The combination of data and context creates the rich, detailed, and complete view that organizations need. In contrast to the single “picture” provided by the simple snapshot metrics (for example, isolated dashboards, annual reports, one-time surveys) that do not provide trend information nor identify the root cause of issues, the addition of the context of time, behaviors, geographics, history, user intent and outside factors allows for understanding of both what is occurring and why; and what will be occurring in the future. Using this richer methodology, decision-making is enhanced with better strategic clarity, better near-real-time operational flexibility, and with fewer assumptions and more fact-based decision-making. Organizations will experience multiple positive effects, including identifying subtle patterns of performance, higher productivity due to reduced reliance on analytical guessing, and higher confidence in the quality of decisions made using data, which ultimately equates to a competitive advantage when proactively anticipating versus reacting to events. Data users will be able to identify performance drivers and risks before they become issues, and create solutions that are tailored to their specific needs. When an organization uses contextual analysis within its operational processes, each individual piece of data becomes a strategic intelligence component, converting regular, periodic, snapshot reporting into a constant flow of strategic intelligence. This results in an organization that is informed, agile, forward-thinking, and has the ability to react rapidly to changing environments, innovate confidently, and execute strategies with greater accuracy and accountability at all levels of operations.
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