Over the past few weeks, I have had the good fortune to speak to many executives and entrepreneurs about how the “Humans” in their companies grapple with data and information technology to improve critical work processes and business results.
These processes include “New School” ones like formulating, launching, and managing multi-channel digital marketing campaigns - i.e. simultaneously advertising on Google AdWords, Bing, Facebook, and LinkedIn - and then utilizing various forms of re-targeting to ensure the right prospects see the right message at the right time.
And “Old School” ones like tracking and evaluating sales activities and results, how many calls are being made daily, weekly, monthly, and what the results of those calls are – leads, proposals, wins.
And as customers are secured, the operational processes and their related data points – cost and time of delivery, customer satisfaction as measured by retention, upsell, survey, etc., and how employee performance and engagement drives / detracts from these outcomes.
All this “Nitty-Gritty” can and does make the difference between profit and loss, between winning and losing.
The problem is that there is so much of it.
So much data. So many processes. So many new technologies.
And yes, so many opportunities to explore and to pursue.
All of these “so muches” and what do you have?
Overwhelm.
To which an all too natural response is to comfort ourselves by “staying busy, - with minutiae, with confusing activity and frenzy and response with accomplishment and forward progress.
It goes without saying that in this oh-so-competitive world of ours this is not going to cut it.
So how can we leverage all of the amazing and abundant data surrounding our businesses to empower and improve our workflows and results instead of overwhelming them?
Here are three quick ideas:
First of all, don’t let the Desire for the Perfect get in the way of the Possible. Accept that it is simply not realistic to tackle and leverage data like an Amazon or a Google does (i.e. world class analytics companies).
Businesses like these have large teams of high IQ analysts to parse and interpret their data sets to a degree and depth unavailable to small and medium-sized businesses (SMEs).
But just because we can’t do “Industrial Analytics” doesn’t mean there isn’t big value to be had from a more “entrepreneurial approach”.
In fact, given the sometimes shockingly low level of analytics and data management at most SMEs, even small steps toward making business decisions with a more quantitative basis can yield quick and high ROI.
Secondly, look for and find the Low Hanging Fruit. My experience is that every business has one area, one dimension -- whether it be email marketing, PPC, sales team performance, delivery costs, etc. - that a focused look at its analytics can lead to easy action plans to attain quick wins.
And if you’re not confident / comfortable to make these quick inductive “jumps” yourself, then hire a consultant to do it for you.
Finally, leverage Technology. In the end, the ultimate solution to overcoming data overwhelm is to be found in what causes it in the first place.
Yes, the same technology that on the bad side inundates us with so many pings from everywhere at all times, and on the oh-so-good side opens amazing possibilities for us to sell, market and deliver to customers anywhere in the world…
…that technology in turn, can automate our work processes, data flows, and decision making to free us do those things to which as humans and business executives we are attracted to and designed to do.
Collaborate. Connect. Create. Innovate. Inspire. Like. Love.
All only truly possible from the top and in control of our data mountain.
Yes, we have to do the climbing to get there, but when we do, what is won is the ability to focus on and improve the processes and connect with the people that really matter.
Breaking Through Data Overwhelm (3 Easy Steps)
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