{"id":4907,"date":"2023-08-02T16:35:57","date_gmt":"2023-08-02T21:35:57","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4907"},"modified":"2023-10-04T12:34:57","modified_gmt":"2023-10-04T17:34:57","slug":"america-economica","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/08\/02\/america-economica\/","title":{"rendered":"America Econ\u00f3mica"},"content":{"rendered":"
<\/div><\/div>

\u00bfC\u00f3mo los datos est\u00e1n condicionando las decisiones comerciales?<\/h3><\/div>
<\/div>

Por Willard Manrique<\/span><\/b>,\u00a0<\/span><\/i><\/b>
\n<\/span>CEO de Grupo Crosland y Profesor del PAD, Escuela de Direcci\u00f3n de la Universidad de Piura.<\/p>\n

En la gesti\u00f3n comercial de las empresas, el an\u00e1lisis de datos es cada vez m\u00e1s importante. Con ellos, las marcas desarrollan procesos de anal\u00edtica m\u00e1s avanzados, considerando la experiencia, las estrategias y el expertise de la empresa y su equipo. \u00bfEn qu\u00e9 medida es determinante este an\u00e1lisis de datos? \u00bfPesa m\u00e1s que el criterio humano? No existe una respuesta correcta o \u00fanica.<\/p>\n

La decisi\u00f3n comercial se ve influenciada por la capacidad an\u00e1litica de los datos<\/em> que adopte la empresa o marca. El proceso parte de la recopilaci\u00f3n de datos, la siguiente etapa es el an\u00e1lisis de los mismos; tras ello, se considera el criterio t\u00e9cnico de los profesionales, en diferente medida, para finalmente tomar una decisi\u00f3n. La forma en c\u00f3mo se manejan los datos, se organizan y qu\u00e9 valor tienen en la toma de decisiones se conoce como \u201ccapacidad anal\u00edtica\u201d.<\/p>\n

La consultora Gartner sistematiza este an\u00e1lisis en descriptivo, de diagn\u00f3stico, predictivo o prescriptivo. La eficacia depende en gran medida de la relaci\u00f3n entre ellas y los tomadores de decisiones. Esta tipolog\u00eda se aplica ya en muchas industrias y para entenderla podemos partir, por ejemplo, de analizar la toma de decisiones de la secci\u00f3n ropa masculina de una tienda por departamento.<\/p>\n

La capacidad anal\u00edtica del tipo descriptiva<\/em> nos permitir\u00e1 conocer la rotaci\u00f3n de productos de ropa masculina en tienda en funci\u00f3n a los precios pre establecidos. Saber qu\u00e9 ocurri\u00f3 o qu\u00e9 sucede es el fundamento de este tipo de an\u00e1lisis, en donde el input humano interpreta e interviene mucho m\u00e1s. El estudio de los datos para determinar el por qu\u00e9 ocurri\u00f3 algo obedece a un an\u00e1lisis de diagn\u00f3stico<\/em>. Entenderemos as\u00ed qu\u00e9 prendas tuvieron ventas menores a las esperadas y su impacto en la rentabilidad de la secci\u00f3n y\/o tienda.<\/p>\n

En la medida que el an\u00e1lisis nos pueden decir qu\u00e9 ocurrir\u00e1 -es decir, realiza un an\u00e1lisis predictivo<\/em>– el input o critero de los profesionales reduce su intervenci\u00f3n otorgando m\u00e1s valor al an\u00e1lisis en la decisi\u00f3n. Sin embargo, no es hasta el an\u00e1lisis prescritivo<\/em>, en el que los datos nos indican qu\u00e9 debemos hacer, en donde la que la capacidad anal\u00edtica es de soporte o hasta automatizada. Las personas autorizan la acci\u00f3n dado que la decisi\u00f3n ya fue tomada por la tecnolog\u00eda que elabora el an\u00e1lisis.<\/p>\n

En la medida que los an\u00e1lisis puedan precisar qu\u00e9 ocurrir\u00e1 y sugerir recomendaciones, la intervenci\u00f3n humana se limita y se tiende a la automatizaci\u00f3n de la decisi\u00f3n. Si el an\u00e1lisis llega a proyectar las ventas de las prendas seg\u00fan su precios, origen, marca, dise\u00f1o, entre otras variables, nos encontramos en un an\u00e1lisis predictivo<\/em>. El siguiente nivel, como que el sistema sugiera a qu\u00e9 precio vender una prenda y el decisor opte por la sugerencia obedece a un an\u00e1lisis prescriptivo de soporte de decisiones<\/em>. Cuando el sistema fija el precio de venta, en funci\u00f3n de la demanda, en tiempo real; y, progresivamente,\u00a0 aprende, del impacto de sus decisiones para mejorar la rentabilidad de la tienda, estamos frente a un an\u00e1lisis prescriptivo de automatizaci\u00f3n de decisiones<\/em>.<\/p>\n

La relaci\u00f3n de eficacia entre tecnolog\u00edas y profesionales comerciales, depende del nivel de la capacidad anal\u00edtica, el aprendizaje y la autonom\u00eda de las decisiones. Los sistemas o tecnolog\u00edas no son absolutos, sobre todo ante cambiantes comportamientos y preferencias de los consumidores, \u00a0pero soportan estrat\u00e9gicamente la decisi\u00f3n comercial.<\/p>\n<\/div>

<\/div>
Revisa la nota completa<\/span><\/i><\/a><\/div><\/div><\/div>
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