Thomas H. Davenport Zdolności analityczne jako broń
Transkrypt
Thomas H. Davenport Zdolności analityczne jako broń
Business Intelligence w kreowaniu przewagi konkurencyjnej przedsiebiorstwa dr Jerzy Surma Kolegium Nauk o Przedsiębiorstwie Szkoła Główna Handlowa w Warszawie ul. Batorego 8, 02-591 Warszawa e-mail: [email protected] Thomas H. Davenport Zdolności analityczne jako broń konkurencyjna HBR edycja Polska, nr 51, maj 2007 1 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. NETFLIX - 6 mln customers (revenue = 3 billion USD) 2 3 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. 4 Shipping is free + montly charge is constant most profitable user = infrequent user ! 5 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. Netflix (BlockBuster) – Analytical Competitor „CINEMATCH” – Movie Recommendation Engine – Clustering of similar movies – Rankings – – Clustering of similar customers Personalize view – Balance: customer taste versus inventory conditions (always YES !) 6 Netflix (BlockBuster) – Analytical Competitor „CINEMATCH” – Movie Recommendation Engine – Clustering of similar movies – Rankings – – Clustering of similar customers Personalize view – Balance: customer taste versus inventory conditions (always YES !) „THROTTLING” – balancing the distribuition costs between frequent and infrequent users, and better shipping recources for infrequent users 7 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. Netflix (BlockBuster) – Analytical Competitor „CINEMATCH” – Movie Recommendation Engine – Clustering of similar movies – Rankings – – Clustering of similar customers Personalize view – Balance: customer taste versus inventory conditions (always YES !) „THROTTLING” – balancing the distribuition costs between frequent and infrequent users, and better shipping recources for infrequent users „NEW MOVIE AVAILABLE” – licence fee for a new movies based on the statistics „MARKETING RESEARCH”: – Origin and demography of cleints marketing campaigns – – Brand awarness studies Churn analysis marketing campaigns – Customer satisfaction analysis – Trends, fashion, ... – Electronic distribiution 8 9 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. Analytical Competitors Analytical Competitors are organizations that have selected one or a few distinctive capabilities on which to base their strategies, and then have applied extensive data, statistical and quantitative analysis, and fact-based decision making to support selected capabilities. 10 Analytical Competitors Procter and Gamble Capital ONE John Deer & Company Wal-Mart Fedex Yahoo, Amazon, GOOGLE: 11 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. 12 13 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message. 14 Created with novaPDF Printer (www.novaPDF.com). Please register to remove this message.