Ausmatrix Integration of Marketing Systems Business Plan by AussieGenius

Plans for the integration og Ausmatrix's business intelligence and customer relationship management (CRM) marketing IT systems upon its merger with Sitronics.
# 150349 | 3,840 words | 14 sources | APA | 2012 | AU

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After analysing the current operational environment and the technology options for the integration of existing systems, this paper relates that, during the merger, application service providers (ASPs) can play a significant role in providing Ausmatrix with a solution to maintaining its business intelligence and customer relationship management (CRM) marketing systems. Next, the author suggests that the optimum solution for Ausmatrix is a combination of outsourcing the more complex segments of the integration project and working in-house on integrating some of the systems using middleware/integration tools; however, there are some difficulties in the implementation. Nonetheless, the paper concludes that this partial outsourcing plan will best provide the least disruption to Ausmatrix's regular business operations. Three figures are included in the paper.

Table of Contents:
Executive Summary
Table of Contents
Analysis of Current Operational Environment
Business Intelligence
Customer Relationship Management
Technology Options for Integration of Existing Systems
Business Intelligence
Customer Relationship Management
Application Service Providers as Part of the Solution
Business Intelligence
Design Solution
Difficulties in the Design Solution Implementation
Benefits and Added Value of Integrated CRM and BI Systems

From the Paper:

"CRM project implementations are very complex. According to the Gartner Group, 60% of CRM projects are destined to fail. There are a number of key reasons for the failure of CRM projects, one of the major ones being problems in performing integration on existing systems. In the absence of proper integration, users will be reluctant to use the new system since it will invariably lack data or functionality that was present in the legacy system and support staff will find it difficult to maintain the system. In a typical organisation, data relating to customers and marketing can be found in multiple systems. In order to create value from this data, it needs to be integrated within a single CRM system - a single source of truth which employees can refer to in order to maximise profit from the customer and reduce costs involved in making sales and retaining the customer. The CRM system is closely related to the Data Warehouse in that it forms a single repository of data which can describe the customer from an enterprise-wide point of view - customers need to be viewed holistically, including all their points of contact with the organisation, their historical transactions, purchasing patterns and preferences."

Sample of Sources Used:

  • Barko, C, Moosa, A & Nemati, H, 2011, " E-CRM Analytics: Leveraging Data Integration for Prospective Customer Insight and Breakthrough ROI--Part 1", viewed 15 January 2012,
  • Dill, M, Kraiss, A, Sigg, S & Zurek, T, 2004, "Service-Oriented BI: Towards tight integration of business intelligence into operational applications", viewed 16 January 2012,
  • Gray, Paul 2006, Manager's Guide to Making Decisions About Information Systems, John Wiley & Sons, Hoboken, N.J.
  • "IBM - data integration, connectivity, scalable platforms - InfoSphere DataStage - Software", viewed 7 January 2012,
  • "Informatica Cloud Data Integration - Extending Data Integration to the Cloud ", viewed 14 January 2012,

Cite this Business Plan:

APA Format

Ausmatrix Integration of Marketing Systems (2012, February 02) Retrieved December 07, 2023, from

MLA Format

"Ausmatrix Integration of Marketing Systems" 02 February 2012. Web. 07 December. 2023. <>