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Data analysis is a fantastic tool – but it’s only a tool

Niels Helweg | computerworld | 21 april 2017

Read the full article in Danish

PA digital transformation expert, Niels Helweg, has had a byline article published in Computerworld explaining how data analysis promises to deliver growth and success. He also outlines how companies can finally put the customer data they have spent years gathering to good use.

Niels sets out how technology can provide dynamic customer segmentation based on actual customer behaviour. And how this technology can also automate certain customer communication processes, and even promises to help predict future customer behaviour and needs. But if companies truly want to become customer focused, a data-driven approach is not enough. Analysing data doesn’t create customer focus in itself, but it can help support it if companies understand how to measure what really matters, and if they’re willing to rethink their services, processes and products.

The key to a successful customer-focused business model is not to confuse data with knowledge, and to understand that data doesn’t do the thinking for us. To succeed, companies must turn data into knowledge by cultivating their internal and external knowledge.

“I see a growing need in Danish companies to follow a model based on both data-driven customer focus and understanding, and a higher degree of socialising the shared knowledge in the company. That will enable innovation in products, processes, services and communication, and secure companies a competitive edge in the battle for becoming the most relevant choice for customers,” writes Niels. 

Niels Helweg is digital transformation expert at PA Consulting Group

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