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The Target To Data model is a multi-layered and integral model that makes the connection between data and insights, their applications and how they contribute towards organisational objectives. We look at both the internal situation and the external context (customers, markets, external data) around the organisation.
The key is to first develop a shared vision of company objectives and customer objectives, such as profit, minimising costs and customer satisfaction and to designate these explicitly in indicators and over time. Starting from these objectives, we make the transition to drivers – i.e. what factors (price, optimum processes, personal and relevant communications etc.) influence the attainment of objectives and, then, what channels and resources we should use to specifically move these drivers in the right direction. What levers do we actually have to work with?
Based on whatever is needed in order to utilise these resources more intelligently (more effectively or more efficiently), we designate the insights that we want (models, analyses, triggers) and turn those into data needs. Data is the fuel for the necessary insight. We look at both existing and potential data sources and the quality required of them to feed into analyses, models and triggers.
When the various layers of the model have been filled, it is possible to add the links between the layers. I.e. what data produces which insight and what more intelligent utilisation of resources, with what effect on the drivers and related objectives. If we are unable to make a link from the analytics layer to application and objective, it is a non-actionable insight. Or if we cannot substantiate the line we have drawn (at the time or after measuring the application), the initiative does not add any value.
Ultimately, it is about being able to see in context, recognise and measure the purposeful and value-adding utilisation of resources with the help of data & analytics. If we develop a Target to Data model for your organisation, the first thing we will do is to establish in 1 slide what objectives need to be optimised through data and insights. We use this to visualise the data strategy and as a blueprint for direction and integrated management dashboards.
The TTD model gives your data strategy more clarity, but working in a truly data-driven way calls for you to actually implement it into what the organisation needs to do.
Based on the TTD model, we are now turning the model into a roadmap to work in a more data-driven way. In the growth model for data-driven organisations, we identify where the organisation is now, where our ambition lies and how to turn that into specific steps to take for each aspect of the organisation.
“The strategy card of the TTD model needs to be distributed in every department so that everyone is personally able to see what they can do to help.”CEO of an Insurance company
“With the TTD model we are clear about our point on the horizon and the direction for our data initiatives, it is a living thing that allows us to constantly check whether or not we are heading in the right direction.”Marketing Manager at an Insurance company
“Since we’ve now made our data strategy so transparent, we can now really take the countries where work needs to be done with us to where things really happen in terms of data-driven marketing.”International bank
“The model helps us in internal debates about where we should be focussing our efforts and it helps bring our respective interests together into the higher aims of our company.”Marketing Manager at an Insurance company
“With the TTD model, we made it clear to the management team what the role of Intelligence is and clarified what we can substantiate our strategy with data.”Manager of BI Department of a Telecom company