Toward Data-Driven Management:

Abstract

Recent advancement of digital technologies allows marketers opportunities to access and employ more and broader types of data, AI and infrastructures in their decision making. The SBI group, who started internet financial business, established their big data analysis group under the CEO office of SBI holdings, Inc. in 2012 to make best use of such opportunities and to achieve value creation through synergies among group companies. This team developed a data analysis platform, enhanced group-wide analysis capabilities, and contributed to business growths as seen in the number of total accounts of group companies. The following five aspects were identified as success factors: An independent data analysis platform development from traditional IT management, securing resources by aiming at achieving value creation rather than system implementation, group-wide meetings to share best practices and to learn challenges among each group company, support to reform employees’ mindset to adapt to data-driven decision-making, and commitment and involvement by senior management teams to support those initiatives.

Keywords

• data-driven management
• big data
• marketing analytics