Plan Inception

MarDel Marketing
Corporation is an innovative internet-based company that has been operating for
a little over five years. MarDel Marketing are experts in organizing, cleaning,
formatting, and analyzing data to give intelligence about products, customers,
trends, and many other aspects of analytical marketing. Analysis and data
collection of this information is an integral part of marketing research and
development. The techniques that are used allow them to identify product groups
and customer segments for superior targeting of advertising. DelMar Marketing uses
popular methods like parsing, data transformation, duplicate elimination, and
statistical methods; by analyzing the data using the values of mean, standard
deviation, range, and clustering algorithms, they find values that are
unexpected and thus erroneous.

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The gross
revenues reported in 2012, totaled twenty-five (25) million dollars which were
a product of services rendered to dozens of Fortune 500 firms. The annual
revenue growth is projected to increase by at least sixty (60) percent over the
next eighteen (18) months; this information is based on research conducted by
marketing firms in the industry. For the company to be successful, our
customers have to be armed with the right tools to make them successful. As a
result, our company is dedicated to devising strategies to gain market share,
managing risk, and driving growth. We are experts in using market research and
analysis in order to help clients increase their sales and services that they
provide to their customers. In order to assist clients with improving their
services and products, we use methods such as gathering and collecting
information about competitors and consumers within the market. DelMar Marketing
evaluates information via the Internet by using web analytics; this helps with
launching new products, upgrading current products and services and supports development
of new marketing strategies.       

Marketing currently outsources some web analytics tasks to other new firms to
provide them with an opportunity to grow their business and partner with them
on future projects. This also enables DelMar to gain a marketing advantage over
its competitors and stand as a leader in the industry. The company also plans
to pursue offshoring opportunities in other countries to learn about the
different methods that are used outside of the United States in hopes that it
will be able to incorporate those successful methods within its own business.

Within two
years, DelMar has employed twenty (20) full time associates which include four
(4) dedicated Information Technology employees. The Information Technology organization
consists of the following personnel:   

Information Officer:  Responsible for overseeing
the development of the IT department and ensuring the usage of new and improved
techniques in technology to increase the productivity of the company. Provides
leadership, planning and effective management in all the areas of information
technology; including negotiation all of the hardware and software deals completed
by the company.  The CIO will also be responsible
for hiring, developing and supervising the staff. The CIO also plays an
important part in protecting the company from various cyber threats which are
quite common nowadays. The CIO is also responsible for developing security
policies and procedures.      

Information System Manager: Responsible
for the computer systems within a company, overseeing installation, ensuring
back-up systems operate effectively, purchasing hardware and software,
providing the ICT technology infrastructures for an organization and
contributing to organizational policy regarding quality standards and strategic
planning. Responsibilities may also include evaluating user needs and
requirements in order to make sound recommendation. 

Administrator: Responsible for the performance, integrity and security of a
database as well as planning, development and troubleshooting. Responsible for
the maintenance and operation of the collections database usage. Possesses
knowledge of the layout and structure of the database and ensures the
information is backed up on a regular basis.

Support Specialist:  Responsible for
providing technical assistance to computer system users. Answers questions or
resolves computer problems for clients and may provide assistance concerning
the use of computer hardware and software, including printing, installation,
word processing, electronic mail, and operating systems. As a security,
maintains an updated asset inventory of all information devices used by staff

       DelMar Marketing collects
and analyzes information retrieved from client websites, the internet, surveys
and administrative data. The information collected plays a very critical part
in performing research in the market and developing different strategies for
clients. The specific types of data that is collected are census data including
customer demographics and online behaviors; survey data from customers which
record their satisfaction with the client product; administrative data that
provides the company’s day-to-day operations; client website activity which
provides potential audience, visibility and comment information.

explained earlier, DelMar is a new company so the technology infrastructure is
limited which will require the hardware and software to be redesigned in order
to meet organizational needs.  The
initial infrastructure was started in 2011 and is comprised of a Web analytics application
that is combined with operational systems data. Currently, there is one domain
controller running on a Windows Server 2008 operating system with Microsoft
Exchange Server.  Windows Server allows
the administrators to manage the user accounts and provide the employees with
access to the Internet and various programs and applications that enable them
to perform their jobs. Also, the administrators put certain access controls in
place to protect the network from intrusion and certain restrictive permissions
on user groups to protect confidential files. The Exchange server allows
employees to manage their email, calendar, and contacts efficiently; this
always allows employees access mail through their mobile devices. The administrators
have also installed and assigned employees with laptops to enable them to take
work remotely at client sites. To enhance the security of the network, an
intrusion detection system was placed behind the firewall.


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