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Knowledge Management Case Study: CreativeEdge Advertising
Question 1:
What do you mean by knowledge discovery and discussing the processes involved in it? Discuss some of the issues that are evident in case of knowledge management? How knowledge management affects the performance of an organisation? Discuss, how the performance of an organisation can be improved using practical examples? How is knowledge gained in the advertising agency industry? Explain it using some examples of concept maps.
Question 2:
What is artificial intelligence and how it is applied as knowledge application in an industry of your choice.
Knowledge Management Answers: Expert Answers on Above Case Questions
Comparison of information versus knowledge
Information is raw data, facts and reports whereas knowledge is the insights that is gained from understanding a piece of information. In the given scenario, the information in the form of engagement metrics can be converted to knowledge which can be utilised in identifying patterns to improve future campaigns performance. By having sufficient knowledge, it will be possible for CreativeEdge to undertake relevant strategic decisions, optimise campaign design and onboard new employees effectively.
Knowledge Discovery and its sub processes
Knowledge Discovery is the process of extracting information from the stored data. The sub processes included in such processes of knowledge discovery includes data collection, data cleaning and integration, pattern recognition and analysis, and interpretation. In the case of CreativeEdge, the results from the past campaigns are stored. It will be possible to take relevant decisions by analysing correlation between design elements and engagement metrics. For example, an insight that considering a visual style in a tech campaign may result in higher conversion, and this information can be utilised in achieving efficiency in future campaigns.
Common issues in knowledge management
In case of knowledge management, the common issues that are identified are in relation to poor accessibility, loss of knowledge, manual update leading to inconsistencies, onboarding challenges etc. In the given case scenario, the knowledge management challenges can result in reduced operational efficiency, slow learning and lower level of KMS values.
Comparison to real world companies
The case analysis of Coca-Cola and IBM are good examples of knowledge management issues whereby Coca-Cola struggled with knowledge sharing across its global marketing teams and IBM phase challenges in routine in the knowledge of its employees during employee turnover. CreativeEdge can learn from these mistakes in improving its integration, collaboration and retention of knowledge.
Direct and indirect impact on organisational performance
The direct impact is identified in the form of improved campaign outcomes, faster on boarding and better client satisfaction. However the indirect impact can be stronger reputation, better negotiation leverage etc.
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