In the digital era, significant investment is channelled into data technologies, creating sophisticated assets and dashboards for organisations across various sectors in Australia. Despite these efforts, the return on investment (ROI) remains disappointingly low. In fact, according to Gartner (2017), 85% of big data projects fail.
This persistent challenge prompts a critical question: Why, despite substantial financial inputs and advanced technological setups, do companies see such underwhelming returns?
The answer lies not in the quantity or quality of data, but in the human element of data projects, commonly referred to as “The Last Mile.” Over the past decade, while organisations have heavily invested in acquiring top-notch technology, dashboards and talent, many have overlooked the crucial role of their business personnel. These are the end-users who must leverage insights to drive meaningful business outcomes.
Understanding the Gap in Implementation
A practical example can illustrate this gap: Consider a call centre manager, with decades of experience but relies on a few Excel reports with a handful of measures to make decisions. This manager is provided with new technology, including advanced dashboards and data-driven models suggesting optimised call strategies based on caller profiles. Despite the sophistication of these tools, if the manager does not adapt to insights from the new methods, the project is at risk of being deemed a failure. Human resistance to change, an inclination to stick to familiar routines, and a lack of trust in new systems often hinder the effective use of innovative technologies.
The Two Critical Levers: Skill and Will
The crux of the issue often boils down to two elements: skill and will. On the one hand, there is a pressing need for skill enhancement where organisations must ensure that their customer-facing teams are not just data-aware but data-savvy. These teams need to understand how to interpret data and apply it to their daily tasks effectively.
On the other hand, cultivating the will involves changing mindsets and attitudes. This includes showing teams what is in it for them, how using these new tools and approaches can make their jobs easier, more efficient, and more impactful. However, merely understanding the benefits is not enough. Organisations must also embed strong change management practices to support this transition, ensuring that these changes are sustainable and fully integrated into daily operations.
Operationalising Insights Through Accountability
A transformative strategy that organisations can adopt is to operationalise insights through accountability. By assigning specific, quantifiable targets to every role, from receptionists to collection agents to executive management, companies can ensure that every employee knows their ‘number’ to chase. These targets, such as average call waiting times or the number of bills processed, should be closely monitored and linked to broader business objectives. Such measures not only foster a culture of accountability but also align personal achievements with company goals.
A team manager should be able to inquire about these numbers at any time, evaluating how individuals are performing against their targets. This approach not only clarifies the role of each employee in the larger business context but also drives home the practical utility of data in achieving personal and organisational success.
Conclusion
Ultimately, bridging the Last Mile in data projects is not merely about deploying the right technology, it’s about ensuring that technology is used effectively by those it is designed to help. As businesses continue to invest in data projects, recognising and enhancing the human aspect, through training, support, and clear incentives, will be crucial. Only then can organisations hope to see a significant improvement in their investments’ ROI and, more importantly, in their operational effectiveness.
Source:
Gartner. (2017). “Why Big Data & Data Science Projects Fail.” Retrieved from: https://www.datascience-pm.com/project-failures/
Do you need advice or assistance in bridging the last mile in your data projects? If so, we’re here for you. To connect with us, email sanan.thamo@ingrity.com
