Introduction
Analytics is defined, according to online-behavior.com, as the “process of obtaining an optimal or realistic decision based on existing data.” [1]. Davenport and Harris (2007), defined analytics, as the “extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.” [2]. An article titled Outsmart the Competition by Jackie Zack in Teradata Online magazine states that “analytics can help an organization optimize their business processes to make them effective as possible.” [3]. It is a proven fact that proper use of analytics can lead an organizations to success, providing them with that distinctive advantage over their competitors. In
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In Jamaica, its headquarters, Digicel controls 70 percent of the mobile phone market and hopes to actively dominate the cable TV and internet broad band market. The secret behind Digicel’s success is that it has a devoted business intelligence and analytics group and a marketing department responsible for analyzing critical consumer data gathered from market surveys and market research. Digicel’s success can be attributed to the fact that the company is able to determine customers touch points by knowing exactly what customers want or desire from a mobile phone provider. The use of analytic tools have helped Digicel achieve this position, which is having the ability to predict and know what customers want and anticipate their next purchase moves. For example, Digicel has just branched into the cable TV and internet broad band market. The reason for this diversification is as a result of extensive market analysis of the cable TV and internet broad band market which currently has only one major player (Flow Cable Company) with a poor customer satisfaction rate. Digicel was able to capitalize on this opportunity because of the data gathered from customers that showed that they desired better cable and internet broad band service. The company has applied the use of analytics and quantitative approaches in areas such as primary consumer surveys, concept development testing, advertising testing,
Considering this evolution, "in the past, analytics was reserved for back-room deliberations by data geeks generating monthly reports on how things are going. Today, analytics make a difference in how the company does business, day by day, and even minute by minute". (Hackathorn, R., 2013).
Just like in baseball there are large and small businesses. Businesses have to make decisions, decisions that will help the business in the long run. By using analytics business can measure their performance to know where they stand financially and economically. Numbers are very important in a
The ability to compete on analytics is made possible by certain qualities some companies possess which allows them to collect and use immense amounts of data in a way that differentiates the success and practices of those companies amongst any other businesses. Davenport and Harris (2007) define analytics as “extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions” (p. 7). Therefore, to be able to compete on analytics, a firm must not only use the data to extrapolate and execute strategies and models in order to drive business, but also to use that data better and smarter than their competitors. This requires forward thinking and continual developments of current analyses and practices. With regard to Davenport and Harris’s criteria and concepts on the ability to compete on analytics, Old Navy LLC’s practices will be analyzed to find whether the company is able to compete, is a competitor, and how it competes, if at all.
And yes, this information is valuable. But these analytics tools alone can’t offer the insights that drive successful business decisions. This level of analysis has to come from a certified “analytics ninja,” a person or team of people that can dig through the haystack to find the insights that move the needle. Even if you spend hundreds of thousands of dollars on the best analytics products out there, if you don’t have some certified analytics ninjas on your team, you’re just blindly wasting your cash. Essentially, your Web analytics tool is only as powerful as the person using it.
Analytics in fact has reached a far new level in today’s competitive and constantly changing environment and is only bound to grow further in the industry. Although it emerged as an arm of consulting but looking at the volume, variety and velocity with which data is growing on the internet and even otherwise, analytics of going to leave consulting far behind, But that is not to say that consulting is losing out because consulting jobs still are in demand today and companies in the future are going to feel the need to outsource their projects to consulting companies or individuals because analytics can’t be considered a substitute of consulting. Thus we see that, although consulting remains important today but analytics is something that has moved beyond it and carved a niche for itself. The analytics industry is only going to grow in the future that too with immense pace and can be said to have already emerged out of the shadows of
The analytics software is the useful tool and great supporter for organization to reduce workload, increase the productivity and create competitive advantages. The analytics software helps organization knows exactly what customers want and their purchasing power, which will assist the company makes best decisions whether big or small every day. What is more, the analytics software works like an effective predictor, which will help organization look forward to the future scenario and make the best plan. Also the software is the key business enabler
Data analytics is the science of examining raw data with the purpose of drawing conclusions about certain information that is drawn from the data. By gathering data, it must be captured and reviewed then it can be turned into information. There are different types of analytics such as descriptive, diagnostic, predictive, and prescriptive. Descriptive analytics will describe, what happened during the process. Diagnostic analytics describes, why did it happen. Predictive analytics describes, what will happen. Prescriptive analytics describes, how can the process happen with a different approach. By applying these different types of analytics, it will answer several questions during the auditing process. Involving analytics to a process it requires
In Competing on Analytics by Thomas Davenport and Jeanne Harris, the pillars of analytic completion are stated as: “(1) analytics supported a strategic, distinctive capability; (2) the approach to and management of analytics was enterprise-wide; (3) senior management was committed to the use of analytics; and (4) the company made a significant strategic bet on analytics-based competition” (Davenport & Harris, 2007, pp. 511-512) . This section will describe Aramark’s position within these pillars.
Business analytics would offer efficiency to the firm whereby it would formulate decisions to help achieve its specified goals. Analytics would help TecWiz to gather data at a faster rate for presentation in a visually appealing way. Therefore, analytics would encourage a
Stage 4, Analytical Companies – Analytics have been applied at an enterprise-wide level and are being used to drive decision-making, performance, and innovation, but results may not yet have been realized
In the New Science of Winning book, (Davenport & Harris, 2007, p.7) analytics is defined as “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.” [1]. To be successful in today’s competition, my current employer, DLL Financial Solutions Partner (DLL), is competing on analytics and fully aligned its core strategies to be supported by extensive statistical and computer based decisions. DLL is a global financial services company with operation in 36 countries, and its main focus is in the commercial equipment finance sector. In the following paragraph, I will explain DLL’s position in the industry and its ability to successfully compete on analytics with regards to its core business functions.
The analytics team could then start to analyze the data using data mining and business intelligence techniques. All three types of business analytics: descriptive, predictive, prescriptive analytics techniques should be utilized. The goal of the analysis would be to look at indicators and correlations that lead to incidents occurring and try to determine ways to help prevent these occurrences in the future. Identify proactive ways to change behaviors and actions will be important.
Analytics is using data, performing analyses and adjusting business processes and goals with that information (Davenport and Harris, 2007). Unfortunately, Lighthouse is not creating a competitive advantage with analytics at this time. The data is not available and the emphasis on analytics is not present.
Business Analytics is a data-based approach that gathers all kinds of data and then interprets and analyzes the data to make predictions about the outcomes of certain events and examine the thinking and purchasing pattern of a customer. Then strategic products or services are offered to the customer based on the likes of the customer. Analytics optimizes the business processes and can be profitable for a company in the longer run. A strong relationship is built with the customer thereby increasing customer satisfaction. It is imperative to have top management support that can help lay the right foundation for a company and hire the right people for the job. Leadership plays a major role in setting the right work
Part 2. How Business Analytics can be used to gain advantage in a competitive marketplace