DATA, DATA, DATA AND WHAT TO DO ABOUT IT Michael Nevski commiserates with his colleagues on the fact that data must be grappled with, value must be identified, new still sets need to be realized to ensure that the organization can move forward through research.
My colleagues noted at an 82% clip that they feel the overall state of Insights is improving. I think I’m cautiously optimistic because with the GDRP and third-party cookies being sunset, the industry has come up with new approaches, innovations, on how to do cross-channel attribution. We’re coming up with new panels and communities where you can track behavior more reliably. With these new innovative techniques and innovations from technology to software to data collection and processing and reporting, I think that’s why overall respondents are more positive about the outlook right now. I can totally understand, despite the overall dynamic global geopolitical economic situation. But in terms of what we can accomplish, what we can do, you have many more possibilities nowadays.
“Things are changing and that’s why it dictates new skill sets. It dictates new approaches to insights, and it dictates to new approaches to execution on supporting the company as a function.” On the area of focus for Insights, times change, consumer preferences change, technology changes, legal and privacy laws change. So, transforming the insights function is very important. We must adapt constantly to be ahead of trends. Gen Z is influencing how business is done. Things are changing and that’s why it dictates new skill sets. It dictates new approaches to insights, and it dictates to new approaches to execution on supporting the company as a function. My colleagues have pointed out that within the last 18 months, data solutions have been the biggest priority . You need to tell the story. You tell the story by visualizing the data and by having the correct data. It goes back to how we collect and process and store the data and then how we report the actual research and insights. Everybody likes the stories, right? You don’t do a data dump, you tell them the story, what
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