The Data-Driven Mindset - 2019 Research The people, culture and technology that define the next decade of competitive strength - Mynewsdesk
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The Data-Driven Mindset
The Data-Driven
Mindset
2019 Research
The people, culture and technology that define
the next decade of competitive strength.
© 2019 Mention | Mynewsdesk 1
The Data-Driven Mindset
Foreword
“Today, the driving force behind
the world’s most innovative
Over the last 20 years, we have witnessed a At the core of this type of agile mindset? Data.
companies isn’t only best-in-
seismic shift in how businesses outpace and The digital revolution has spawned mountains
outmaneuver the competition. Two decades ago, of data, but organizations must possess the right class talent (though it’s critical);
most would point to access to capital as the key combination of skills, technology, and culture to the overwhelming force pushing
driver of competitive strength. With the advent unlock value from it. “‘Fishing in murky waters’ high-growth companies forward
of digital and social media, access to talent is the best way to describe marketing teams that is a mindset.”
became increasingly important—even more so are not data-driven,” says Julian Gottke, market-
than access to capital in many industries. That’s ing lead at Quintly.
because mission-critical digital transformation
required a very particular portfolio of skills: from Earlier this year, Mention and Mynewsdesk set
leaders who could define the vision and purpose out to understand: How do innovative organi-
of change, to the engineers and technologists on zations adopt fail-fast, agile approaches? What
the ground making it happen. technologies power these innovative, data-first
organizations? And what are the biggest road-
Today, the driving force behind the world’s most blocks? We surveyed 1,050 marketers, PR pro-
innovative companies isn’t only best-in-class fessionals and business owners across the globe
talent (though it’s critical); the overwhelming to learn about the issue. (See a more detailed
force pushing high-growth companies forward methodology at the back of this report.)
is a mindset. Innovative companies depend on
distributed decision-making, agile workflows, Our research shows that just one in five organiza-
and fast-paced experimentation to win out over tions have a consistent approach to data-driven
more traditional, wait-and-see peers. The “fail decision-making. Also, only one in four are what
fast” mantra—once the domain of developers we call “active responders”—teams that actively
and scrappy startups—has made its way to even monitor performance metrics and change their
the most traditional industries. approach based on the findings.
© 2019 Mention | Mynewsdesk 2
The Data-Driven Mindset
The biggest barrier—according to the research—
isn’t a technology problem, but a people and
culture problem. Only 18% of the professionals
surveyed indicate that they have a high degree
of data literacy (see methodology section for the
data literacy definition used in the study).
Moreover, 50% say their organization’s culture
doesn’t actively support data-driven
decision-making.
Just as a decade ago business leaders were
called to launch digital transformations inside
their organizations; today the push is on to
unlock value from data—from user analytics and
pricing signals to competitor intelligence and
AI-fueled predictive insights.
Competitive strength in the next decade rests
on building teams, technology, workflows, and
culture inspired by data.
Written by:
Jonathan Bean
Chief Marketing Officer, Mynewsdesk and Mention
© 2019 Mention | Mynewsdesk 3
The Data-Driven Mindset Which Data-Driven Research Types are Most Effective? To understand the data-driven ethos, we The research also shows that marketing and PR As expected, PR is more likely to use social media explored first the basic building blocks of data- professionals struggle to adopt activities that are research and traditional media research, while driven decision-making: the specific types of widely seen as important and effective. For example, marketing focuses on website analytics and research respondents use. Web analytics and few use content/topic research (34% conduct keyword research. social media research are the most common content/topic research)—surprising given that types cited. The data show, however, that the content research and voice of customer research most-used research types are not always the is so important to engage an audience over the most advantageous. In fact, the most effective long term. types of research according to those surveyed are used significantly less often (e.g., customer interviews, customer satisfaction surveys, and content/topic research). © 2019 2018 Mention | Mynewsdesk 4
The Data-Driven Mindset
What types of research do you or your team conduct to inform
your communications and/or marketing strategy?
Public relations/Communications Marketing Business owner/Leader
100%
81
75 74
75% 70 68 68
64
61
53 52
48 48 47
47
50% 43 43
40 40
38 38
34 34 35 36
33
30 30 31
28 28
25%
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© 2019 Mention | Mynewsdesk 5
The Data-Driven Mindset
How effective is your use of each of these types of research?
