ABSTRACT

The objective of this study is to analyze the potential of company data assets for data-driven, fact-based decision-making in product portfolio management (PPM). Data assets are categorized from the PPM standpoint, including (product/customer/ …) master data, transactional data, and interaction data (e.g., IoT data). The study combines literature review and qualitative analysis of eight international companies. The findings underline the crucial role of corporate-widely combined and governed data model. Company business IT is adjusted against the corporate-level data model. The order of importance is data first, and the technology second. The data-driven mind-set and culture creation are also important. The implications include understanding the role and potential of combined data assets that form the basis for data-driven PPM. Facts based on company data assets are essential for decision-making instead of “gut feeling” and emotions. The utilization of the unused potential of data assets is promoted in the transformation toward data-driven PPM.

摘要

本研究的目的是分析公司数据资产在产品组合管理 (PPM) 中用于数据驱动、基于事实的决策的潜力。数据资产从 PPM 的角度进行分类，包括（产品/客户/……）主数据、交易数据和交互数据（例如 IoT 数据）。该研究结合了对八家国际公司的文献回顾和定性分析。研究结果强调了企业范围内的综合和治理数据模型的关键作用。公司业务 IT 根据公司级数据模型进行调整。重要性顺序是数据第一，技术第二。数据驱动的思维定势和文化创造也很重要。其影响包括了解构成数据驱动 PPM 基础的组合数据资产的作用和潜力。基于公司数据资产的事实对于决策至关重要，而不是“直觉”和情绪。在向数据驱动的 PPM 转型过程中，促进了数据资产未使用潜力的利用。