Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results
Applied Marketing Analytics: The Peer-Reviewed Journal,
7
(3),
237-245
(2022)
Abstract
Data analysis and soundly implemented analytics are critical aspects of marketing. Sound implementation, however, is not a guaranteed follow-on from data analysis projects. Strategically planning ahead for implementation is essential. In other words, the planning, methods and communication of results must integrate seamlessly into business requirements and objectives. Typically, the burden falls on executives and leadership to seek insights from analysts, but analysts can further their impact by proactively optimising their analysis for the implementation phase. This paper details a framework for guiding strategies that drive relevance, trust and adoption during all stages of analysis and the decision-making process.
Keywords: marketing analytics; business intelligence; communication in business; strategic analytics; project design; stakeholder engagement; predictive analytics
The full article is available to subscribers to the journal.
Author's Biography
Mike Johnson is the Senior Data Scientist at St. Charles Health System, where he investigates business intelligence questions, solves complex analytical problems and provides analytical insight to the hospital’s senior leadership. Before his work at St. Charles Health Systems, he served over two decades in the military, much of which was spent in analytical or educational roles.
James Cousins is the Analyst Manager at Rapid Insight, where his primary responsibility is making analysis accessible to anyone who can benefit, regardless of analytical or statistical background. He began his data analysis career within higher education, and has since branched into fundraising, manufacturing, healthcare and marketing.
Citation
Johnson, Mike and Cousins, James (2022, February 1). Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 3. https://doi.org/10.69554/ELYO1725.
© Henry Stewart
Publications LLP
Publications LLP