Is your company ready for Analytics? This is one of the first questions we ask a potential client. We have found organizational silos and credibility are among the major barriers for us to be engaged with a customer. Often there is a lengthy education needed in addition to all the reports, books, and chatter in the WSJ about the importance of analytics.
The following analytics roadblocks were sited in the white paper Capitalizing on Customer Analytics from 1to1 Media, a division of Peppers and Rogers Group.
Four Analytics Roadblocks
- Organizational Silos: Silos of conflicting responsibilities, and lack of accountability as a result
- Credibility: The ability to gain credibility for analytics’ return on investment (ROI) measurements, especially for the softer benefits
- Data Quality: Data cleanliness and accuracy, including the ability to integrate customer data from multiple silos
- The Right Data: Having and leveraging the right data for high-value activities like understanding potential wallet size or determining future value