CONTINUING TO GROW INSIGHTS’ INFLUENCE Karen Kraft relates to the strengths, weaknesses, opportunities and threats highlighted by her colleagues. But also takes pause and shares that the Insights function has always faced similar issues and that experience can help guide the way.
I’m pleased to see my colleagues being so optimistic especially considering the direction of the overall economy is in question. The pandemic really showed how Insights is important and that’s reflected in these results. There are a lot of people that feel that Insights is very influential. They may want more influence, but they’re already getting a lot now today. And the fact that people want to be driving more revenue is exciting and that they’re not just wanting to just be data providers. They want to know the data and it seems like the industry is investing so heavily in understanding data. We all have so much data that we’re not using. So, respondents are saying, let’s get our house in order so that we don’t have to keep getting more data because we have so much.
“...you can have your data geeks and that’s valuable. But then you still must have the people that can communicate to the rest of the organization. Those are usually not the same people.” Let’s just use what we’ve got. And that’s where the community is saying we need help because the data is just sitting there. No matter if the data and analytics people are within the Insights team or outside, the function has to be intimately connected. But you can have your data geeks and that’s valuable. But then you still must have the people that can communicate to the rest of the organization. Those are usually not the same people. On talent , I have always had better talent, better luck recruiting talent from within my company, and training them up rather than recruiting from the outside and hoping for the best. I think that’s especially true in the insights world. When you can upskill somebody, they have the base knowledge about the business- they know something about what’s going on already. When you’re recruiting someone fresh, they must learn the category, they have to
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