DATA-DRIVEN DECISION MAKING Anu Sundaram provides a straightforward analysis of this moment in time in the analytics and data science discipline. She balances that analysis with where we’ve been and where we’re going.
State of Data Science Discipline (Integration into corporate and operational decision making): I am glad to see that the state of Analytics and Data Science discipline is mostly integrated into corporate decision making and continues to be strong for operational decision making. The difference in the response profile is perhaps due to the more strategic nature of corporate vs. tactical actions required at the operational level. For instance, marketing spend optimizations have heavily relied on data science and analytics for day-to-day operations, meanwhile it takes significant effort and alignment between departments for organizational decision making. Overall businesses increasingly understand the importance of data science and analytics in driving informed decisions.
“While insights were a competitive advantage
before, it has become more table stakes now to rely on data driven performance and strategic insights to run the business efficiently.” Collaboration (Marketing & Sales): Almost 81% of marketing and sales organizations say they derive value and are dependent on insights from data science and analytics. Stakeholders from these teams are increasingly integrated with their insights teams, either by having a completely embedded fully skilled team either housed internally or contracted, or tapping into a centralized insights team. While there are advantages of centralized teams that cater to multiple departments, there continue to be benefits of having analysts embedded within business units. These teams typically work very closely with enterprise wide data teams as they rely on each other. Analysts are typically the largest consumers of data and tools built and maintained by enterprise data teams. 70% of marketing and sales teams are well aligned with their data science and analytics teams. This is a testament of how interdependent
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