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Opinión: Cinco claves para aprovechar el Big Data en retail






En el actual entorno de digitalización, la correcta gestión del Big Datapuede constituir un elemento de éxito en la gestión empresarial; de hecho, el 62% de los minoristas opina que las técnicas de Big Data se convierten en una ventaja competitiva importante, según IBM.

Sin embargo, muchas compañías aún no sacan partido a los datos por no saber ordenarlos y visualizarlos; de hecho, un informe de Deloitte muestra que el 90% de los datos que se generan actualmente está desestructurado.

A ello, además, se une la falta de especialización de los profesionales: el 40% de los gerentes de marketing declara no contar con las habilidades necesarias para utilizar de forma efectiva los datos de sus clientes.

Así las cosas, la startup francesa Toucan Toco, especializada en análisis y visualización de datos, ha identificado los cinco puntos clave que debe tener en cuenta el sector retail:

  • Acceso a los datos. Tener un gran volumen de información en incontables bases de datos que nadie consulta no sirve de nada. Para un correcto uso de los datos, es necesario disponer de un tablero de control que permita a los gerentes, vendedores y otras partes implicadas un acceso diario y la correcta visualización de los datos que se necesiten.
  • Data Storytelling. De nada sirve contar con una exhaustiva fuente de datos si se guarda en un excel denso e imposible de interpretar. Es necesario estructurar, jerarquizar y presentar los datos de una forma accesible y visual para extraer de forma sencilla conclusiones y trazar planes de actuación.
  • Colaboración. Es necesario contar con un punto de acceso único, en el que se crucen los datos de todas las divisiones de la compañía para trazar una estrategia común entre todas las partes implicadas: compras, ventas, marketing, RRHH, etc.
  • Superar a la competencia. Según un informe realizado por McKinsey, las empresas que son capaces de extraer información de los datos de sus consumidores superan a sus competidores en un 85% en crecimiento de ventas y un 25% en margen bruto.
  • Conocer a los clientes. Una buena gestión de los datos se traduce en un mayor entendimiento de los hábitos de compra de los clientes, porque se pueden crear recomendaciones basadas en su historial de compra, dando lugar a pedidos personalizados, así como en atraer a nuevos consumidores.
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