Digital Economy and Strategic Monitoring PDF

People's Democratic Republic of Algeria Ministry of Higher Education and Scientific Research Djillali Liabes University Faculty of Exact Sciences Computer Science department Directed by: Dr. Hammou Djallal Rafik Level: 3rd ye...

People's Democratic Republic of Algeria Ministry of Higher Education and Scientific Research Djillali Liabes University Faculty of Exact Sciences Computer Science department Directed by: Dr. Hammou Djallal Rafik Level: 3rd year computer science degree Specialty: Information system (IS) Information systems and software engineering (ISSE) Module : DEMS 1 Academic year 2024-2025 Digital Economy and Strategic Monitoring 2  Chapters 1 Digital economy 2 Strategic monitoring 3 Monitoring and social networks 4 Management of a monitoring project  Chapter 1 : Digital economy 01 Definition and history 02 Electronic commerce 03 Electronic contract and electronic signature 04 Prospecting and advertising by electronic means 05 Intellectual and commercial property  Definition Economics: is the science that studies how rare resources are used to satisfy the needs of people living in society. Digital: includes information and communication technologies as well as all the techniques used in the processing and transmission of information such as telecommunications, the Internet or computers. Digital technology is the representation of information in bits. Digital economic explorers economics how standars economic models change as certains cost fall substantially and perhaps approach zero. History of digital economy Impact of the digital economy Evolution of the digital economy across the world What are the types of E-commerce? B2C –Businesses sell to individual consumers B2G –Businesses sell to governments. B2B –Businesses sell to other businesses. C2G –Consumers sell to governments C2B –Consumers sell to businesses G2B –Governments agencies sell to businesses C2C –Consumers sell to other consumers. G2C -Governments agencies sell to consumers 9 B2B B2C B2C (business-to-consumer B2B (business-to-business) Businesses sell to individual customers Businesses sell to other (think online stores). businesses (think wholesale suppliers). Types of E-commerce C2B C2C C2B (consumer-to-business) C2C (consumer-to-consumer) Consumers sell directly to other Consumers sell their goods or consumers (think eBay or Etsy). services to businesses (think freelancers or crafters selling to stores  The advantages of E-commerce. 1. Global Reach: Reach customers worldwide, breaking geographical barriers. 2. Convenience: Shop anytime, anywhere, and businesses can operate 24/7. 3. Cost-Effectiveness: Lower overhead costs compared to traditional stores. 4. Data and Analytics: Access valuable insights into consumer behavior. 5. Personalization: Tailor shopping experiences based on customer preferences. 6. Scalability: Easily expand product offerings and reach new markets. 7. Diverse Revenue Streams: Sell through multiple channels for increased revenue.  The disadvantages of E-commerce 1. Security Concerns: Vulnerable to cyber attacks and data breaches. 2. Lack of Personal: Interaction: Reduced trust due to limited face-to-face interaction. 3. Infrastructure Requirements: Initial investments in technology and logistics. 4. Logistics Challenges: Complex fulfillment processes, especially during peak times. 5. Intense Competition: Saturated market with numerous competitors. 6. Dependency on Technology: Disruptions in technology can halt operations. 7. Digital Divide: Unequal access to the internet may limit market reach.  Electronic contract Electronic contracts are distance contracts, concluded without there being direct contact between the contracting parties, between the seller and the buyer. The electronic contract is characterized by a mutual consent on a thing, a price.  The conditions of the electronic contract Consent: Acceptance of the commercial offer by the cyber-buyer. Confirmation of a purchase decision by double-clicking. Capacity: only a person with full capacity can contract. Object: services indicated in the electronic contract must be legal. Cause: presence of a lawful reason and in accordance with good morals.  The phases of the electronic contract Formation phase: Step 1: the seller's obligations. Step 2: checking the order (first click). Step 3: confirmation of the order (second click). Execution phase: The obligations of the cyber merchant:  Offer a secure means of payment  Commits to the delivery time and conformity of the product.  Repair, replace, or refund a faulty product.  The phases of the electronic contract The responsibilities of the cyber merchant:  Relates to the obligations execution.  Respect for privacy.  Obligation of transparency. Obligations of the cyber buyer:  Collection: obligation to collect the delivered order.  Payment: obligation to pay the price on the day and place specified in the sales contract.  The phases of the electronic contract Guarantee:  The legal guarantee against hidden defects.  The legal guarantee of the goods conformity.  The contractual guarantee (additional) free or paid. Dispute resolution:  Free choice of the applicable law in the event of a dispute.  By default, it is the law of the consumer's country of residence. The phases of the electronic contract Responsibilities of the cyber merchant  The Electronic Signature  The electronic signature is the equivalent of a handwritten signature, but in digital form.  The encryption of an electronic signature is done on the basis of a large number of signs, numbers and letters.  The electronic signature is the scan of a handwritten signature. The components of the electronic signature The signatory. The document bearing the signature. Signing instrument. The electronic certificate. Authenticating the signatory.  