Leveraging Analytics for Business Success

Data-Driven Growth Strategies

Years ago, I introduced a data-driven mindset to a company once. They sold premium products, thought dealers were the most important thing in the world.

Talking directly to the consumer? Wasted effort, except for showing specs and manuals.

This company, just like many others was gonna finding themself at a standstill. Despite significant investments in marketing and branding. Key to breaking through often lies in a resource that many overlook: Data.

This hypothetical pattern of damage of surviving aircraft shows locations where they can sustain damage and still return home. If the aircraft was reinforced in the indicated areas, this would be a result of survivorship bias because crucial data from fatally damaged planes was being ignored; those hit in other places did not survive. Source: https://en.wikipedia.org/wiki/Survivorship_bias

So I started connecting various analytics accounts to a Google Sheet and started building an overview that showed senior management the possible impact for those dealers if we could boost traffic to certain pages, if we started measuring clicks to dealers and more.

Year later, I got approval to:

• build a new platform;
• introduce a new CRM platform;
• start a pilot on a PIM system;
• start a pilot on a price spider tool;

Data should do more for growth, and it can, you just need to be clear on the goal.

Why Guesswork Doesn’t Work