Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results

Mike Johnson and James Cousins
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Mike Johnson: Senior Data Scientist, St. Charles Health System, USA
James Cousins: Analyst Manager, Rapid Insight, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 3, 237-245

Abstract: Data analysis and soundly implemented analytics are critical aspects of marketing. Sound implementation, however, is not a guaranteed follow-on from data analysis projects. Strategically planning ahead for implementation is essential. In other words, the planning, methods and communication of results must integrate seamlessly into business requirements and objectives. Typically, the burden falls on executives and leadership to seek insights from analysts, but analysts can further their impact by proactively optimising their analysis for the implementation phase. This paper details a framework for guiding strategies that drive relevance, trust and adoption during all stages of analysis and the decision-making process.

Keywords: marketing analytics; business intelligence; communication in business; strategic analytics; project design; stakeholder engagement; predictive analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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