February 2021
17:31
The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway.
Engaging in testing and optimisation efforts is key in this journey as it starts to exploit data assets to directly impact business performance. It demonstrates a step change towards conclusively resolving internal debates or turning attention away from the highest-paid-person’s-opinion (HIPPO) in a way that allows the decision influencers to remain impartial. “Opinion divides, facts bring people together,” says Pascal Moyon, Digital Transformation Consultant at Canon EMEA.