Research

While many companies are investing in online and other digital tools, most have not developed a comprehensive omnichannel strategy to deliver great customer experiences over multiple customer touch points. Legacy marketing mindsets, just like legacy IT mindsets undermine the ability of companies to explore and experiment with all whole new range of digitally enabled customer engagement tools.

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Inquiry Response: Marketing Analytics Capabilities Internally

By Jenny Moede, Jan 15, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We have a hub-and-spoke analytics model with analysts in different divisions. My team is tasked with increasing the maturity/value of the analytics being used across the Enterprise. How can we market ourselves so the analysts across the enterprise understand the full breadth of what our team can do?

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Any new tool or technology has the potential to be put to use for good purposes or, unfortunately, for harmful purposes. Artificial intelligence is no different. As we see the rapid progress occurring in the AI space, lots of attention has been paid to all of the good uses of AI. However, it is inevitable that those with nefarious intent are also studying AI successes with an eye toward how to twist them into tools to pursue their less than honorable goals.

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Improving Analytics Measurement 

By Robert Morison, Jan 10, 2018

Available to Research & Advisory Network Clients Only

This five-part research brief is designed to assist analytics leaders in taking stock of their analytics measurement programs, recognizing and filling any significant gaps, and raising their ability to communicate with the business and its leadership about analytics. This brief provides background and summarizes results and recommendations across the four measurement categories. A separate brief on each category details its findings. In this research, we surveyed 19 enterprises and asked, in each of the four categories, what metrics they use, what they’re good at and what they struggle with, and whether their measures incorporate five common methods or inputs: trends over time, internal customer views, external customer views, external benchmarks, and lessons learned.

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Augmenting Self-Driving Cars with Human Capabilities

By Thomas H. Davenport, Jan 09, 2018

In a previous piece I wrote about an MIT conference suggesting that fully autonomous vehicles are not just around the corner. In the short run, then, we’ll be riding in increasingly smart vehicles, but we humans will still be expected to be in charge. And even after full autonomy is available, there may well be some human role in the process beyond catching some Zs behind the wheel or watching videos on a mobile screen.

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AI Standing On the Shoulders of Giants

By Kathryn Hume, Dec 21, 2017

My dear friend and colleague Steve Irvine and I represented our company integrate.ai at the ElevateToronto Festival in September. The organizers of a panel I was on asked us to prepare comments about what makes an “AI-First Organization.”

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Improving Analytics Measurement Part 5 of 5 – Analytics Health

By Robert Morison, Dec 20, 2017

Available to Research & Advisory Network Clients Only

Analytics Health metrics address the question, “Are we maintaining and building the right capabilities to meet business demand and perform better in the future?” These capabilities can include people and skills, processes for execution and management, technologies and techniques, and data assets for analytics.

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Increasing the market value and operating performance of your company in the new digital world requires that you harness data analytics as a major contributor to your competitive success.

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Improving Analytics Measurement Part 4 of 5 – Results

By Robert Morison, Dec 18, 2017

Available to Research & Advisory Network Clients Only

The Results question is: Are the analytics outputs being put to good use and creating value for the enterprise? This is the most challenging measurement question to answer, and it’s naturally the question of greatest direct interest to the business.

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Improving Analytics Measurement: Part 3 of 5 – Performance

By Robert Morison, Dec 14, 2017

Available to Research & Advisory Network Clients Only

Analytics Intent poses the question, “Are we working on the right things?” Analytics Performance follows up with the question, “Are we doing those things well?” Are the analytics organization and its business partners performing the work of analytics efficiently and effectively? Are projects being executed as planned, and are everyday services being provided reliably?

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