Skip to content

The Missing Link Between Data And Business

KEY TAKEAWAYS: (Login below to view video)

That said, insights from our March 31 Digital Day are extremely applicable for Q2 & Q3, 2022 as the kickoff panel focused on The Missing Link Between Data And Business. Fuel Cycle’s Polly Speros moderated the panel featuring Mars’ Amelia Strobel; Lauren Deraleau from Farmer’s Fridge; MassMutual’s Bridget Nelson; Doug Freeman from Remesh and Pepsico’s Andrea Bingen.

Speros went big with her first question asking how to ‘inspire and provide transformational action in their organizations,’ and Strobel was first to volley back that action is best inspired through considering the stakeholder receiving the information, translating data to which insights is privy but the rest of the organization has yet to see and weaving that communication neatly through storytelling as opposed to simply reporting findings.

Bingen doubled-down on that entire message by sharing that the job is about giving, “the right message and just enough of the message to the right people at the right time.” Nelson added to be careful in the storytelling exercise to ensure that it’s not about, “presenting a point of view,” that the concepts being presented have been built “around data [and] are insights that are unbiased.” That said, Nelson suggested that data is, “only one piece of the puzzle because the best data in the world will still sit on the shelf, if somebody doesn’t have the will or the desire to activate.”

Deraleau went one step further in sharing that the goal should be to understand, “how [stakeholders] actually find the conviction to make a decision.” And offered two scenarios- one where, “some of my stakeholders like to see other people kind of nodding their heads and for them, I might have a brainstorming session, so they can everybody else kind of go along with them.” Whereas, “other [stakeholders] are data people, and they want to kind of find the answer themselves. So I might show up with a dashboard version of something and have them kind of explore it with me. And once they find that ‘aha’ themselves, they really have that conviction.”

Nelson, Strobel, Deraleau and Freeman then touched on a few ways of bringing the customer voice into the enterprise so that stakeholders get a first-hand flavor of changing consumer behaviors through unique data sources. Bingen agreed and suggested that a key is connecting those insights, “back to the business’ priorities. And back to the strategy.” And ultimately, that the “insights team should actually be the team that is helping the business figure out where that growth is going to come from.”

That was a perfect introduction to the panel discussing various approaches to a new seat at the organizational table and how speed, scale and prioritization help provide justification. Watch the full video to see for yourself by logging in or signing up below.

Contributor

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts

Related Content

Exploring Synthetic Data Applications

Synthetic data, a type of artificial data generated through algorithms rather than real-world interactions, is rapidly gaining traction in various ind…

Measuring Brand Health

Building a strong and healthy brand presence in the market and creating brand awareness in the minds of consumers is a very competitive endeavor. It’s…

Leveraging AI in Market Research

This year’s “Road to TMRE” virtual event featured a range of sessions related to artificial intelligence and how best to leverage the technology in ma…

 
 

More Related Content

Futuristic, walls of data coursing through space.
data quality

Exploring Synthetic Data Applications

Synthetic data, a type of artificial data generated through algorithms rather than real-world interactions, is rapidly gaining traction in various ind…

A hand holding a graphical sketch of a human brain.
consumer behavior

Measuring Brand Health

Building a strong and healthy brand presence in the market and creating brand awareness in the minds of consumers is a very competitive endeavor. It’s…

Future-like image showing head with circuits symbolizing artificial intelligence.
data science

Leveraging AI in Market Research

This year’s “Road to TMRE” virtual event featured a range of sessions related to artificial intelligence and how best to leverage the technology in ma…

Hands holding a director's clapper, about to say Action!
brands

Directing Insights Action

In the competitive world of consumer-packaged goods, data analytics and insights are essential for brands to stay on top of their game. While retailer…

Man sitting down, holding and spinning a small globe.
artificial intelligence

Find New Insights Career Opportunities

Science, technology and innovation are accelerating at a rapid pace in today’s marketplace. Machine learning, generative artificial intelligence, pred…

