Five Factors to Help YOU Create a High-Impact Insights Program:
1. Your strategic roadmap is vertically aligned and fully cascaded throughout your organization.
2. Operational, Third Party, and Customer Insights Data are fully integrated for 360-analysis and reporting.
3. Research is conducted holistically.
4. Less is more. Quotas and sample balancing for accurate and reliable insights.
5. Change Management and Empowering a Data-Informed Culture.
DATA SUMMIT 24 Building Real-Time Pipelines With FLaNK
Social_HighValueInsights.pdf
1. 5 Factors of a
High-Value
Insights Program
Designing Value Through
Reliable and Seamless Insights
2. #1
Corporate
Vision
Objectives and
Key Results
Key Performance
Indicators
Define
Set
Goals
Measure
Define key
customer
journeys
Map milestones
Align research
methodology
and metrics
Your strategic roadmap is vertically aligned and fully
cascaded throughout your organization.
Strategic Planning
Insights Road Mapping
Tier 1 Relationship KPIs
Tier 2 Core Product Suites and Services
Tier 3 Individual Product and Key Customer Journeys
Creating Organizational
Strategic Alignment
Cascaded KPIs
3. #2 Operational, Third Party, and Customer Insights Data
are fully integrated for 360-analysis and reporting.
Data tables and warehousing is
available real-time, along with a
data directory and dictionary. The
data is pulled into a data
visualization tool from the
warehouse, and an automated flow
is created to populate ongoing
customer insights in the research
platform with key customer
segmentation data.
Relationship, ongoing milestone
touchpoints, and ad-hoc research
is collected through an integrated
platform, tied to the CRM to
inform 360-customer contact. Raw
metrics feed back into the data
warehouse for combination with
more dynamic operational data.
Third party lifestyle,
communication, and household
level data may be tied to
operational data warehouse
insights at the 1:1 record level for
further analysis and customization
of offerings, outreach, vertical
sales, and support.
4. #3Research is conducted holistically.
• Strategic alignment typically lives within the
Customer Experience or Analytics
organization.
• Your research team should be
knowledgeable in all methodologies of
research to prescribe best practices that
address critical questions and obtaining
necessary outcomes.
• Teams within larger research organizations
should be structured around specific areas of
the business rather than focused on specific
research methodologies.
Relationship
Insights
Operational
Data
Relationship
Driver
Analysis
Relationship
Sub-Driver
Analysis
Reinform and
redirect
strategy /
Close the
Customer
Loop
Approach
Insights
Holistically
5. #4 Less is more.
The statistics do not lie. A survey with 400 completes will give you similar trends and outcomes as a survey
with 40,000 completes. Survey fatigue can hinder your customer sentiment if not conducted wisely.
• Set quotas. Explore desired confidence intervals and set quotas with surveys, batching survey deployment to
obtain necessary insights, while not spamming customers, and saving money in the process.
• Be selective with your sample techniques. Balancing sample before survey deployment can help
ensure underrepresented sub-segments are adequately represented in the results.
• Augment survey research with qualitative feedback. In-depth interviews, focus groups, and
communities allow for a natural connection and deep-dive insights of consumer and customer sentiment. These
research methodologies provide the narrative of the target audiences’ story, often used for journey mapping and
answer the “why?” often missing in quantitative studies.
6. #5 Change Management and Empowering a Data-Informed Culture.
Training
Data
Governance
Self-Service
Dashboards
Regular Cadence
Reporting
Serve as a
Research Ambassador
Consider creating a training curriculum to introduce existing and new employees to research
offerings available and processes for requesting research support.
Data governance ensures the security, and continuity of data across the organization on
everything from software adoption to data structure.
Create transparency, trust, and empowerment through 24/7 insights access.
Office hours, newsletters, and folding facts into contents builds interest in
data-informed insights value-add.
Consistency of insights and continuous exposure helps create focus and
prioritization.
