Decision Support Systems

A Decision Support Systems (DDS) assist in reducing time needed in manual searching of information. DSS gives the ability for results to be returned at faster than human speeds. DSS is a flexible interactive IT system designed to assist non-structured decision making problems. Advantages of DSS include, increased productivity, understanding, speed, flexibility, and reduced cost. DSSs are information systems that support decision-making processes. Objective of DSSs is to enhance the effectiveness of decision-makers. Functions that DSS assist with include data storage, retrieval, manipulation, and small calculations. A crucial point of DSS is its ability to react to changes and situations quickly. DSS can be used to assist in solving many different promising diverse alternatives to problems.
DSS is when an individual performs decision related task. The goal of DSSs is to assist the decision maker in improving their effectiveness. Enhancing the decision maker’s insights and knowledge does this. Decision-making is dependent upon knowing past, present, and likely future situations. Information systems should have the ability to forecast the future based on probability.
Often a DSS will incorporate an expert system (ES). While a DSS requires the decision maker to have knowledge and expertise about the situation, an ES only requires facts and symptoms to provide solutions to problems. In a replacement role, an ES helps with improving efficiency of decision makers. ES tools are used to mainly support and assist with problems and not replace the decision maker. ES is a system that assists with reaching conclusions based on reasoning. These types of systems are useful for diagnostic and prescriptive type problems. In a support role, an ES can be known as an expert advisory. DSS generally has three components: model management, data management, and user interface management. Model management provides information to the decision makers. Data management assists with customer and product information. User interface management helps the decision makers access the information. ES tools, if used to replace human decision makers, have been shown to be just as effective, if not better than a human. Organizations should not rely on ES tools to improve the efficiency of the decision maker. 
The marketing firm that I am researching could use DSS to analyze its customer marketing performance and create effective strategies based on that information. Considering the organization uses tracking and monitoring tools to view its customer data, it should use DSS to highlight opportunities for each unique customer. Currently, its customers each have similar goals and processes that are used to generate sales. However, with implementing DSS, it could help in developing unique plans and goals for the customers instead of one universal marketing method.