HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore.

Marketers still use the “funnel” to imagine and allocate budget, people, actions – even when there is multi-decade data that the funnel is a lie.

Company after company misses trends and goes kaput – even after investing in multi-million dollar data projects to build clean rooms, unified consumer view cloud-based business intelligence platforms.

☹️

The core challenge isn’t data scarcity; it is insights latency.

Which impacts your ability to follow my advice to deliver IAbI , and not data.

Here’s the traditional analytics workflow being practiced in your company:

1. Report Generation. Hours and hours of standard reports/dashboards.

2. Manual Analysis. Hopefully, laborious segmentation of known knowns missing subtle non-intuitive patterns. AKA High-dimensionality data challenge.

3. Insight Extraction.…