This document discusses using data to achieve business objectives through a process called the "Data-to-Value Builder". It outlines steps to identify the necessary internal and external data, derive required information and insights from that data, and determine which business objectives can be achieved with the available insights. The goal is to qualify available data based on usability, understand differences between data, information, and insights, and focus on the most important objectives the organization can confidently achieve.

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Data
What internal and external data do we need
to create the defined information?
What information is required to a) derive the defined
insights or b) achieve the business objectives (directly)?
Information
What insights do we need to understand to achieve
the business objectives in the focus area?
InsightsBusiness objectives
Which business objectives do we want
to achieve with data?
Lean offerings
post-launch
Data can be used Qualify the data based
on availability and usability
Investment required
Too difficult to get
Focus
Which of the objectives are most important
for our business and we are confident enough about
what insights / information / data we need to know?
Confidence
Importance
Team DateIteration 1 2 3
What is the difference between
data, information and insights?
Data
Information
Insights
Business objective
...is ”raw”, unorganised and without
meaning on its own.
Example:
567 terminations
of service agreements
Example:
Annual churn rate is 20%
Industry benchmark is
30%
...is interpreted data with
contextual meaning.
Example:
Customer retention
strategy better than
average
...are conclusions derived from
information.
Ideation