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Some comments I’ve received from readers indicate some confusion about what’s I mean by ‘analytics’. Let me try to clear that up. At my company, we use the term to mean the approach to as well as the practice of mining and analyzing data as well as the tools and practices.
Our practice is concerned as much about the human and organizational issues enabling the successful application of business intelligence and analytics. These include management vision and commitment, organizational alignment, culture, and skills. We’ve learned that buying “yet-another-tool” seems easier than solving these broader challenges, but it’s rarely the answer companies are looking for.
The most successful practitioners of analytics somehow manage to create an environment where decisions across boundaries are made on the basis of evidence that comes from rigorous analytics. Management at those companies enncourages a “test-and-learn” approach to refine products, services and offers. So analytics encompasses the tools and practices that produces insights as well as the way the company uses the insights to contour its offerings. Hope this is helpful.
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Tags: Analytics, customer experience management, customer insights
