mi 720 session #5: it for competitive advantage agenda –business analytics intro –harrah’s...
DESCRIPTION
Business Analytics Business Analytics: –Using detailed transaction level data on some entity (customers, suppliers, products, processes) to build sophisticated mathematical models that categorize and/or predict things about that entity Why is analytics becoming so hot? What are the drivers and enablers? Robert G. Fichman – MI 720 IT for Management Slide 3TRANSCRIPT
MI 720 Session #5: IT for Competitive Advantage• Agenda
– Business Analytics Intro– Harrah’s Entertainment Inc. – Readings revisited: IT strategy, Building Analytic Capabilities
Robert G. Fichman – MI 720 IT for Management Slide 1
Analytics at PhoneCo
Robert G. Fichman – MI 720 IT for Management Slide 2
Business Analytics• Business Analytics:
– Using detailed transaction level data on some entity (customers, suppliers, products, processes) to build sophisticated mathematical models that categorize and/or predict things about that entity
• Why is analytics becoming so hot? What are the drivers and enablers?
Robert G. Fichman – MI 720 IT for Management Slide 3
Harrah’s
Robert G. Fichman – MI 720 IT for Management Slide 4
Building Analytic Capabilities
Robert G. Fichman – MI 720 IT for Management Slide 5
Data and Technology
Robert G. Fichman – MI 720 IT for Management Slide 6
What else do we need to build analytic capabilities?
Robert G. Fichman – MI 720 IT for Management Slide 7
Robert G. Fichman – MI 720 IT for Management Slide 8
1. New Business Upside
Robert G. Fichman – MI 720 IT for Management Slide 9
3. Retention Program
Sustainable Competitive Advantage?
Robert G. Fichman – MI 720 IT for Management Slide 10
IT & Sustainable Competitive Advantage(Gallaugher, Chp 2 Strategy & Techology)
• What is sustainable competitive advantage?• Determinants of sustainability: V.R.I.N.
– “Resources” that are valuable, rare, inimitable, non-substitutable• How can IT provide competitive advantage? Use IT:
… to help build an imitation resistant value chain
… to build/reinforce a brand
… to create/reinforce scale economies
… to impose switching costs on buyer/suppliers
… to differentiate your product
… to create positive network externalities (network effects)
…to create new distribution channels
Robert G. Fichman – MI 720 IT for Management Slide 11
From Data to Knowledge to Results – Building an Analytic Capability [Davenport et al 2003]
Robert G. Fichman – MI 720 IT for Management Slide 12
Context StrategySkills &
ExperienceOrganization
& CultureTechnology
& Data
Transformation
Outcome
Analysis
DecisionMaking
Financial- - - - - - - - Process & Program
- - - - - - - - - - - - - Behavioral