Highly effective Somewhat effective Not effective
Influencer research 19 64 17
Traditional media research 24 65 11
Social media research 26 66 8
Persona research 30 62 8
Keyword research 36 57 7
Website analytics 39 54 7
User analysis 41 53 5
Content/topic research 43 52 5
Customer satisfaction surveys 46 48 6
Customer interviews 59 36 5
0% 25% 50% 62 75% 32 6100%
© 2019 Mention | Mynewsdesk 6
The Data-Driven Mindset
Most Use a Data Strategy, but Fewer Adopt Measurable Goals
Research from Forrester shows organizations that Also, despite knowing if people use a data-driven reviews, and organizing less frequent assessments
adopt a clear, consistent, data-driven strategy approach, we wanted to understand how con- of direction and goals. Underlying all of it is a
prevail over those that do not. It refers to these sistent they are in their process. The research well-paced, consistent approach, as well as
types of businesses as “insight-driven organizations.” shows just one in five respondents indicate real-time access to data to support it. In the quest
Forrester explains, “this new kind of company they use a consistent approach to data-driven to become more data-driven, organizations will have
harnesses digital insights to optimize products, decision-making—a troubling finding given the to become more consistent, building workflows
services, and operations and will grow at least eight importance of consistency to a data-driven, agile designed to run a marathon rather than a sprint.
times faster than global GDP, or 27% annually.” * mindset.
Our research shows the majority of respondents To understand the finding, consider the term “agile
(especially those in PR roles) have a documented, velocity,” a concept born in the software develop-
data-driven strategy in place, which is an en- ment world but now used across disciplines. The
couraging start; however, almost three in 10 of idea is that teams work most productively when
the organizations surveyed note their document- they follow a consistent, repeatable, sustainable
ed strategy does not yet include measurable rhythm. Rather than engage in overwhelmingly
goals. (It’s tough to set a course and measure detailed but infrequent reviews of performance
improvement without quantifiable goals to guide (and make promises to change), teams work best
the direction and speed of change.) when they define a repeatable velocity–often this
means executing on tasks daily, hosting weekly
© 2019 Mention | Mynewsdesk 7The Data-Driven Mindset
Do you have a defined marketing strategy/communications strategy?
75%
Public relations/Communications Marketing Business owner/Leader
60
50
50% 45
39
33
25%
21 19
16 15
0%
Yes, and it’s documented Yes, but it’s not documented No
Does your marketing/communications strategy include measurable goals?
No 29% 71% Yes
© 2019 Mention | Mynewsdesk 8The Data-Driven Mindset
Does your team use a data-driven approach
to decision-making?
We rely on data to inform decision
59%
-making, but do so inconsistently.
We consistently rely on data to
21%
inform decision-making.
We rarely/never rely on data to
20%
inform decision-making.
© 2019 Mention | Mynewsdesk 9The Data-Driven Mindset
Some Mission-Critical Metrics Not Widely Monitored
The research shows that the KPIs professionals Another interesting finding: few marketing and “Leveraging our in-house data scientist has been
track most often are traditional ones such as PR teams (5%) collaborate with data scientists. a brilliant move for us,” explains Joel Gaudeul,
brand awareness, media mentions, and web Why is this the case? In our experience, even CMO of Mention. “We’ve had the chance to
traffic. (Not surprisingly, those that are easier to those at midsize and enterprise companies share collaborate with ours for the last few content
measure are more likely to be tracked over time.) in-house data scientists with other areas of the marketing campaigns and the insight and value
Whereas respondents revealed that they track organization, including product teams. they were able to add to our reports made a huge
metrics that are more difficult to measure less difference.”
often—metrics such as ROI or net promoter scores. Accessing a data scientist’s time can be a chal-
lenge, particularly given how hard it is for many
We were surprised to find that professionals do companies to hang on to highly qualified STEM
not measure some mission-critical variables. For talent. Moreover, those at smaller companies
example, few are tracking referrals or number operate with leaner budgets; they may not have
of unique backlinks, both critical ingredients in an in-house data scientist or cannot contract
search engine optimization. Search engines like with someone externally.
Google award higher rankings to websites with
higher site authority—which is driven in part by That said, when budgets allow it, collaborating
the number of high-quality backlinks. Also, the with a data scientist can help marketing and PR
quality of backlinks is determined by the quality organizations become more sophisticated in how
of the referral source, meaning reputable media they measure, optimize and act on data-driven
sites confer greater authority than independent, insights.
unverified blogs.
