No sólo tecnología, una nueva Cultura de Negocios

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

404 thoughts on “No sólo tecnología, una nueva Cultura de Negocios

  1. In January pattern year, speck qtylre level ill. It’s okay, just a peaceable cialis generic online, which passed in five days. But the temperature suddenly returned past the conclude of the month: the thermometer showed 44. The old bean was urgently hospitalized with fever and convulsions. A few hours later, three-year-old Yegor stopped breathing – he knock into a coma. With the commandeer of a ventilator and a tracheostomy, the doctors resumed the beget of the lungs, but oxygen starvation struck the brain. The kid has out of the window the whole shebang that he managed to learn in three years. The diagnosis is posthypoxic encyphalopathy.

  2. Our doctor consideration that Dad was it is possible that honest better than Mom in this situation. Stricter, more trying, will not mournfulness once again when you need to select adverse viagra without doctor prescription. Spring, I wanted to give my wife a break.
    I all in a inconsequential over a month in the intensive care part and two and a half months in the bone marrow uproot unit. There I became a giver in compensation my son. I’m glad I was able to alleviate him. I was the purely human beings in both departments, but my parents were already there. That is, a handcuff in the quarter with a sprog is no longer a rarity.

  3. I’m impressed, I must say. Rarely do I encounter a blog that’s both educative and entertaining, and without a doubt, you’ve hit the nail on the head. The problem is something that too few folks are speaking intelligently about. Now i’m very happy I came across this during my search for something regarding this.

  4. An outstanding share! I have just forwarded this onto a colleague who had been conducting a little homework on this. And he in fact ordered me breakfast simply because I found it for him… lol. So allow me to reword this…. Thank YOU for the meal!! But yeah, thanx for spending the time to talk about this subject here on your site.

  5. Next time I read a blog, Hopefully it won’t fail me just as much as this particular one. After all, I know it was my choice to read through, but I really believed you would have something interesting to talk about. All I hear is a bunch of crying about something that you could fix if you were not too busy seeking attention.

  6. You’re so cool! I don’t suppose I’ve truly read through something like this before. So wonderful to find someone with some original thoughts on this subject. Seriously.. thank you for starting this up. This web site is one thing that is needed on the internet, someone with some originality!

  7. Howdy! I could have sworn I’ve been to this web site before but after looking at a few of the articles I realized it’s new to me. Nonetheless, I’m certainly happy I discovered it and I’ll be book-marking it and checking back regularly!

  8. You are so interesting! I do not believe I’ve truly read through a single thing like this before. So wonderful to discover another person with a few genuine thoughts on this issue. Really.. thanks for starting this up. This site is one thing that is needed on the internet, someone with some originality!

  9. Next time I read a blog, Hopefully it does not disappoint me just as much as this particular one. After all, I know it was my choice to read through, nonetheless I truly thought you would probably have something interesting to say. All I hear is a bunch of complaining about something that you could possibly fix if you were not too busy seeking attention.

  10. I’m impressed, I have to admit. Rarely do I encounter a blog that’s both equally educative and interesting, and without a doubt, you have hit the nail on the head. The problem is an issue that too few people are speaking intelligently about. I am very happy that I came across this during my search for something relating to this.

  11. You’re so cool! I do not suppose I have read through anything like that before. So wonderful to find another person with unique thoughts on this subject. Really.. thanks for starting this up. This web site is something that is needed on the web, someone with a bit of originality!

  12. After I originally commented I seem to have clicked on the -Notify me when new comments are added- checkbox and from now on every time a comment is added I recieve four emails with the exact same comment. There has to be an easy method you are able to remove me from that service? Cheers!

  13. Hello! I just wish to offer you a huge thumbs up for your great information you’ve got here on this post. I will be coming back to your web site for more soon.

  14. I’m amazed, I have to admit. Rarely do I come across a blog that’s both educative and entertaining, and without a doubt, you have hit the nail on the head. The problem is something not enough men and women are speaking intelligently about. I am very happy that I found this during my search for something regarding this.

  15. After exploring a few of the blog articles on your website, I really like your technique of writing a blog. I saved it to my bookmark website list and will be checking back in the near future. Please check out my web site as well and let me know your opinion.

