Transforming insight in 2021

James Wycherley
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James Wycherley: Insight Management Academy, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 4, 309-315

Abstract: The COVID-19 pandemic has shone a spotlight on insight and analytics, with more executive interest in consumers and more focus on evidence-based decisionmaking. But does this mean that most organisations are insight-driven? The research suggests not; indeed, insight, analytics and research in most organisations remain fragmented and focused on tactical questions. The transformation of insight teams is the first step towards making organisations more insight-driven. To make this happen, this paper suggests a five-stage strategy: (1) identify value for the organisation; (2) drive change within the organisation; (3) lead insight strategy and people; (4) optimise impact through positioning and commerciality; and (5) accelerate the evolution of insight and then maintain momentum.

Keywords: insights; transformation; leadership; strategy; positioning; activation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:6:i:4:p:309-315

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