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Analytics and Business: Be a ‘Doer’, not a ‘Dabbler’
“When companies effectively use data and analytics, they regularly surpass business goals at rates far beyond those that don’t take advantage of data,” according to a recent Deloitte report.
The problem is that most businesses don’t. The Deloitte survey found that 62 percent of companies still primarily rely on spreadsheets to manage their businesses. While many businesses explore analytics, they tend to stick with their traditional management tools. Deloitte distinguishes between the ‘Doers’ and and ‘Dabblers’.
Ben Stiller, analytics practice lead at Deloitte, said that “while the dabblers continue to execute informally disparate proofs of concept and pilots leading to minimum value delivery, the doers are systematically embracing data, adopting analytics, AI and automation; and changing the way work is done across the enterprise.”
Deloitte attributes the strength of the ‘dabbler’ mentality on the leaders. If the tone and direction needs to be set by the CEO, others will follow. Deloitte found that in 77 percent of the cases when the importance of analytics and data analysis is promoted by the CEO that those businesses adopt new data techniques and are able to achieve new levels of growth.
The report concludes that “insight-driven organizations represent a minority of businesses today, despite the number of years technologies such as big data and analytics have been readily available. Buying and using analytics tools is not hard—changing behaviors is.”
