Η δημιουργία ενός business intelligence εργαλείου για την αγορά της ομορφιάς
Developing a business intelligence tool for beauty industry
Μπαλόκα, Ελένη Ε.
KeywordsΕπιχειρηματική ευφυΐα ; Δείκτες μέτρησης της απόδοσης ; Ψηφιακό μάρκετινγκ ; Ηλεκτρονικό εμπόριο ; Ηλεκτρονικό επιχειρείν ; Αγορά της ομορφιάς ; Business intelligence ; Key performance indicators ; Digital marketing ; e-Commerce ; e-Shop ; e-Business ; Beauty industry
The modern competitive environment, in which online shops are operated, imposes the adoption of practices and methods, which aim to continuously improve the internal environment of an organization and to better serve its customers. Nevertheless, the constant developments in the field of technology, even if they have improved the way corporations operates, they also have created barriers to the flow of internal and external information. The new world that has developed and the tremendous speed of the abundance data makes difficult the decision – making process. Although the right collection and the decoding of the data, as well as their conversion into digestible and understandable information, is essential for the company’s survival, regardless of the sector in which company operates, this alone is not enough. The management of the volume of data itself, even if it’s understandable, is a complicated process. It’s not enough for the company just to convert the blob data into shaped and clear information. The luck of well defined goals, and the weakness of measuring the firm’s presence could be fatal. The successful measurement of the organization’s presence and its better control, is the basis for the overall improvement. The quantification of the information and its conversion to indicators, help companies to turn knowledge into actions and decisions. As a part of this thesis, a detailed connection of Business Intelligence systems is carrying out, applicable to online beauty stores, which are responsible for the transformation of the data into knowledge, with Key Performance Indicators, aiming to exploit the knowledge produced by the above systems and to control the company’s performance, in order to prevent painful conditions and to improve its performance. Subsequently, is introduced a toolkit, which was created in order to help online shops to make better decisions. This specific toolkit can work simultaneously with KPIs to offer to corporations a complete point of view of their presence. For the creation of the toolkit a survey was delivered to the consumers, in order to identify those lines which are prime factors affecting consumers’ behavior. Those lines were ranked to create toolkit’s model. The main goal is to help online beauty shops to identify those sectors in which they performe worse than the competiton in order to improve themselves and to offer better services to the consumers. The application and the combination of Business Intelligence systems and Key Performance Indicators from companies around the world, combined with a handy and understandable toolkit, which provides them an overview of their performance in the market contributes to the improvement of this performance and helps them to develop a comparative advantage vis the competition and thus to maintain their viability and to increase their profits.