Transforming insight in 2021
Abstract
The COVID-19 pandemic has shone a spotlight on insight and analytics, with more executive interest in consumers and more focus on evidence-based decisionmaking. But does this mean that most organisations are insight-driven? The research suggests not; indeed, insight, analytics and research in most organisations remain fragmented and focused on tactical questions. The transformation of insight teams is the first step towards making organisations more insight-driven. To make this happen, this paper suggests a five-stage strategy: (1) identify value for the organisation; (2) drive change within the organisation; (3) lead insight strategy and people; (4) optimise impact through positioning and commerciality; and (5) accelerate the evolution of insight and then maintain momentum.
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Author's Biography
James Wycherley is Chief Executive of the Insight Management Academy (IMA). Prior to this, he was Director of Customer Insight and Analytics at Barclays Bank. An acknowledged expert on insight leadership, strategy and communication, he is a popular keynote speaker and the author of over 35 IMA publications, as well as the recently published book, ‘Transforming Insight: The 42 Secrets of Successful Corporate Insight Teams’.
Citation
Wycherley, James (2021, March 1). Transforming insight in 2021. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 4. https://doi.org/10.69554/YAOU6670.
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