Creating Competitive Advantage Using Big Data

Analytics is often seen as a threat by senior managers, yet good analytics can inform decision makers and lead to better decisions. Senior executives are likely to react negatively if their deeply held intuition is challenged by results derived from data that use analytics that they do not understand. However, a manager’s job is enriched when it changes from an operations-level, decision-making function to a role in which a complex system is supervised. While leadership and interpersonal skills remain crucial, executives must now possess the ability to critically assess and utilize the innovations emerging from data and advanced analytics. Big data can also lead to new business models, such as when retailers determine the precise needs of their customers and no longer need retail space. This article suggests ways that managers can mine big data to enable their firm to establish and sustain a competitive advantage. It illustrates how Dell analysts were able to define a lucrative product line of pre-configured computers and how IBM Research partnered with Industrial and Commercial Bank of China, the world’s largest bank by market capitalization, to develop a highly successful branch network optimization system.

• Managers
• Leadership
• Business Models
• Decision Making
• Advanced Analytics