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Practice paper

Transforming data into impact

Alexander Skorka
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (1), 32-41 (2017)
https://doi.org/10.69554/UHYC1468

Abstract

Having enough data in marketing is not the problem today: the challenge is how to enable your entire organisation to benefit most from it. Relevant information has to be available in all areas of your organisation: more autonomy across organisations rather than top-down decision making means that the task of optimising the internal information and communications approach of the company becomes crucial for success. It is not just about accommodating big data – the real challenge is to actively address the need to make data useful to everyone across the enterprise. The companies that succeed with this movement into the ‘Big Usage of Data’ tend also to be those where information gets used well beyond the traditional circle of market researchers and data analysts. One of the most effective ways to achieve this is to make use of professional infographic dashboards; using modern, visual story telling techniques transforms information into insights and insights into impact.

Keywords: decision making; dashboards; insights; infographics; actionable intelligence; data visualisation

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Author's Biography

Alexander Skorka spent more than three years working as head of technical operations at TNS Germany, managing the entire production chain from data collecting to information delivery. Prior to that he served as a member of the management board at Kantar Health heading the operational units as well as market research teams. Alexander started his professional life as a managing director of a service and training provider for visual communication, data visualisation and presentation design. He is, therefore, highly experienced in the market research industry and an expert in information visualisation and delivery. In his role as COO of Dapresy Group he helps customers to make the most of Dapresy products by both creating solutions based on the product portfolio and consulting customers on how to transform data to maximise opportunities.

Citation

Skorka, Alexander (2017, April 1). Transforming data into impact. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 1. https://doi.org/10.69554/UHYC1468.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 1
© Henry Stewart
Publications LLP

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