Business Commons^™

Enterprise Marketing Automation Software Selection, Anju Babu

Engineering and Technology Management Student Projects

Enterprises devote a large amount of time and effort in selecting software products that are critical to their competitive advantage, and one such software is the marketing automation software. The paper discusses in detail the different criteria and methodology for selecting one marketing automation software product among the leading products available in the market.

The selection process was identified as a multi-criteria decision-making (MCDM) problem and the methodology used for analysis was Hierarchical Decision Model (HDM), a variation of Analytic Hierarchy Process (AHP). Nine experts with different backgrounds in terms of job functions, functional experience, and geographies, who had expertise …

Case Study: The Optimization Of Information Flow & Organization In Software Development, Farshad Madani, Bing Wang, Xiaowen Wang, Corey White, Liying Wang

Engineering and Technology Management Student Projects

Trial and error are inevitable in the process of software development; the redesign is wasteful when unfocused communication occurs within the development process. To speed up this development process, we optimized the information flow and redesigned the development organization into chunks. First, we investigated the information flow between tasks and coupled tasks into phases utilizing the Design Structure Matrix (DSM) so that the information exchange among chunks of tasks is as few as possible. In this way, the redundant iterations of tasks are eliminated. Meanwhile, we also grouped the engineers into groups according to the tasks, in this; we eliminated …