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Saturday, April 9, 2016

From Data to Decision, Moving past the Hype (About Research)


About the Research


About the Research

To understand the challenges and opportunities associated with the use of business analytics, MIT Sloan Management Review conducted its sixth annual survey of business executives, managers, and analytics professionals from organizations located around the world. The survey, conducted in the summer of 2015 in partnership with SAS, captured insights from 2,192 respondents across the world, from a wide variety of industries and from organizations of all sizes. The sample was drawn from a number of sources, including MIT alumni, MIT Sloan Management Review subscribers, and other interested parties.

 In addition to these survey results, we interviewed subject matter experts from a number of industries and disciplines to understand the practical issues facing organizations today in their use of analytics. Our interviewees’ insights contributed to a richer understanding of the data. We also drew upon a number of case studies to illustrate how organizations are using business analytics as a strategic asset.
In this report, the term “analytics” refers to the use of data and related business insights developed through applied analytical disciplines (for example, statistical, contextual, quantitative, predictive, cognitive, and other models) to drive fact-based planning, decisions, execution, management, measurement, and learning.
About the Authors:
Sam Ransbotham is an associate professor in the Information Systems Department at the Carroll School of Management at Boston College, as well as guest editor for MIT Sloan Management Review’s Data & Analytics Big Idea initiative.

 David Kiron is the executive editor of MIT Sloan Management Review.
Pamela Kirk Prentice is the chief research officer at SAS Institute Inc.
Contributors
Michael Fitzgerald, contributing editor, MIT Sloan Management Review
Nina Kruschwitz, senior project manager, MIT Sloan Management Review
Acknowledgments
Steve Allan, head of analytics, Silicon Valley Bank

 Gahl Berkooz, former head of data and governance, Ford Motor Company
Bin Lin, co-founder and president, Xiaomi

 Joseph Bruhin, chief information officer, Constellation Brands

 Jason Cooper, vice president and chief analytics officer, Horizon Blue Cross Blue Shield of New Jersey

 Angela Galeziowski, vice president of sales strategic insights & planning, InterContinental Hotels Group

 J. Michael Gaziano, MD, MPH, director of science, Massachusetts Veterans Epidemiology Research and Information Center, and a principal investigator for the Million Veteran Program
Greg Jones, vice president of enterprise data & analytics, Equifax

 Dev Koushik, vice president of global revenue optimization, InterContinental Hotels Group
Adam Leary, lead data scientist and senior director of the data team, CBS Interactive
David Pahl, director of analytics, The Northwestern Mutual Life Insurance Company
Saiju Pyarajan, scientific director, GenISIS (Million Veteran Program)
Hugh Scandrett, vice president of engineering, EnerNOC

 David Schmitt, director of global digital operations and analytics, InterContinental Hotels Group
Larry Seligman, vice president of global sales and marketing strategic analytics, InterContinental Hotels Group

 Jim Sprigg, director of database marketing and analytics, InterContinental Hotels Group
James Taylor, CEO and principal consultant, Decision Management Solutions
To cite this report, please use: S. Ransbotham, D. Kiron, and P.K. Prentice, “Beyond the Hype: The Hard Work Behind Analytics Success,” MIT Sloan Management Review, March 2016
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References (12)
1. See, for example, “The 11 Best Data Quotes,” July 8, 2012, https://blog.datamarket.com; A. McAfee and E. Brynjolfsson, “Big Data: The Management Revolution,” Harvard Business Review 90 (October 2012): 60-68; and B. Marr, “Big Data-as-a-Service Is Next Big Thing,” April 27, 2015, www.forbes.com.
2. Several surveys conducted by other organizations point to dissatisfaction with results from big data technology, but general managers, who comprise the bulk of our respondents, remain enthusiastic about the potential of analytics. For a different point of view about satisfaction trends with data technology, see Q. Turner, “Data Digest: Big Data Disappointment, Stranded Data Scientists, and Locking Down Mobile Devices,” October 26, 2015, https://tdwi.org; and D. Henschen, “Big Data Meets Trough of Disillusionment: Gartner,” November 18, 2013, www.informationweek.com.
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