Interview with Alicja Wiecka, CEO of SAS Institute.
(...) Reaching a competitive advantage is not possible today using the analysis in traditional form, as it is commonly used. Respectively introduced algorithm corrections lead to increase in effectiveness, but do not lead to revolutionary changes. Big data analysed in a static way, away from the real business, does not bring expected "wow" effect, and this very often brings in mind the thought that we cannot get much more from analyse.
That is why we need a radical breakthrough. Ground breaking initiatives in companies need a strong sponsor. The role of head of analysts is to turn it into new tracks, launch it in the scale of the whole company and make it fundamental for the business. Current situation can be compared to evolution, which had been realized by IT function several years ago. Initially one of many service functions, stuck somewhere between administration and fleet of vehicles. In current modern business, Head of IT (CIO-supposition of editor) is one of the most important people. Future role of chief of analysts seems to be even more important, and at the same time more difficult. Why? For some time now there has been a discussion on: "Who should be the owner of company's strategy? CEO, Marketing Director or maybe CFO?". It may turn out that this role will go to Analysts Director, as a person having access to key information for the current entrepreneurship: how do patterns of customer behaviours change and in what scale, when and what new product needs to be launched and what will be the financial benefits, which functionalities of the product should be developed, how to modify logistics processes and service processes in order to gain competitive advantage.
Not to go to far away, an example from Polish market. Inter Cars Company, distributor of spare parts for cars based its market strategy totally on big data analysis. Instead of price wars with competitors it bet on top availability of its products in premium price. It turned out to be a bang on. Garage customers mostly prefer to pay a bit more and have their car repaired even on the same day. Inter Cars distribution chain is controlled by huge analytical engine, which constantly calculates future demand for each of over two million items which are included in the product range.
source: www.manager.inwestycje.pl
27-08-2014
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