Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How can organizations drive real impact with data? Many organizations already have plenty of data at their fingertips these days, but it’s not just about the data you collect. It’s how you use it. Joining this episode is Anthony Coppedge, the Principal Lead of eCommerce Seller Initiatives at IBM, who takes us through his methodologies for using data to make a difference in an organization.

Organizations Don’t Lack Data, They Lack Insights 

Anthony leads business agility aims across sales, marketing, and product at IBM. But how does such a large organization manage and implement data insights to grow effectively? We hear Anthony’s insightful approach to capturing and acting on qualitative feedback with the ‘Retrospective Radar’ approach.

With AI such an important topic for many organizations, Anthony also takes us through how he uses the Watson Natural Language Processing tool to analyze unstructured data to create actionable insights. Anthony explains why having a clear north star in your organization is paramount and how his ‘Outcome-Drive Alignment’ model helps different teams come together with shared objectives to make smart, data-driven decisions.

In This Episode:

• 1:51 - How IBM manages to drive impact with data
• 4:09 - Why data is often underutilized
• 6:30 - How data can identify challenges and misalignments in a team
• 14:00 - How the ‘Retrospective Radar’ works
• 20:41 - How IBM pulls the right insights from qualitative feedback
• 28:46 - How businesses can use feedback to empower team members
• 33:15 - How AI can help you gather insights from unstructured data
• 39:05 - Changing people’s minds with good data
  

Quotes:

“Everybody knows what it's like to be swimming in data. What you need to be swimming in is insight.”

“Qualitative feedback is a type of data. So if you get feedback in a survey or a poll or a thumbs up or a thumbs down or verbatim text, all of that is a type of data. It's unstructured data, but it's data. And what we want to do is parse that data and understand it in a quantitative way.”
 
“Feedback is a gift, but aggregated feedback is actionable intelligence.”

Resources:

• Connect with Anthony on LinkedIn: https://www.linkedin.com/in/anthonycoppedge/
• Watson Natural Language Processing Demo: https://www.ibm.com/demos/live/natural-language-understanding/self-service/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.