Converting analytics into management actions

Steve Wills and James Wycherley
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James Wycherley: Chief Executive, Insight Management Academy, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 1, 11-18

Abstract: This is a world where many resources are becoming depleted. Few resources are growing, and only one is growing exponentially: information. All information has potential value — but only if it is used. Simply producing more analysis, whatever the quality, will only make life harder for decision makers. What is needed is an approach to the management of insight that ensures it has the greatest impact. Instead of simply servicing demand, it is time to start thinking in terms of how insight and information can and should create value, and then develop a strategy, not just for generating that insight, but working with decision makers, communicating the insight and supporting the decision-making processes so that the insight actually gets used. This article argues that to maximise value from insight, senior management must address eight key issues.

Keywords: insight management; roadmap; commercialisation; communication; knowledge; influence (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:1:p:11-18

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