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面对消费低迷,宝洁如何应用数据分析推动业务增长?快消行业对获得消费者数据最为迫切。宏观经济形式带来的消费低迷,让宝洁这家全球最大的日用品消费公司也必须更多地借助信息技术,来挽回颓势。宝洁信息与决策解决方案部商业智能主管莱昂纳德·罗宾森表示:中国市场的增长速度正在放缓,宝洁不能再像过去一样享受市场粗放式增长的成果。“我们需要把注意力放在如何利用有限的预算,取得更大的市场回报上。”罗宾森负责的宝洁中国区商业智能部门成立于2006年,主要职责是通过数据分析帮助公司决策层及业务部门解决各种棘手的商业问题。宝洁内部沿用了传统的“商业智能”的称呼,虽然目前每天来自电商、经销商、门店等各个渠道的数据,已经称得上是传统公司中的“大数据”。
Faced with consumer downturn, Procter & Gamble how to use data analysis to promote business growth FMCG to obtain the most urgent consumer data. Consumption downturn brought by the macroeconomic form, so that P & G, the world’s largest consumer of consumer goods companies must also rely more on information technology to restore the decline. Leonard Robinson, director of business intelligence at Procter & Gamble’s Information & Decision Solutions Group, said: “The pace of growth in China is slowing, and P & G can no longer enjoy the fruit of extensive market growth as it has done in the past. ”We need to focus on how to use a limited budget to achieve greater market returns. “ Robinson is responsible for the P & G business intelligence in China was established in 2006, the main responsibility is to help the company through data analysis and decision-making and Business unit addresses a variety of difficult business issues. Procter & Gamble inherited the traditional ”business intelligence“ inside, although the daily data from the electricity supplier, dealer, store and other channels, has been called the traditional company ”big data ".