HOW TO MAKE SURE YOU'RE NOT USING DATA JUST TO JUSTIFY DECISIONS YOU'VE ALREADY MADE

By Kevin Troyanos, Head of Analytics, Saatchi & Saatchi Wellness

Excerpted from Harvard Business Review:

To drive real results, an organization must use data analytics throughout its business cycle. Today’s descriptive analytics are the foundation of tomorrow’s KBQ-oriented planning processes, which in turn are the foundation for a forward-looking analytics brief that details how an organization is going to answer its high-value KBQs. It’s this cyclical, mutually-informing decision-making architecture that both accelerates organizational transformation and disrupts your fixation on the rear-view mirror.

Read the original article on Harvard Business Review.