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:
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:
Inteligencia de Negocios predictiva:
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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