Cuando su empresa se vuelve madura en datos

¿Por qué necesita su inicio para ser madura en datos desde el principio?
Asha Saxena - Entrepreneur



Importa de datos, incluso para los arranques. Métricas basadas en datos son clave para avanzar su empresa más allá de modo de supervivencia para que pueda centrarse en otros objetivos de negocio. Los datos que usted puede darle una ventaja sobre sus competidores e identificar fortalezas que pueden llevar su empresa al siguiente nivel. Pero simplemente el establecimiento de prácticas basadas en datos para una o dos aspectos de su negocio no es suficiente.

Para crecer en una industria líder exitoso, usted necesita para hacer la madurez datos un foco principal desde el principio.

¿Qué significa realmente la madurez de datos?

Las empresas que utilizan datos utilizan de muchas maneras diferentes. Algunos lo utilizan para realizar un seguimiento de las ventas o el desempeño del empleado. Algunos lo utilizan para monitorear el comportamiento de los consumidores o tendencias de la publicidad. En estos casos, el uso de datos es eficaz pero estrecho, a menudo se benefician sólo uno o dos departamentos en particular.

Empresas maduras de datos utilizan los datos para crecer y mejorar toda la organización. Un estudio del MIT Sloan Management Review expuso los diferentes niveles de madurez de datos de una empresa puede pasar a través de: aspiracionales, experimentados y transformadas.


Empresas aspiracionales recogen datos a través de sus organizaciones, pero que sólo utilizan esa información para determinar la eficacia de la decisión fue más que conducir en realidad sus decisiones. Las empresas experimentadas utilizan los datos recogidos previamente para tomar decisiones para el futuro. Los datos se integra en algunas (pero no todas) los aspectos y funciones de desarrollo empresarial.

Finalmente, las empresas utilizan los datos transformados en prácticamente todos los aspectos del negocio, especialmente para la toma de decisiones en el momento y para el futuro. A menudo se descubren nuevos productos y servicios que transforman sus industrias.

Es importante entender que su empresa se encuentra en esta escala para que sepa lo que hay que hacer para avanzar - o maduros - y fortalecer sus prácticas de negocio. Comience con estos pasos:

1. Evalúe donde se encuentra su empresa.

Para identificar dónde se encuentra su empresa en la escala de madurez datos, es necesario sumergirse profundamente en su situación particular. Pregúntese si:

• Su estructura de datos actual le proporciona información consistente.
• Usted tiene las herramientas instaladas que brindan asistencia de datos.
• Estás pagando por las aplicaciones de datos que se adaptan a su industria y modelo de negocio.

A continuación, determinar si:

• Tomar decisiones de negocio basadas en los hallazgos de datos.
• Obtenga atención fuera de su empresa por el uso de datos.
• Se dirigen hacia la innovación basada en los datos.

Utilice sus respuestas a identificar su lugar en el baremo anterior.

2. Compare sus prácticas de datos de empresas de todo usted.

Eche un vistazo más de cerca cómo otros en su industria utilizan datos. Por ejemplo, los del sector manufacturero y de la salud suelen ser bastante bajo en la escala. Mientras que entienden la importancia de los datos, que no están utilizando activamente para tomar decisiones. Mientras tanto, empresas como Airbnb, Netflix, Amazon y Uber han utilizado los datos para poner de cabeza los modelos de negocio tradicionales y transformar sus respectivas industrias. Reunir las ideas para aplicar a su empresa.

3. Establezca metas tangibles.

Al dejar atrás las estrategias de datos simples y madurar en líder del sector, debes pensar críticamente acerca de las maneras en que puede ampliar el uso de datos toda su organización. En primer lugar, definir los objetivos de negocio claros. Entonces, llegar a una estrategia de acción para invertir dinero en herramientas de datos y la creación de una infraestructura de datos amigable.

