Datacentrerat Värdeskapande : En kvalitativ studie om utmaningar vid tillämpning av nya arbetsmetoder

Sammanfattning: The use of data analysis and Big Data has become increasingly important and is even a necessity for the competitiveness of modern organizations. The explanation for this trend is that the digitalization of society puts an enormous pressure on organizations to also evolve digitally. Previous research has tackled the problem surrounding an abundance of data without the knowledge of what to do with it, a situation which many organizations find themselves in. We have conducted a case study on a Swedish manufacturer and supplier in the food & beverage industry, that aims to develop their data analysis to produce better offers and campaigns for their customers. The purpose of this paper is to examine what challenges an organization faces in the early stages of implementing data analysis in their work processes. To give us background and context, we have applied some of the perspectives of Bernard Marr’s SMART Strategy along with two other models to better understand the situation the organization is in. There is no cure-all or universal strategy or guideline to be followed for organizations wanting to implement data analysis. Our findings indicate that there are different methods and strategies for this out there, and by taking heed to macro-organizational aspects such as culture, leadership and attitudes towards data-driven work, as well as clarifying the exact purpose of collecting specific data metrics, the chances of success increases.