As ever, Tom Fishburne has a point. Increasingly, organisations are turning to their data to improve decision-making and improve commercial results - but buying big data infrastructure won't solve your marketing problems. In many ways, installing the big data infrastructure is the easy bit. The real challenge, as Idiro has found time and time again, is turning all that data into money. For this you need people with the BI and analytics skills to mine all that newly-available data for dashboards, insights and predictions. And of course the organisation needs to be ready to change - to try new ways of using data to drive commercial activity - and it needs to be prepared to fail. Samuel Beckett said:
'Ever tried. Ever failed. No matter. Try Again. Fail again. Fail better.'
With the right analytics partner, the journey to excellence in data-driven marketing should be a lot easier than Beckett paints it - but nevertheless, it takes skill and a ruthless focus on the results. However, the results from using your organisation's data to drive its business are nearly always well worth the effort.