Порівняльний аналіз підходів до дата-аналітики в управлінні мережами роздрібної торгівлі
Comparative Analysis of Approaches to Data Analytics in the Management of Retail Networks

Summary/Abstract: The purpose of this study is to carry out a comparative analysis of different approaches to building a data analytics system in the management of retail networks, taking into account the current challenges of the retail market and the need to implement information and analytical systems to increase competitiveness. It is substantiated that the correct selection of organizational approaches to the functioning of data analytics has a significant impact on this process. The three main approaches to working with data analytics (centralized, decentralized and democratized) are analyzed, according to such criteria as: speed of decisionmaking, data consistency, flexibility, scalability, cost of implementation, need for specialized personnel. It is determined that the democratized approach, in which the IT department provides only the technical support, and all functions of data analysis and interpretation are assigned to business users, is characterized by the highest speed of decision-making, high scalability and low implementation cost, and contributes to the empowerment of users and the introduction of innovations. At the same time, it requires staff training and poses risks of incorrect data interpretation and data inconsistency in case of uncontrolled implementation of such technology, which requires the development and use of catalogs and data glossaries. Based on the analysis of the factors that can lead to an uncontrolled democratized approach, the necessity and ways of implementing the functionality of data catalogs and the functionality of data glossaries are substantiated. Prospects for further research in this area are the development of KPIs, methods of their calculation, as well as methods of analysis for key objects of retail networks.

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