Making Smarter Decisions with the Right Data

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These days, organizations cannot afford to operate based on gut instinct or anecdotal evidence alone. To truly optimize performance and drive impact, leadership teams need to leverage accurate, relevant data when making strategic decisions. Having the right intelligence provides a critical competitive advantage.

Define Measurable Goals First

Before you can identify what data, you need, you first need to clarify the specific goals, objectives, and outcomes you’re aiming to achieve. Get leadership aligned on key targets everyone will work toward over designated timeframes.

Monitor Performance Data

With goals set, determine what metrics will indicate if you’re on track or veering off course. These become your key performance indicators (KPIs) that you’ll need to closely monitor over time.

Define each KPI and its calculation method explicitly to ensure consistent measurement. Establish processes and tools for collecting trustworthy performance data to feed these metrics in a streamlined, automated way.

Look for Confirming and Contradicting Signals

Be careful not to overly rely on a small handful of metrics, though. More data provides better context for confident decision-making. Validate your KPIs by considering other related confirming or contradicting signals.

For example, monitoring a revenue target isn’t enough. You would also want to analyze metrics around sales activities, conversion rates, pricing, channel performance, competition, and market trends to fully diagnose opportunities or risks.

Leverage Benchmarking Services

While internal data is invaluable, it will not show you how your performance compares to other companies and competitors in a broader context. That’s where leveraging professional benchmarking services provided by a company like ISG proves worthwhile.

These data providers continually collect, cleanse, and anonymize operational and financial metrics across industries. Their benchmarking datasets and reports allow you to identify performance gaps and spot potential areas for improvement based on peer comparisons.

Incorporate Leading Indicators

Most organizations mainly focus on lagging indicators that only become apparent after an outcome has occurred. However, to spot risks and opportunities earlier, you need to monitor leading indicators, too.

For instance, while customer churn rates show you lagging effects, metrics like CSAT, NPS, product usage, response times, etc. can foreshadow risk. Monitor leading indicators in tandem with your standard business performance metrics.

Combine Operational and Financial Insights

Far too often, companies only prioritize financial performance data like revenue, costs, and profitability. Nevertheless, running a business is about much more than just maximizing the bottom line over the short term.

You also need full visibility into operational metrics around processes, productivity, quality, and other factors affecting customer value delivery and long-term sustainability. Financial statements alone provide an incomplete picture. Fuse insights from multiple cross-functional data domains.

Overlay Market and Voice-of-X Intelligence

Even with robust internal/external quantitative metrics, you can’t dismiss qualitative human insights altogether. Data should inform decision-making, not dictate it. Overlay your performance data with:

  • Voice-of-Customer: Surveys, reviews, social commentary
  • Voice-of-Employee: Feedback, engagement scores
  • Market Intelligence: Trends, disruptions, competitive analysis

This additional context surfaces underlying perspectives, behaviors, and influences that raw numbers cannot communicate on their own.

Make Data Actionable and Accessible

Data’s potential is only maximized if people across your organization can easily access, visualize, and act on it. Invest in intuitive business intelligence tools that consolidate and simplify your disparate data sources.

Deploy self-serve reporting and dashboards so teams can collaborate on analysis without involving IT for every little request. Eliminate silos and empower everyone to glean insights based on a single source of truth.

Conclusion

The most successful businesses continuously capture and synthesize signals from a holistic range of data sources. Unifying your internal performance data with real-time market conditions, voice-of-x factors, and external benchmarking intelligence means your organization can gain a comprehensive view for making smarter, more confident decisions that accelerate growth.

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