LESS TALK, MORE AC­TION

Idealog - - IDEALOG / DOT LOVES DATA -

DOT LOVES DATA HELPS BUSI­NESSES BRING THEIR DATA- LED I NITIATIVES TO LIFE. HERE’S DR PAUL BRACEWELL’S TOP TIPS.

Wi­den your hori­zon sand don’t be afraid to bring in third party data. This can give a deeper per­spec­tive into cus­tomer be­hav­iour, which can add more rich­ness to cus­tomer pro­files, es­pe­cially as cus­tomers’ cir­cum­stances evolve.

En­sure align­ment with t he wider busi­ness. Coach an­a­lysts on cor­po­rate cul­ture and how suc­cess is mea­sured within your or­gan­i­sa­tion. If you are us­ing a bal­anced score­card, an­a­lysts should be able to map their work to that frame­work. That will also high­light the need to do some­thing with t he data.

Be bold. Act. Ob­vi­ously t his comes with a num­ber of caveats. How­ever, one of t he rum­blings in the mar­ket about data-led ini­tia­tives is the lack of ac­tion. Well-struc­tured mod­els with ap­pro­pri­ate data cre­ate a frame­work for ac­tion. The art is for a de­ci­sion maker to link the model driv­ers with con­text to shape an ini­tia­tive.

Cel­e­brate suc­cess borne from an­a­lyt­i­cal ac­tion and cre­ate pride of work­man­ship in the de­liv­ery of ac­tion­able in­sights. That can trans­form an or­gan­i­sa­tion in a cost-ef­fec­tive man­ner.

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