4. Los datos que conectan a la innovación.

Utilice su infraestructura de datos nueva y mejorada para identificar brechas en sus productos y la industria, y para generar soluciones a esos problemas. Utilizar datos con respecto a la demanda del mercado para identificar lo que quieren sus clientes. Utilice comentarios de los consumidores y encuestas a los clientes para realizar un seguimiento de su progreso. Motivar a los empleados para generar buenas ideas conectando incentivos para la motivación. Evalúe sus esfuerzos, y ampliar lo que funciona.

Los datos son de importancia fundamental para su puesta en marcha, y se centra en la madurez de datos que su empresa crece es vital para su éxito. El establecimiento de un plan para ampliar y profundizar continuamente su uso de datos establecerá su empresa de los competidores y transformar su negocio en un líder de la industria.

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Usando datos para conocer mejor a los clientes

Make Better Decisions Using Customer Data

Gathering data is not enough--it's what you do with it that drives profitable growth.

Never underestimate the power of your business's database or customer relationship management (CRM) system. These tools hold valuable information that will help you understand your customers, better meet their needs, improve your service performance, and expand to other, underserved customer segments.

Our work with a large client underscores the importance of mining customer data at a granular level in order to create profitable growth. The client had an abundance of customer and market data but very limited insights into those customers and markets. The management team had a view of performance only at the business-unit level, so it was nearly impossible to identify individual segments that were strong or weak.

We quickly saw a need to shift from this high-level financial view to a more granular view of profitability and growth by customer, market, product, and geography. To do this, we had to clearly define the problem we were solving, the questions we needed to answer to get there, and where to find the underlying data. From there, we needed to develop insights that made sense to business users--and that were actionable.

Uncovering Trends

By analyzing the information in our client's database, we were able to identify a number of trends that had been buried in the numbers. After piecing together data from many different systems to get a complete picture of a customer, we noticed that significant pools of profitability were concentrated in just a few key segments, products, and customers. However, our client's resources and incentives were not aligned with these key segments. The sales team was not incentivized to attract and maintain the most profitable customers, management teams were aligned with the wrong segments, and resources were not distributed across the highest-growth geographies.

Additionally, the client had a few large customers that were wildly unprofitable. These customers were valued internally as the highest revenue generators, but what our client didn't know was that it was losing money by serving them each year.

By updating these customers' outdated systems and renegotiating contracts, our client was able to save millions of dollars in costs serving them. Armed with more granular information, our client was able to make better business decisions about its customers, products, and markets.

Gathering a lot of customer data doesn't directly translate into meaningful information. You need to know what business problems your teams are looking to solve and how to use the data to find the solutions to those problems. Many companies make uninformed strategic decisions because they don't have clear visibility into their customers, products, and business segments. It is critical, therefore, to get your arms around the data you have, translate it into meaningful information, and distribute this information across the organization to drive more informed decision making.

Inc.

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Como puede un emprendimiento evaluar el tamaño de mercado

How can a startup company best evaluate market size and find the market data?

Often times investors wants to know market and industry potential and stats of the startup product, how can startups best find and present these informatin?

In this blog post, my aim is to solve two common problems for startups.

1.      What is your total market potential?

2.      How much of that market can/will you capture?

Although it may be impossible to answer these questions accurately, you can use a data-driven, bottom up, and logical approach to help answer these questions in a way that will satisfy potential investors and bankers.
Calculating Market Potential – Example
I want to start by giving you a few tips and tools that you can use to help calculate your total market potential, and then I want to show you a real example of how I calculated the market potential for a product I created for this blog.

1.      Industry Reports – Depending on your market, it may be that a market research firm has already done this work for you.  Don’t make things hard on yourself, if you sell dog food try Googling “Size of Dog Food Industry.”  When I did this I found www.petfoodindustry.com which told me that by 2015 the global pet food industry should reach $56.4 billion.  I am certain that their extensive report will break down the industry by type of pet, so you would be able to find the market potential for the dog food industry.

