Proposal and Evaluation of Big Data Display Method that Contributes to Management Decision-Making: Example of Marketing Business Game

Abstract

The era of advancing management decision-making by making full use of information in the digital world has arrived. Most of the information is collected as big data, but in order to easily understand this and make management decisions, it is necessary to devise the display of information. Information display can be said to be the norm that connects the digital world and business owners. In this research, we proposed a map display method (Big Data Market Board display method) that instantly visualizes the big data of the market generated daily by Visual Analytics technology and contributes to management decision making. We compared this map display method with the graph display method that has been widely used so far. For this comparison, we prototyped a marketing business game that has the characteristic of repeating decision-making in a short period of time. In the marketing business game, we incorporated a model that simulates consumer behavior in a complex market by Agent-Based Modeling. This has made the marketing business game a model that gives choice of reasoning and forces advanced decision making. In this way, we evaluated the effectiveness of the display method on the map by having the simulated manager repeat the decision-making up to the “Taikyoku-Kan.” As a result, it was clarified that by using a display method that can acquire information visually, there is a difference in the information that can be read immediately, the flexibility of strategy formulation is increased, and management decision-making becomes easier.