A CONSIDERED APPROACH TO INSIGHTS TRANSFORMATION Tom Gould shares his thoughts on how to evolve the Insights discipline moving forward. He notes that unifying insights with data and analytics is certainly the way forward. But to also consider how best to utilize teams and talent along the way.
The pandemic has helped organizations with thinking around resilience and a more dynamic future. I understand that there’s a desire to transform the insights function. As I talk to other folks in other companies, it really seems to be focused on how do we get to something that’s actionable and how do we move fast? To that end, on Spend , I think base budgets are probably staying relatively flat, but there does seem to be more appetite for building a business case to get funding outside. The Insights transformation that is happening across companies and as they bring in management consultants who all tend to speak from the same playbook. The thinking seems to be creating a structure with subject matter experts. And you have them all the subject matter
“I understand that there’s a desire to transform the insights function. As I talk to other folks in other companies, it really seems to be focused on how do we get to something that’s actionable and how do we move fast?” experts meet together- it’s the agile way of working. And the playbook says, if you get all these people who are very specialized together- magic happens. While that’s one way to do it, my understanding is that value lies with folks who have more general experience understanding how analytics can inform insights and how those insights can deliver impact for an organization. Rather than have federated decision making through a group and hoping for the best, relying on individuals who can quickly make those connections and individually make the magic happen. Yeah, I’d say maybe the surprising thing in hindsight it’s not but is just the focus on data for lack of a better word, because it could mean multiple things, but the need for companies to almost do the blocking and tackling for the organization. And if I’m speaking a
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