The electronic certificate Identity card of the electronic world. Issued by certification authorities in different forms. Content: ✓Name of the certificate holder. ✓Date of the start of validity. ✓Name of the trusted company. ✓Possible photograph of the holder or the company logo. ✓Signature of the certification authority.  Why switch to electronic contracts? 1. Increased productivity: A paper contract requires half an hour of work, at the very least. An electronic contract is created, signed and sent in three minutes 2. An accelerated process: the electronic format allows you to accelerate the contractualization process from two weeks (on average) to a few hours at most. 3. Reliable and secure exchanges: Traceability (you know who did what, and when) and security (you define the rules for accessing documents based on user profiles). 4. Better monitoring of the contract life cycle: The life cycle is monitored online, simply and instantly: you receive alerts and notifications in the event of a problem. 5. Reduced management costs: you eliminate a whole series of costs that are unavoidable in the context of paper contracts. No printing, no mailing, no shipping, no physical archiving.  Prospecting and advertising by electronic means Commercial prospecting:  Action which consists of using all marketing techniques to identify new potential customers and transform them into real customers.  Prospecting is one of the stages of sales.  It competes and reflects a desire to conquer new customers and markets.  Prospecting lies in an action of interactive contact with a defined target, in a defined schedule, and for the achievement of a specific objective. Objectives Commercial prospecting Objectives defined in your sales strategy: Win new customers. Replace deficient customers. Reactivate old customers. Increase your turnover. Gain market share. Launch a new product. The Means of Electronic Prospecting The Website: the website is the number 1 tool for prospecting (carrier of a message - availability) Social networks: the power of social networks is considered as a medium for electronic prospecting. Example: LinkedIn, face book, YouTube, instagram. AdWords campaigns: insert advertising banners in the results of searches carried out on Google Tools: Google Ads, Facebook Ads, LinkedIn Ads. More visible offers and rapid development of the clientele. E-mailing: online direct mail or electronic direct mail. Sends commercial emails to the customer database.  Internet advertising Internet advertising is online advertising, e-advertising, cyber advertising, digital communication. E-adv is the strategy and communication actions to be carried out on the web, social media. E-adv a way to publish ads on different sites and in search engine results pages. E-adv action aims to promote a product, a service, a brand on the web. E-adv is the tactic that consists of exploiting the internet. Technologies used for online advertising: HTML, DHTML, rich media, email.  Intellectual and commercial property Definition: Intellectual property is a system that provides protection to all those who are at the origin of a creation.  Protection on website  The brand and logo.  The visuals and design elements of the website.  Databases.  E-commerce protection by patent.  Original content by copyright.  Chapter 2 : Strategic monitoring 01 Concepts related to monitoring and types of monitoring 02 Monitoring process models 03 Detailed steps of the monitoring process Overview of several free 04 monitoring tools for collection, management and dissemination Concepts related to monitoring and types of monitoring  Information is a tool for economic and technological development for the company.  In this sense, it is established as a strategic resource allowing the company to be more competitive in its market.  Monitoring is an informational process by which the company seeks, by anticipating, these warning signals in order to create market opportunities and thus reduce the risks linked to uncertainty.  Issues and objectives of monitoring  Provide information.  Move from a poorly organized activity to a perfectly planned activity.  Detect opportunities.  Have a better vision and perspective of current and future actions of competitors.  Improve its innovation capabilities.  Develop and expand all of its activities.  Increase its profit.  Progress.  Detect new partners and new markets.  Make decisions with greater security.  Perpetuate its presence and activities. The difference between economic intelligence and monitoring  Economic intelligence: is the set of coordinated actions of research, processing, distribution and protection of information useful to economic agents.  Monitoring: is a vital tool, perhaps the most urgent in chronological order in the process of developing an economic intelligence approach. To summarize Monitoring is only a tool while Economic intelligence is a complete system.  Strategic monitoring Strategic monitoring uses very specific technical terms:  Process.  Individuals group.  Voluntarist.  Anticipatory character.  Strategy.  Types of strategic monitoring The expression "strategic monitoring" is a generic expression which encompasses several types of specific monitoring such as: Technological monitoring. Competitive monitoring. Commercial monitoring. Environmental monitoring.  Technological monitoring It allows the company to:  Anticipate innovations in its sector of activity, both for processes and products, in order to adapt and stay ahead of the competition.  Monitor the evolution of normative texts in order to take the necessary measures and comply with the latest regulatory texts.  Competitive monitoring It focuses on monitoring the strengths and weaknesses of the company's organization, manufacturing, and costs. Its purpose is to:  Evaluate their strengths and weaknesses in order to highlight the risks to avoid as well as the opportunities to seize.  Know the strategy of its competitors, in order to anticipate decisions likely to influence the company future.  