All the big data technology in the world won't close the gaps between data and action. One global bank told us, "even with all the capabilities and tools in place, we are drowning in data and starving for insight."
To harness the power of all your data to attract and serve customers -- to be a digital business -- you also need a new way of consisently harnessing insights that matter: insights teams using an insights-to-execution process anchored by a new digital insights architecture. We call this combination of people, process, and technology "systems of insight" (see Figure 1).
Brian Hopkins and I just released a Forrester report called "Digital Insights Are the New Currency of Business" for CIOs. I've never worked harder or longer on a 16-page document: one year, 75 drafts, and help from 25 colleagues spanning business, marketing, data, and technology.
- First, systems of insight use a new operating model that combines business, technology, and data expertise. You will use small insights teams led by business leaders and domain experts working together in both directions: business-to-data and data-to-execution. Only in this way will you focus on data and insights that matter.