How to avoid superficial data analyses

How to avoid superficial data analyses

Kevin Troyanos

Kevin Troyanos asks an important question in this Harvard Business Review article: “How can an organization tell whether it’s actually letting data inform its decision making – or if it’s merely using superficial analyses to retroactively justify decisions it has already made?” To become a truly data-driven company means asking the right questions, Troyanos says. As SVP of analytics at Saatchi + Saatchi Wellness, he says those questions emerge from a rigorous four-step process that forces the agency to leverage data throughout the planning phases of its marketing campaigns. In this Harvard Business Review article, he explains each of these steps.

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