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Practice paper

The emerging role of the chief analytics officer and its implications for consumer-driven businesses

Manikantan Aryapadi and Rohan Moitra
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (2), 123-129 (2017)
https://doi.org/10.69554/XLIP6617

Abstract

From machine learning that can predict fashion trends to social media listening tools that can resolve customer service issues, organisations are increasingly using analytic approaches to make important business decisions. The growing impact of data analytics and the wealth of benefits it can unlock cannot be ignored. In a 2016 survey of Fortune 1000 companies, more than one-third of executives cited generating business insights as a core reason to invest in Big Data, while one-third cited faster decision-making. This burgeoning use of analytics presents unique opportunities and challenges, including essential questions such as where analytical capabilities should be housed within the organisation, how to manage interactions and reporting across functions, and how to set up a leadership structure that nurtures and develops analytical capabilities. As a new addition to the C-suite, a chief analytics officer has the power to accelerate the use of analytics while also integrating a variety of functions and ensuring that best practices are adopted throughout the company. This paper focuses on the nature of the role and how it will evolve. The authors discuss various operating models, reviewing the advantages of each and discussing the structure that many companies are gravitating toward.

Keywords: analytics; COE; chief analytics officer; consumer; retail; Big Data; reporting lines; organisational design

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Author's Biography

Manikantan Aryapadi is a principal with A.T. Kearney in its Consumer Products & Retail practice. With a focus on digital transformation and strategy, he leads engagements in consumer-facing industries at the intersection of merchandising, marketing, store execution, planning and forecasting, systems enablement, organisation design and supply chains. Manik has a bachelor’s degree in electrical engineering from Texas A&M University and a master’s degree in engineering management from Northwestern University.

Rohan Moitra is a manager with A.T. Kearney in its Consumer Products & Retail practice. With a focus on growth strategy, sales and marketing, and supply chains, he has worked with Fortune 1000 consumer and retail companies across Asia, Europe and the Americas. Rohan has an MBA from the Indian Institute of Management Calcutta and a graduate degree in mechanical engineering from the Indian Institute of Technology Kanpur.

Citation

Aryapadi, Manikantan and Moitra, Rohan (2017, May 9). The emerging role of the chief analytics officer and its implications for consumer-driven businesses. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 2. https://doi.org/10.69554/XLIP6617.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 2
© Henry Stewart
Publications LLP

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