Almost every modern business today is looking to tap the power of analytics—some to gain competitive advantage, others to gain market leadership, and some others to simply avoid being obsolete. Consider these findings from a report by Salesforce, which says that as many as 90% of high performing companies feel that analytics is critical for driving the company’s business strategy and improving operational outcomes.
Fostering an Analytics-Driven Culture
More and more organizations are now concentrating their efforts on building an analytics-driven culture by putting analytics in the hands of every employee in the organization. While organizations have embarked on the journey to bring about a culture of analytics, a long road awaits them ahead. Driving a culture change is hard and requires commitment from every business function.
A culture change strategy has to be carefully planned and executed else it can fall flat. For instance, if it impacts employee productivity or adds a new set of responsibilities, then it is bound to see a lot of resistance. Then, of course, there are non-technical employees in every company who fail to see the value in data. Getting these non-technical employees excited about analytics is a different ball game altogether.
We look at a three-point approach that you can adopt to make analytics interesting to non-technical people:
- Showing Results: Just telling employees the numerous benefits of analytics is not going to do the trick. The key lies in showing concrete results regarding how data analytics can drive better business decisions. For instance, you can get the marketing team to jump on the analytics bandwagon by showing them how insights derived from analytics can help them deliver individualized messages and product offerings. On similar lines, sales team needs to know exactly how leveraging analytics can help increase revenue share; product development team needs to understand how they can design better products using analytics, and so on. Once they start looking at the advantages, it will only be a matter of time before they realize the game-changing potential of analytics in business decision making.
- Making Analytics a Natural Part of the Workflow: If employees have to undergo training to learn a new tool or are required to adapt to a new interface to leverage analytics, then they will resist getting on-board. This is where embedded analytics, wherein an analytics tool is integrated into a business application instead of a separate platform, can prove instrumental. Through embedded analytics, features specific to an analytics platform are made available on a business application. In other words, analytics becomes a natural part of the workflow. This significantly improves analytics adoption, especially amongst non-technical people, as they don’t have to leave their business applications and at the same time get information in context. A report from Logi Analytics states that users adopt embedded analytics two times faster than traditional analytics tools.
- Think Big, Start Small: While your end goal could be to bring in an analytics culture throughout the organization, it’s easier said than done. You need to understand that the shift will be gradual. Adopt a step-wise approach and target the departments where benefits will be most visible. Regularly share successful case studies across the organization via emails, news updates or town halls. Conduct training sessions on how similar results can be achieved for every function and department. In essence, devise a long-term strategy, starting with key departments and moving on to transform the entire company culture.
The journey to be an analytics-driven organization and in course taking even non-technical onboard is far from fast and easy. The key to transformation lies in being patient—remembering that getting everyone used to analytics and trying to transform an entire company culture cannot happen overnight.