Staying on top, leveraging business analytics: Moving from "I think" to "I know"

Holly Hong
Kraft Foods, China
Imran Saeed
AbsolutData Research, India


Global markets are shifting, with manufacturers reaching close to saturated demand levels within the developed countries. The new economy countries like BRIC are attracting much attention. Both manufacturers and marketers are striving to gain a bigger share of the pie, though with relatively small investment pockets. The business objective of "growth with constrained investments" demands that businesses perform on the high volume/high ROI matrix. Doing deep dive analysis to identify opportunity might have been simpler in the developed countries, but it is not the same across these new economy countries.

This paper presents an approach towards building the application and implementation of data driven decisions along with strong business hypotheses, experience and judgment in driving business performance.