Ask Anna: What does data-driven enterprise imply for creativity?
In her latest column, CR's agonizing aunt Anna Higgs describes the benefits data can bring to creative work, but explains why she shouldn't be leading all decision-making
Dear Anna,
Increasingly I hear the sentence: "We are moving towards a more data-driven company." What does that actually mean? I understand the question and the measuring equipment, but culturally? What does this mean for creative advice?
Anon
Dear Anon,
You are right, data and analytics are everywhere these days and can mean different things to different people. We have known that "knowledge is power" since that ancient Latin aphorism was coined, but nowadays such phrases seem to suggest that with enough information you can take on the world.
Essentially, a data-driven company uses data to make better decisions and do better business with them. It is a backlash against fallibility to follow your gut or trust your intuition because, in a business sense, if you're wrong, your company suffers. We all understand that. Businesses strive to eliminate as much risk and space for human error as possible.