CEO said, I have to business right decisions.
CFO said, I want to see how many accounts can receive.
CMO said, I want to know how to sell which products.
So many people of so many requirements, in the end is not the complete BI?
CEO: a board to beat
M Group is the reorganization by the old state-owned telecom operators, can be said that the telecommunications industry giant. High-level cadres are mostly from the Secretary, the Director and other "officials" change comes, not from the official standard momentary brain way of thinking changed.
Each group meeting will be almost a complaining, each business division's general manager is hard to blame the market development, product design and development is too slow, and with one voice to the group scrambled to technology, capital and talent. Gradually, the group's veterans are afraid to meet, because in addition to noise, there is no way to form a unified idea, let alone in step. Each of the major decisions in addition to several group vice president of compromise about the views of the decision beyond the superficial, that is, group president have the final say.
President of the group recently found that both new product development, investment in new business, organizational restructuring, had her second child in the U group in the industry leading step by step, or even every time she is still brewing a new business, U Group pioneered, accounting for make the first move. This is very surprising to M group president and wonder.
By chance, U know, president, M group is digging its own top-notch technical personnel. Could it be the other party is engaged in "spy"?
M Group, U come from the dug-paid group vice president of information and intelligence office was informed that the secret of each other through business intelligence system to support the president's decision. More importantly, the current, U Group has business units to share data, information and knowledge, and even have the "armed to the general staff" of the evidence, no wonder the vice president of intelligence assessment, if the M Group is still racking our brains decision-making "fire by rubbing sticks" phase, then the other party has achieved a smart decision, "satellite into space" level.
The development of enterprises is constantly making a decision. CEO as a business decision and the supreme leader, requiring a decision of the matter is many large enterprises to the Board on the strategic direction Jian Yi, small to enterprise resources to Zheng He to take corresponding Cuoshijiyu to achieve the tactical 灞傞潰.
With the expansion of business scale and the deterioration of the external competitive environment, CEO to make the right decision more difficult. The reason is the increase in the number of departments make all kinds of complex information scattered in different departments which are not shared, enterprise-level increase also makes the continued distortion of true information. The CEO of the energy is limited, a critical error message is enough to put decision-making CEO brink of failure, or even ruin a business.
How to build an accurate, fast, multi-dimensional, automated business intelligence system is the desire of each CEO.
Specific to the CEO of the BI requirements, they are most concerned about is the BI system can truly support the business at a crucial moment, investment, marketing, production, and other major decisions. The highest stage of BI is able to help at every level to think and CEO decision-making. These include:
1. Customers. Who is the quality of potential new customers, the kind of special treatment to them; how to retain existing customers and let it repeat purchase; how customers full service on all cross-selling, with more profit.
2. Products and services. How through the combination of innovation and resources to develop new products competitors have not, and the maximum value to products; skinny dog and a cash cow business, how to achieve the business with "East West, light does not shine."
3. Supply chain. How to organize the process so that lower consumption of resources, more responsive; how to find the best path to product and service delivery to the customer hands, spend less money to do more.
4. Competition. Who can be included in the list of competitors, opponents are doing, their threat to themselves what kind of action do to beat each other to exert pressure and even each other.
5. Union. When the enterprise capabilities is not enough, how to find the fit of its development partners, their own weaknesses and strengths are, where the other party, how to complement each other, build strong-strong alliance or complement each other.
6. Investment. Which is a sunset business to stop the sale or conversions, which do the next sunrise industry investment and how to avoid financial risks.
7. Market. What kind of means who let customers buy expectations, how to make the user how to enjoy themselves rather than turn to competitors, why would business disaster improper public relations crisis.
8. Policy: Government rules of the game is not about to or already changing, and how better on their own.
9. Staff Appraisals: Why companies give employees a sense of belonging and strong driving force more than the lure of material; what kind of methods and mechanisms on the performance of the staff more willing to "spring forward to a high enough enough."
