TUGAS SISTEM INFORMASI MANAJEMEN

CHAPTER 6
MANAGERIAL SUPPORT SYSTEMS

Disusun oleh:
Kelompok 1
Adhi Pramudita
Dina Widiyanti
Rahardiani Vyatra

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FAKULTAS EKONOMI DAN BISNIS

JURUSAN S1 AKUNTANSI TRANSFER
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015

CHAPTER 6
MANAGERIAL SUPPORT SYSTEMS
Managerial support systems are the topic of this second of three chapters
devoted to our survey of information technology (IT) application areas.
Managerial support systems are designed to provide support to a specific
manager or a small group of managers, and they include applications to support
managerial decision making such as group support systems, executive
information systems, and expert systems.
Decision Support Systems
A Decision support systems (DSS) is a computer-based systems, almost
always interactive, designed to assits a manager (or anoter decision maker) in
making decisions. A DSS incorporates both data and models to help a decision
maker solve a problem, especially a problem that is not well structured. The data
are often extracted from a transaction processing system or a data warehouse,
but that is not always the case. The model might be simple, such as a profit-andloss model to calculate profit given certain assumptions, or complex, such as an
optimization model to suggest loading for each machine in job shop.

All of the DSS examples cited are more properly called specific DSSs.
These are the actual applications that assist in the decision-making process. In

contrast, a DSS generator is a software package that provides a set of

capabilities to build a specific DSS quickly and easily.
Data Mining
Data Mining employs a variety of technologies (such as decision trees and
neural networks) to search for, or mine, nuggets, of information from the
vast quantities of data stored in an organizations data warehouse. Data mining,
which is sometimes considered a subset of decision support systems, is
especially useful when the organization has large volumes of transaction data in
its warehouse.
Uses of Data Mining
1. Cross-selling
Identify products and services that will most appeal to existing customer
segments and develop cross-sell and up-sell offers tailored to each
segment.
2. Customer churn
Predict which customers are likely to leave your company and go to a
competitor and target those customers at highest risk.
3. Customer retention
Identify customer characteristics associated with highest lifetime value
and develop strategies to retain these customers over the long term.
4. Direct marketing
identify which prospects should be included in a mailing list to obtain the
highest response rate.
5. Fraud detection
Identify which transactions are most likely to be fraudulent based on
purchase patterns and trends; identify insurance claims that are most
likely to be fraudulent based on similar past claims.
6. Interactive marketing
Predict what each individual accessing a web site is most likely interested
in seeing.
7. Market basket analysis
Understand what products or services are commonly purchased together
and develop appropriate marketing strategies.
8. Market segmentation
Segment existing customers and prospects into appropriate groups for
promotional and evaluation purposes and determine how to approach
each segment for maximum results.
9. Payment or default analysis
Identify specific patterns to predict when and why customers default on
payments.
10.Trend analysis
Investigate the difference between an average purchase this month versus
last month and prior months.
Group Support System

Group support system (GSS) are an important variant of DSSs in which the
system is designed to support a group rather than an individual. GSSs,
sometimes called group DSSs or electronic meeting sytems, strive to take
advantage of the power of a group to make better decisions than individuals
acting alone. GSSs represent an attempt to make these group sessions more
productive.
Geographic Information Systems
Geographic information system (GIS), spatial decision support system
(SDSS), location intelligence, geodemographics, computer mapping, and
automated routing are names for a family of applications based on manipulation
of relationships in space. Geographic technologies such as a GIS capture, store,
manipulate, display, and analyze data spatially referenced to the Earth.
1. Business Adopts Geographic Technologies
Geographic technologies in business were a well-kept secret for many
years; the earliest business adopters of GISs seldom talked about it
because of its competitive value.
2. Whats behind geographic technologies
Two approaches to representing spatial data are widely used :
a. Raster-based GISs
Raster-based GISs rely on dividing space into small, equal-sized cells
arranged in a grid. In a GIS, these cells (raters) can take on a range of
values and are aware of their location relative to other cells.
b. Vector-based GISs
Vector-based GISs are widely used in public administration and utilities
and, arguably, are the most common approach used in business. Vector
systems associate features in the landscape with either a point, a line,
or a polygon.
3. Issues for Information systems organizations
Business applications of GISs are often initially introduced into a company
to support a single function such as market research or field service.
Experience shows us that GISs soon spread within and across groups.
Thanks to the maturity of GIS tools, organizations can acquire off-the-shelf
geographic technologies with scripting languages, application program
interfaces with popular desktop software packages, ad internet-based
interactive mapping packages.
Executive Information Systems/business intelligence systems
The key concept behind an Executive information system (EIS) is that such
a system delivers online current information about business conditions in an
aggregate form easily accessible to senior executives and other managers. An
EIS is designed to be used directly by these managers without the assistance of
intermediaries. An EIS uses state-of-the-art graphics, communications, and data
storage methods to provide the executive easy online access to current
information about the status of the organization.

