How Does Company Culture Drive Successful Marketing Analytics?
When you think of business and marketing analytics you typically think of reporting functions within business systems or analytic applications - but, is there be more to it?
Do analytics go beyond simply the technology used to capture, analyze and visualize data? By thinking this way do we ignore what it takes to leverage analytic results to drive success?
To better understand this we must start at the end. The desired outcome from analytic efforts are to discover, communicate and apply knowledge to gain a competitive advantage.
Will software applications alone interpret results, communicate that knowledge and foresee competitive advantage? The following cultural drivers are key to successful analytics.
1. Open Interpretation:
Data analysis will always be open to interpretation. Cultures that seek alternate staff interpretations improve results, drive engagement and innovation.
2. Effective Communication:
The ability to transfer knowledge requires effective communication. Cultures that communicate knowledge empower co-workers to achieve.
3. Desire for Knowledge:
Today's business climate changes faster than ever. Cultures with an ongoing desire for knowledge learn from their experience and continually improve.
Simply put, leveraging analytics relies as much on technology as it does on culture. Contact us
to learn if your company has what it takes to successfully leverage marketing analytics.