As we race to understand so-called “Big Data”, are we truly on top of our own internal “small data” within our companies?

Unfortunately, too many marketers cannot address basic lead-to-revenue questions and assess which campaigns and channels are the most productive and which lead types have the best conversion ratios.

Even if data is aggregated into one place, typically this means it resides in a “report”, which is IT jargon for a bunch of numbers, usually served up in an Excel file, minus any insight, much less recommended actions and predictions or forecasts.

As a result, no one in the sales and marketing organisation can run “what if” scenarios based on what would happen if the lead flow between the stages was accelerated in a bid to understand pipeline velocity and predictability.

This is not a problem restricted to sales and marketing.

Unconnected, undiscovered and unused data litters the ad hoc landscape of most conventional organisations.

“Reports” are usually the result of significant manual efforts, with individiuals required to repeateldy force themselves on to their environments to produce rear-vision, status snap shots which are out of date and irrelevant within days.

We need better, easy-to-use analytics and not old-school “heavy” analytic applications which require significant support and investment.

New generation SaaS tools, such as GoodData, are positioning themselves as data aggregation platforms that integrate with multiple legacy data sources (ERP, CRM, marketing automation and web analytics, etc) to create dynamic, graphical dashboard sources of truth, enabling the genuine monetization of data.

GoodData dashboards

Examples of GoodData dashboards

Let’s see how quickly they impact on the BI game and make it real in prime time for business.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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