Learning Data-Driven Decisions for Managers in New Companies with Professor Dutta from USA Part 1

The development of information technology today is very helpful in the company's business. However, if we do not understand the type of technology needed, we will choose the wrong technology. Especially in the field of decision making for companies, there is one information technology product that is very helpful, namely a decision support system.


STEKOM university's efforts to have a global reach include holding international webinars on an international scale. On this occasion we will discuss an international webinar held by STEKOM University in which one of the speakers is a professor from the United States. Kaushik Dutta is Professor and School Director at the University of South Florida. Professor Dutta in his presentation delivered material on decision support systems which are IT products that are very useful in business.


The material presented by Professor Dutta includes Framework, Applications for Business, Techniques, and Infrastructure. Because the material presented is quite long, the news article that discusses Professor Dutta's presentation is divided into several parts.


Professor Dutta's explanation starts with an introduction to big data. Big data or often referred to as big data is a general term for very large, runit, and unstructured data sets. So that makes big data difficult to handle when only using ordinary database management hardware or traditional data processing applications. The goal of big data is to deal with the risk of forecast failure by collecting as much data as possible. This can enable big data controllers to do things that were not possible before.


The following are some characteristics of big data, namely:
- Volume
The amount of data generated and stored, where the size of the data determines its potential and depth, as well as whether it can really be considered big data or not.
- Variations
This type and nature of data helps the users who analyze it to use the information results effectively.
- Speed
The speed of data generated and faced to meet the challenges and challenges that exist in development and development.


The next explanation is about data analysis for marketing. The first analysis Professor Dutta describes is based on social media and mobile apps. The advantage of analytics based on social media and popular apps according to Professor Dutta is easier and more precise targeting of audiences. The excitement is that social media is able to record people's activities and preferences.

The next analysis in Professor Dutta's explanation is ad targeting analysis. Clearly targeted advertising will make it easier for the promotion department to achieve business goals. With a clear target, the cost of advertising is also economical, because there is no need to spend on advertising with low potential.

The next analysis that Professor Dutta describes is the measurement of advertising effectiveness. Measurements were made on online and offline media. because both have their own variables that may be different although sometimes there are some that are the same. In the analysis of measuring the effectiveness of advertising, a businessman also needs to pay attention to alternatives to traditional panel-based measurements. These techniques may be ancient, but as we know, some ancient techniques have a well-tested performance.


Another data analysis in the market that is no less important is product feedback and design. Understanding customer feedback and what product features and improvements to prioritize is critical to product development and customer satisfaction. We need an easy way to visually display data to make informed decisions and stay ahead of the competition. If we never measure customer feedback and never develop product designs, then we will not know whether the products we design and distribute in the market are really business optimal or not.

Continued....