From Big Data and Analytics to Export Decisions: Towards an Insight Model

Big data analytics research has largely focused around its impact on operational and functional level decisions .The purpose of the presentation is to report on the first phase of a study that looks at how big data and analytics impacts product market focus decisions (a component of strategy – Crossan et al 2015) in particular selection of impact markets. The presentation reports on a model developed from interviews conducted with a broad spectrum of the users of a Trade-DSM big data analytics program to help with foreign market selection.

Key Take-Aways

  • A model of big data analytics use  that encompasses many aspects of the decision making process.
  • Insight on the role that big data analytics plays in the decision making process.
  • Ideas around the requirements for big data analytics success


Speaker profiles

Dr. Jonathan Calof is a professor of International Business and Strategy at the Telfer School of Management at the University of Ottawa. Jonathan combines research and consulting in competitive intelligence, technical foresight and business analytics to help organizations develop key insights on their competitive environment.


Jonathan has given over 1000 speeches and seminars around the world on intelligence, foresight and analytics and has helped several companies and government agencies around the world enhance their capabilities on these areas. Jonathan has been given several industry awards including Frost and Sullivan’s life time achievement award in competitive intelligence; Fellow award from the Society of Competitive Intelligence Professionals; and SCIP’s distinguished member award and also several honorary academic awards and appointments including: Honorary Professor at Yunnan Normal University in China; Leading Research Fellow at the Higher School of Economics in Moscow, Russia and Extraordinary Professor at North-West University in South Africa


Prof. Wilma Viviers is director of the TRADE research focus area and NRF-rated researcher at the North-West University (Potchefstroom Campus). She has an impressive array of publications, and is a leading authority in the fields of export promotion, competitive intelligence (CI) and economic development.

Prof Viviers’ passionate research interest in, and active contribution towards the realisation of, strategies to improve South Africa’s trade performance and competitiveness, are acknowledged both locally and internationally.  Notably, the TRADE-DSM® (Decision Support Model) for the identification of South African export opportunities – which she has launched in this country – is being lauded in both government and business circles as a refreshingly efficient approach to export market selection.

Prof Viviers sits on several national and international committees, and is frequently asked to speak to stakeholder groups about her research initiatives.  She has also received numerous awards in recognition of her ground-breaking research over the years. In 2014, she was honoured with the award of a WTO Chair from the World Trade Organization which she still holds.