Humanising actionable data enables businesses to drive teamwork across the company

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 16, 2019, 12:54 PM UTC

Businesses can humanise data models through drivers like truth, relevance, accuracy, knowledge and Integration.

“Humanised data models” with strategic objectives like customer acquisition can create new business opportunities for brands. Market research and Data insight companies should humanise data models and create a trustworthy “data-inspired” environment across departments to enhance individual and collaborative performances.

Marketers should minimise cognitive biases and apply a human approach to select data while respecting consumers’ rights, gender and culture. Additionally, companies should select the relevant data for their business purposes, rather than analysing all available data to find a suitable pattern.

Brands should use AI and tech with human supervision to accurately represent consumer’s cultural and language differences. The author suggests that businesses should create a transparent and interactive environment between data scientists and business analysts to integrate communication and data culture within the organisation.

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