measure and track these CSF’s. Determine at least 3 different measures for the “default” BSC perspectives: Customer, Financial, Learning & Growth, and Business Processes. C. (10 points) Compare and evaluate at least 3 Balances Scorecard Software products.

9. Question 5 (35 points) A. (25 points) Design a working prototype for the Executive Information System using whatever graphical tool you choose (PowerPoint, Word, Html, Commander, etc.). The prototype should consist of several sample screens with some navigational capabilities. B. (5 points) List at list 10 additional Executive Information Systems screens that should be provided. C. (5 points) What screens can be used for Customer Relationship Management? How?

10. Question 6 (20 points) (10 points) Explain how artificial neural networks (ANN) and or fuzzy logic (FL) could be used in an important application to the business. (10 points) Recommend a vendor for the ANN or FL system that could support the system. Indicated why you selected this vendor over at least 2 other vendors.