Bring Big Data Into Your Business Intelligence Village
Jeff Weidner is a Big Data Practitioner and partner of JW Analytical Advisors. He has decades of experience being a trusted advisor towards transforming data into actionable insights. Applying Business Intelligence and behavioral statistical analysis to a variety of situations including Digital Marketing Intelligence his innovative approaches are tempered by his experience at Dell as Director of Marketing Information Governance.
I want to see more analytical partnerships in organizations.
Right now the demand to create valuable and actionable assets from data is at an all-time high. Big data initiatives, following Machine Learning or Streaming Data, are blooming all through organizations. However, these initiatives many times may overlook, bolt on or separately design how Business Intelligence operates because planners see the citizenship differently.
A key opportunity for these companies is to capitalize on an organization’s mind share. And the great news is that Business Intelligence solutions are keeping pace. These solutions want to be part of a shared ecosystem that allows BI teams to create diagnostic and predictive insights, and then put them into production.
To address this, organizations need to demystify Big Data, find a balance between the roles, technologies and processes involved, and bring together the Data Village.
Take, for instance, the last time you were called for an executive request and the resulting data management overhead that was created.
For me, as a lead for Behavioral Statistics, I am challenged to find deeper customer insights and the justification for action on many fronts. The majority of data analytics projects now focus on engaging an aspect of the customer experience beyond operational efficiencies.
This ‘new’ marketing analysis must not only tell a story that resonates with decision makers — It must also demonstrate an improvement to a customer’s satisfaction, while ensuring a strong return on the organization’s investment in the technology and cultural change required to meet that goal.
Such a request starts with the tactical scramble to re-assemble a deliverable that fits into the current narrative.
