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Propuesta de valor para la implementación de iniciativas de Inteligencia de Negocios

La mejor propuesta de valor que se puede ofrecer a una empresa es tener la capacidad de hacer que la información correcta llegue a las personas correctas en el momento correcto para que sea utilizada en el beneficio de la ejecución del plan de negocios y de la estrategia de la empresa.

Algunos ejemplos pueden ser:

  • Relacionar la información interna de manufactura con información externa de ventas para identificar oportunidades de mejora en la cadena de suministro reduciendo los costos.
  • Relacionar la información de venta de los productos de la empresa con la información de venta de la competencia para identificar si el incremento en la venta de productos es impactada por el crecimiento del mercado.
  • Relacionar los gastos de campañas con los resultados en ventas para determinar la efectividad de la campaña y su rentabilidad.

En cada uno de los casos anteriores podemos ver que el énfasis no se hace en la herramienta utilizada para lograr el objetivo, sino en la forma en que se organiza la información para que se produzcan los resultados que permitan una mejor toma de decisiones. La herramienta a utilizar es realmente irrelevante mientras la misma brinde facilidades y capacidades para alcanzar las metas fijadas.

Lo importante es moverse más rápido que la competencia e identificar los problemas y oportunidades de negocio antes que ellos.

El análisis predictivo es la disciplina que tiene el mayor potencial de valor/recompensa, muy por encima de la Inteligencia de Negocios tradicional que audita actividades o transacciones realizadas en el pasado brindando un análisis retrospectivo del negocio, en vez de proveer una visión de la información que permita tomar decisiones relacionadas con tendencias y situaciones que pueden presentarse en el futuro.

El análisis predictivo crea modelos analíticos en los niveles más detallados del negocio como, por ejemplo, al nivel de cada cliente individual, los productos, las campañas, el movimiento en las tiendas y en los puntos de venta y busca por comportamientos predictivos, tendencias y reglas de negocios que puedan expresarse en fórmulas matemáticas que puedan utilizarse para predecir la probabilidad de que sucedan ciertos comportamientos y acciones.

A continuación se muestra un ejemplo que ilustra las diferencias entre las respuestas que busca obtener la Inteligencia de Negocios tradicional comparadas contra las tendencias que busca encontrar la Inteligencia de Negocios predictiva:

Inteligencia de Negocios tradicional:

  • Desde cuándo María ha sido nuestro cliente?
  • Cuál es el ingreso anual de María?
  • Cuánto gasta María semanalmente?
  • Dónde vive María? Cuál es el valor de su vivienda?
  • Cuántos miembros hay en la familia de María?
  • Qué productos compró María la semana pasada?
  • Cuánto gastó María el mes pasado?
  • Qué promociones consumió María?
  • Gastó María más o menos que el mes anterior?
  • Cuál es la historia de consumo de María?

Inteligencia de Negocios predictiva:

  • Cuántas veces visitará María nuestra tienda en la época de Navidad?
  • Qué promociones son las que consumirá?
  • Cuál es el potencial de rentabilidad de María en los próximos dos años?
  • Qué posibilidades existen de que María compre el producto XX?
  • Qué posibilidades existen de que María compre el producto YY cuando compre el ZZ?
  • Cuál es el mejor precio para que María compre las galletas WW?
  • Qué productos debemos recomendarle e María?
  • Qué productos de limpieza debemos promocionar con María?
  • Cuáles son las mejores promociones para que María nos visite dos veces por semana?
  • Qué promociones harán que María visite otras áreas dentro de la tienda?

En resumen, el análisis predictivo hace que las empresas obtengan un nivel más sofisticado de respuestas relacionadas con sus clientes, productos, nichos de mercado, etc. permitiéndoles contar con una combinación de piezas de información focalizadas en la predicción de tendencias para buscar acciones específicas que apoyen la definición de estrategias de negocios.

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