This thesis deals with the Master Data Management (MDM), specifically its implementation. The main objectives are to analyze and capture the general approaches of MDM implementation including best practices, describe and evaluate the implementation of MDM project using Microsoft SQL Server 2008 R2 Master Data Services (MDS) realized in the Czech environment and on the basis of the above theoretical background, experiences of implemented project and available technical literature create a general procedure for implementation of the MDS tool. To achieve objectives above are used these procedures: exploration of information resources (printed, electronic and personal appointments with consultants of Clever Decision), cooperation on project realized by Clever Decision and analysis of tool Microsoft SQL Server 2008 R2 Master Data Services. Contributions of this work are practically same as its goals. The main contribution is creation of a general procedure for implementation of the MDS tool. The thesis is divided into two parts. The first (theoretically oriented) part deals with basic concepts (including definition against other systems), architecture, implementing styles, market trends and best practices. The second (practically oriented) part deals at first with implementation of realized MDS project and hereafter describes a general procedure for implementation of the MDS tool.

This thesis is focused on Master Data Management (MDM), Customer Data Integration (CDI) area and its main domains. It is also a reference to a various theoretical directions that can be found in this area of expertise. It summarizes main aspects, domains and presents different perspectives to referenced principles. It is an exhaustive background research in area of Master Data Management with emphasis on practical use with references on authors experience and opinions. Secondary focus is directed to the field of business value of Master Data Management initiatives. Thesis presents a thought concept for initiations of MDM project. The reason for such a concept is based on current trend, where companies are struggling to determine actual benefits of MDM initiatives. There is overall accord on the subject of necessity of such initiatives, but the struggle is in area of determining actual measureable impact on company's revenue or profit. Since the MDM initiative is more of an enabling function, rather than direct revenue function, the benefit is less straight forward and therefore harder to determine. This work describes different layers and mapping of business requirements through layers for transparent linkage between enabling functions to revenue generating ones. The emphasis is given to financial benefit calculation, measurability and responsibility of business and IT departments. To underline certain conclusions thesis also presents real world interviews with possible stakeholders of MDM initiative within the company. These representatives were selected as key drivers for such an initiative. Interviews map their recognition of MDM and related terms. It also focus on their reasons and expectations from MDM. The representatives were also selected to equally represent business and IT departments, which presents interesting clash of views and expectations.

In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.

Among the diverse perspectives of value creation throughout history, recent studies imply that CFOs and finance officials can contribute to a holistic value creation process by integrating different business values. Therefore, this study aims to research whether the current dilemma of intangible assets (customer data) plays an important role in financial activities to lead to business value creation. The literature review highlights three independent variables; customer loyalty, decision-making, and predicting that are tested for an effect on the dependent variable value creation. Additionally, previous studies highlight data as efficiently utilized in cross-functional environments. A moderating variable cross-functional teams is thereby examined if it has a moderating effect. An online questionnaire was sent to 56 companies who were interested in participating, of which eventually 42 companies responded. Given the low response rate, the results revealed that decision-making was significant and valuable for the finance department’s value creation. However, the moderating effect significantly revealed, on the contrary, to strengthen predicting capabilities for the finance department to create value. / Begreppet värdeskapande har historiskt sett studerats utifrån olika perspektiv. Tidigare studier har visat på att finansavdelningen kan, utöver de traditionella uppgifterna, bidra till att skapa värde inom företaget. Med bakgrund i detta är syftet med studien att undersöka huruvida det nuvarande dilemmat med immateriella tillgångar (kunddata) spelar en viktig roll i finansiella aktiviteter för att leda till skapande av affärsvärde. En litteraturöversikt i studien belyser följande värden som kunddata eventuellt leder till: kundlojalitet, beslutsfattande och förutsägelser. Variablerna testas i denna studie för att se om det, ur ett finansiellt perspektiv, har en effekt på värdeskapande. Tidigare studier visar även att data kan användas effektivt i tvärfunktionella miljöer. En modererande variabel tvärfunktionella team undersöks därmed för att se om den har en interaktionseffekt. Ett frågeformulär sändes till 56 företag som var intresserade av att delta, varav 42 företag svarade. Givet bristen på antal respondenter, visar resultatet att beslutfattande är en värdefull faktor för värdeskapande. Resultatet av moderatorn visar att den styrker relationen mellan förutsägelser och värdeskapande för finansavdelningen.

