Value realization

I have seen a wide range of reactions from organizations as their own advanced analytics teams have developed and delivered new findings and insights that illustrate the path to positive change in their operations.

A few years ago, I was talking with the manager of an advanced analytics team at one of the leading manufacturers of athletic clothing. The situation that was described was not surprising to me. The analytics team worked on projects for all functions of the company, but most of the projects that the advanced analytics team undertook were focused on marketing and sales. If the project findings supported what the sales and marketing leader believed and had planned to do, the results were embraced and used in building the case or executing the plan. If the analytical findings indicated that there was a better way to execute the plan, then the results were ignored, and the plan was executed as the sales and marketing leader intended. This happens on a...