CFO: have a bone to receive
Storage supermarket operators in the 100 4 thousand types of commodities, with operating area of 10,000 square meters of large scale storage supermarket 10. Great leadership is then "old department store", used indigenous launched, failing to work, playing cards by drinking to maintain feelings of loyalty in the buddy decided to display goods.
Group management in order to meet the needs of very early on the ERP system, the main function is data collection and basic management functions. But, with the data of the ocean, the chief accountant is difficult to sort out a clue Zhang Jinsong. The group has now grown up, in particular, with 10 chains, to maintain the daily operation of the financial sector barely make do, to provide financial information to support decision-making no-brainer.
To the implementation of ERP in the Fuji group cyclone technology companies, recommended in the 100 on the BI system is to better analyze data, provide a basis for decision-making. This said the Zhang Jinsong's hearts. With this system, the financial analysis to improve a lot. The Group's financial data, such as gross profit, gross margin, dynamic sales rate, turnover rate, amount of funds used ratio, inventory levels, he can be from a different point of view of some, can always draw some meaningful conclusions. And as long as the little mouse can get the data you want, without specialized technical guidance, realize the financial support for the decision.
The birth of large amounts of data every day, has long been a vast accumulation of data. How to dig out from these data, valuable information for decision-making support is the CFO of a challenge.
BI analysis of the direct call in advance to set a good method to judge and improve the value of financial data, and sought after by the CFO. BI best start in the telecommunications, finance, retail and other industry analysis of consumer behavior on a wide range of applications, gradually CFO for the analysis of financial data, in the enterprise fund operations, liabilities, inventory management, market share analysis has played an important effect.
CFO of primary concern is funding operations. BI can be time, institutions, and other dimensions of capital inflow, outflow, and management status. BI in the banking industry a wide range of applications is to analyze the sources of funding costs, capital structure, capital surplus and deficiency, capital availability, position calculations, capital utilization and benefit analysis. BI shorten the response time of the anomaly, for the reasonable development of credit policies to support and optimize capital allocation.
In the enterprise, channels flat is an irreversible trend, which increased the CFO of accounts receivable management, workload and difficult. Accounts receivable related to the data should be Henduo, such as arrears of time, time, discounts, credit rating, etc., the information provider with the management of the channel increases. Use of the BI system, with effective management and analysis, accelerating rate of capital return.
More frequent mergers and acquisitions, CFO's responsibility is to be invested in the financial analysis to determine investment value. Some cosmetic results of the invested enterprise, BI fire a pair of eyes to the CFO Venus.
Main business profit margins, return on total assets such as good corporate indicators, the analysis by BI, you can easily find low cost in mind trick. Some corporate debt ratio is relatively high, the general analysis will be that there is no investment value. The BI liquidity asset turnover and gross margin according to other indicators, analysis of assets and liabilities within a few years, the rate will return to safe levels, which can have a more comprehensive judgments.
Inventory management to ensure timely supply of raw materials, timely supply and product sales, as well as semi-reasonable turnover. Through BI, CFO can combine purchasing, sales, production, finance and other basic data, inventory finance to do in-depth analysis. Materials by a certain time income, place and situation analysis of the balance, by doing the analysis and processing of goods sluggish, so as to achieve optimization and inventory adjustments and reserves the right items. CFO thus reducing the capital stock on the occupancy rate, increased turnover rate, thus saving money.
For market share, previously almost exclusively sales thing. Now CFO of the various data associated with BI analysis, we can get the profit contribution of different markets, so as to sales for the implementation of the different target markets to develop products differentiated services and provide a basis for a reasonable price, thereby increasing market share, also increased the CFO's influence.
CMO: there are goods to sell
Success Stories: U.S. Red Robin burger chain to buy a BI system, from the marketing department to track marketing campaigns for business results. A result, Red Robin soon found himself wasting too much money to buy a white sauce, this sauce, but the fact is no one to eat. As a result, Red Robin decided to develop one's own sauce, not out to buy. There is also an ice cream maker, always hear customers complain about the product, while product quality is no problem, did not know the reason. Finally the marketing department on the BI system, the analysis that the problem lies in the product packaging, since packaging of fruit ice cream place greater number of pictures, but the actual product is not so much, this factor has led to customer dissatisfaction. Later, after changing the packaging, customer complaints also stopped.
