Altimus hosted its second roundtable breakfast of the year alongside Leamington full-service marketing agency, Cognition. The two consultancies brought local business chiefs to the Heritage Motor Centre in Gaydon to address corporate issues under the theme of 'Six Impossible Things Before Breakfast'.
During the meeting Altimus MD, Rob Edmonds revealed how using common sense to extend data analysis beyond the IT function can improve efficiency and the company's bottom line.
Rob comments: "Business intelligence brings data to life, but it needs human involvement for common sense and perspective. For example, there are statistics to show that there's a connection between pirates and global warming – as the number of pirates has decreased, global warming has increased. The data points to a definite link, but with common sense applied, we know it's ridiculous."
"With human knowledge able to enhance the intelligent use of data, it's also possible to apply this vice versa - to use BI to take the risk out instinct. If 75% of intuition is correct, astute business leaders can utilise information to support their intuitive decisions."
Dr Peter Hughes followed this theme to take the assembly through the information age of marketing, where consumers drive demand and marketeers use business intelligence to filter and direct their messages to appropriate audiences through 'permission marketing' - where consumers consent to find out more by 'opting in'.
'It was definitely an event worth attending', comments Kennedy Business Development MD, Dr Sherril Kennedy. "Peter and Rob demonstrated the strong link between business intelligence and marketing and gave the group greater market awareness as a result."
"We all know the power of using information, but Rob demonstrated how much we take it for granted and miss opportunities. And by putting the evolution of marketing into context Peter certainly demonstrated the need to think differently about how to reach prospective clients."
To request the 'Best Practices' full white paper call Altimus on 0800 804 6442 or email: info@altimus.com