© 2019 Mention | Mynewsdesk 10The Data-Driven Mindset Finance
None 16%
%
Marketing/PR 60% None
Chief technology officer 16
9%%
What other functions/roles do you collaborate with to collect, measure and analyze data?
Marketing/PR
Sales 60%
49 technology officer
Chief information officer 9%
%
Salesanalyst
Data 49%
25 Chief information
Other – Write in officer 9%
%
Data analyst
Finance 25%
16 Other – Write
Chief data in
officer 9%
6%
Finance
None 16% Chiefscientist
Data data officer 6
5%
%
None technology officer
Chief 16
9%% Data scientist 5%
technology officer
Chief information officer 9%
Chief information
Other – Write in officer 9%
Other data
Chief – Write in
officer 9%
6
Chiefscientist
Data data officer 6
5%
Data scientist 5%
© 2019 Mention | Mynewsdesk 11The Data-Driven Mindset
Which general KPIs/metrics do you use to measure Which web-related KPIs/metrics do you use to
performance? measure performance?
Brand awareness 60% Organic traffic 83%
Business leads 49% Time on webpage 60%
Return on investment 47% Conversion rates 51%
Share of voice 30% Paid traffic 51%
Net promoter score 18% Session length 44%
Improved search rankings 38%
Backlinks to your website 30%
Domain authority 10%
© 2019 Mention | Mynewsdesk 12The Data-Driven Mindset Which PR-related KPIs/metrics do you use to Which audience-related KPIs/metrics do you use to measure measure performance? performance? Mentions from online media 82% Social engagement 84% Mentions in social media 75% Click-through rates 61% Mentions from print/traditional media 68% Email subscribers 55% Mentions from influencers, bloggers 42% Email open rates 54% Earned reach 42% Advertising value equivalency 24% Sentiment analysis 15% © 2019 Mention | Mynewsdesk 13
The Data-Driven Mindset
Solving the Quant Talent-Gap Conundrum
A company’s culture energizes and unifies the Building a Data-Driven Culture WeWork: For co-working startup WeWork to
people that work for it. Absent culture, the driving grow, it must interrogate its user data to understand
ethos becomes structured around profitability REI: Outdoor clothing and gear company REI demand, analyze local market conditions, and
and efficiency–neither of which sparks passion or wanted to improve the way it gathered cus- project future growth. The company provides
inspires loyalty. tomer insights and disseminated those insights employees with what it calls the “activity stream,”
to employees across the organization–from a dashboard of key indicators such as page views,
For many organizations competing in fast-changing store-level employees to business strategists. reservations, bookings, payments, key card
industries, data-driven decision-making is not It adopted a data visualization tool (Tableau) to swipes and more. Carl Anderson, author of Creating
only a tactic, it’s also a crucial part of the compa- push decision-making and accountability out from a Data-Driven Organization and previously head
ny’s culture. Companies like REI and WeWork rely company leaders to frontline employees, and to of data, analytics, and data science at WeWork,
on analytics and agile methodologies to inform improve customer experience. Among other things, explains, “The table is easy for users to work with,
hiring, product selection, advertising, inventory, the marketing team developed a data-driven such as slicing and dicing different segments
content development, R&D and real estate devel- member lifecycle program to increase customer of our members or locations, even though the
opment (among many, many other things). As a loyalty and repeat sales. “We’ve seen a complete underlying data comes from many heterogeneous
result, data analytics isn’t only a tactic or a tool, turnaround in 2017 with new member acquisition,” systems. Moreover, having this centralized, relatively
but an approach bound up in the very culture of says Clinton Fowler, Director of Customer and holistic view of the business means that we also
each company. Advanced Analytics for REI. can build more automated tools on top of those
data to look for patterns in large numbers of
different segments.”
