Erik Brynjolfsson on Big Data: A revolution in decision-making improves productivity

MIT Sloan Prof. Erik Brynjolfsson

There is a fundamental change underway in the way that companies make decisions. Instead of relying on a leader’s gut instincts, an increasing number of companies are embracing a new method that involves data-based analytics. This ‘Big Data’ revolution is occurring mainly because technology enables firms to gather extremely detailed information from and propagate knowledge to their consumers, suppliers, alliance partners, and competitors.

Companies that use this type of ‘data driven decision making’ actually show higher performance. Working with Lorin Hitt and Heekyung Kim, I analyzed 179 large publicly-traded firms and found that the ones that adopted this method are about 5% more productive and profitable than their competitors.  Furthermore, the study found a relationship between this method and other performance measures such as asset utilization, return on equity and market value. There is a lot of low-hanging fruit for companies that are able to use Big Data to their advantage. Read More »

From Data to Decisions: Lessons from Davos, 2012

We are at the beginning of the Big Data era, and there is widespread anticipation that this will be a huge benefit to companies. I’ve been attending the World Economic Forum in Davos and in my `Data to Decisions’ panel we heard CEOs tell how Big Data can reinvent everything from CRM to internal processes to product design.

We also heard that there are significant challenges in data sourcing, permission agreements, data quality and of course privacy concerns, as most Big Data is personal data about customers. Fortunately these challenges can be addressed by conventional business practices.

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