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
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NETFLIX - 6 mln customers (revenue = 3 billion USD)
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Shipping is free +
montly charge is constant 
most profitable user = infrequent user !
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Netflix (BlockBuster) – Analytical Competitor
 „CINEMATCH” – Movie Recommendation Engine
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Clustering of similar movies
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Rankings
–
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Clustering of similar customers
Personalize view
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Balance: customer taste versus inventory conditions (always YES !)
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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
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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”:
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Origin and demography of cleints  marketing campaigns
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Brand awarness studies
Churn analysis  marketing campaigns
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Customer satisfaction analysis
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Trends, fashion, ...
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Electronic distribiution
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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.
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Analytical Competitors
 Procter and Gamble
 Capital ONE
 John Deer & Company
 Wal-Mart
 Fedex
 Yahoo, Amazon, GOOGLE:
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