© 2019 Mention | Mynewsdesk 14The Data-Driven Mindset
REI and WeWork are hardly unique in their
dependence on real-time data, yet our research
shows that many companies struggle to build a
culture that supports data-driven decision-
making. A study by HBR supports the finding,
reporting, “Virtually all respondents (99%) say
their firms are trying to move in [the direction of
a data-driven culture], but only about one-third
have succeeded at this objective. This gap
appears every year in the surveys, and the level of “Culture can be a compounding
success hasn’t improved much over time. Clearly, problem or a compounding
firms need more-concerted programs to achieve solution. When an organization’s
data-related cultural change.”
data mission is detached from
To help unpack this issue, we asked respondents business strategy and core
the degree to which they felt their companies operations, it should come as
possessed the technology and skills/talent to no surprise that the results of
support data-driven decision-making. More than analytics initiatives may fail to
half feel their organizations are lacking in these meet expectations. But when
two areas.
excitement about data analytics
infuses the entire organization, it
becomes a source of energy and
momentum.”
McKinsey: Why Data Culture Matters
© 2019 Mention | Mynewsdesk 15The Data-Driven Mindset
Despite these shortcomings, most agree that a of time preparing data, teams spend their time
lack of time is their biggest barrier to becoming crafting a plan based on the data. He explains,
more data-driven. (54% cite “a lack of time”... “Users will be able to explore the data during
more than any other obstacle.) the meeting to find answers to questions in the
moment. More time can be spent on discussing
The most advanced data analytics/visualiza- how to move forward rather than slowly digging
tion engines are poised to address the “lack of through what happened.”
time” issue. AI-powered analytics solutions help
teams move away from resource-intensive, static For those in marketing and PR, this means spend-
data presentations and move toward real-time ing more time putting data-inspired insights into
intelligence dashboards. Brent Dykes, director action. Rosalin Gustafsson, who leads strategic
of data strategy at Domo, says that data-driven communications and PR for the Berghs School
decision-making used to mean spending hours of Communication explains, “Once access to the
(even days) gathering, editing, and formatting data and processes for handling the data are in
data presentations for meetings; now analytics place, you need to combine the rational aspect
dashboards help data-driven teams focus on the with a more ’emotional’ perspective to create
results. Rather than spending the lion’s share marketing and PR insights as well as messages. “Once access to the data and
That’s when the magic happens.”
processes for handling the data
are in place, you need to combine
the rational aspect with a more
’emotional’ perspective to create
marketing and PR insights as well
AI-powered analytics solutions
as messages. That’s when the
help teams move away from
magic happens.”
resource-intensive, static data
presentations and move toward Rosalin Gustafsson, Strategic commu-
real-time intelligence dash- nications and PR lead for the Berghs
boards. School of Communication
© 2019 Mention | Mynewsdesk 16The Data-Driven Mindset
My company has the right culture, technology and skills to support
data-driven decision-making
All that said, to capitalize on the data and tech- 50%
nology, team members must possess a moderate
level of data literacy. Our research found that
37 Company culture
only 18% rate themselves as having a high level
of data literacy. More reassuring: nearly 60% say Technology
they have a moderate degree of data literacy. 32 32 31
Skills/talent
(See methodology at the end of this report for the 29
28
definition of data literacy used in the survey.)
Solving the data literacy gap is an important is- 25% 22 23
sue for management—even if it’s not currently on
their radars. Many business analytics technology 17
platforms coming to market today emphasize
a self-service mentality, making it possible for 13
managers to interact with dashboards directly
10 10
rather than ask a data analyst to prepare reports. 8
Yet without an analyst vetting the data and
5 4
explaining their meaning, managers must pos-
sess a higher degree of data literacy to make the
self-service approach work. 0%
Strongly agree Agree Neutral Disagree Strongly disagree
© 2019 Mention | Mynewsdesk 17The Data-Driven Mindset
How would you describe your measurement/monitoring?
Public relations/Communications Marketing Business owner/Leader
100%
75%
49
50% 42
39
30 29
25%
21 21
19 19
9 12
10
0%
Active Responder Passive Tracker Inconsistent Observer Stuck at Start
We actively monitor performance We monitor performance but We monitor performance We rarely/never monitor
metrics and change approach based do not frequently change our inconsistently and typically do performance.
on findings. approach based on what we find. not act on the information.
© 2019 Mention | Mynewsdesk 18The Data-Driven Mindset
My team lacks the SKILLS to make
41%
data-driven decisions.
My team lacks the BUDGET to make
41%
data-driven decisions.
In what areas do you feel you need support to become data-driven?
My team lacks the STRATEGY to
38%
make data-driven decisions.
