Provide an example of customer-related information and knowledge that could be present at Nike based upon its use of Sprinklr. (i) Information example (ii) Knowledge example

Using Sprinklr, Nike could have a digital customer profile for each of its customers. Provide two examples of computer security procedures (also known as controls) that Nike (or Sprinklr) could use to protect Nike's customer data from unauthorized disclosure, specific to the last point listed in Table 3.3 "Data should not be disclosed for reasons incompatible with the business objective for which they are collected." Include HOW the data could be protected and WHAT data could be protected for each security procedure or control. WHAT customer data could be protected by WHICH computer security procedure and HOW? (i) Example 1 (ii) Example 2

Explain how each of the following concepts could relate to Nike's use of Sprinklr. (i) Master data (ii) Transaction data (iii) Data governance

Provide an example of an input technology that Nike could use to enter or update its data stored within the Sprinklr application system.

Provide an example stating which type of secondary storage could be used by Nike and how it would be used to store its customer data.

Provide an example of how Nike could use on-demand (self-service) utility computing with Sprinklr

Sprinklr

Modern businesses are recognizing that social media are not simply channels for communicating with customers. Rather, they are the foundation for how customers perceive companies' brands. Because social media are so diverse and complex, managing the customer

experience has become much more complicated than it used to be.

In a social media world, the job of marketing is no longer simply to drive purchases. Rather, marketing must also create brand enthusiasts. The marketing department must now take ownership of the customer experience, which encompasses all of the interactions between customers and an organization throughout their business relationship. As a result, marketing managers are becoming advocates of corporate digital transformation, to ensure that their companies use technology to engage and satisfy customers.

Sprinklr's (www.sprinklr.com) platform helps enterprises to manage the consumer experience at every interaction. That is, Sprinklr has the ability to administer the complete customer experience in the era of the connected consumer. The company provides social media marketing, social media monitoring, social advertising, content management, collaboration, and advocacy for large companies. Specifically, Sprinklr helps organizations manage paid media, owned media, and earned media for large enterprises.

? Paid media serve as a method for promoting content and driving exposure. For example, social media platforms such as Twitter, Facebook, LinkedIn, and Pinterest offer advertising options that organizations leverage to increase their exposure to consumers. Paid media include social media ads, pay-per-click, display ads, retargeting, paid influencers, and paid content promotion.

? Owned media refers to content that organizations control. The primary goal of this content is to continue providing value to prospective customers. Owned media encompass organizational websites, mobile sites, blog sites, and social media channels.

? Earned media refers to media exposure that organizations have gained through word-of-mouth. Organizations can earn media by receiving press mentions, positive reviews, reposts, mentions, shares, and recommendations.

Sprinklr was founded as a social media management company in 2009 and by 2017 it had evolved into the first unified customer experience management (CXM) platform for organizations. The reason for this development is that organizations must control the shift from a unidirectional brand message (company to customers) to a collective conversation on social media. The CXM process requires a company to reorganize in order to put customers at the centre of its mission and then build systems around that idea.

Sprinklr has over 1,500 employees in 75 countries. Sprinklr's core platform does not just manage social media. Rather, it encompasses all customer touchpoints. Sprinklr began to provide functionality for each major customer-facing department, and it integrated that functionality with existing legacy systems across marketing, advertising, research, electronic and mobile commerce, and customer care (coined "MARCC"). Using social media as a central processing point, Sprinklr consolidates all of these functions into what the firm calls the Experience Cloud. Sprinklr contends that it can offer a record of each customer's experience with a brand as well as the ability to act on that record in real time.

Brands such as Nike, Verizon, McDonald's, Starwood, Forbes, Samsung, Cisco, SAP, Target, and Virgin America (among many others) are becoming increasingly sophisticated in how they want to publish and monitor their reputations on Facebook, Twitter, Instagram,

Pinterest, and other social media outlets. On their side, social platforms are becoming more knowledgeable about working with brands. Let's examine how several companies are using Sprinklr:

? McDonald's uses Sprinklr to build profiles of social accounts so that it can recognize loyal fans and respond appropriately.

McDonald's also wants to recognize and address unhappy customers.

? Nasdaq used Sprinklr the morning after Match.com's initial public offering (IPO) to document that moment on Nasdaq's Facebook, Twitter, and Instagram accounts simultaneously Nasdaq prefers Sprinklr because Sprinklr maintains an audit trail of each social media post for securities regulators.

? Schneider Electric moved its business to Sprinklr from Salesforce because Sprinklr proved itself to be more flexible. Specifically, Sprinklr had Schneider up and running on WeChat, a hugely influential social network in China, in a matter of weeks.

? Starwood uses Sprinklr to manage its more than 3,000 social media accounts across all of its hotel brands largely because of the reporting and analytics features that Sprinklr added at Starwood's request.

Sprinklr's hold on its accounts always faces competition from Adobe, Oracle, and Salesforce, all of which have bought their way into social media management since 2012 and operate larger operations. Despite this stiff competition, Sprinklr retains approximately 95 percent of its customers from one year to the next, an excellent rate for any software company.

Prada Group, the luxury good corporation, announced in May 2020 that it would use Sprinklr to improve its social advertising and customer engagement efforts.

World Health Organization (WHO) started using Sprinklr in April, 2020 to help distribute accurate information about COVID-19 by making its WHO Health Alert interactive service available on Messenger from Facebook.

TABLE 3.3 Privacy Policy Guidelines: A Sampler Data Collection Data should be collected on individuals only for the purpose of accomplishing a legitimate business objective. Data should be adequate, relevant, and not excessive in relation to the business objective. Individuals must give their consent before data pertaining to them can be gathered. Such consent may be implied from the individual's actions (e.g., applications for credit, insurance, or employment). Data Accuracy Sensitive data gathered on individuals should be verified before they are entered into the database. Data should be kept current, where and when necessary. The file should be made available so that the individual can ensure that the data are correct. In any disagreement about the accuracy of the data, the individual's version should be noted and included with any disclosure of the file. Data Confidentiality Computer security procedures should be implemented to ensure against unauthorized disclosure of data. These procedures should include physical, technical, and administrative security measures. Third parties should not be given access to data without the individual's knowledge or permission, except as required by law. Disclosures of data, other than the most routine, should be noted and maintained for as long as the data are maintained. Data should not be disclosed for reasons incompatible with the business objective for which they are collected