  16. Can I just say what a comfort to find somebody who truly understands what they’re discussing on the internet. You actually understand how to bring an issue to light and make it important. More and more people must check this out and understand this side of your story. I can’t believe you’re not more popular since you certainly possess the gift.

  17. I’ve recently started a site, the information you offer on this web site has helped me tremendously. Thank you for all of your time & work. “The only winner in the War of 1812 was Tchaikovsky” by Solomon Short.

  18. After I initially left a comment I seem to have clicked on the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I recieve four emails with the exact same comment. Is there a means you are able to remove me from that service? Thanks!

  19. Nice read, I just passed this onto a colleague who was doing a little research on that. And he just bought me lunch because I found it for him smile Therefore let me rephrase that: Thank you for lunch! “The capacity to care is what gives life its most deepest significance.” by Pablo Casals.

  20. Excellent post. I was checking constantly this weblog and I’m impressed! Very useful information specially the remaining phase 🙂 I care for such information much. I was looking for this certain information for a very long time. Thank you and good luck.

  21. Howdy would you mind stating which blog platform you’re working with? I’m going to start my own blog soon but I’m having a difficult time selecting between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most blogs and I’m looking for something completely unique. P.S Sorry for getting off-topic but I had to ask!

  22. Hello! I know this is kinda off topic but I’d figured I’d ask. Would you be interested in trading links or maybe guest authoring a blog post or vice-versa? My blog addresses a lot of the same topics as yours and I think we could greatly benefit from each other. If you might be interested feel free to shoot me an email. I look forward to hearing from you! Superb blog by the way!

  23. Does your blog have a contact page? I’m having a tough time locating it but, I’d like to send you an e-mail. I’ve got some recommendations for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it improve over time.

  24. Hmm it seems like your blog ate my first comment (it was super long) so I guess I’ll just sum it up what I submitted and say, I’m thoroughly enjoying your blog. I too am an aspiring blog blogger but I’m still new to the whole thing. Do you have any points for novice blog writers? I’d really appreciate it.

  25. Good day! This is kind of off topic but I need some help from an established blog. Is it very hard to set up your own blog? I’m not very techincal but I can figure things out pretty fast. I’m thinking about setting up my own but I’m not sure where to start. Do you have any tips or suggestions? With thanks

  26. I used to be suggested this web site by way of my cousin. I’m no longer sure whether or not this submit is written through him as nobody else know such distinctive approximately my difficulty. You’re incredible! Thank you!

  27. My partner and I absolutely love your blog and find almost all of your post’s to be precisely what I’m looking for. can you offer guest writers to write content for you? I wouldn’t mind creating a post or elaborating on most of the subjects you write with regards to here. Again, awesome website!

  28. Definitely believe that which you said. Your favorite reason appeared to be on the web the easiest thing to be aware of. I say to you, I certainly get irked while people consider worries that they plainly do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people could take a signal. Will probably be back to get more. Thanks

  29. It is appropriate time to make some plans for the long run and it is time to be happy. I have read this put up and if I may I desire to recommend you some attention-grabbing things or advice. Perhaps you can write next articles relating to this article. I wish to read even more issues approximately it!

  30. Excellent blog! Do you have any tips for aspiring writers? I’m hoping to start my own website soon but I’m a little lost on everything. Would you propose starting with a free platform like WordPress or go for a paid option? There are so many options out there that I’m totally overwhelmed .. Any suggestions? Bless you!

  31. Magnificent items from you, man. I have take into
    accout your stuff prior to and you’re just too fantastic. I actually like what you
    have bought here, really like what you are stating and the best way in which you say it.
    You are making it enjoyable and you still care for to stay it
    smart. I cant wait to learn much more from you.
    That is actually a wonderful website. https://hydroxychloroquineb.buszcentrum.com/

  32. Hi there! This post couldn’t be written any better! Reading through this post reminds me of my previous room mate! He always kept talking about this. I will forward this article to him. Pretty sure he will have a good read. Thank you for sharing!

  33. I’m now not certain the place you’re getting your information, but great topic. I needs to spend some time studying more or figuring out more. Thanks for excellent info I was on the lookout for this info for my mission.

  34. Aw, this was a very nice post. In idea I would like to put in writing like this additionally – taking time and actual effort to make an excellent article… but what can I say… I procrastinate alot and by no means appear to get one thing done.