As a result, today the user base in most companies has been broadened to
encompass all levels of management in the firm-and sometimes even managers
in customer and supplier organizations. Largely because of this broadening of the
user base, today the EIS label has often been replaced with the broader term
performance management (PM) software. The emphasis on competitive
information has become so important in the last few years that many
organizations now call their EISs business intelligence (BI) systems or
competitive intelligence systems.

Knowledge Management Systems

Knowledge management systems (KMSs) are systems that enable
individuals and organizations to enhance learning, improve performance, and,
hopefully, produce long-term sustainable competitive advantage. Simply stated,
a KMS is a system for managing organizational knowledge. A KMS is typically
designed to support one of three connection strategies: connections from people
to people, connections from people to knowledge, and connections from people
to tools.
KMSs use various hardware and software applications to facilitate and
support knowledge management (KM) activities. What then is KM? KM is a set of
management practices that is practical and action oriented. In other words, KM
involves the strategies and processes of identifying, creating, capturing,
organizing, transferring, and leveraging knowledge to help individuals and firms
compete. KM is concerned with behavior changes to reflect new knowledge and
insights. Therefore, a KMS is the technology or vehicle that facilities the sharing
and transferring of knowledge for the purpose of disseminating and reusing
valuable knowledge that, once applied, enhances learning and improves
performances.
Two recent KMS Initiatives within a Pharmaceutical Firm
1. Corporate KMS
A KM team was formed to develop an organization-wide KMS serving
multiple communities of practice. The operation of a community of
practice involves a combination of software and processes. Each
community has a designated coordinator whose job is to ensure that the
community thrives (some communities have two or three coordinators).
The coordinators are volunteers and receive no extra compensation;
however, they do tend to become highly visible members of their
communities.
2. FIELD SALES KMS
A different KM team was formed to lead the development of the field sales
KMS. Unlike the corporate KMS, this KMS teams mission was to design and

build both the content and the structure of the KMS. Therefore, a
knowledge taxonomy was developed so that knowledge about each of the
drugs sold by the firm was organized separately.
KMS Success
What does it take for a KMS to be a success? One stream of research
suggests that both the supply and the demand sides of KM must be considered
simultaneously. In other words, organizational support factors on the supply side
involving leadership commitment, manager and peer support for KM initiatives,
and knowledge quality control and on the demand side involving incentives and
reward systems, relevance of knowledge, ease of using the KMS, and
satisfication with the use of the KMS are as important as the KMS itself and that
these factors must be managed carefully and concurrently.
Artificial Intelligence
The idea of artificial intelligence (AI), the study of how to make computers
do things that are currently done better by people, is well over 50 years old, but
only in the last 30 years have computers become powerful enough to make AI
applications commercially attractive. AI research has evolved into six separate
but related areas; these are natural languages, robotics, perceptive systems
(vision and hearing), genetic programming (also called evolutionary design),
expert systems, and neural networks.
Expert Systems
How does one capture the logic of an expert in a computer system? To
design an expert system, a specialist known as a knowledge engineer (a
specially trained systems analyst) works very closely with one or more experts in
the area under study. Knowledge engineers try to learn everything they can
about the way in which the expert makes decisions. If one is trying to build an
expert system for estate planning, for example, the knowledge engineer works
with experienced estate planners to see how they do their job.

Obtaining an Expert System

It is necessary to build all these pieces each time your organization wants
to develop and use an expert system? Absolutely not. There are three general
approaches to obtaining an expert system, and only one of them requires
construction of all these pieces. First, an organization can buy a fully developed
system that has been created for a specific application. Second, an organization
can develop an expert system itself using an artificial intelligence shell (also
called an expert systems shell). Third, an organization can have internal or
external knowledge engineers custom-build the expert system.

Neural Networks
Whereas expert systems try to capture the expertise of humans in a
computer program, neural networks attempt to tease out meaningful patterns
from vast amounts of data. Neural networks can recognize patterns too obscure
for humans to detect, and they adapts as new information is received. The key
characteristic of neural networks is that they learn. The neural network program
is originally given a set of data consisting of many variables associated with a
large number of cases, or events, in which the outcomes are known.
Uses of Neural Networks

Categorization
Credit
rating
assessment

and

Prediction/Forecasting
risk

Share price forecast

Insurance risk evaluation

Commodity price forecast

Fraud detection

Economic indicator predictions

Insider trading detection

Process control

Direct mail profiling

Weather prediction

Machinery defect diagnosis

Future drug performance

Character recognition

Production requirements

Medical diagnosis
Bacteria identification

Virtual Reality
Virtual reality is a fascinating application are with rapidly growing
importance. Virtual reality (VR) refers to the use of computer-based systems to
create an environment that seems real to one or more senses (usually including
sight) of the human user or users. VR exists today, but with nowhere near the
reality of the Enterprises holodeck. You might have played a video game where
you dont a head-mounted computer display and a glove to get directly into the
action. The use of VR in a nonentertainment setting falls primarily into three
categories-training, design, and marketing. Training examples will be presented
first, followed by examples of the use of VR in design and in marketing.