Expert Interview Series: Clive Longbottom About Integrating Research and Data into Day-To-Day Business Practices Using Global File-Sharing
by Andrew Mullen on February 11, 2016
Does your business collect data to learn more about its customers? It should. But if you're currently collecting or are planning to collect data for your marketing purposes, consider that outdated data could be just as ineffective as having no data at all! Wouldn't it be better if you could measure information about your audience in real time?
Actually, you can, says Clive Longbottom, service director at Quocirca. Talon Storage spoke with Clive recently to learn more about integrating research and data into day-to-day business practices.
Describe global file sharing.
Global file sharing is the capability to give access to data and information in a secure manner to individuals or groups no matter where they are or what device or network they are using, but with sufficient contextual knowledge of these variables to provide a good user experience with information security.
How can global file sharing help integrate research data into daily business practices?
By making research data available as "live" data, the business is not dependent on snapshots of data from a past period of time; instead, the data can be shared in real time to ensure that business decisions are made on the latest data. It can also ensure that everyone is working with the same data rather than their own copies of it, which is so important when trying to ensure that the business is responsive to highly dynamic markets.
Why is integrating research data important?
Research data, when carried out and provided in the correct manner, provides insights into how different users, verticals and countries perceive emerging, evolving or maturing changes in the markets. With greater understanding of this, the business development, sales and marketing teams can more closely ensure that they meet the requirements of their target markets. By working with the same data, these teams can work as a more streamlined team, thus ensuring faster time to market, greater levels of effective continuous delivery and happier prospects and customers.
Can you think of a specific success story where this kind of technology benefited a business greatly? What did their situation look like when they started, and how did it look after adopting the new technology?
One company had already decided on its approach to the market, but then decided to check out this technology by having some research carried out for them. The idea was that this research would be used primarily as marketing collateral to support the campaign for their new service. However, the research showed that the main premise of their campaign was flawed. By allowing a broad group of employees to share the research, it was rapidly decided that their campaign needed to be fundamentally changed.
Without the research, the campaign would have gone ahead as it was, would have bombed, and would have wasted time, resources and money, and would have impacted the company's brand. By using the research data effectively, all that was saved and an alternative campaign was rapidly created and used successfully.