engleski

From analytic to predictive digital performance measurement - A new challenge for controlling

Recently, digital technology enables companies to use a large amount of variety information with high velocity which could be used in decision – making. The focus is on «Big Data» which enables that vast amounts of transactions are quickly created from a wide variety of sources. Due to data and information explosion we need more than ever to develop analytical methods and models that will satisfy efficient business decision making. Controlling as one of the important functions in any company that provides analytical processing and creation of information for decision-making purposes is now deeply affected by the challenges of digital technologies. Analytic or retrospective view of performance measurement is changing to predictive or proactive. Big Data enables controller’s to use more accurate data and develop forward-looking measures. The emphasis is on the prediction of future problems or identification of potential opportunities which will lead to the growth of added value. As a result, the role of controllers as a business partner needs to be further strengthened through its holistic analytical prospective thinking that will contribute to more efficient decision making. The aim of this research is to present possibilities for controlling on regard of digitally oriented performance measurement and proactive role in decision making. The goal is to develop a conceptual model of “digital proactive/prospective controlling” useful for predictive analysis in any company using a range of “information literacy”. The research is based on case study method followed by interviews with controllers and responsible management in key positions of selected companies.

digitization ; performance measurement ; controlling ; prediction

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