Data culture management
Handling data in an appropriate way requires a company-wide data culture.
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Según la Gestalt, “el todo es más que la suma de las partes”. Si aceptamos el mantra de la escuela alemana, estamos abocados a aceptar que la construcción estética contiene una gramática propia, unos elementos básicos que en su conjunción forman un todo con entidad propia, pero disoluble y flexible.
Creating a company-wide data culture
Digital Transformation and Data Culture are two of the concepts coming out of the technology huddles that are currently most actively pursued by large companies. Companies have realised that they can learn about, and therefore guide the habits, of billions of consumers through the vast amount of data generated in the global digital ecosystem. But for this to happen, there needs to be a company-wide data culture, shared by all members of the organisation.
This is an essential premise: in order to digitally transform a company, you must be in the same place and at the same digital level as the people who consume your products and services.
It is often believed that addressing this requirement relies exclusively on the integration of technological solutions that help us to analyse users’ declared and transactional data (and this in the best-case scenario). But this would be starting the process at the end, and often leads not only to frustration but also to useless investments and superficial results that do not allow us to translate the analysis into business operations.
Failure to properly manage data in an organisation is not a failure of the tools used. It is a failure of management.
Technology failure or management failure?
Among the organisations that want to go down this road and become Data-Driven Companies, both in the management of processes and in the ideation of their products and services for the end consumer, we find that the majority invest superficially without having aligned the bases that would allow the data to activate the levers necessary to reach the general public.
The symptoms of this are often confusion about the indicators, lack of knowledge of the origin of the data, lack of integration, an IT department which is isolated and moving forward without understanding the problems of each department, irrelevant dashboards due to inaction… boredom in general and the feeling of having made significant investment to achieve only the same level of sales.
At this point, or before reaching this point, the strategy should be reconsidered
Stop and focus on the objective of ensuring that the investment is useful and has the effect of generating business.
For this, you need…
- Firstly, to involve all departments that directly or indirectly have something to do with the consumer.
- Identify the business needs of each of them and how they operate to activate the market.
- Use a methodology based on the analysis of objectives, opportunities, initiatives and requirements.
- Create a Data Driven Business Matrix© that involves all data users in the process.
How to identify and engage key job roles
We need a methodology that can help identify the key job roles underpinning the operation of data-driven processes. It is essential to involve them in identifying the right metrics and the appropriate technology, as they will be the ones who will have to make the investment profitable and achieve the return using the correct tools.
With the right staff and attitude, we must make data available to achieve business objectives. These objectives will help us find areas of opportunity to work on in order to design initiatives that will transform the company.
Applying this methodology will align the corporate structure with the needs of customers by adapting the development of products and services to their consumption habits.
Appropriately handling our customers’ transactional and reported data with a focus on objectives and with the levers in place for propagation along the value chain is the key to data-driven digital transformation. Getting these processes in place and bringing the habits, attitude, skills and training of all employees into line with them indicates successful management which is moving towards a data-driven culture.
You can see examples of this process and the results in our portfolio.
Genetsis Group
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