2.      Competing Websites – This does not work for every industry, but for many industries I think this will be a good data point to use when determining the market potential.  Go to www.compete.com and search for your competitors websites.  If their websites are getting significant traffic you should be able to see an estimate of their traffic.  If you know that your competitor has 100,000 website visitors per month, at least you know that the market potential for your website is at least 100,000.

3.      Google Adwords Keyword Tool - Finally, I would suggest that you use the Google Adwords Keyword Tool to determine how many searches related to your market take place on Google each month.  The data that Google provides through this keyword tool gives marketers no excuse for building a product or service that no one wants, because Google users are telling you exactly what they want through search data.

Now let me show you exactly how I determined the market potential for a product that I released on my blog called the Executive Summary Toolkit.

First, there are no industry reports that show what total market is for business plan executive summary resources, and there are not any other websites that compete specifically for executive summary related keywords only.  There are a number of business plan websites that compete with me.  Based on the Compete.com data on Bplans.com they receive over 160,000 visits per month.  This gives some idea of the scale of the potential market.  Bplans is the leader in business plan software, templates, examples, and advice, so this number helps me know that my market is probably not 10 million visitors per month, but it is also more than a couple thousand visitors per month.

Determine Market Potential with Google Keyword Tool

Now armed with info from Compete.com on my major competitors, I use the Google Adwords Keyword Tool to find out how many searches occur every month related to executive summaries.

So I used the keyword tool and typed in “executive summary” this gave me the monthly search traffic for that keyword, along with search traffic for dozens of related keyword phrases.  I picked the top 14 relevant keyword phrases, and then added a 15th line item for “All Other Relevant Keyword Phrases”  I listed those keyword phrases and their corresponding monthly traffic estimates.

I added all of this traffic together and came up with a total of 724,620.  Now this is NOT your market potential yet.  There are a number of considerations to include first.

1.      This is only Google search data.  Google dominates the search engine market in many geographic locations, but there is still a healthy 33% or more that do not use Google as a search engine.  So I would simply multiply that Total Search Traffic Number by 1.33.  In my example, that gives us 963,744 as the new total search traffic number.

2.      Now I want to propose for this specific situation that at least one half of these searches are the same person searching more than once, and gradually refining their search terms.  So a user may start with a general search for “Executive Summary”, but what they really want is an “Executive Summary Example Template.”  So your market potential is actually smaller than that total number because each search does not equate to exactly one person searching.  Make sense?  SO… now I am going to cut that Total Monthly Searches number in half, which brings it down to 481,872.

3.      Lastly, I want to point out that there could be potential customers that are not searching for your product or service.  Some businesses are primarily social, so you might generate a majority of your website traffic through Twitter, Facebook, and Google+.  Check out your competitors, are they active in social media?  For me, I know that historically, 25% of my website visitors come from sources other than search engines.  So for the purpose of this example, I am going to multiply 481,872 by 1.25.  Now we end with a market potential of 602,340.

4.      The last consideration is how many of these potential visitors will actually pay for something?  Again this is going to vary by industry, pricing, product quality, etc.  Unless you have some historic data you are going to have to guess here.  I would suggest a LOW number. I know that approximately 1.25% of my website visitors will purchase an Executive Summary Toolkit.  If that is a characteristic of the market as a whole, then I can take 1.25% times 602,340 which gives me 7,529 potential buyers.  If I multiply that by the purchase price of the executive summary toolkit which is $4 and multiply by 12 months I end up with a total annual market potential of – $361,400.

I think we have come up with a data-driven market potential for my executive summary toolkit product, but unfortunately I can not expect to capture the entire market.  Some of you might be working in industries that have a total market potential of hundreds of millions or even billions of dollars, so now the question is how do you project the market share that you can capture?

