Opinion article for Jornal Económico | The Analytical Promise

Posted by The Lisbon MBA on 8 May, 2023 3:57 pm

Nuno Martins, Relational Marketing Team Coordinator at Grupo Brisa, wrote an insightful opinion article for Jornal Económico on “The Analytical Promise.”

 

Our alumnus emphasizes the importance of proper planning and organization when implementing analytics in a business setting. He then stresses the need for companies to understand the purpose and potential of analytics before incorporating it into their workflow, and to create a favorable organizational framework that supports the work of analytics teams.

 

In addition, Nuno highlights the role of academia in the development of analytical skills and the collaboration between academia and the business world in the implementation of analytical projects. However, the author notes that the “analytical promise” of generating value and revenue through analytics can be misleading and that unrealistic expectations can lead to disappointment and unfulfilled potential.

 

To successfully implement analytics, Nuno suggests that companies need to approach it like any other tool or discipline, with proper planning, understanding of existing resources, and executive commitment. He concludes that with proper foundation and organizational support, analytics can create significant value for businesses.

 

Do you agree that the “analytical promise” can be misleading? What strategies can we embrace when implementing analytics in a business setting?

 

Read the full article (original) in Portuguese here.

 

Source: Jornal Económico

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