No More "Big Data"

Forget Big Data. Instead of starting with the concept of Big Data, why not start with what you want Big Data to help you achieve: Big Actions - more clearly stated, revenue-generating actions. Because “Big Data”, a.k.a. any possible piece of information that can be collected out there, is not useful. Nor will it, in and of itself, give you any advantages or revenue. In fact, if you focus on it too much, it may indeed distract you from what we really need to talk about: gaining competitive advantage or generating more revenue.
 
Focus on “Big Actions” instead!
 
Don’t focus on the data that you have. Think about information that you want to deliver OR more importantly, think about the “action” you want that information to create. A few very simple examples:

1. We would like the consumer to react warmly to our packaging.
2. We would like a store manager to give us more shelf space.
3. We would like as many consumers as possible to be aware of our promotion.
4. We would like our field personnel to be able to find and fix product availability problems quickly.

Then back up from there. What do you need to create that action? Keep focusing on revenue-generating, results-oriented action and keep pushing yourselves to define what is needed to create these actions. Getting back to our simple examples:

1. We need to know specific regional events, sports teams, or regional attributes that we could attribute to our packaging for an appropriate amount of time.
2. We need to present the store manager with data on how much profit other stores are making with our full set of products and more shelf space.
3. We need to understand what internet, social media and other media spaces where consumers are mostly likely to see my promotional ads.
4. We need information that predicts out of stocks in stores and that creates an expedited order for the rep to simply submit.

“Big Actions” are not generated by passive systems
 
Some of the necessary components to create Big Action will indeed be data, but the point is, don’t start there:

• Start with the desired, revenue-generating action or series of actions,
• Define the information needed to create those actions, and, here’s the important part,
• Define the systems needed to create the tools and instructions for action.

Yes, all the data, planning and definitions of desired actions in the world will get you nowhere if you cannot effectively communicate what you want people to do, when you want them to do it, and how you want them to get it done. For “Big Action”, you need more than passive communication:

• An e-mail that sits in an inbox is NOT a call for “Big Action”. A required and monitored task in a project management or sales force automation system IS.
• Asking sales management to ask their field sales reps to do something is NOT a call for “Big Action”. A system wide required task with deadline and automatic management reporting of tasks not being accomplished on time IS.

So, let’s leave buzzwords alone and focus on what creates competitive advantage and revenue. Let 2014 be your year of “Big Action!” 
 
 
ABOUT THE AUTHOR
Ellen Bzomowski, Vice President, Visicom, has been a leader in high-tech sales and marketing for the last 15 years. She excels at understanding the core issues and unique problems that potential customers face and to translate how technology can help solve those problems. Bzomowski is currently leading the sales and marketing efforts for the expansion of Visicom in the Americas and is enjoying the in-depth conversations she is having with potential customers, existing customers, and partners in understanding the issues and progress being made in the area retail execution and mobile sales and DSD solutions. Bzomowski holds an MBA from Northeastern University and currently resides in the Boston area in the US. She can be reached at [email protected].