Even if you’re not storing them in a trackable method, you’re collecting heaps of data. Using the data properly can bring a massive transformation to your business in everything from marketing to operations. How can you best utilise data in beneficial manner without sacrificing your sanity?
Harness the Power of Data
Successful marketing is data-driven, not necessarily the by-product of a multi-million dollar campaign. To do this, you need to clarify fragmented data and collate it from all areas of your business, not allowing it to sit unused in silos.
To do this, you’re going to need an advanced BI tool. To create it, you’re going to need it to act on three critical points:
- Proper alignment to existing KPIs
- Generating better business insights
- Executing customer-centric tasks efficient and effectively
To drive your company to growth, you’re going to need to change your mindset from “build it and they will come” to one that anticipates and adapts to customer needs. This is not to say that you jump feet-first the first sign of change, rather you can pilot programs to prove efficacy before making a shift. To make proofs, however, you absolutely need to track and measure every bit of behavioural information.
There are as many BI platforms as there are things to track. Because of this fragmentation, data can be trapped in different areas of the business, not doing any work. It’s important to integration information and data management systems to deliver a complete, if complex, portrait of your customer.
Having interoperability be your watchword, you’ll help enhance workflow speeds and cross-division communication to ensure that your business is served properly by helping make quick, informed decisions.
What, specifically, can we do to help? Let’s remove visualisation for its own sake. Proper BI can also help us ask the right questions at the right times by compiling and sorting all information so that you can find what you need without knowing that you needed it in advance.
BI tools must integrate in to your CRM. All of the big players—SAP, Salesforce, Oracle, Dynamics—all have their own modules that you can add-on. The key is to have people on your team who are able to set up, monitor, and pull the data you need in a comprehensible fashion. Once you do this, you’ll be able to quickly assess and react to customer behaviour to give a better experience.
Have you seen any new ways to deal with data to make changes in business? Share your experiences in the comments below.