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.