Data Driven Strategy, quando i dati fanno la strategia

 In Digital

Data driven strategy, ovvero quando i dati diventano driver per dar vita a strategie performanti (e vincenti). Un’affermazione che pare tanto ovvia: leggere i dati e farne base di partenza per guidarci nella giusta rotta, ma che non sempre trova poi riscontri concreti.

Si sente ormai parlare in modo ossessivo di big data, ma ciò che spesso non viene considerato è che non è tanto questione di “collezionare” dati, quanto la capacità di interpretarli e farne corretto uso. Oggi sono molti gli strumenti capaci, in modo semplice ed a costi ridotti, di metterci a disposizione una mole di dati ed analytics impressionante. Forse troppi. Il rischio è infatti di perdersi in questo enorme mare, senza comprendere quali tra questa infinità di numeri siano utili ed interessanti per noi.

La crescita dei Big Data

Che i dati siano elementi essenziale è ormai fatto assodato. Lo testimonia ricerche come quella promossa da Microsoft-Ipsos Mori da cui emerge che il 66% delle PMI italiane ha competenze e tool per gestire le informazioni di business e il 50% prevede di investire in data analytics.

Una ricerca dell’Osservatorio Digital Innovation del Politecnico di Milano racconta come nel 2015 i Big Data Analytics siano cresciuti del 34%. Sono molti i dipartimento aziendali a giovarne, tra i più coinvolti troviamo: marketing e vendite, finanza e controllo, sistemi informativi, acquisti, produzione e supply chain. Il 26% delle aziende si sono addirittura dotate di un Chief Data Officer mentre il 30% ha nel proprio team Data Scientist.

Ma come detto avere i dati non basta. Serve un passo in più.

Data driven strategy: cos’è

Il Data Driven Strategy è un framework sviluppato da Matteo Flora e The Fool che abbiamo deciso di abbracciare qui in Open-Box. Volendo semplificare potremmo definirlo come un ribaltamento dell’approccio tradizionale utilizzato nello sviluppo della strategia. Prima la lettura dei dati avveniva solo nella parte finale delle attività, affidando la creazione della strategia stessa a esperienze, conoscenza del settore, benchmark, mercato. Passaggi che trovavano sì la presenza di dati, ma che spesso non erano strettamente connessi al progetto in essere o alla realtà coinvolta.

la strategia data driven

Framework by The Fool

Oggi l’avvento di nuove tecnologie (come ad esempio Crimson Hexagon usato da noi in Open-Box) permette di far entrare i dati ben prima, agevolando la fase di stesura della strategia e, conseguentemente, dei contenuti. La parte creativa arricchita dalla certezza del dato, spingendola verso direzioni più vicine ai gusti e alle necessità degli utenti.

il processo di data driven strategy

Framework by The Fool

Un uso dei dati non tanto “sbagliato” come dice Matteo Flora di The Fool (pioniere della Data Driven Strategy qui in Italia), ma aderente a come ci hanno sempre insegnato a farlo, come conferma cioè di quanto realizzato. Un lavoro a monte per capire i risultati prodotti e migliorare le attività successive. Nell’approccio Data Driven i big data sono parte integrante della strategia e della fase di produzione dei contenuti. Il loro supporto è costante, guidandoci alle giuste correzioni già durante il progetto, evitando il rischio di sprecare tempo e risorse.

Una strategia basata su info reali, che ha la capacità di modificarsi in corso d’opera.

Data Driven Strategy: l’importanza del dato “vicino”

Un’evoluzione della web listening che grazie a sistemi di machine learning permette di andare oltre, dandoci i doverosi spunti per una comunicazione sempre più “utile” e d’impatto. Un piccolo esempio: la percezione del topic “scarpe” sarà ben diversa tra uomo e donna e ci costringe ad un approccio molto diverso. Diversi come gli argomenti correlati.

una web listening sul tema scarpe

Report creato con Crimson Hexagon

Andando ad analizzare le affinities (altra chicca di Crimson Hexagon), gli altri argomenti di cui si interessano gli utenti che hanno parlato di scarpe troviamo altre sorprese interessanti. Lato uomo si parla di calcio, motociclismo, in poche parole di sport. Lato donna invece si parla di Milano (capitale della moda), musica, blog, celebrities. Per fare un esempio pratico. Se parlo di scarpe da uomo dovrò creare contenuti legati all’ambito sportivo o che colleghino il prodotto a questo tema. Dovrò evidenziare il lato moda e mondano nei contenuti diretti al gentil sesso.

Un sistema che ci permette di creare delle buyer personas reali e davvero attinenti al tema, prodotto, brand di cui dobbiamo parlare.

Conclusioni

Il dato come parte integrante della comunicazione (e non solo), base su cui progettare, immaginare, creare, ecco la miglior chiave di lettura per la Data Driven Strategy. Un cambio di paradigma per certi versi, che vuol dire modificare il modo in cui le aziende e agenzie solitamente operano. una via preferenziale per restare connessi (realmente) agli utenti, continuando ad imparare ed evolvendosi verso le necessità del mercato.

Matteo Pogliani
Toscano di nascita ma lombardo di adozione, ho parlato prestissimo e non ho più smesso. #socialmedia & #web strategist at @Open_Box - blogger at @ninjamarketing
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