Analytics begins with data. But raw data is a misnomer – it does not exist.  So how are data and analytics ‘actually’ made?

Data has been described as ‘the new oil’ of the contemporary world and the use of data analytics as the key to greater productivity through the systematic, computational analysis of large volumes of diverse types of data. Variously described as the use of artificial intelligence or smart, self-learning algorithms, we have seen much advocacy for their use and numerous successful applications – from driverless, robotic cars to pricing and supply chain management. Yet, research shows that the use of advanced analytics is not as widespread or as unproblematic as consultants would have us believe. 

We invite you to engage with this narrative of the data analytics journey of one large retail group in Australia. This study is based on four years of qualitative research from two functional units based in Head Office - Buying and Audit/Risk. It starts from their early attempts to ‘implement data analytics’ to gain ‘actionable insights’. What were their challenges? How did they deal with diverse ‘sources of truth’? What was done to mitigate historical legacies of machines and people, and to harness the autonomy and entrepreneurial spirit of diverse large business units? 

Professor Wai Fong Chua shares insights from her extensive fieldwork.

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