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

Holly Hong and Imran Saeed

This paper describes a partnership in China between Kraft, the food manufacturer, and a research agency, for building a data analytics system.

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

Holly HongKraft Foods, ChinaImran SaeedAbsolutData Research, India

INTRODUCTION

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...

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