How to Calculate Potential Market Share

I am going to continue with my example, and ultimately come up with, what I hope is a realistic financial projection for my Executive Summary Toolkit.  In order to do this I am going to take a few steps back and start with our total potential visitors which amounted to 602,340 per month.  We can break this big number down with click through rate data.  As you know, there are 10 search results displayed on the front page of Google, but every searcher does not click on all 10 search results.  Thankfully, Slingshot SEO put together a great report that outlined the click through rate for a search result in each of the top 10 positions on Google.  See the table on the right.

So based on your search position the potential market share that you can capture changes.  For most search phrases your website will not show up more than once in the top 1o results, so the maximum click through rate you should expect is 18.2% if you were in the top search position.

As a startup, it takes time to get your website to rank for the keywords that you want to rank well for, so in the first 6 to 12 months of business your traffic may come entirely from sources other than search engines.

Once you start to rank in the top 10 results for some of your keywords, you can better calculate your market potential by simply applying the click through rate percentages to each keyword phrase.  For example we can look at a few of the keyword phrases that I rank well for in Google:

·        Executive Summary Example – Rank 7 – Total Searches 49,500 – CTR for Rank 7 = 1.9%

·        Executive Summary Format – Rank 9 – Total Searches 6,600 – CTR for Rank 9 = 1.5%

·        Example of Executive Summary – Rank 8 – Total Searches 1,000 – CTR for Rank 8 = 1.7%

With some simple math you can determine how many visits you should receive from each keyword phrase.  Rather than bore you by doing this for every single one of my keyword phrases, I am going to simply utilize the data that Google Webmaster Tools provides me.  For the last month Google Webmaster Tools tells me that my website has showed up in search results 250,000 times, and I have received 12,000 clicks.

Now that I have an estimate for how many people will actually visit my website, I can apply my 1.25% sales conversion rate to my 12,000 visitors per month.  This gives me 150 purchasers per month times $4 sales price times 12 months and I end up with $7,200.  Finally this equates to 1.9% of the total market potential that we calculated above.

After going through this entire process you can now say confidently that your startup plans to capture X percentage of the total market.  Rather than simply pulling a number out of thin air, you can truly use a bottom-up, data-driven approach that will put you ahead of your peers when you present your startup to potential investors or bankers.


Quora

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Soluciones para hacer competitiva una empresa

¿Cuáles son las soluciones clave para hacer más competitiva a la empresa?

Management Journal

¡Logra un desempeño perfecto!

Las compañías generan más de 1.000 millones de gigabytes (GB) de datos en todo el mundo por año. Este gran volumen de información genera dificultades en las organizaciones e impulsa a los ejecutivos a buscar nuevas soluciones para almacenar, analizar y acceder a los mismos.

Por esta razón, "cloud computing", "Big Data" y "mobile" son los servicios más solicitados, dado que ayudan a las empresas a potenciar su competitividad y resolver sus necesidades de manera eficiente.

"Cloud computing" brinda a las compañías la posibilidad de almacenar y procesar todo en la nube, además de virtualizar los escritorios, reduciendo costos y tiempos de acceso a los contenidos.

Dependiendo de su estrategia y capacidad, los directivos pueden elegir entre la nube privada, con una infraestructura propia y exclusiva; una nube pública, basada en el uso y compartida por varias organizaciones; y una nube comunitaria, utilizada por múltiples miembros de una comunidad con objetivos comunes.

Más allá de las diferentes opciones, un estudio realizado recientemente por Baufest demuestra que el 60% de las empresas opta por la nube privada.

"Big Data" ofrece la posibilidad de manipular una gran cantidad de datos, acelerar el tráfico y centralizar las diferentes fuentes de información.

Esta herramienta de análisis y predicción es clave para que los CIO puedan conocer mejor a sus clientes y así optimizar sus estrategias, agregar valor al negocio y reducir el riesgo informático.

Si bien es necesario contar con grandes volúmenes de data, es más importante saber qué hacer con ella, cloud computing, Big Data y mobile conforman el combo ideal para que las empresas logren estar a la vanguardia y sean exitosas, manejando información de manera efectiva y en tiempo real.

Fuente: iProfesional.com

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