You probably don’t think about data insights democratization, or the availability of social data to everyone, over breakfast. But if you are one of the countless people who enjoys a bowl of Chobani Greek yogurt every morning, the role social data played in your most important meal of the day could be pretty significant.
Recently, Chobani sought new insights for its product marketing. Twitter analysis, predictably, found that its products were quite popular with young adults who are trying to eat well. When Chobani shared these social insights with product development, they immediately saw the value in this data democratization. Chobani’s team, using the same data as its marketers, found that its target market also struggled to teach healthy habits to their children. In response, the company rolled out Chobani Tots and Chobani Kids.
The lesson relates specifically to the potential for critical insights when different departments can analyze the same information. Making data democratization a reality in the enterprise is a strategic undertaking, but overcoming the following common challenges can have a major impact on your bottom line.
In most organizations, data silos popped up rather organically. Once big data became more accessible and prevalent across the enterprise, every department started pulling information from every source they could manage. However, the ability to derive insights from that data and share them across departments was rarely considered or addressed at scale. Now, as organizations race to unify their strategies for managing and using data insights, they are trying to shift the paradigm entirely and are running into these roadblocks:
Demonstrating Value, Leveraging New Technology Breaks Down Silos
Even as big data and analytics have become industry standards, it hasn’t been smooth sailing. Returning to the Chobani example, the company succeeded because it sought to make the exact same insights available throughout the organization. Executives and other business leaders mandated democratization. More importantly, they showed how everyone in the company stood to benefit by democratizing these data stories. Removing social insights from their own silo and letting different departments access the information gave teams throughout the company intelligence to inform successful strategies.
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