In short: Conducting quant and qual research is good.  But going from good to great means making this hard-earned knowledge accessible to those far and wide across an organization.  Across silos, teams, channel focus, geographies and functions.  Make knowledge accessible by making it easy to find and easy to understand.

A/B testing a single hypothesis across 3 campaigns generated an overall 22% uplift in revenue. 

A landing page redesign led to a 23% increase in orders per visitor.

Personalization led to an increase of 47% of the add-to-cart rate.

Whether you’re in eCommerce, lead generation, product, marketing, or somewhere in between, you’ve likely seen some of these statements and scenarios before. 

Companies are leaning on data and insights of all kinds more than ever before.  For the data gurus out there, it’s an encouraging sign.  But what gets lost in all of this activity is the sheer power of simply making all of the learnings more accessible to a wider swath of an organization.

Once you have dozens, hundreds or even thousands of data-backed insights, the impact of just making the learnings more accessible to more of a work force is exponentially greater than the impact of any one of the golden nuggets. 

The multiplier effect of getting the insights in front of more of the work force, turns these hits into grand slams.  By putting more people in the know, more people are in position to take action on the insights, and the underlying data.

Making data and insights more accessible involves both making the information easier to get at and easier to comprehend and act on – not just for “data people”, but for people of all levels of data literacy. 

In the great webinar series that Netcore put together (“”Digital Messaging Masterclass for Retail & Ecommerce Marketers”), Nick Einstein talked about the importance of going farther than the silos or channels we live in day-to-day, and added that newly discovered insights need to be shared for the wider organization to consume. 

Platforms like Datatinga are built for the sole purpose to make it easier for companies to cascade their hard-earned insights across their organization and to drive action based on the insights and their underlying data.  When insights from different forms of research, functional and geographic teams are housed in a single, easily-searchable confine, insights suddenly become more visible and accessible.   

Knowledge sharing

The other piece that is important in terms of making data and insights accessible, is to make the learnings quick and easy to interpret for people of various data comfort levels.  There are many gradations of data literacy, a topic that Dr. Selena Fisk covers so well, but the key is that the more people that can quickly understand the data, the more likely some action, based on the data, will be triggered. 

Data without action has little value to an organization.  It’s the action that unleashes data’s value.  We also know that if something is difficult to interpret or understand, engagement decreases, and with it, so does the level of action taken.  The information must be easy to interpret for sufficient action to be take across the organization.

 The importance of cascading information far and wide in formats that many people can understand easily is not limited to sales or marketing.  3D Digital Twin technology from companies like Visionaize help operations and maintenance teams in heavy asset industries communicate critical information about parts that are faulty or expiring so that operations can continue to run with fewer disruptions. 

The insights themselves are valuable, yes, but just making the right people aware of the information at the right time is a key part of the data and insight equation.   

Whether it’s a tactic that helps a marketing campaign succeed in one region and can help fellow marketers in other regions, or by ensuring the right people in other functional teams are aware of needed equipment upgrades in a manufacturing plant, knowledge sharing across silos and functions is key to success. 

Breaking out of silos can be difficult.  Sharing knowledge across them can not only help bridge those same silos, but it’s a necessary ingredient to running a winning operation.  Further, platforms that are specifically designed to cascade knowledge can have a real impact on developing a culture that hinges on data, insights and knowledge to drive decision making.