Dienstleister in der Telekommunikationsbranche haben nicht zuletzt aus rechtlicher Sicht die Pflicht zu einem sensiblen Umgang mit personenbezogenen Daten. Dies bezieht sich nicht nur auf Kundendaten, sondern ebenso auf mitarbeiterbezogene Daten zur Führung eines Call Centers. Je nach Situation und Anwendungsfall regeln die Verwendungsmöglichkeiten dieser Daten in Call Centern das allgemeine Persönlichkeitsrecht und das Bundesdatenschutzgesetz (BDSG). Daraus ergibt sich für die Entwicklung und den Einsatz von Call Center-spezifischen Anwendungssystemen (z.B. Kampagnenmanagement-Systeme, Dialer) die Herausforderung, zum einen die Einhaltung rechtlicher Bestimmungen sicherzustellen, aber zum anderen den häufig detailreichen Informationsbedarfen der Call Center-Leitungsebenen zu entsprechen. Neben rechtlichen Beschränkungen bei der Handhabung von Kundendaten sind hier die Grenzen und Grauzonen bezüglich der Verwendungsmöglichkeiten von Leistungsdaten zur Mitarbeiterüberwachung und -beurteilung (z.B. verdecktes Mithören oder Gesprächsaufzeichnung) zu berücksichtigen.:1 Einleitung 2 Verwendung personenbezogener Daten 2.1 Personenbezogene Daten 2.2 Verwendung personenbezogener Daten nach BDSG 2.3 Legitimation durch Einwilligung 2.4 Aufhebung der Zweckbindung 2.5 Transparenzpflicht gegenüber den Betroffenen 2.6 Zusammenfassung 3 Telefondatenerfassung im Call Center 3.1 Erfassung von Dienstgesprächen 3.2 Besonderheiten in Call Centern 3.3 Mithören und Gesprächsaufzeichnung in Call Centern 4 Fazit

This bachelor’s thesis is a combined study of applied mathematical statistics and industrial engineering and management implemented to develop an algorithm which creates product combinations based on customer data analysis for eleven AB. Mathematically, generalized linear modelling, combinatorics and conditional probabilities were applied to create sales prediction models, generate potential combinations and calculate the conditional probabilities of the combinations getting purchased. SWOT analysis was used to identify which factors can enhance the sales from an industrial engineering and management perspective. Based on the regression analysis, the study showed that the considered variables, which were sales prices, brands, ratings, purchase countries, purchase months and how new the products are, affected the sales amounts of the products. The algorithm takes a barcode of a product as an input and checks whether if the corresponding product type satisfies the requirements of predicted sales amount and conditional probability. The algorithm then returns a list of possible product combinations that fulfil the recommendations. / Detta kandidatexamensarbete är en kombinerad studie av tillämpad matematisk statistik och industriell ekonomisk implementering för att utveckla en algoritm som skapar produktkombinationer baserad på kunddata analys för eleven AB. I den matematiska delen tillämpades generaliserade linjära modeller, kombinatorik och betingade sannolikheter för att skapa prediktionsmodeller för försäljningsantal, generera potentiella kombinationer och beräkna betingade sannolikheter att kombinationerna bli köpta. SWOT-analys användes för att identifiera vilka faktorer som kan öka försäljningen från ett industriell ekonomiskt perspektiv. Baserat på regressionsanalysen, studien har visat att de betraktade variablerna, som var försäljningspriser, varumärken, försäljningsländer, försäljningsmånader och hur nya produkterna är, påverkade försäljningsantalen på produkterna. Algoritmen tar emot en streckkod av en produkt som inmatning och kontrollerar om den motsvarande produkttypen uppfyller kraven för predikterad försäljningssumma och betingad sannolikhet. Algoritmen returnerar en lista av alla möjliga kombinationer på produkter som uppfyller rekommendationerna.

Syftet med denna studie är att genom en kombinerad metod undersöka vilka faktorer som påverkar konsumenters beslutsprocesser samt vad konsumenter upplever som inträngande på den personliga integriteten, i kontexten av personaliserad marknadsföring. För att uppnå studiens syfte har ett visst antal konsumenter undersökts genom semistrukturerade intervjuer samt via en enkät. Resultaten visar att tillförlitlighet, diverse betalningsalternativ, leverans- och returpolicyer samt olika förmåner är faktorer som påverkar konsumenters beslutsprocesser. Ännu en slutsats är att konsumenter upplever marknadsföring och erbjudanden om produkter och/eller tjänster de endast talat om som inträngande på den personliga integriteten. Dessa slutsatser baseras på respondenternas egna åsikter och tidigare upplevelser. / The purpose of this study is to, by using a combined method, investigate which factors influence consumers' decision-making processes and what consumers perceive as intrusive on personal integrity, in the context of personalized marketing. To achieve the purpose of the study, a certain number of consumers were surveyed through semi structured interviews and via a questionnaire. The results show that reliability, various payment options, delivery- and return policies and various benefits, are factors that affect consumers' decision-making processes. Another conclusion is that consumers experience marketing and offers of products and/or services they have only talked about as intrusive on personal privacy. These conclusions are based on the respondents' own opinions and previous experiences.

