In Demand In Command

  4.    Migrating from Big Data to Smart Intelligence

Technologists often refer to ‘Big Data’ but how about moving the rhetoric towards ‘Smarter Intelligence’.  Unless the business has the right capabilities to interpret data in a way that provides valuable insight, it could remain merely a gathering, collation and reporting mechanism. Digital transformation should enable the data to be analysed in an outcome-focussed, timely, unambiguous, secure and actionable way.  If companies are serious about migrating from reaction to a continually learning pro-active organisation, data and wider digital transformation should engender a change of mindset and habits for the whole organisation.  Its end game is to inform evidence-based decisions to help give the business a competitive edge.

It is business critical that sub-strategies around customer intelligence, omni-channel contact management, data management, cloud services, and partnership managed services need to be managed and integrated at executive level, as these factors will impact on all lines of businesses and service areas.  If service delivery, for example, is to be outsourced or a cloud infrastructure is implemented (or both), this not only impacts the ICT business unit(s), but the whole organisation. Any and all suppliers, especially those that are directly customer facing, must continuously act as though they are ‘you’.   Guardianship, assurance, compliance and governance of the company brand - values, goals, policies, service levels, security, and behaviours - will become ever more imperative to the business in a multi-agency/partner environment.

As digital data transformation involves the dynamic management of customer knowledge and transactions, a business will increase the data records held, shared and stored/archived on its systems for defined periods of time. Furthermore, the exponential growth of online and mobile services, collaboration media, and e-commerce, increases the risk of cyber security threats and mandatory regulatory compliance grows with the quantity, divergent and type of records stored.  The need for a cohesive customer data strategy incorporating a single version of the customer record (e.g. master data management), enhanced security monitoring systems and multi-factor identity management (IM), makes the need for a dedicated, overarching Digital Business Unit ever-more critical. The power of Web Analytics and data metrics is all about making better-informed decisions.

 

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