Competitive advantage in size, to some extent depends on its data collection and analysis, development and implementation of policy decisions by both the amount of time. No BI systems company, a lot of time will be spent on data collection and analysis of these two steps, only very little time spent on the development and implementation of the decision-making. The company has a BI system, just the opposite, because the rational allocation of resources, decision-making efficiency would be very high, the results achieved are very different. The CMO (Enterprise Marketing Director) is concerned, CMO need BI product sales analysis, marketing analysis, customer behavior analysis can play an effective supporting role.
In product sales, CMO want BI to the Japanese sales curve, curve on sales, product list, best-selling product, niche product, product ABC, time sales, payment methods for analysis. Through this analysis, CMO can control the product sales of slow moving products effective means. One interesting example. Safeway UK supermarkets found that some goods put on the shelf for a long time, selling very slowly, one month to sell 12 supermarkets that are unsalable products, decided to brought down. But then analyzed by business intelligence technology, found that people who buy these products, also buy a lot of things, constitute 25% of supermarket revenues. This case, buy unsalable products and buy other products is a correlation, when the so-called niche product away, the next customer will not come. Therefore, the final Safeway supermarket did not win the so-called niche product to.
In marketing, BI enables companies to find more effective ways to promote. This customer is able to accept advertising? Such promotions have much effect? Choose what kind of media at nothing with half the times? Promotional activities in the market easily put hundreds of million or even 10 million yuan of funds, it is difficult to figure out how much improved performance. This is because too many factors leading to performance improvement, and may be the price, advertising, training sales staff, and may be selling season, weaker competitors, among which the combination of too much. BI allows data CMO want to speak, of the factors which played a key role in helping to make the next step of the decision CMO. Had a mobile phone manufacturers want to cut prices, and further promotion of a high-end phone models, but through the BI technical analysis, we found the target customers to buy such a phone less price sensitive, but rather they have this phone as a status and a symbol of quality, price reduction was not beneficial if the temerity of the mobile phone sales.
Customer behavior, CMO hopes BI, analysis focused on customers (potential customers, cross-selling, incremental sales and customer retention, etc.), while for the customers provide the basis for the development of market activities. For example in the telecommunications field, you can call customer behavior De analysis, development of discount policy of Shi Jian, location and client-oriented groups, and other markets Huodong of Yao Su. Domestic telecom operators in the highly competitive mobile market is obvious, they have launched a service for different groups of packages. But the frequent introduction of the package who is used to bring real benefits? How can an early understanding of customer preferences, and then launch a more targeted customers like the service packages? Using the recently introduced package customers are male or a woman, in what age, in the end, what kind of people we welcome this package? These issues need BI to be analyzed.
Press Notes
Mo take BI when the Bible
What is the relationship of beer and diapers? The BI field in the most often used as an example of the supermarket case, aptly illustrates how complex BI data to find rules to link the two seemingly incomparable things, and the resulting pairs The importance of business management.
That is not to throw everything BI, managers can rest easy out?
Of course not. While BI can help managers make decisions, can help managers determine market prospects, financial condition, product design, etc. The one from a point of view the absence of any laws, but many look at some data, stripping silk cocoon can find one of the pumping problem, but it is not omnipotent.
One reason is that not everything depends on BI data to judge. The accuracy of the data or not, many companies have to draw a question mark end. Data collection is complete, accurate, and whether there are problems during processing, which have a direct impact on BI systems to judge.
The second reason is the scientific modeling. The same data, due to the different model, may come to different conclusions. A simple example is how much safety stock setting right in the end, which itself needs Kuguan staff, dispatchers in accordance with their years of experience make judgments, not simply copy on the can. Many BI systems DEMO is done before the test line is this.
The third reason is the most important reason is, BI is still only reference given in the conclusion, not the final conclusion, the matter of determination and implementation continues to be some wisdom. Do not let the computer complete control of the human brain, do not let the Matrix appears in reality.
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