Data is hugely powerful in today's world. But only if understood and used properly. Take time to think through what data you have, what data you need and what systems and programmes could be put in place to collect and display your data most effectively.
​
Linking data assets together becomes hugely powerful in understanding consumer behaviour. Where does the data come from? How can it be combined with other datasets? How can it be interpreted to tell a compelling story that people understand and will act on?
These data assets can be anything depending on your own business. They can be competitor analysis and benchmarking, consumer research, sales data, footfall data, wider consumer trends, international tourist flows, loyalty programme data and more.
Understanding what you have and how it can work together can allow you to focus, prioritise and be efficient in what you collect and the resources you need to use it.
Footfall monitoring is a great example of harnessing data to truly understand your customer and market. Post-pandemic and now in a cost of living crisis, businesses, media and politicians are all talking about footfall. Yet whether footfall is increasing or decreasing, or whether it varies by location and destination type is meaningless.
​
What actually matters is who is coming, from where, why and what they do when they are there. This is one example of focusing too much on data rather than key questions that will drive competitive advantage if properly understood.
​
To really unlock the power of your data, you need expertise and resource. You need people who will ask the right questions, create the bigger picture and take the time to make sense of it all.
We are independent in our thinking but work with you to provide the expertise and resources to make your business better.
So collect data, use it wisely, understand it and make better decisions from it. That’s BrightDirection.