A locket with a red heart shape with key.
customer experience

The Value of Building Brand Trust

As consumers overall, and growing demographic groups such as Generation Z, call for more honesty, transparency and authenticity regarding the companie…

Robotic hand holding a light bulb shaped points of light rising up into the sky.
data science

The Fusion of AI and Market Research

Market research has traditionally been a hands-on task that is time consuming and resource-intensive, from generating data collection to holding in-pe…

data science

Leading with Human-Centric Insights

As technology rapidly changes the world around us, such as the growth of artificial intelligence, there is a counterpoint to this evolution: A focus o…

A pile of one dollar bills.
profitability

Discover the Value of Pricing Research

You have spent a great deal of time, energy, and resources and you have reached the next stage of your product development efforts. Now what? One key…

Basketball on the court with hoop in background.
actionable insights

Elevating Insights Impact

Market research efforts are evolving as corporations strive to determine actionable insights, implement new operations and infrastructures, and establ…

Happy family of four and dog walking on the beach by the ocean.
data science

Building Empathy to Improve Insights

While customer centricity is a key attribute in today’s insights and data-driven corporate culture, success must also be built on a concept of empathy…

Many colored arrows pointing to the center of the graphic.
data analytics

Driving Analytics & Insights Action

At this year’s TMRE @ Home, Shivani Shah, National Category & Shopper Insights Manager, H&WB, Church & Dwight Co., Inc., presented the session, “Data…

Vortex-like laser images in space like setting.
data science

Finding the Right AI Research Opportunities

As part of the AI & Tech Summit portion of this year’s TMRE @ Home virtual gathering, David Iudica, SVP, Research and Insights: Retail and Wealth, Cit…

Kids sliding down a big water slide on rafts.
marketing funnel

Mastering Funnel Analytics

Funnel analytics is an area of insights that perhaps doesn’t get as much attention as it should. We are all probably familiar with the sales and marke…

Hands shaping a clay pot on the potter wheel.
market research mission

Positioning the Market Research Mission

Just how should the enterprise and the team go about determining its market research mission? This specific market research mission is not necessarily…

Book with pages flying open.
insights culture

Learning the Soft Skills of Market Research

Skills can be developed in a variety of ways in the insights workplace to create an effective, versatile employee with a diverse arsenal of competenci…

Gold bars
media insights

Determining the Value of Business Content

Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, gave a presentation at the Media Insights & Engagement Conference, ca…

data science

Defining Governance to Deliver Data Benefits

Big data is here, it’s a growing trend and it’s not going away anytime soon. The rise of artificial intelligence and other technological developments…

market intelligence

Turning Data into Market Intelligence

When surveying a new market opportunity, the company’s market intelligence efforts come into play. This valuable data helps determine market segmentat…

actionable insights

Diving Deeper into Insights ROI

The third day of TMRE@Home, May 2, will demonstrate best practices involved in developing and positioning insights ROI. Fusing AI, data and analytics…

data science

Blending Analytics & Insights

The second day of TMRE@Home, May 1, will demonstrate best practices involved in marrying analytics with insights. Insights from analytics can be an ev…

machine learning

Plugging into the Future With AI

TMRE@Home is going to be held virtually this year from April 30 to May 2, 2024, and it will feature several educational tracks for insights and market…

actionable insights

Building the Analytics & Insights Ecosystem

The recent TMRE Continued virtual event hosted a session, “Blending Analytics & Insights to Drive Business Outcomes.” Moderated by All Things Insights…

artificial intelligence

Operationalizing a Hybrid Approach to AI

In “Insights + AI: Operationalizing A Hybrid Approach,” Christina Speck, Vice President, Corporate Strategy & Commercial Product, Blue Cross & Blue Sh…

data science

Finding the Right Machine Learning Formula

In “Machine Learning: Optimizing Ad Campaigns,” Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, explored machine lear…

insights culture

Navigating to Insights ROI

All Things Insights’ Seth Adler had a chance to sit down and get cooking with Jordan Cusner, Head of Guest Insights, Popeyes Louisiana Kitchen at TMRE…

consumer insights

Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler and Tr…

insights purpose

Advocating for More Insights Influence

The latest edition of the Insights Spend & Trends Report has just been released. Brought to you by TMRE and All Things Insights, this benchmarking rep…

