No sólo tecnología, una nueva Cultura de Negocios

Prensa Económica 4 años ago 404

En el mundo la competencia es feroz. Un producto o servicio tradicional puede desaparecer en un día por la aparición de alternativas disruptivas que cambien preferencias y hábitos de los consumidores. En esta selva de depredadores, es imperioso disponer de información oportuna y en tiempo real. Por Alejandro Bianchi * […]

En el mundo la competencia es feroz. Un producto o servicio tradicional puede desaparecer en un día por la aparición de alternativas disruptivas que cambien preferencias y hábitos de los consumidores. En esta selva de depredadores, es imperioso disponer de información oportuna y en tiempo real.

Por Alejandro Bianchi *

La supervivencia del más apto, postulaba Charles Darwin, fue la que moldeó el mundo como hoy lo conocemos. En 2018 el más apto es el que cuenta con información precisa y la utiliza rápidamente para mutar su marca.

Con esta información, cada nivel toma decisiones diferentes de acuerdo a su lugar en la estructura corporativa. Desde decisiones de diseño de productos, mejora en la salida al mercado, anticipar  necesidades y estado de ánimo de clientes, alternativas más sencillas o direccionar su atención hacia un determinado producto o servicio. El Big Data  apalancará todo este nuevo escenario corporativo.

Y cuando hablamos de Big Data no es solo tecnología claramente. La única manera de tomar decisiones acertadas, es cuando  disponemos de información objetiva, repetible, accesible y veraz, entre otros atributos. Una organización madura es aquella que resuelve sus problemas y desafíos en base a información objetiva (conocida también como Data Driven Culture). Cuando no se da este caso, se trata sólo de un grupo de personas con opinión.

Por tanto el primer paso para poder tomar decisiones en base a información objetiva, es modificar la cultura organizacional: Ir de una estructura basada en sensaciones e intuiciones, a otra que sustente sus decisiones en la capacidad de gestionar por mediciones de diferentes tipos y alcances.

Si bien parece algo evidente, muchos proyectos de Data W (Data Warehouse) y BI (Business Intelligence), han fracasado, no tanto por la tecnología sino porque la organización no supo adaptar su cultura a la nueva forma de gestionar o porque IT no logró garantizar un “gobierno de la información” que diera confianza a los directivos, más allá de la incorporación de la última tecnología. Según New Vantage Partners en su 5ª encuesta anual sobre Big Data, el 85% de los encuestados han ejecutado programas hacia una cultura centrada en datos, pero solo el 37% podían mostrar resultados positivos.

Este proceso de maduración lleva tiempo y tiene diferentes estadios, los cuales pueden solaparse, pero no obviarse. Los diferentes niveles de utilización de los datos e información definen la complejidad para su obtención y el valor que aportan a la organización:

  1. Análisis descriptivo: Responde preguntas como ¿Cómo se distribuyeron las ventas el último mes?, ¿Qué sucursal tuvo más reclamos?. Básicamente brinda el estado en un momento de tiempo dado, sobre una o más variables del negocio. Tiene baja complejidad de elaboración y su aporte, algo clarificador,  no es de gran valor para decisiones estratégicas.
  2. Análisis de Diagnóstico o de “espejo retrovisor”: Analiza hechos pasados para tomar mejores acciones en el futuro. ¿Por qué vendimos un 10% menos el mes pasado?, ¿Cuáles son las razones del éxodo masivo de clientes en la zona de mayor venta? Trabajar con datos en un análisis causa-efecto para mejorar. La información es de mayor nivel de complejidad, y tiene un aporte significativo de valor, dado que permite mejorar a futuro, evitando errores o situaciones  recurrentes.
  3. Análisis Predictivo: Si la empresa llega a este nivel de madurez, ha transitado casi todo el camino y se encuentra con grandes ventajas competitivas frente a su competencia. Utilizando su información histórica, puede predecir  determinado comportamiento de sus consumidores o el grado de penetración del nuevo producto. Puede identificar qué variables del negocio deberían ser ajustadas para lograr mejorar la performance organizacional en cada caso. En complejidad, el análisis predictivo requiere de tecnología que soporte importantes volúmenes de información y complejos modelos estadísticos, sumados a una estrategia robusta de gobierno de datos que asegure consistencia de la información en todo momento. El valor que aporta al negocio es sumamente importante, dado que permite predecir los resultados y anticipar ajustes para alcanzar las metas.
  4. Análisis Prescriptivo: Si el análisis predictivo permite responder a la pregunta ¿Qué puede pasar?, el análisis prescriptivo nos permite definir “qué es lo que queremos que pase”. Es el nivel más alto al que debe aspirar una organización con una cultura guiada por los datos. Este es el concepto de Analytics y otras, que aplica complejos algoritmos tales como máquinas de aprendizaje e Inteligencia Artificial. Así podemos definir un comportamiento esperado para un nuevo producto o anticipar el comportamiento de los clientes, ofreciendo opciones para que cambien su percepción e intereses.

Las soluciones de Data W y BI, ayudan a los tres primeros niveles de madurez, pero no son suficientes para el cuarto, donde es necesario ampliar el espectro de fuentes de datos, la diversidad de sus orígenes, formatos y estructuras, pero fundamentalmente los volúmenes, de tera o zeta bytes, lo cual impacta en la capacidad de procesamiento y manipulación de grandes masas de datos. En este punto es cuando el Big Data entra en acción.

¿Pero cuál es el valor real que esto da a la empresa? Básicamente en los estadios 1 y 2, la organización es reactiva, actúa sobre hechos consumados con mayores costos en la cadena de valor. En los estadios 3 y 4 la empresa tiene un cambio radical, dado que es proactiva y puede anticipar o prever soluciones y mejoras que aporten ventajas competitivas a bajo costo y en un clima de trabajo poco estresante.

El desafío del nuevo CEO será el de darse cuenta de esto, para ver los beneficios que puede obtener cuando le llega la tecnología de Big Data. Es así como gestionar en base a información objetiva, con la incorporación del Big Data, es una nueva manera de hacer negocios.

*Alejandro Bianchi, es el presidente de Liveware IS

Prensa Económica

https://www.prensaeconomica.com.ar

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