In the battle to become a great digital organisation, the fight is currently taking place on two fronts - capture as much data as you can and secondly, build a fantastic user experience.
The challenge with data is that most organisations end up becoming data junkyards - where mountains of data is waiting for a superhero analyst to come and make sense of it all. Most companies have started to tackle this in a "Wall-E"-esque way, where relevant insights about customers is pieced together, one product at a time. A few organisations tackle this by customer, piecing together insight on their most valuable segments and providing an awesome experience for those customers.
One thing still remains true: business intelligence is hard. Bloody hard.
Looking ahead at how technology and the market are moving, it is probable that business intelligence will become a lot easier. Three reasons come to mind:
1. Companies will provide Omni-channel customer experiences. Once you stop caring about what channel the customer is in, and you start linking the journey across channels, you take away the headache of building custom channel experiences. Your channels will be controlled in one place. Awesome.
2. Companies will become Device Agnostic. Once wearable technology becomes mainstream, you will no longer be able to keep up with individually tailored solutions for each type of device. Mobile, Desktop and Tablet - will all merge and eventually all you will care about is whether your one common user interface provides an jaw dropping experience or not. Double Awesome.
3. Companies will finally care about privacy and user preferences. The Internet is going the same route as the TV, mainly because it is a targeted media being used in an un-targeted fashion. We're only just realising that. And therefore, by providing the control to users, on customising their experience with your brand, you will create more loyal followers. This makes it easy for you to send targeted messages to customers - when they want, how they want, and where they want.
The one question that remains is how quickly can you get to a state where channel, device or targeted messaging no longer matters? And what are the obstacles in your industry that are preventing you from getting there? Are you winning the battle today, but losing the war tomorrow?
The challenge with data is that most organisations end up becoming data junkyards - where mountains of data is waiting for a superhero analyst to come and make sense of it all. Most companies have started to tackle this in a "Wall-E"-esque way, where relevant insights about customers is pieced together, one product at a time. A few organisations tackle this by customer, piecing together insight on their most valuable segments and providing an awesome experience for those customers.
One thing still remains true: business intelligence is hard. Bloody hard.
Looking ahead at how technology and the market are moving, it is probable that business intelligence will become a lot easier. Three reasons come to mind:
1. Companies will provide Omni-channel customer experiences. Once you stop caring about what channel the customer is in, and you start linking the journey across channels, you take away the headache of building custom channel experiences. Your channels will be controlled in one place. Awesome.
2. Companies will become Device Agnostic. Once wearable technology becomes mainstream, you will no longer be able to keep up with individually tailored solutions for each type of device. Mobile, Desktop and Tablet - will all merge and eventually all you will care about is whether your one common user interface provides an jaw dropping experience or not. Double Awesome.
3. Companies will finally care about privacy and user preferences. The Internet is going the same route as the TV, mainly because it is a targeted media being used in an un-targeted fashion. We're only just realising that. And therefore, by providing the control to users, on customising their experience with your brand, you will create more loyal followers. This makes it easy for you to send targeted messages to customers - when they want, how they want, and where they want.
The one question that remains is how quickly can you get to a state where channel, device or targeted messaging no longer matters? And what are the obstacles in your industry that are preventing you from getting there? Are you winning the battle today, but losing the war tomorrow?
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