Data-driven working is important in the process of digital transformation because it puts your audience at the center. It ensures a goal-oriented organization that has the tools to make strategic decisions based on objective insights.
The importance of data-driven working
By working data-driven, you make choices based on insights from data instead of assumptions and gut feelings. You see the effect of the steps you take within a digital transformation. And you use these insights to make further choices. With this method, you create a shared focus that connects different departments.
Map out your organization's challenges
Ask yourself the question: what is important for our organization in the coming period? Are we looking for a new target audience? Do we want to reach more online visitors? Are we looking for cost savings in operations? Or are you embarking on a digital transformation project and want to measure how far you are in it?
Are you at the beginning of data-driven working? Then start with one topic
If you know which topic is important within your organization, you can focus. Are you still at the beginning of a data-driven organization? Then do not make it too big. Start with one topic, for example, ‘connecting with new target audiences.’ From the cultural target audience model or another segmentation model, you can choose a target audience to focus on for the next 6 months.
Looking to connect with new target audiences? Discover who they are! Check out our articles on the audience of the future. (opens in new tab)
A baseline measurement gives direction to your goals
Look for the data sources from which you can extract insights. You often have more data than you think. For example, think of website or ticketing data when it comes to existing visitors. When reaching new target audiences, you can look at existing segmentation models and research or conduct your own audience research.
The insights from the baseline measurement are the starting point for your goal. If the data from the baseline measurement shows that the target audience you have in mind currently makes up 1% of your visitors, you can set the goal that this should be 5% by the end of the season. Make your goals clear so it is evident whether you have achieved them.
Take action! Determine an action and make it smart (specific, measurable, acceptable, realistic, and time-bound). This way, you can evaluate them more easily afterward based on the data.
What can you do to achieve your goal?
Every action influences the data; you do not need to achieve your entire goal with one action. By taking several small actions, you can test multiple methods. For example, start by collaborating with a party that has a good relationship with your intended target audience and measure during and after the collaboration how many new visitors this brings.
Evaluation is adjustment
Do you see an increase in the number of (repeat) visits after the action? Great, your actions have worked! Sometimes, however, you do not see the desired result. Investigate whether you can find insights from the data as to why the action did not work. Are many people dropping off at the same point in the ordering process? Perhaps the page is unclear. Are few people visiting the program page at all? Then you may have targeted the wrong audience. Formulate a new action based on these insights, make it smart as well, and evaluate the results again.
Data-driven working is about gaining insights into your process. By investigating through data what is and is not going well in achieving your goals, you can take more targeted action. Be open to learning points, because data-driven working is also about continuing to adjust and optimize. Ultimately, this allows you to continue to reach and engage your audience.
More articles per topic
