2. Data using organizations are really good at end products.

Written by Raleigh Gresham

Data using organizations use analytics to ask people to change and do. They’re not interested in work that measures egos. They’re not in the business of red-light green-light health-checks. Data using organizations ask for action.

Data using organizations make things that people can understand and act on. Unlike classic reporting-organizations, they don’t let analytics become a metric and report vending machine. They have the guts to work until all that is left to report is a crystal clear call to action.

Data using organizations keep their data driven action-asks simple and realistic. They ask for clicks not projects. They think in terms of next Tuesday not Q3.

Data using organizations know that data’s value is only generated when something happens, so they think in terms of to-do lists. To-do lists are the simplest yet most influential type of “report”. To-do lists are what data using organizations want after an analysis. They curate all of the possible next steps the analytics point them to and then filter down to the most important and realistic ones.

Data using organizations know that the big ROI traditionally sought in data-projects can limit data’s power and that lots of little to-dos that are likely to get done out perform a few big to-dos that sit untouched. Data using organizations look for little-bet to-dos with higher chances of return instead of big-bet to-dos with hope and prayer type of returns. They like the reality of finding 100 certain small things over one big, uncertain, magical thing.

Data using organizations make stuff not just analyze it. They wrap their action-asks in products, not reports. They realize that well designed products are much better than pie charts at getting people to do things. People engage with things they can and want to use. Data using organizations build products with the minimum feature set required to get the doers doing – often with single-feature, analog solutions that are non-traditional in how simple they are.

Data using organizations create products that do one of two things: instigate a conversation between two people/groups or generate a step-by-step set of instructions that people can and want to follow.

Data using organizations create products for inside the organization and outside of it. They wrap analytics in products that give “customers” a reason to buy from the organization. They give their employees a way to be the best there is at “selling” to these customers.

Data using organizations operate in a continuous prototype-feedback-enhance loop which allows their work to consistently be in the right place, in front of the right people, with the right action at the right time.