Domo’s Apthorpe reckons the first step is to create a data-informed culture.

[Jahangir655]

Data is meant to better inform the decisions we make. But if we’re not using it properly, it could have the opposite effect.

It’s little wonder, then, that a survey by Gartner found only 53 per cent of decisions being made in marketing are influenced by data.

So how can we get around these inbuilt biases?

According to the Harvard Business Review, we’re all susceptible to biases, especially when we’re fatigued, stressed, or multitasking. The advice to overcome it is to, “fight bias at the organisational level using choice architecture to modify the environment in which decisions are made.”

Domo’s Apthorpe reckons the first step is to create a data-informed culture. Establish list of venezuela cell phone numbers foundations from the ground up by implementing a unified data architecture and a unified method of measurement. Robust governance is required as well as a culture of measurement and accuracy.

“Once we have these foundations in place, organisational data literacy goes up. And, ultimately, we start to build more confidence around our decision-making. And our data culture improves over time,” he says.

This data-informed culture needs to start at the top.

Apthorpe says, “You need to have a mandate coming down that anyone responsible for optimizing ROI there needs to be some form of agreed central source of truth that we can baseline our understanding against. without that, that just creates more space, more cognitive bias, more opportunity for numbers to be missed, misinterpreted, and more pollution to form.”

It doesn’t sound easy but reviewing your data handling practices to get around this issue is going to be infinitely faster than reprogramming decades of learned mental behaviour. And in the long run, it will save you a tonne of money.