Executive Summary
How can an organization can tell whether it’s actually letting data inform its decision making— or whether it’s merely using superficial analyses to retroactively justify decisions? Traditionally, organizations have used data analytics as a tool of retrospection, as a means of answering questions like, “Did this marketing campaign reach our desired audience?” or “Who were our highest-value customers over the last year?” These analytics are undeniably important, but within organizations that are truly data-driven, KPIs are generated at the start…
