【商务英语·阅读推荐】Why Your Analytics are Failing You.docxVIP

【商务英语·阅读推荐】Why Your Analytics are Failing You - Michael Schrage - Harvard Business Review为什么数据分析聊胜于无？阅读中你可能会遇到的词汇：institutional [,institju:??n?l] adj. 制度的；制度上的；学会的incentive [insentiv] n. 动机；刺激adj. 激励的；刺激的compliance [k?mplai?ns] n. 顺从，服从；承诺revolve [riv?lv, -v?:lv] vi. 旋转；循环出现；反复考虑vt.使…旋转；使…循环；反复考虑n. 旋转；循环；旋转舞台consensus [k?nsens?s] n. 一致；舆论；合意Many organizations investing millions in big data, analytics, and hiring quants appear frustrated. They undeniably have more and even better data. Their analysts and analytics are first-rate, too. But managers still seem to be having the same kinds of business arguments and debates — except with much better data and analytics. The ultimate decisions may be more data-driven but the organizational culture still feels the same. As one CIO recently told me, “We’re doing analytics in real-time that I couldn’t even have imagined five years ago but it’s not having anywhere near the impact I’d have thought.”很多公司在大数据，数据分析，分析人员雇佣上投资数百万，却收获甚微。无可置疑，公司掌握的数据越来越多，质量也在提高；他们的分析师和分析成果都是世界一流的。可是除此以外，管理者们面对的业务难题还是一样的。最终的决策的确是建立在数据基础之上的，但组织文化没有改变。就像一个首席信息官告诉我的，“目前数据分析达到了五年前我想都不敢想的高度，可是其作用却与我的估计相距甚远。”What gives? After facilitating several Big Data and analytics sessions with Fortune 1000 firms and spending serious time with organizations that appear quite happy with their returns on analytic investment, a clear “data heuristic” has emerged. Companies with mediocre to moderate outcomes use big data and analytics for decision support; successful ROA—Return on Analytics—firms use them to effect and support behavior change. Better data-driven analyses aren’t simply “plugged-in” to existing processes and reviews, they’re used to invent and encourage different kinds of conversations and interactions.原因是什么呢？与几个《财富》1000强企业合作大数据和数据分析的经历，加上调研对分析投资回报感到满意的企业，我得出了一个“关于数据的启发”。使用大数据和数据分析用作决策支持的企业都成果甚微；而用作影响和支持行为变革的公司都获得了高数据利润（Return on Analytics）。只在现有的业务和审核中使用更好的数据分析是不够的，更应该通过数据分析去创造和鼓励不同类型的对话及互动。“We don’t do the analytics or business intelligence stuff until manage