My colleague at the Marketing Leadership Council Patrick Spenner recently wrote on Forbes.com warning CMOs about the big data hype: In MLC’s recent survey of CMOs across the globe, Big Data ranked as one of the top 3 issues on their minds.
And our own study revealed that 60% of business partners feel that they do NOT have the support and tools needed to be customer focused. And yet this is just the support decision makers need more than ever as they wrestle with the prospect of Big Data. Indeed, the MLC work found that close to two-thirds of the marketing team is likely to experience “analysis-paralysis” in the face of the data deluge.
We found that research’s role is changing as information proliferates, and that functions are now evolving from insight consultants to knowledge inculcators. This means that researchers must work harder than ever to ensure business partners are using insights to inform their decisions.
We recently asked leading organizations how to drive business partner engagement with knowledge, and they tackle the problem with two strategies:
- Use existing information flows-partner with the Communications team and business partners themselves to make sure that your insights will resonate throughout the organization
- Correct overconfidence and misperceptions-tap business partners’ emotions to create internal dissonance that demonstrates the value of new information
These two strategies will make information more memorable, ensuring that your insights (from Big Data or not) will truly become Big Insights that impact your company’s actions.
MREB members, log on to see how companies like GM, Intuit, Heinz, and Telecom NZ drive engagement with knowledge.