How well do you think your agency uses data? If your answer is anywhere on a line from a lukewarm “fairly well” to an assured “we’re smashing it” – you’re Special leads actually doing better than most. It seems counterintuitive that data analytics adoption should be such a struggle in the modern workplace. Our culture is increasingly infused with conversations about Big Data, algorithms, and AI. The fact is that most people on the street are familiar with these terms, or at Special leads the very least have heard them. Yet research shows that this cultural acceptance of the importance of these technologies does not translate across into people’s day-to-working lives. In fact, the Harvard Business
Review found that fewer and fewer businesses every year Special leads describe themselves as “data-driven”. This shows us that it’s not enough simply to rely on your people to be naturally inclined towards adopting data and analytics. So, if you do want to unite your agency around a strong culture of data-driven decision making, you need to be deliberate about creating that culture. Why Do You Need a Data-First Culture? When everyone on the team has their head down working on their deliverables, it’s easy to get tunnel vision. With so much coming down the pipeline, you get stuck focusing on the next thing, and the next thing – without taking the time to look back and Special leads consider whether the way you do things is actually the most effective way.
But in an organization with a data-first culture, stopping Special leads to reflect is second nature. Data-driven agencies use analytics to find evidence of what works, and what doesn’t. They then use this information to make strategic decisions – replicating good practice and throwing themselves at whatever isn’t working. Simple, in principle. And it’s clearly an effective approach. Recent research by Gallup showed that companies who apply their customer behavioral Special leads data outperform their peers by 85% in sales growth, and by 25% in gross margin. But, despite the massive potential benefits that lie in store, many organizations struggle to get people on board with data and analytics.