We have been talking to all the big Business Intelligence (BI) vendors about decision support tools. Now before I get started I know that data is the new black - I bang on about that to the agency and clients all the time.
We got some guys in to run a workshop, they are good - they know how to organise data, and make it look nice (not as nice as some of the charts I have found but you get the idea) - problem is that it just sort of stops there. For me that data goes only as far as decision support.
Now, I agree that there's more data these days and that just getting it together so you can understand it is a huge challenge. However, surely all that data is completely useless if it doesn't lead to making a decision?
If you use that data to build a decision making system means that you hire some guys like us with deep analytical skills to put models into the decision making platform. This way you get more analytical bang for your buck - all of you marketers can make fact - based decisions without having to have any analytical skills themselves.
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