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The day-to-day company procedures are managed using enterprise systems. Inbound and outbound logistics are managed via supply chain management (SCM). Customer relationship management (CRM) oversees customer communications and marketing campaigns. Enterprise resource planning (ERP) systems, which regulate corporate activities from accounts payable/receivable to product flow on the factory floor, are the granddaddy of them all. All of the systems should ideally be well-coordinated so that management can make data-driven decisions.

As needed, all of these corporate systems communicate and share data. They also keep track of everything they do in databases. These databases are duplicated into a central data warehouse at regular periods. Extract, transform, and load are the three steps in the copying process (ETL). Data is retrieved from various databases, translated into a standardized format, and then loaded into the data warehouse.

The data warehouse therefore becomes a treasure mine of business information. The data warehouse's appeal is that it may be queried offline without disrupting business activities. The data warehouse, on the other hand, is only as helpful as the systems that query it for data. Business intelligence (BI) systems are what they're called. Advanced reporting or data mining is one of the most well-known uses of BI systems. BI systems look for patterns in data and then communicate them to the appropriate management level. Years ago, BI systems noticed that diapers and alcohol were frequently purchased at the same time in the grocery. Dad, who was sent out to buy diapers, was also picking up a six pack on his way out of the store, according to clever marketing sleuths. This allows for better product positioning by bringing the beer closer to the diapers.

Members of the organization use knowledge management and collaboration platforms to capture and institutionalize organizational knowledge. Internal company websites, as well as blogs and wikis, are the most common forms of systems. Leading businesses, on the other hand, will demand that reports be filed in a methodical manner to allow for quick retrieval in the event that the company has a similar business challenge in the future.

I mentioned in above example about how diapers and beers are relevant for ‘dad’ shoppers’ profile which gave organization opportunity of beer placement in store. I will give real world example of companies who identified opportunity such as above.  

Example of fortune 1000 – home improvement store using enterprise information systems to improve sales and consumer experience

               There is a strong competition among home improvement stores across US. As most large scale home improvement retail chains such as The home depot, Lowes, Menards have capitalized in each metropolitan area  of country, it has become essential to stay in the consumers’ favorite store.

               With so many tools and AR technology, it has become easier to buy home improvement goods online and have it delivered or picked up. While user is shopping for one product for example, night table, when on product web page, under primary product, user always sees carousal of recommended products, back end infrastructure is designed to display relevant products. Logic behind that is to match product with currently viewing primary product and encourage consumer to buy more conveniently and give idea & visualization of their lifestyle. So if user have night table open in window, recommendation carousal would display other products such as, night lamp, cord extension, phone charger, oil diffuser, earphones, bed sheets, pillows, etc. They usually run multiple recommendation APIs, such as google, third party marketing company’s tool and in-house developed data mining tool to compare which one is most favorable to consumers.