Insights ROI
May 4, 2023
In a recent ATI Gathering…Insights ROI, the community looked at the complex issue of insights return on investment from several different angles. Combining insights, data, and analytics allows for the activation of insights across the organization. Once activated, superior customer experiences can ensue. Closing the loop on learnings from the activation of insights propels the organization forward, allowing dynamic decision making, revelation of new opportunities, and ultimately better ROI.
The Takeaway
Insights ROI…An ATI Gathering
Establishing Insights ROI
Shilpa Khanna, Associate Director, Transformational Growth Insights, Clorox
Sure, insights must be actionable. And yes, insights must be actioned. And of course, insights must have an impact. But in order to understand Insights impact, the Insights function must establish measurable means to realize the impact of insights on the organization. We discuss establishing such means and what needs to be done at your organization now to find further measurable success. As Clorox’s Shilpa Khanna puts it, one must consider, “How long is the insight going to live?”
The Takeaway
Insights ROI…An ATI Gathering
Demystifying Insights ROI
Vibhore Pandey, Enterprise Res-Tech Specialist, Entropik
Key challenges come into translating business insights into ROI. This includes data quality, research bias, no direct translation of insights into business KPI’s, slow decision making and fragmented data sources. Entropik’s Vibhore Pandey looks at these issues through the lens of insights ROI, and possible solutions that researchers should identify and strive for. He also gives an overview of trends in information gathering and research across the product lifecycle.
The Takeaway
Insights ROI…An ATI Gathering
Measuring Insights ROI
Nicole Moreo, Head of Customer Insights for North America, LinkedIn
Stan Sthanunathan, Former Executive Vice President – CMI, Unilever
Tiffany Davis, Head of Global Insights, Prof. Products, The Clorox Co.
Shilpa Khanna, Associate Director, Transformational Growth Insights, Clorox
Dan Stradtman, Chief Marketing Officer, Bloomfire
If you can measure it, you can manage it. While proprietary information will not be shared, insights leaders come together on this panel discussion to share their respective philosophies and approach to establishing, iteratively improving and subsequently proving an ROI paradigm. Our community contributors agreed that it often depends on what you are measuring and what your objectives are.