Analytics is still too misty of a concept for most executives to actually get results from.
Have you ever looked up the definition for the word “concept”? It’s very telling: an abstract idea
That’s interesting, because the word pretty much sums up where the world is at when it comes to putting analytics into good use (instead of talking about it.)
Over the years on our conversations with many C-level (chief) executives, we’ve seen some pretty deep lines drawn into the proverbial sand on why the obvious benefits of analytics are not yet realised in most places. Here are some of the juiciest ones.
1. Waiting for everyone else to go first
A recipe for failure, if there ever was one: wait for everyone and their dog to prove something works before taking even the first step.
It’s an interesting catch-22.
“Are there any cases from paper clip industry?”
“It doesn’t work on our business, for you see it’s different.”
“Yes, we already tried that and it didn’t work.”
So, everyone’s looking around to everyone else, and they in turn are looking to these very same fellows. As a result, nothing happens.
EXCEPT for the daring first, who typically grabs benefits so massive that all the rest need to desperately scramble to get into the game as well.
2. Testing with insufficient amount of data
It’s all well and good that tests are made with “real” data.
What is “real” data, anyway?
If you have a database of 2 terabytes, what good is it to test with some measly 5G piece? As if anything meaningful is going to come out of it.
3. Plain old innocent ignorance
The darkest shadows for us lie in the places we’re not even aware of. In the context of implementing analytics, this ignorance can quite literally be VERY costly. And since people think this way, they tend to shy away from even talking about analytics seriously.
Here’s a tangible example.
Depending on who you talk to, the “required” or even “crucial” part of the implementation phase might be consulting. Not just consulting, but CONSULTING, as in LOTS of it.
We are not against consulting, not at all. As a matter of fact, sometimes bringing in an outside expert with a fresh pair of eyes is THE thing to do.
However, to say it takes millions of dollars worth of consulting work to get a simple Big Data analytics platform working is plain silly. Our friendly suggestion: simply think hard how much is truly necessary.
But ignorance can be much more than all of this. Ignorance can also be simple unawareness of all the juicy, low-hanging fruits in the current data (if they were only discovered and plucked from the databases.)
4. Conflict of interests
Businesses are complex, that’s a fact. With this fact comes a couple of ramifications, one of the biggest ones being this: there are going to be lots of different people with different beliefs, values and incentives involved.
This is a very deep topic, but some of the takeaways here:
– never ever assume, that new way of doing things is graciously accepted by everyone (especially if their position is under threat)
– don’t assume you are somehow magically able to please everyone (look the point above this one)
– the viewpoint you adapt is going to HEAVILY affect where you go (if anywhere)
First thing to realize is that no matter how you slice it, some amount of discomfort is likely to occur. Some amount of friction is going to be present, no matter what you do. That’s life.
With that, our recommendation (which by the way, is based on SUCCESSFUL implementations) is this: stop thinking about it and do a full-blown TEST.
No egos will be permanently bruised by doing a test, but make sure to do it with real data. No skimping around with some leftover data. If you do a test – and you’re not just looking to prove someone right – do it properly.
We would love to help you out with this. For a limited time, we’re offering FREE test drives with our platform, meaning this: grab a bunch of lively data, and let’s see how fast it responds to some stimulating analytics.
Now, this eats up our resources, so you can probably appreciate the fact that we’re not able to offer these tests to everyone who simply wants them.
But if you’re otherwise a match for us, make sure to fill out our contact form, and let’s have a talk. We don’t demand anything else than some open-mindedness from you, reminding that insanity is doing the same thing over and over and over…
May the force be with you.
COO, Service Delivery
+358 40 550 2524
Keilaranta 17, C-talo