STORIES & SOLUTIONS FOR THE MODERN BUSINESS USER

You may be wondering, “what do dolphins and whales have to do with data and analytics?” Academic David Feeny first made the comparison between dolphins and whales with business by explaining that dolphins surface frequently to take short breaths and maintain contact with the rest of the pod. Whales on the other hand stay submerged for longer, meaning when they need to take a breath it takes more effort and is longer. Dolphins, not whales, set the example for sustaining change.

Around the world and across industries, organizations are making huge investments in analytics technology with the desire to become driven by data. According to a Gartner study of Chief Data Officers, by 2022, 90% of corporate strategies will explicitly mention information as a critical enterprise asset, and analytics as an essential competency. However, just purchasing data analytic tools does not always lead to increased customer acquisition or loyalty, revenue or performance impacts. Creating a culture of data within your organization means changing attitudes and habits, while ensuring data is at the core of everything you do.