Data Driven Decisions

Chapter 33GQM, Decision Matrix, and Analytical Hierarchy for Logistics Industries

We reviewed the advertising technology example for the GQM decision matrix analytical hierarchy process. We now need to review the same set of tools for a logistics company like Uber, FedEx, or DHL.

Again, just like we did with the ad placement to over 30 percent of possible viewers being relevant, we now need to scope this thought exercise within the limits of a business objective.

In logistics with Uber or DHL, they have very, very different business models, and the easiest way to utilize the tools is to come up with something very simple that you understand so that you can judge the quality of the example I am giving you because you, in some ways, are an expert in this use case because you are a user. We will stick with the Uber example, and we will talk about a user who wants to get from point A to point B and wants to do it in the fastest, most efficient, comfortable, enjoyable, and cool way possible.

The top‐level goal becomes getting from home to work via the most efficient route. The questions for this are going to be:

• How far away do they live?
• What are the traffic routes at this time?
• Can they pool, or can they use a direct route?
• Are they going on a reverse commute or a direct commute?
• Will they keep the driver waiting for long periods of time?
• Will the driver be able to pick up a return fair?

All of these are logical questions to ask that we will then need to assign metrics to as ...