Data Science & Analytics Strategy
data science

Reinventing the Data Relationship

The reinvention of the relationship between enterprise data science and business stakeholders is upon us. The focus is now on what the data can do for…

actionable insights

Diving Deeper into Measuring Insights ROI

If you can measure it, you can manage it. Insights leaders came together on this panel discussion on “Measuring Insights ROI” to share their respectiv…

insights ROI

Demystifying Insights ROI

Key challenges come into translating business insights into ROI. This includes data quality, research bias, no direct translation of insights into bus…

actionable insights

Establishing Insights ROI

In a recent ATI Gathering…Insights ROI, the community looked at the complex issue of insights return on investment from several different angles. Co…

resilience

Balancing Insights with Uncertainty

Uncertainty abounds, from inflation and layoffs to bank failures and talk of recession, to robust job reports, financial resilience, and the strength…

data analytics

Unifying Data Analytics and Insights

To be human or not to be human? That is a relevant question in today’s technology-driven society, and one we posed when thinking about unifying data a…

insights strategy

Gaining Insights Leadership

The role of today’s Insights professional is evolving as Insights teams are increasingly pressured to connect data sources, surface consumer stories a…

actionable growth

Taking Action to Spark Growth

Actionable growth is the process of taking action to achieve a desired outcome. It involves making strategic decisions and implementing tactics that w…

television audience measurement

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other so…

media insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few d…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

data analytics

Interpreting Data

Data isn’t just a set of numbers in a spreadsheet that sits there collecting digital dust. Michael Nevksi, the Director of Global Insights at Visa, no…

data analytics

Data Fluency

Data fluency and how it applies to an organization is essential for a business to thrive – according to Bob Bress, Vice President and Head of Data S…

data analytics

Digestible Insights

Business founders and leaders are proud of their accomplishments and with good reason. They have led their operations, often for decades and through s…

insights strategy

Timely Insights

“May you live in interesting times.” We are all familiar with this curse (or blessing, depending on how you see it). Many of us even know it as Chines…

insights strategy

Insights Enablers

Over the past two and a half years, there “have been more DIY projects” thus “Insights teams are moving more to becoming consultants and enablers fro…

data analytics

Pandemic Analytics Insights

It is reported that after the pandemic that 50% more customers and teams will use Business Intelligence tools. “Adapting, moving online, and having a…

actionable insights

Data, Analytics, Insights & Action

If you watch June Dershewitz when she’s not looking, you might catch sight of her cape. She is a superhero in the world of data. Her goal is to make t…

inclusion

One Way To Insights ROI

“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the co…

consumer

LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

data analytics

Insights On Outpacing Further Disruption

The axiom, ‘May you live in interesting times,’ is cited as both an expression as well as a curse. Its origin is foggy. For the past couple of decades…

data science

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

consumer

DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

user experience

Insights Hacks

What are the hacks, the shortcuts, the clever or elegant solutions which can be applied now? To answer this question we checked-in with three executiv…

data science

Data Culture

Global society and business continues to shift from decisions informing data to data informing decisions. That is to say, for most of human history, a…

data science

Insights Resilience

Way back at the beginning of our modern almost apocalypse, there was one term used across the globe and up and down the organization- resilience. Faci…

innovation

Measurement, Currency and Attribution

Keeping pace with innovation is always a challenge. The Media industry not only has to keep pace with that innovation, many players have offerings tha…

consumer

A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

insights strategy

A Contemporary Insights Organization

We are in the process of experiencing the second paradigm shift of human behavior in just a three year period. For a prepared organization, this is a…