The Convergence Mindset

摘要

As consumer data becomes more voluminous inside organizations, so, too, does the pressure to use this information to drive business outcomes. From performance metrics to real-time intelligence, data helps us take on stubborn business challenges that are otherwise unconquerable. Likewise, approaches that uncover why consumers behave as they do are just as important to bottom-line strategies. Without empathic knowledge, organizations fail to build their emotional quotient. Yet organizations continue to earmark investments for data analytics and consumer insights separately. Beyond the redundancy of dollars, this contributes to operational silos. Worse yet, these groups often are not informing one another. Joining these work streams will enable organizations to better leverage existing assets while forging a symbiotic relationship between the two disciplines.