ALTITUDE ONLINE: ENTERPRISE SYSTEM CONSIDERATIONS Altitude Online is an Online Services Company that specializes in the following: Online marketing optimization: Optimizing online advertising strategies based on target audiences and using the latest online trends Customer insight: Tracking customer decisions and media usage on Web sites Online market segmentation: Identifying a target audience by observing highly detailed characteristics mapped to online behavior Online marketing ROl: Analyzing the financial success of a variety of online advertising and marketing strategies .Effective Web design: Developing and executing winning design strategies for e-commerce sites .Online brand building: Tracking online conversations, engaging influencers and advocates, and calming detractors Altitude is now in the need of identifying a new ERP system that will address its needs as a growing company. Altitude Online IS staff are beginning to prepare their databases for conversion to an ERP system. Each Altitude Online regional office maintains its own database and database management system (DBMS). In addition to relying on the database for daily operations regional managers produce weekly, monthly, and quarterly reports that they provide to corporate headquarters in New York The new ERP system will eliminate the need for managers to transfer reports, because it will enable executives at headquarters to view real-time data from all regions at any time. Prior to the installation of the new ERP system, databases across the organization must be standardized so that they can be easily merged