Ready access to data and simpler analytics tools are changing business processes. They are putting the responsibility for action on it on everyone in the organization. Check out this slide show based on Economist Intelligence Unit research.

1. The democratization of data:
Changing business
Source: Data-driven decisions for all: A new business paradigm
EIU report, sponsored by Tidemark

2. “Data availability is one
of the most exciting
disruptions we are
seeing, and it will impact
every one of us.”
Deborah Hopkins, chief
innovation officer, Citi
“Data for all” is the biggest change many
organizations face—especially marketers
Source: Data-driven decisions for all: A new business paradigm
EIU report, sponsored by Tidemark

3. Now
Users empowered around
the business
Approach: Seeking insights
in the data
Test-driving new approaches
in real time
Before
Reliance on IT-based teams
Approach: questions to prove a
hypothesis
Results of limited value to end
users
More understanding of its value and greater
access has changed the way firms analyze data
Source: Data-driven decisions for all: A new business paradigm
EIU report, sponsored by Tidemark

4. Business users with an
understanding of marketing
can analyze data and use
their expertise to fine-tune
more relevant initiatives.
Andrew Lucyszyn, director,
business intelligence and
digital analytics, Sigma
Marketing Insights
Today, the reasonable approach is
for marketing teams to not rely on IT
Source: Data-driven decisions for all: A new business paradigm
EIU report, sponsored by Tidemark

5. Having IT focus on these concerns
supports the daily work of other units
But there are tradeoffs to cutting IT out of the process
Source: Data-driven decisions for all: A new business paradigm; EIU
report, sponsored by Tidemark
Security
Regulation
Privacy

6. “Hopefully, most IT
departments will
take an ‘if you can’t
beat them, join
them’ approach.”
Owen Rogers,
senior analyst, The
451 Group
The key is not technology, but strategy
The ultimate goal: data partnerships, not turf wars
Source: Data-driven decisions for all: A new business paradigm
EIU report, sponsored by Tidemark

7. To download the full report, “Data-
driven decisions for all: A new
business paradigm,” go to
http://bit.ly/1qBWI27
Check out more insights, research and viewpoints from marketing
leaders and The Economist Group’s experts on Lean back.
Want more? Check out www.economistgroup.com/leanback
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