Technology & Innovation

In search of insight and foresight

April 09, 2013

Global

April 09, 2013

Global
Monica Woodley

Editorial director, EMEA

Monica is editorial director for The Economist Intelligence Unit's thought leadership division in EMEA. As such, she manages a team of editors across the region who produce bespoke research programmes for a range of clients. In her five years with the Economist Group, she personally has managed research programmes for companies such as Barclays, BlackRock, State Street, BNY Mellon, Goldman Sachs, Mastercard, EY, Deloitte and PwC, on topics ranging from the impact of financial regulation, to the development of innovation ecosystems, to how consumer demand is driving retail innovation.

Monica regularly chairs and presents at Economist conferences, such as Bellwether Europe, the Insurance Summit and the Future of Banking, as well as third-party events such as the Globes Israel Business Conference, the UN Annual Forum on Business and Human Rights and the Geneva Association General Assembly. Prior to joining The Economist Group, Monica was a financial journalist specialising in wealth and asset management at the Financial Times, Euromoney and Incisive Media. She has a master’s degree in politics from Georgetown University and holds the Certificate of Financial Planning.

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Big data have opened the information floodgates, but how do corporations translate this new digital wealth into competitive advantage and profits

In search of insight and foresight explores how to ask the questions that extract business value from data. It also identifies the traits of companies that are able to use data to achieve superior performance.

How can you get there if you don’t know the route? This may seem an odd question, but a tremendous number of organisations working hard to leverage data to their advantage have no real roadmap.

To create one, companies must first use data to understand past performance and where their journey has taken them so far. Then, they can see where they are headed—or could go if they pointed themselves in the optimal direction. Behind every effort to effectively leverage data for insight into a business, and foresight into a path to strong performance, is a process involving smart hypotheses and savvy questions whose answers show the way.

To explore the benefits and challenges of asking better questions of data in analytics efforts and how these questions can yield actionable insights that improve decision-making and business strategy, the Economist Intelligence Unit in August 2012 conducted a global survey of 373 senior executives, sponsored by Oracle and Intel. The principal research findings are:

  • Asking better questions is critical to leveraging data in decision-making. The ability to ask better questions of data and test better hypotheses is key to driving superior performance. The vast majority of survey respondents agree that asking better questions has improved their organisation’s performance, and that it will continue to do so over the next three years. Executives overwhelmingly consider predictions (70%) to be the most critical type of data insight, when it comes to supporting C-suite-level decisions, followed by insights into trends (43%).
  • Focusing on a business outcome is crucial, yet a struggle for most companies. Defining, agreeing on and gearing data analyses towards clear, specific and relevant business objectives is difficult for many companies and a key obstacle to translating data into insights and results. It is also where formulating better pre-analysis questions can create the most value and, ultimately, deliver competitive advantage.
  • The main challenges are with people, not technology. The most common data-analysis challenge executives report in our survey is deficient quality and reliability of data. But interviews with experts indicate that people-related obstacles are even more formidable. Bringing in people with the right skills, putting them in the right roles, and instilling the right organisational culture around data is where many companies fall short.
  • Top performers gain competitive advantage from data. Companies that outperform in profitability have leaders who invest in data capabilities with patience and commitment. They foster a culture of collaboration and experimentation where decisions are rooted in verifiable data. Superior performers also ensure close alignment between data efforts and business strategy, focusing analytical undertakings on key business objectives.

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