What stage has your organization reached on its data maturity journey?
My team has learned that when business owners have confidence in the data, understand what it can and cannot do and is consistently applied, they directly impact bottom-line results and key business metrics of the firm. They are now iterating on that success to find other parts of the enterprise they can impact.
Tell us about the data and analytics resources you are responsible for
The data and analytics team is part of my larger marketing organization. I don’t view data and analytics as a stand-alone function, but as an imbedded capability within the marketing process. Sometimes that capability is uncovering insights that inform a larger strategy or identifies an opportunity leading to a new marketing tactic or program. Other times it is building models and scoring our consumer database to enable segmentation and personalization throughout different points in the customer journey. And still other times it is identifying underlying drivers of consumer behavior or business trends.