Page 10 - index
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RESEARCH, ANALYSIS & TRENDS
Analytics for the workplace –
it starts from the top
The concept of being data-informed is not new. From A major part of this initiative is about enabling a skilled
social media channels to the FairPrice supermarkets of workforce that is nimble, creative, and largely fueled by
the world, organizations have, for some time now, been data and technology. While this initiative is people-
adopting data analytics to make more intelligent deci- focused, the country’s leaders have taken it upon them-
sions that are aimed at transforming their businesses. selves to develop more technology-driven and open
data initiatives to encourage this movement.
What does it truly mean to be data-informed, though?
This means that the rank-and-file worker, who may not Similarly, business leaders are realizing that enabling
be involved in business-critical decision making and all their workers to access and interact with data is ben-
was previously not very concerned with making sense eficial for their company’s bottom line. Truly fostering a
of data, now needs to care. Data is no longer just the data-informed, analytical culture within a company in-
concern of business leaders who are charting the direc- volves the empowerment of data users across depart-
tion of the business. More importantly, data is no longer ments, implementing training, making easy-to-use self-
just the domain of the business intelligence (BI) manag- service analytics available, adapting hiring processes
er. In a high performing workplace culture, where data and more. In other words, this is a movement that
is celebrated and harnessed, analytics should be needs to start from the top, as much as it needs to be
placed in the hands of business domain experts, from embraced by literally everyone.
the marketing team to the human resource department.
Data for everyone
Yes, BI managers will always remain the essential gate-
keepers of data and information security, but being data There is no doubt that speed-to-insight has become
-informed extends way beyond that. It means that the relevant for all units of business. Take marketing for
company’s data is everyone’s business. example – a function that was for years dominated by
creatives that steered clear from playing with numbers,
In Singapore, there has been much discussion about and now has data at the heart of all its campaign strat-
the country’s drive to become the world’s first Smart egies. These days, as we see the industry calling for
Nation, and leaders are viewing this initiative as one more ‘Math men’ over ‘Mad men,’ marketers can no
that is citizen-driven. longer afford to say “I think…” as every campaign is
10 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
10
Analytics for the workplace –
it starts from the top
The concept of being data-informed is not new. From A major part of this initiative is about enabling a skilled
social media channels to the FairPrice supermarkets of workforce that is nimble, creative, and largely fueled by
the world, organizations have, for some time now, been data and technology. While this initiative is people-
adopting data analytics to make more intelligent deci- focused, the country’s leaders have taken it upon them-
sions that are aimed at transforming their businesses. selves to develop more technology-driven and open
data initiatives to encourage this movement.
What does it truly mean to be data-informed, though?
This means that the rank-and-file worker, who may not Similarly, business leaders are realizing that enabling
be involved in business-critical decision making and all their workers to access and interact with data is ben-
was previously not very concerned with making sense eficial for their company’s bottom line. Truly fostering a
of data, now needs to care. Data is no longer just the data-informed, analytical culture within a company in-
concern of business leaders who are charting the direc- volves the empowerment of data users across depart-
tion of the business. More importantly, data is no longer ments, implementing training, making easy-to-use self-
just the domain of the business intelligence (BI) manag- service analytics available, adapting hiring processes
er. In a high performing workplace culture, where data and more. In other words, this is a movement that
is celebrated and harnessed, analytics should be needs to start from the top, as much as it needs to be
placed in the hands of business domain experts, from embraced by literally everyone.
the marketing team to the human resource department.
Data for everyone
Yes, BI managers will always remain the essential gate-
keepers of data and information security, but being data There is no doubt that speed-to-insight has become
-informed extends way beyond that. It means that the relevant for all units of business. Take marketing for
company’s data is everyone’s business. example – a function that was for years dominated by
creatives that steered clear from playing with numbers,
In Singapore, there has been much discussion about and now has data at the heart of all its campaign strat-
the country’s drive to become the world’s first Smart egies. These days, as we see the industry calling for
Nation, and leaders are viewing this initiative as one more ‘Math men’ over ‘Mad men,’ marketers can no
that is citizen-driven. longer afford to say “I think…” as every campaign is
10 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
10