Commercial monitoring Commercial monitoring mainly concerns customers and suppliers of the company, but also its subcontractors and partners in the development of products and services. It is interested in :  The focuses on products or components of the product mix (Distribution - price - products - Advertising).  Everything that makes up the market for a product.  Environmental monitoring  It is the most general of all, and is nevertheless not negligible, it allows to detect the slightest movements of the environment.  Its purpose is to search, collect, process and disseminate information emanating from the internal and external environment of the company and relating to the social, cultural, legal, political aspects.  Monitoring process models The literature review allows us to identify several strategic monitoring models. Among these models, we will present those of :  JAIN.  THIETART. Evolution of environmental scanning (Jain, 1984: 118) Environmental monitoring process (Thiétart, 1984: 98)  Detailed steps of the monitoring process Strategic monitoring is based on the following six major steps:  Step 1: Define needs.  Step 2: Collect information sources.  Step 3: Group information.  Step 4: Analyze information.  Step 5: Disseminate information.  Step 6: Save monitoring results.  Step 1: Define needs To correctly define the needs:  It is necessary to determine the development axes.  Specify the target (company, partner, client) of this monitoring.  Carry out a planning of the research plan where we will highlight the limits concerning deadlines and costs.  Then we will question ourselves on the information that we wish to obtain (qualitative and quantitative).  Step 2: Collect information sources  You have to be careful about choosing the source of information.  The company can have a database that groups all internal sources.  The company can get information through external sources such as websites, social networks, newsletters, specialized press, etc.  Step 3: Group information It is necessary to group all the information. We differentiate the information of two types:  Formal information (internet, press reviews, databases, etc.)  Informal information (trade fairs, face-to-face meetings with customers, etc.)  Step 4: Analyze information It is necessary to analyze the information collected and obtain the information that is most strategic by checking:  The source.  The relevance. It is necessary to identify internal and external analyses by working on the substance and the form.  Step 5: Disseminate information The information results are communicated to employees and sponsors in two different forms:  In electronic form (professional messaging, intranet).  In paper form.  Step 6: Save monitoring results  The search results can be useful for a future monitoring.  Gradually, the searches can be refined and improved.  These different steps are renewed continuously.  Overview of several free monitoring tools for collection, management and dissemination There are several tools in the literature for the collection, dissemination, management of information:  Media monitoring tools.  Social network monitoring tools.  Website monitoring tools.  Curation tools.  Media monitoring tools  Media monitoring allows professionals to measure the success of their communications, identify successful strategies, and analyze the perceptions of their brand in the press.  It also meets the needs of competitive, technological and sectoral monitoring.  It allows companies to stay informed of innovations and trends in their market.  Example: Meltwater (Media monitoring tools). Media monitoring tools (Meltwater)  Social network monitoring tools  Social media monitoring allows you to follow in real time the conversations that take place on the main social networks (Twitter, Facebook, Instagram, etc.) as well as on forums, blogs or even consumer review sites.  Their use is not limited to communication, they can for example be used to detect consumer insights that will allow marketing to make better strategic decisions.  Example: Sysomos (Media monitoring tools). Social network monitoring tools (Sysomos)  Website monitoring tools  Web monitoring tools allow you to monitor:  Web referencing.  Content marketing managers.  SEO managers (Search Engine Optimization).  Traffic or even inbound links from your competitors.  These tools are effective in determining your competitors' winning strategies and inspiring the management of your site.  Example: SEMRush (Website monitoring tools). Website monitoring tools (Semrush)  Curation monitoring tools  Curation tools allow you to centralize articles from your favorite media or related to a specific interest.  These are useful tools for monitoring your business, which will complement your strategic monitoring: follow important news, important new skills or trends to consider. Example: Feedly, Scoop.it, and Netvibes (Curation monitoring tools). Curation monitoring tools  Chapter 3 : Monitoring and social networks 01 Planning, collecting and organizing information 02 Reputation monitoring 03 Content curation Particularities of monitoring on social 04 networks 05 Creating a (good) LinkedIn profile and building your network 06 Practical workshop: Twitter, ,Mention, Tweetdeck  Planning, collecting and organizing information  Efficiency is about knowing how to sort, share information and work with others.  Managing and organizing information provides methods and tools to process, share and disseminate in a professional situation.  We must fight against information overload in the company.  Objective  Organize the processing, management and dissemination of information with internal and external clients.  Have clear, precise and useful information.  Win time.  Detailed program  Quickly identify and understand important information in all types of content.  Organize yourself to better cope with the growing flow of information: method, tools, strategy.  Share, Disseminate, communicate: optimize your interface role.  