In current information systems the requirement to integrate disparate applications into cohesive package is greatly accented. While well-established technologies facilitating functional and comunicational integration (ESB, message brokes, web services) already exist, tools and methodologies for continuous integration of disparate data sources on enterprise-wide level are still in development. Master Data Management (MDM) is a major approach in the area of data integration and referrential data management in particular. It encompasses the referrential data integration, data quality management and referrential data consolidation, metadata management, master data ownership, principle of accountability for master data and processes related to referrential data management. Thesis is focused on technological aspects of MDM implementation realized via introduction of centrallized repository for master data -- Master Data Integration Hub (MDI Hub). MDI Hub is an application which enables the integration and consolidation of referrential data stored in disparate systems and applications based on predefined workflows. It also handles the master data propagation back to source systems and provides services like dictionaries management and data quality monitoring. Thesis objective is to cover design and implementation aspects of MDI Hub, which forms the application part of MDM. In introduction the motivation for referrential data consolidation is discussed and list of techniques used in MDI Hub solution development is presented. The main part of thesis proposes the design of MDI Hub referrential architecture and suggests the activities performed in process of MDI Hub implementation. Thesis is based on information gained from specialized publications, on knowledge gathererd by delivering projects with companies Adastra and Ataccama and on co-workers know-how and experience. Most important contribution of thesis is comprehensive view on MDI Hub design and MDI Hub referrential architecture proposal. MDI Hub referrential architecture can serve as basis for particular MDI Hub implementation.

Master´s thesis is focus on problems of marketing research, especially contentment of customers. The analyse of satisfaction of customers is focus on two important segments – final customers and distributors. Subject of this work is research of satisfactory these client´s segments. Their comments have major effect on quality and structure of publishing books for customers.

Purpose: The purpose of this research is to analyze the current routine for processing customers’ personal data in a Swedish public transport organization and advise on improvements that might be made to better comply with GDPR. Methodology: A qualitative study of personal data (as defined in the GDPR) based on five telephone interviews. The interviews were held in Swedish, then transcribed and finally translated to English for analysis. Literature perspectives: A research (neutral) perspective of the implementation regarding the General Data Protection Regulation (GDPR) within an organization. It is reported that GDPR tend to increase the tension in an organization. Some organizations expect GDPR will increase the annual budget and believe the business strategy will be changed. Findings: The organization is interested to clearly implement the regulation to their best interest they can. The organization see the centralization of customers’ data as a positive outcome and want to continue with IT-support for the GDPR process to get automated. The organization expresses they want to create a good relationship with their customers and be clear with the purpose of data collection. Conclusions: The research suggests that the organization should invest in IT support, help guiding the employees to understand the purpose of GDPR and produce staff guidelines. The staff guidelines should cover most of the issues that may occur during daily routines. However, if any anomalies occur regarding GDPR, the data processor should act as a guide to the employee. / Syfte: Syftet med kandidatuppsatsen är att analysera den nuvarande processen för bearbetning av kunders personuppgifter i en svensk kollektivtrafikorganisation samt ge förbättringsråd angående saker som kan förbättras för att bättre följa GDPR. Metod: En kvalitativ studie som handlar om personuppgifter (enligt definitionen i GDPR); baserat på fem telefonintervjuer. Intervjuerna hölls på svenska, transkriberades och översattes sedan till engelska för en analys. Teoretiska perspektiv: Ett forsknings- (objektivt) perspektiv på implementeringen av den allmänna dataskyddsförordningen (GDPR) inom en organisation. Det rapporteras att GDPR tenderar att öka stressen i en organisation. Vissa organisationer förväntar sig att GDPR kommer öka den årliga utgiften för databehandling samt tror att deras affärsstrategi kommer förändras. Resultat: Region Värmland Kollektivtrafik är intresserade av att genomföra GDPR förordningen i högsta grad. Organisationen ser centraliseringen av kundens personliga data som ett positivt resultat och vill fortsätta med IT-stöd för GDPR- processen för att den ska kunna bli automatiserad. Organisationen uttrycker att de vill skapa en bra relation med sina kunder och vara tydliga med syftet av datainsamlingen. Slutsatser: Studien antyder att organisationen bör investera i IT-stöd, hjälpa anställda att förstå syftet med GDPR samt ta fram personalriktlinjer. Personalriktlinjerna bör täcka de flesta problem som kan uppstå i de dagliga rutinerna. Om det däremot uppstår några avvikelser gällande GDPR, bör personbiträde fungera som en hjälpande hand för de anställda.