Why do we do analytics? You will come to know the truth, and the truth will set you free,
said the teacher, and while he wasn’t talking about commercial data mining we think he could have been.
The freedom here is not the freedom to do nothing or to do anything, but the freedom to do the right and proper things, and to do them well. Happiness comes not from idleness.
But how do we get the wisdom to know what is the proper pursuit for us? That wisdom can come from knowledge, and the knowledge from information, as the poet writes:
Where is the wisdom we have lost in knowledge?
Where is the knowledge we have lost in information?
T. S. Eliot: Choruses from The Rock
This inspires us here. To help you recover and rediscover the knowledge that is hidden in your data; especially knowledge and genuine understanding of your customers and markets. Knowledge of people, for it is in and through the community that we live; and from that knowledge we may come to understand ourselves and our role in the world, which is true wisdom as the Delphic oracle well knew (γνῶθι σεαυτόν).
So we developed our Insights Driven Campaign Creation process to systematically take insights from reporting and data mining and turn them into new testable marketing campaigns, month after month, year after year. For it is through actions and communications that we understand the humans that are our customers and markets.
And we developed the very commercially focused dashboards, reports, and fast analytics that can feed this process, and the business structures, organisation, and leadership that commercially optimises the results.
For the Marketing and Insights functions we tie it all together in our capability model for commercial analytics which is robust, proven to deliver results, now and sustained over time, and future-proof.
We wish all of our readers a happy New Year.