Information and Decision Support Systems - Principles of Information Systems - page 422

Figure 10.16

Conceptual Model of a DSS
DSS components include a model
base; database; external database
access; access to the Internet and
corporate intranet, networks, and
other computer systems; and a user
interface or dialogue manager.

Database Model base

DBMS MMS

Access to the Internet
and corporate intranet,
networks, and other
computer systems

External
database
access

External
database

User interface
or dialogue
manager

of the company, “The people in the business need to understand what to do with the data
and how the data impacts other parts of the organization.” Data mining and business intel-
ligence, introduced in Chapter 5, are often used in a data-driven DSS. 55 A casino can use a
data-driven DSS to search large databases to get detailed information on patrons. It can tell
how much each patron spends per day on gambling, and more. Swiss telecommunications
company Cablecom uses a data-driven DSS from SPSS to identify customers that might leave
the company. 56 Data-driven DSSs can also be used in emergency medical situations to make
split-second, life-or-death treatment decisions. Data-driven medical DSSs allow doctors to
access the complete medical records of a patient. Some medical record systems also allow
patients to enter their own health information into the database, such as medicines, allergies,
and family health histories. WebMD, iHealthRecord, Walgreens, and PersonalHealthKey
allow people to put their medical records online for rapid access.
Not everyone is satisfied with data-driven DSSs, however. One survey revealed that many
middle-level managers spend about two hours each workday trying to find the data they need
to perform their jobs. 57 The biggest problems are being deluged with too much data, other
departments not sharing their data, and not knowing if the data they get is current and
accurate. Some people also have privacy concerns. A few firms mine personal data on pur-
chasing habits and then sell the information to online advertisers that want you to buy their
products and services. 58 Some people believe this is an invasion of their privacy. Today,
companies are spending over $500 million on online ads. This amount is expected to grow
to about $4 billion over the next ten years. Data mining firms help these companies target
their advertising to people likely to buy their products and services
A database management system can also connect to external databases to give managers
and decision makers even more information and decision support. External databases can
include the Internet, libraries, government databases, and more. The combination of internal
and external database access can give key decision makers a better understanding of the
company and its environment. Schumacher Group, for example, uses software to mash up,
or tie together, information from TV reports, maps, computerized phone books, and other
sources to analyze the impact of hurricanes on how doctors are to be scheduled at different
emergency rooms in Lafayette and other cities in Louisiana. 59 Other companies, including
Audi and AccuWeather, are using similar software packages to integrate data from different
sources into data-driven DSSs.