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Marketing In Asia > Blog > Marketing > Buzz > Kepentingan Data Untuk Pembuatan Keputusan Organisasi
Buzz

Kepentingan Data Untuk Pembuatan Keputusan Organisasi

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Last updated: 2020/11/09 at 12:00 AM
Azad Jasmi
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Saya terpanggil untuk menulis perihal hubungan antara Big Data atau Data Raya (DR) kepada organisasi setelah saya terlibat melaksanakan perlaksanaan satu kajian bersama pakar GIS didalam projek “Big Data and Geographical Information System in Decision Making Process.” baru-baru ini.

Perihal ini lebih dapat dirasa impak kepada perniagaan dan perlaksanaan aktiviti pengurusan ketika isu COVID-19 ini serta pasca COVID-19.

Ini kerana keadaan dan prosedur untuk interaksi sesama individu perlu dikurangkan serta kurangnya berjumpa dengan klien atau sasaran pasaran dan juga prospek, maka kekuatan pengendalian proses pemasaran, pembuatan keputusan, “data collection” serta pembentukan strategi lebih menjurus kepada data. 

Data Raya (DR) atau Big Data kini telah menjadi bidang baru yang memerlukan pengumpulan maklumat dan integrasi sistem maklumat.

Perkembangan DR  menarik perhatian ahli akademik, usahawan sektor kerajaan dan swasta.

Di dalam kajian telah di dapati bahawa pengumpulan maklumat sebagai sebahagian daripada proses perancangan strategik dapat membentuk strategi organisasi.

Sesetengah organisasi melihat DR sebagai alat yang dapat membantu dalam membuat strategi dan keputusan, sedangkan pihak sarjana akademik menggunakannya sebagai dasar untuk mengesahkan model dan teori yang ada.

DR dapat membantu mendapatkan pandangan perniagaan, kelebihan daya saing dan mengubah keseluruhan proses perniagaan 

Kelambakan data di internet adalah peluang yang boleh dicapai sesiapa sahaja. Tetapi, adakah Malaysia bersedia mempergunakan kepelbagaian data ini?

Kajian terbaru Microsoft di dalam laporannya, Asia Data Culture Study 2016, memperlihatkan 85% pembuat keputusan di dalam syarikat di Malaysia, merasa penting untuk memajukan perniagaan menerusi penggunaan data, tetapi hanya sebahagian kecil yang telah mula mempersiapkan diri dengan strategi digital untuknya.

5 perkara budaya data yang memberi manfaat kepada perniagaan adalah:

  1. Kesinambungan perniagaan yang lebih baik
  2. Dapat membuat keputusan masa nyata
  3. Operasi syarikat yang lebih cekap
  4. Proses yang dipertingkat dan dipermudah
  5. Meningkatkan kepuasan pelanggan

Di samping peluang yang diberikan oleh big data, beberapa risiko serius dari segi perundangan yang berkaitan dengan isu privasi data yang menghasilkan kebocoran rahsia atau pecah amanah perlu diambil kira oleh usahawan.

Usahawan dan pembuat keputusan memerlukan perancangan strategik dan holistik ke arah mengenal pasti peluang, mengatasi halangan dan mengurus risiko untuk menggunakan big data. 

Para usahawan memerlukan transformasi dan juga koloborasi yang akrab antara beberapa fungsi dan mengubah cara berfikir serta perlu melestarikan budaya DR ini kepada seluruh warga kerja bagi memastikan mereka benar-benar mahaminya.

Organisasi harus melihat bahawa IT bukan lagi bergerak sebegai satu jabatan tetapi kepakaran dan pengetahuan IT ini perlu dilihat sebagai satu budaya dan tulang belakang syarikat. 

6 tindakan yang saya cadangkan kepada kepada usahawan ialah:-

  1. Wujudkan Unit atau Jabatan Market Intelligence 
  2. Perkemaskinikan “Customer Database Management”
  3. Gunakan Data bagi melestarikan info untuk mengetahu “Customer Buying Pattern”
  4. Budayakan di dalam organisasi anda kepentingan Market Intelligence serta peri pentingnya Pengurusan Data.
  5. Cuba laksanakan Analisa Data bagi merungkaikan isu “Competitor Analysis”.
  6. Para pembuat keputusan syarikat atau “Decision Makers” perlu menjadikan syarikat sebagai “Data-driven” di dalam segala pembuatan keputusan bagi sebarang “Product Development”, “Market Expansion”, “Human Capital Planning” serta pembuatan strategi bagi melihat tindakan pesaing.

Semoga ada manfaat dari perkongsian ini insy Allah.

Bagi sebarang maklumat untuk Coaching, Data Analysis atau Business Transformation Programs, boleh diperhalusi melalui perbincangan lanjut.

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    Azad Jasmi November 9, 2020 November 9, 2020
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    By Azad Jasmi
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    An entrepreneur, business coach, corporate trainer and performance driving instructor with passion in health workout, writing and driving.
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