problems . The ability to gather , store , access , analyze and manage information from customers has seen many invest resources to get it right . When on a call with Safaricom customer care , they say the call will be recorded for quality purposes . Many companies rely on feedback from stakeholders to make decisions and improve service delivery . However , in data collection , there are always assumptions that can lead to poor decision making .

Additionally , experts hired to generate data may not be able to break it down for the other members of staff to enable them to incorporate the data and lead to better results . The bottom line is where the emphasis needs to be placed to ensure that the staff are adequately aware of the data implications and building up from it for better decisions .

Organizations that want to make better use of the data should train workers in digital literacy while arming them with the right tools to create and interpret data .

Data in its nature , only analyze the past or at best close to real-time . Therefore ,

key decisions made from data mean future decisions will be based on things done in the past and not on real-time innovation . Additionally , data gathered from customers on future projections may not be accurate because their needs and wants change every time . Sometimes some customers or respondents also provide false data for different reasons .

Some of the mistakes brands make when using data include , not running a thorough background check of data before use , not taking into account the assumptions , using dependent data as if it was independent and adjusting data to fit an ideal .

In the very end , everyone is trying to figure out how to use analytics data to guide business decisions for a competitive advantage .

Marketers and communicators need to make sense of the overflow of available analytics to spur creativity and innovation while also relying on fundamental business experience and expertise to boost growth .

Denis Mbau is a corporate communications and media expert working in multiple sectors , helping organizations communicate effectively through strategy to enhance impact . You can commune with him via email at : Mbaud2010 @ gmail . com .

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