Techniques and tools used  The types of data sought are quantitative or qualitative, primary or secondary data.  Primary quantitative data were collected using a structured survey.  Qualitative data were collected using a questionnaire, interview guides and direct observation.  The monitoring reputation  E-reputation and competitive intelligence go hand in hand in a global e-marketing strategy.  Knowledge of the information concerning your company and which circulates on the web will increase your responsiveness.  A good reputation on the web is today essential for effective and fruitful digital marketing.  Online reputation management  Use tools: Use automated tools.  Brandseye. Very complex tool with many features, and very expensive.  Social mention. It is free, and does a great job of searching the internet for social mentions.  Google alerts. It will help you learn more about your company's blog posts and news.  Be transparent: Transparency will make you more trustworthy in the eyes of your potential customers.  Be careful with your reactions: Your reactions should be prompt and really polite.  Content curation Content curation is a practice that consists of selecting, editing and sharing the most relevant content from the Web for a given query or topic. Content curation is based on three fundamental axes:  Step 1: selection.  Step 2: idetiriolization.  Step 3: sharing.  The five curation models  Aggregation: This involves finding relevant sources on the chosen subject and gathering them on the same site.  Distillation: Its purpose is to clearly identify the essential elements in order to save users time.  Elevation: This involves extrapolating trends from partial data; it requires an analytical capacity.  Mashup: The aim is to merge content in order to create a single source of information that brings together differences of opinion on the same subject.  Chronology: A curation model that allows you to gather and chronologically classify the history of the chosen subject.  Main advantages  Save the Internet user time during their search.  Give meaning: the contents are organized, sorted by themes.  Bring out contents that are sometimes ignored or not very accessible from search engines.  Particularities of monitoring on social networks Thanks to strategic monitoring on social networks, the company can position itself against its competitors and identify new opportunities to seize  We can compare its positioning with that of its competitors.  Media monitoring allows us to detect new entrants on the market.  Creating a (good) LinkedIn profile and building your network Here are 10 things to do to create and optimize an effective LinkedIn profile: Complete and enrich an existing LinkedIn profile 1. a The profile photo 1.b The profile cover photo 2. Professional title of the profile 3. Contact details 4. Customize the profile address  Creating a (good) LinkedIn profile and building your network 5. Info: optimize the description of your LinkedIn profile 6. Our selection. 7. Professional experiences. 8. Skills. 9. Written recommendations. 10.Formation. 11.Optimize your LinkedIn profile with keywords Practical workshop: Twitter Practical workshop: Twitter (Social Network) Practical workshop: Twitter (Mention) Practical workshop: Twitter (TweetDesk) Practical workshop: Twitter (HootSuite) Practical workshop: Twitter (Tweetonomy)  Chapter 4 : Managing a monitoring project 01 Managing a monitoring project 02 Working effectively as a team 03 Identifying sources of information  Managing a monitoring project  We will analyze the monitoring strategy of Plastipolis, a competitiveness cluster in the field of plastics.  The mission is to support its 400 members in their development, their project implementation and their fundraising.  The goal is to provide all their members with access to scientific, technological, strategic and economic information of their market  Configure your monitoring  The first step is to collect all the information, internal and external to your company.  To do this, you will need to ask yourself several questions.  What type of monitoring do you want to set up?  What sources and information should be monitored?  Who will be in charge of monitoring?  What tools can facilitate your monitoring?  Analyze the information collected  The information collected by monitoring must be processed, analyzed and synthesized. This analysis is generally done in the form of dynamic dashboards.  Disseminate the information to encourage decision-making  Monitoring is useless if it is not shared with the company's key employees.  Then define how you will disseminate the information. Several possibilities:  Email alerts.  Internal newsletters.  News feed.  Working effectively as a team  To know how to work in a team and avoid bad group dynamics, I will mention 5 fundamental points to apply: 1.Avoid common mistakes. 2.Streamline the relationships of a work team. 3.Define the rules and values ​with your team. 4.Involve to know how to work in a team. 5.Know the importance of the manager in teamwork.  Identifying of information sources A source is the origin of information.  The research professions, information and communication call upon different sources.  The source is to be interested in the nature and the original place of discourse of information.  A reference only claims to the objective and reasoned identification of bibliographic elements.  Searching for information effectively  The need for information research is carried out in different stages:  Identify the initial problem precisely.  You must choose the most effective source.  The different types of information are: economic, commercial, technical, accounting, and financial.  Searching for information effectively  The sources of information can be:  Internal sources.  External sources.  Primary sources.  Secondary sources.  The information choice To choose the information, it will be necessary to first pay attention to the origin by:  The sources evaluation.  The sources selection.