Looking for Hard to Find Data

Classic problem.  You have internal data to support an analytic decision.  But you don't have the data required to support the results of the analysis to maximize its value.  Here a service that addresses the problem.

" ... DaaS is a service approach in which unique and Hard-to-Find Data (HTFD) assets are sourced and structured to deliver a constant stream of qualified prospects, including a company’s own customers, who are actively searching for what they are selling. Distinctly different from list buying, these data sources are a highly customized marketing asset versus disconnected, one-time use prospect lists. .... " 

Here is a post on the same topic, but specifically about market research data.

Unified Decision Processes Driven with Data

At the Webinar today from Innovation Excellence by Julie Anixter on Big Data and New Product development,  Kobi Gershoni and Tom Davenport highlighted the work done over the years by Procter & Gamble in driving analytics towards operational big data, and by using their Business Sphere and Data Cockpit models.   These are ecosystems that provide a means towards a unified decision model.   Linking analytics ever more closely to the decision process.   Some excellent examples provided.   Slides and recording here.  Glad to have been a part of that analytics emphasis there over a number of years.  The alumni of that effort continue to drive this ahead.

(Updated:  See this startup, which is doing fundamental work about getting NPD data entered into the system and thus an excellent first step for a unified system )

How to Find Needed Market Research Data

The data you need to make your company work efficiently is often hard to find.  A former colleague has a startup that addresses this.   It is being used by P&G.  Note how this is also related to all kinds of data assets.

Can’t find your market research data? This startup can help
That Diet Coke in your hand didn’t invent itself. It’s the result of years of focus groups, surveys and data crunching—more commonly known as market research. Companies that produce consumer packaged goods (CPGs) spend millions each year on market research and it’s both a blessing and a curse. It’s a boon to planning new products and tweaking existing ones but when it comes to finding individual pieces of information, that’s where the cursing comes in. A startup out of Chicago called KnowledgeHound thinks it has the answer. .... 

As KnowledgeHound CEO Kristi Zuhlke put it, companies spend all that cash on studies, then “stash the results on a hard drive, and promptly experience ‘corporate amnesia’.” .... 
Zuhlke experienced this firsthand in her time at Procter & Gamble working in consumer insights. “As soon as we’d get the info in, a month later we’d forget we had it. There wasn’t a central, easily navigated place to access.” Building on her experiences in the consumer packaged goods industry, Zuhlke founded KnowledgeHound in 2012 and went from paper to product in four months. Her first customer? Procter & Gamble.   ..... " 

See also a video visualization.