Nov 17 2016
So what is your brand in the data-dating game? Are you the old school, one-way dater who’s failed to move with the times? Or are you a modern casanova; flexible and fun who knows what they want?
As analytics is recognized less as a buzzword and more as an organizational imperative, it is increasingly becoming an accurate barometer of the shared values, attitudes, standards, and beliefs that persist in your organization. In short, it’s a modern measure of the outward and inward personality you embody.
So what is your analytics adoption saying? Are you still using anecdotes and historical success in decision making? Maybe you’ve been out of the game for a while… Perhaps you make sure that every little decision is backed up by streams of numbers. Don’t worry, there are plenty of fish in the sea.
To analyze what type of data-dater you are, I’ve compared organizational breadth and depth of data as 2 key areas that reflect your prevailing culture and personality:
How Deep is Your Love
The Big Spender
There are some companies that make a concerted effort to cover every data point. Resource and effort heavy, this approach to data-dating represents an entrenched culture. Yes, these companies are methodical and industrious, but they are also hierarchical and heavy. They’re coming to the table with Gucci gear and gold chains, but with a healthy amount of pragmatism and pretentiousness.
The Savvy and Sensitive
Other brands acknowledge that different functions internally have different needs, and employ data with a slim, smart and philosophical approach. Understanding that one-size doesn’t necessarily fit all, this culture represents a credo of collaboration and communication, making the most of the different internal capabilities and maximizing their output. This culture is the George Clooney of the dating game; smart and sophisticated.
The Strong, Silent Type
Then there are those brands that are all about their ‘past’. They’re the stubborn friend who fails to adapt to a changing world; a world where intelligence and justification are imperatives. Their approach is based on ‘what’s worked’, and though it might fly in the odd instance, the changing nature of the game has collaborative cultures winning in a data-driven world. The strong and silent type comes to a date wearing double denim; a product of a different time (see Brad Pitt circa early 1990’s above for your model).
Breadth of Analytics Used
Playing the Field
Along with depth, the level of collaboration within the organization is imperative in understanding organizational culture. The open and communicative brand, a brand where data is available across all functional areas is the one growing in a data-driven world. Democratizing data is essential, and represents a culture that is accepting, inclusive and open; a sure-way to the heart of any brand.
Finding Your Type
Those more selective in democratizing data across business functions represent those organizations that are moving towards change. They say old habits die hard, and for the modern business, moving from a culture where data-power is focused in specific silos is not an easy one. Yet, these companies also acknowledge that change is a business reality; they’re just not as quick to take it on board. They like their comfort zone, and they like consistency and understanding, but they’re also aware that making data a company-wide philosophy is essential for continued growth.
Crying Into a Box of Tissues
Everybody has that one friend who, no matter the situation, always blames everybody else and fails to adapt. The data-deniers among us fall into this category. Their culture of denial represents a failure to move with the times and accept the reality that the world, and data, has changed. They use their gut instinct as their dating compass, and in turn they fail to adopt an open and collaborative approach. The ones who are destined to stay lonely…
Final Tips for the Modern Data-Dater
The data-dating game is a battlefield, as is building a winning culture with data. And as its proliferation becomes the norm rather than the exception, companies face a battle to ensure that their culture remains collaborative and open. Yet by understanding the different role analytics play in an organization’s culture, brands are becoming more confident to bring their shared values and attitudes to the table, ready to take the dating world by storm.