On this blog - entry from August 01st 2013 - I will pick on the marketing surrounding the advent of Big Datum to deny a belief that data analysis should be handled by IT depts. or Data Scientists alone.
Business Intelligence should be attached to Sr. Mgmt. as an arm that helps decision makers - I dare say Sr. Mgmt. should be proficient in it and coach Analysts so they become the next generation of executivesin charge of Sales and Marketing functions.
by Pablo Grossi
http://www.sas.com/resources/asset/high-performance-retail-ebook.pdf
"Gain better, faster, more profitable insights into every aspect of your
business. Explore the wealth of possibilities offered by big data.
Answer questions as fast as you can think them up. Make decisions with
precision and confidence while your competitors are still running their
analyses. All this – and a lower total cost of ownership – is possible
with high-performance analytics..."
The tool has a lot of marketing into it, but it is rather agreeable that there is a lot of truth in what is said, for instance:
In the e-book (link above), page 15:
"Williams shared some insights on misconceptions he believes
are rampant in the industry. “There is a belief you have
to go hire statisticians for this type of analysis,” he noted.
“That’s false.” Secondly, he noted, organizations must
eliminate the idea that the analytics team should report to
IT or Operations. “I have cautioned everyone — don’t do
either. Data is going to change
your company but it must be
tied to the merchandising and
marketing teams directly.”..."
It is a mistake to have Business Intelligence segregated into an IT Dept.
Business tools should be handled by business people, to help them do business better.
If Executive Development Programs would look into the capable personnel that is kept into cubicles analyzing and crunching numbers - but that could easily be transported into highly productive functions of Front Office environments, those individuals could have an edge over simple sales and marketing professionals who lack analytical skills.
If data analysis can serve business than let business people do the analysis and the sales should improve as a result, since the marriage of sales skills and data analysis could create the offspring of success.
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