CONNECTING THE DOTS BETWEEN WHAT & WHY Cherie Leonard shares how the evolution of the Insights discipline can directly affect the expansion of influence across the enterprise. She also provides thoughts on the talent needed to grow the function through data and analytics understanding.
In looking at how the community identifies, there’s a very data-driven part of insights that’s gaining traction relative to more of the maybe traditional way that we’ve looked at market research and consumer insights. Knowing where that data sits, where to go internally is now table stakes. So, a piece of this certainly is the increased usage of agile tools throughout the insights side of the business. But even given an analytics perspective- breaking down the silos internally and having a better understanding or exposure to different teams contributes to increased speed of delivering insights. Knowing where to go for business insights, versus sales analytics, versus RGM is, I think, also contributing to this increased speed, because we’re able to connect the dots more quickly internally. The ultimate goal is to
“The ultimate goal is to build a more comprehensive picture, which leads to the point of expanding influence on the business.”
build a more comprehensive picture, which leads to the point of expanding influence on the business. The community data outlines a few different types of roles that are being created or coming to fruition. I think as analytics continues to grow as a skill set, as a focus area, Insights’ expanding influence is only going to continue. Also, it was a small percentage, but I noticed because it’s close to my heart- the foresight was 4% of people, and I would guess that it’s actually a bit higher already- it was probably a single punch option. I think I’m seeing more and more Foresights being incorporated into certain job descriptions, or people at least are trying to have more of a foresight, future-focused mindset, even if they’re doing something in the day-to- day, more traditional insights. And that speaks to the evolution of the teams within our companies.
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