That might sound strange – after all, analytics has been at the top of Gartner’s CIO technology priorities for decades.
This remains as true and important today as it’s ever been in the past. But organizations are increasingly realizing that digital transformation doesn’t just require new processes – it requires a new approach to creating and implementingbusiness processes. They need to be more agile, more intelligent, and more responsive to change.
The job of modern marketers is to optimize the whole system of touch points to maximize the flow of satisfied customers. And to do that, they rely on analytics, to guide the customer at each point – “you may be interested in these other products” or “here’s a discount if you purchase now.”
In the new world, it’s no longer about having a “customer process,” it’s about creating thousands or millions of personalized “processes” on the fly, based on the needs of each individual.
Because these new processes are analytics-powered, they can be much more agile and responsive to change – indeed, with new machine learning approaches, they can even update themselves, automatically adjusting to consumer behavior.
And this doesn’t just apply to marketing. We see the growth of similar on-the-fly processes in every other area of modern business, from production and logistics to finance and human resources.
Effectively creating and managing these kinds of flexible, on-the-fly processes is the big new opportunity in digital business.
In the next post, I’ll give examples of how the latest analytics technologies are enabling more process-driven approaches to optimizing information use in modern organizations.