13 INSIGHTS
SPEND & TRENDS REPORT
“I think as analytics continues to grow as a skill set, as a focus area, Insights’ expanding influence is only going to continue.”
You see the data-driven roles that are increasing and the job titles that are being created. But I think there’s also a sense that the ‘what’ and the ‘why’ are coming together. There’s a recognition that the ‘why’ still has a place, and the more people-centric Insights type of person or type of skill set still needs to be there, because data science won’t be able to take over without the why. That gives you a really important piece that we probably haven’t had visibility into in the past- but the ‘what’ is not going to be enough on its own. The ‘what’ and the ‘why’ have the most power as they come together. Respondents are sharing that data overload is a threat because we’re all getting data from everywhere. There are more and more data sources that are emerging- especially as you build out direct-to-consumer businesses. So, the questions now are, “What do we do with
this? How do you do it? How do you use it for innovation or for more than just kind of optimizing the user experience in the last mile of the journey?” I think those questions will begin to be answered in 2023.
Cherie Leonard Director North America Insights Colgate-Palmolive
Powered by FlippingBook