Indigo Yin

Let us clear one fact up from the outset for those who are perhaps new to the world of sales, marketing and category management.

Data is important, fact.  No person can rationally grow a category without knowing the messages within their category data.  With that cleared up, let us consider the way that data is used.

From company to company, no matter the size, there is a prevalent and clear issue about the way that data is used. Some companies under invest, some companies over invest, but either way there remain bugbears relating to the process of extracting Insight from Data. And it is this very process that needs managing. Data (though vital) is only useful once it has been read and understood.

On its own, data is no more useful than a book.  A book is just a bunch of pages bound up together, but a book is something much more when it is read and understood.

Data Visualisation is about the reading of this metaphoric book, so its worth considering why reading this book can pose such difficulties.

• Time.  Do you have time to read the thing at work?  Most of you will not, though you know that you should.  At best you might have the time to scan through a few of the pages and hopefully catch a sentence that might help you, but you are not likely to have time to read the whole thing.
• Interpretive Ability. Even if you have the skills required to cut, slice, pivot, “query” or whatever the mass of data that you have at your hands, can you say that the rest of your teams also do?  And even if you DO have the skills, applying them still takes time, and then we get back to the first problem.

Why limit the usage of data because of Time and Interpretive Ability?  Good technology can ensure that you and your teams can break through these bottlenecks.  Once these bottlenecks are stomped out, then your company can finally begin to leverage the data to its maximum power.

The method that Indigo Yin proposes to break the bottleneck is Data Visualisation.  Giving you the power to view your data the way you want.  Giving you intelligent and simple views of what your data is telling you.  Giving you the power to gather insight quickly and graphically.

The best presentations and reports are visual.  Graphs have an endlessy higher impact than a dull table of data.  They tell a story and give the viewer a message fast and effectively.

Tables tend to get glossed over.  So true this is that some crafty presenters use tables to show unfavourable data knowing that the viewer is not likely to grasp the unfavourable message!

Data Visualisation is about the democratisation of data.  It’s about giving your teams full access to the data, unconditionally and clearly.  Once democratised, then open discussions can follow about the messages within the data, and this discussion can be had across every level of the organisation.

Without data visualisation, discussions will be necessarily restricted to those who somehow overcome the “time” and “interpretive ability” bottlenecks.  Is this what any organisation really wants?  Of course not.

Indigo Yin’s Ultralysis tool is a ground breaking way to visualise data.  Used by some of the biggest names in FMCG and Packaged Goods, Ultralysis gets you from data to insight, fast.  Ultralysis will democratise your data and smash through the bottlenecks of  Time and Interpretive Ability.  Learn more here.

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