Part 3: Insight Driven Organization

For those companies who want to join the ranks, there are three key things they must do with their data to glean insight that informs effective action.

Tip 1: Democratize the use of actionable insight

Don’t mistake data-rich or data-driven for insight-driven. To be the latter, you need actionable insight that you can use to deliver better products, more effective marketing campaigns and a superior customer experience.

Simply having large amounts of data does not necessarily mean that it will change the way a business is run.Having data is just the first step. Becoming insight driven requires closing the gap between “data” and “value of data” by having a framework to easily sift through large amounts of data. That gap is actually widening because the pool of data is growing and it’s taking more time to analyze it.

If you’re going to be an insights-driven organization, you need to create a culture where every business decision is supported by verified and analyzed data. A true insights-driven organization enables all users, even those without a technical background, to analyze and gain insights from data without needing support from IT or the analytics department to produce the reports they need.”

Tip 2: Create a unified view

Becoming insight-driven requires breaking down data silos and creating a single view of the customer. This step requires unifying your data.To create a unified view of the customer, Significant Insights ltd  suggests deploying a multitiered dat a architecture and embracing modern technology as a first step. Doing so will allow you to meet your future needs because the amount of data will only grow exponentially. Significant Insights is also a strong proponent of making sure “citizen” data analysts and scientists can yield insights through the adoption of more sophisticated self-service predictive capabilities. Analytics should be a part of everyday processes and applications, so insights are pushed to users in real time.

Providing this 360-degree view of your business enables you to focus on solving business problems and increasing your top and bottom lines, according to Forrester Consulting.

Tip 3: Prioritize customer relationships

Insight-driven businesses have a different DNA. They are built differently than conventional businesses because they are structured to use all relevant data and insight to serve the customer. That’s why unifying your data and incorporating 360-degree analytics into your corporate culture aren’t quite enough.

“Insights-driven businesses are customer obsessed,”.They elevate the importance of customer insight. The lack of authentic customer relationships is one of the biggest challenges in becoming insight-driven. Companies need to recognize that customers are more than just numbers on a spreadsheet. If customers refuse to participate and provide their feedback, it’s impossible to get quality data and real insight.

Published by Aquinius Mung'atia

Aquinius Mung’atia is the Head of Projects at Aga Khan Hospital, Mombasa, and was previously the General Manager of Muthaiga Golf Club and Sigona Golf Clubs, respectively. He is an expert in Strategic Management with over 20 years of experience in both hospitality and healthcare Industry. My Career path boast of extensive training and consultancy experience in Hospitality Industry, Hospital Support Services and Operations, Healthcare Projects and Facility Management, among others. The author is currently a PhD student in Business Administration and holder of MBA in strategic Management (University of Nairobi) and a 1st class honors degree in Hotel and Institution Management (Maseno University) Aquinius is also a healthcare insight and a data analytic enthusiast. Follow him on or Facebook Page

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