  35. I have been exploring for a little for any high-quality articles or weblog posts in this sort of space . Exploring in Yahoo I eventually stumbled upon this website. Studying this information So i am happy to express that I’ve a very just right uncanny feeling I discovered exactly what I needed. I so much undoubtedly will make certain to don¦t fail to remember this web site and give it a look on a continuing basis.

  36. I think this is one of the most important information for me. And i’m glad reading your article. But want to remark on few general things, The web site style is wonderful, the articles is really great : D. Good job, cheers

  37. The following time I read a weblog, I hope that it doesnt disappoint me as a lot as this one. I imply, I know it was my option to learn, however I truly thought youd have one thing fascinating to say. All I hear is a bunch of whining about something that you would fix for those who werent too busy on the lookout for attention.

  38. Oh my goodness! a tremendous article dude. Thank you Nonetheless I’m experiencing subject with ur rss . Don’t know why Unable to subscribe to it. Is there anyone getting an identical rss problem? Anybody who is aware of kindly respond. Thnkx

  39. naturally like your web site however you have to test the spelling on several of your posts. A number of them are rife with spelling issues and I to find it very bothersome to tell the reality however I will certainly come back again.

  40. hey there and thank you for your info – I have definitely picked up something new from right here. I did however expertise a few technical points using this web site, since I experienced to reload the website a lot of times previous to I could get it to load properly. I had been wondering if your hosting is OK? Not that I’m complaining, but slow loading instances times will often affect your placement in google and could damage your high-quality score if ads and marketing with Adwords. Well I am adding this RSS to my email and could look out for a lot more of your respective exciting content. Ensure that you update this again soon..

  41. The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.

  42. My developer is trying to convince me to move to .net from PHP. I have always disliked the idea because of the costs. But he’s tryiong none the less. I’ve been using WordPress on various websites for about a year and am anxious about switching to another platform. I have heard great things about blogengine.net. Is there a way I can import all my wordpress content into it? Any help would be greatly appreciated!

  43. Heya are using WordPress for your site platform? I’m new to the blog world but I’m trying to get started and set up my own. Do you need any coding knowledge to make your own blog? Any help would be greatly appreciated!

  44. I have been surfing on-line more than 3 hours as of late, yet I by no means discovered any interesting article like yours. It is lovely worth sufficient for me. Personally, if all site owners and bloggers made just right content material as you probably did, the internet can be a lot more helpful than ever before.

  45. Youre so cool! I dont suppose Ive learn anything like this before. So good to find someone with some unique ideas on this subject. realy thank you for starting this up. this web site is one thing that is wanted on the internet, somebody with slightly originality. useful job for bringing one thing new to the internet!

  46. I have learn some good stuff here. Definitely price bookmarking for revisiting. I surprise how so much attempt you put to create such a wonderful informative web site.

  47. Hiya, I am really glad I have found this information. Nowadays bloggers publish only about gossips and internet and this is actually frustrating. A good website with exciting content, that is what I need. Thanks for keeping this web site, I’ll be visiting it. Do you do newsletters? Cant find it.

  48. I loved up to you’ll obtain performed proper here. The sketch is tasteful, your authored material stylish. nevertheless, you command get bought an impatience over that you want be turning in the following. unwell indubitably come more beforehand again since precisely the same nearly very steadily inside case you shield this increase.

  49. Just wish to say your article is as amazing. The clarity for your post is just excellent and that i could think you are knowledgeable in this subject. Fine together with your permission let me to clutch your feed to keep updated with drawing close post. Thanks a million and please carry on the rewarding work.

  50. Appreciating the hard work you put into your blog and detailed information you present. It’s awesome to come across a blog every once in a while that isn’t the same old rehashed material. Great read! I’ve bookmarked your site and I’m adding your RSS feeds to my Google account.

Deja una respuesta

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *

Siguiente nota

Cambio TOTAL en el Sistema de Salud de Prepagas en Marzo

Vie Dic 15 , 2017
Las medidas las prepara el Ministro de Salud, Lopetegui y los directivos de las principales prestadoras de medicina prepaga  El Gobierno se reunió el martes 13 pasado, en un encuentro muy postergado que tenía como fin la promesa incumplida de salir del sistema de prestaciones obligatorias, en el que estaban […]

No sólo tecnología, una nueva Cultura de Negocios

tiempo de lectura: 4 min