“Empowering data literate people to be able to run their own analysis is really important.” Leigh Morris

In order to facilitate the ongoing use of segmentation, it is key to ensure that the materials produced are freely accessible. Make sure there’s a central accessible location of segmentation materials and subject to access rights at the right level. This should include standard fixed tables, as well as PowerPoint profiling so it’s making sure you’ve got multiple ways into the data. Make sure you have the raw data in an industry standard format like SPSS.

“I’m so amazed at how many clients don’t their SPSSS data and will need to go back to the agency to get it, which could take six weeks or eight weeks. SPSS can be exported into lots of applications, so it’s always going to come in handy. It doesn’t matter if you use it yourself or your organisation doesn’t, other agencies will do and it can fit in to be iTools.” Leigh Morris

Integrate the data set into any existing data lakes and BI tools that you have. This is a fantastic way to get the data around the organisation to increase impact. When these aren’t available or suitable, there’s purpose built online dashboarding solutions that companies like ours now offer.


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