Aligning business strategy with data-driven performance optimisation

We’ve been helping organisations navigate their data landscape for over ten years, extracting meaningful insights from an ever-expanding proliferation of data sources. Our experience has taught us many things, the first of which is:

It always starts with strategy.

The Lynchpin approach is to understand your business strategy and help you align that to a data strategy spanning both customer and digital analytics. Ultimately, our strategy work starts with understanding requirements and desired outcomes before we layer in our Data Science and Technology teams to bring it to life. That way, we help you to optimise performance by creating enterprise-wide analytics roadmaps.

The second big thing we’ve learned is:

To get anywhere, you need to know where you are.

Our flagship strategic consulting product is our PRISM Analytics Maturity Model. This gives us the blueprint of your organisation and is the start of any meaningful change journey. We also have numerous consulting services that you can use to get a strategic grip on your organisation.

The Knowledge Hierarchy

Effective use of data starts with knowing what data sources you hold across your entire enterprise, which could be held departmentally, from external agencies, or coming in via digital and marketing channels. Whether it is transactional data or clickstream, we deep-dive into the data you hold and help you understand how accurate, valuable and relevant that data is and what holds the key to driving specific business outcomes.

We map out how successfully data is being captured across the customer lifecycle, then identify where the opportunity to capture data is not being realised and where there are perceived performance gaps. Then we recommend which analytical models can be created to add most value at different stages and to provide feedback into optimising the customer lifecycle.

Which methods are in place to track your customers accurately across platforms and devices? Our analysts and engineers review what identifiers are being used across touchpoints from email, mobile, web, telephony to in-store. Then we assess the effectiveness of these methods and create a unified solution in order to get a complete picture of customer journeys, preferences and where opportunities exist to (re-)identify users.

Within your company there will be many systems and departments with access to data and reports. Are those systems accessible to those who need them and are the reports generated helping to make changes and drive decisions? We work with your key stakeholders, including external agencies, to map where the data is coming from to produce reports and whether it is possible to streamline the reporting process. For example, reports could be made interactive so granularity drill-downs yield better insights. Or conversely, reports generation and dispatch can be automated so executives get the right information immediately.

We identify where it is possible and desirable to treat customers/prospects differently, prioritise which behavioural and customer attributes (descriptive and predictive) could have most value in driving positive outcomes from targeting and personalisation, evaluate the cost/benefit of different integrations, and map out a plan for flows between systems.

We work with organisations to help plan and implement test and learn activities, identifying which teams and systems are involved across the organisation, and mapping out suitable processes for test prioritisation, evaluation and sharing of analysis.

We give a clear picture of where customer satisfaction and other feedback is currently captured, identify potential linkage points back to customer and behavioural data, and then recommend how data sets could be integrated to enable levers for customer satisfaction to be identified systematically.

As an independent consultancy, we are not aligned with any particular technology or analytics vendor. However, we have extensive knowledge of the capability of all of the platforms available, both in terms of how to use the functions and how they should be configured.
We conduct inventories of what tools an organisation currently uses for data and analytics, evaluate how these are being used presently, identify where there are gaps in terms of capability and integration, and prioritise in terms of business impact.
Many vendors have free, paid for and different packages. We understand which tier of solution your business may need. We can review which features are being used versus those paid for (e.g. within the Adobe Marketing Cloud) and provide advice on optimising the cost benefit of the vendor relationship.

We conduct an audit of the current mix of marketing activities and naming conventions in use, map out best practice approaches for clear reporting and analysis, conduct a risk assessment for potential data quality issues, and put in place appropriate processes and governance to mitigate these.