By 2020, Gartner expects big data features and functionality (such as data mining) will be routinely expected from traditional enterprise vendors. That means that as marketing professionals, you will be expected to know a lot more about the management of big data than you likely know today.
IBM and MIT have been tracking organizations’ analytics maturity annually since 2010 when they introduced the Analytics Sophistication Assessment. It served to benchmark where organizations were in their analytic maturity. Three stages of analytic maturity were identified: Aspirational, Experienced and Transformed (see chart).
In subsequent years the study has been focusing on the widening gap between basic users (called Aspirational) and the moderate users (Experienced) verses sophisticated users (Transformed). The widening gap demonstrates that some organizations are getting better at using analytics and expecting more from their analytic professionals and tool sets.
So where does that leave you? Are you currently working in an Aspirational organization and want to help move things forward? Or perhaps you are in a more Experienced organization, edging its way to Transformed?
Consider these three questions to begin to get a sense of which stage your organization may be in right now:
1. What motivates your organization to use analytics?
a) Aspirational | Guiding decision making in financial management and supply chain management
b) Experienced | Guiding future strategies, and increasingly guide activities in marketing and operations
c) Transformed | Guiding actions in day-to-day operations and future strategies across the organization
2. How would you describe your organization’s current analytics tools?
a) Aspirational | Primarily uses spreadsheets
b) Experienced | Expanding portfolio of analytics tools
c) Transformed | Comprehensive portfolio of tools to support advanced analytic modeling
3. How would you describe your organization’s analytics skills?
a) Aspirational | Ad hoc analysis is done at point-of-need; has difficulty hiring analytics talent
b) Experienced | Analysts work in line-of-business units with growing focus on cross-training and hiring skills externally
c) Transformed |Strong top-line mandate to use analytics supports a culture open to new ideas and champions who shepherd methodology and skills
If Garner’s prediction comes true, you will need to become a lifelong learner when it comes to big data.
To get a more comprehensive assessment of your organization’s current multi-channel analytics opportunities, call me at 972.496.7033 to schedule a no obligation appointment.