My team lacks the TIME to make My team lacks the TOOLS/TECH to
54% 37%
data-driven decisions. make data-driven decisions.
My team lacks the SKILLS to make My team lacks the DATA to make
41% 26%
data-driven decisions. data-driven decisions.
My team lacks the BUDGET to make None of the above 11%
41%
data-driven decisions.
My team lacks the STRATEGY to
38%
make data-driven decisions.
My team lacks the TOOLS/TECH to
37%
make data-driven decisions.
My team lacks the DATA to make
26%
data-driven decisions.
None of the above 11%
© 2019 Mention | Mynewsdesk 19The Data-Driven Mindset
Data Silos Still a Barrier for Many Organizations
Given how quickly teams must adjust to new When it comes to the tools that organizations Wilder-James goes on to explain that while a big
technology and new methods, we asked leverage to become data-driven, there are few emphasis is placed on self-service analytics tech-
respondents to answer how well they understood surprises. Marketing tends to use email market- nologies, 80% of the work is in the acquisition
emerging data-related trends and terms. ing, keyword tools, CRM solutions, and marketing and preparation of data largely due to enterprise
automation platforms, whereas PR focuses on data silos. He counsels, “Don’t be dazzled by the
Overall, respondents were most likely to have a social media research and analytics solutions, as draw of another favorite industry buzzword, the
strong understanding of “content personaliza- well as news and information distribution systems. ‘data lake’. Things aren’t as beautifully simple as
tion,” which bodes well for their ability to pursue the image of clear water and mountain springs
effective personalization strategies now and in One of the most compelling findings from the might conjure. We can’t just pour all our data
the future. They were less certain, however, about research involves data silos: 44% of respond- into one system, expecting goodness to result.”
“data management platforms” and “unstructured ents report their company’s data is trapped in Instead, Wilder-James advises to look at the busi-
data.” silos and inaccessible to those that need it. “The ness priorities where data can make a sizeable
biggest obstacle to using advanced data analysis difference: “Not a proof of concept—you should
The relatively low understanding of artificial intel- isn’t skill base or technology; it’s plain old access do these earlier as a way of identifying opportuni-
ligence and its applications was most interesting, to the data,” says Edd Wilder-James, vice presi- ties—but a banner project that can drive subse-
particularly given the role of AI in accelerating dent of technology strategy at Silicon Valley Data quent investments.”
data-driven decision-making. As Oracle’s Safra Science and founding editor of the peer-reviewed
Catz explains, “The main task of AI is to improve journal Big Data.
decisions. If executives have a clearer view of
the patterns in the data, they can make better
decisions themselves, or delegate decisions with
confidence that they would otherwise have to
make themselves.”
© 2019 Mention | Mynewsdesk 20The Data-Driven Mindset
How well would you say you understand the following trends and technologies?
Strong understanding Moderate understanding Limited/ No understanding
(I can explain the term competently (I have some understanding, but (I have very little—if any—under-
to someone else.) would struggle to explain it to some- standing of this term.)
one else.)
How companies mine unstructured data to 9 46 45
surface insights in my field
How companies use data management platforms 14 54 32
How artificial intelligence is being used in my field 17 56 27
How content personalisation is being used in my field 36 51 12
0% 25% 50% 75% 100%
© 2019 Mention | Mynewsdesk 21The Data-Driven Mindset
“My company’s data is trapped in silos and inaccessible to those who need it.”
Agree 44% 56% Disagree
© 2019 Mention | Mynewsdesk 22Web analytics solution 77%
The Data-Driven Mindset
Social media research/analytics solution 71%
Email marketing platform 58%
Keyword research tools 55%
What technologies do you use as part of your data-driven communications/marketing/PR program? (Top 10)
News and information distribution services 45%
Web analytics solution 77% Content management systems 41%
Social media research/analytics solution 71% Media monitoring tool 41%
Email marketing platform 58% Customer relationship management systems 39%
Keyword research tools 55% Marketing automation solution 29%
News and information distribution services 45% Editorial calendar tool 19%
Content management systems 41%
Media monitoring tool 41%
Customer relationship management systems 39%
Marketing automation solution 29%
Editorial calendar tool 19%
© 2019 Mention | Mynewsdesk 23The Data-Driven Mindset
Aspiring to Be a Data-Driven Organization?
2 3
What practical steps can organizations take to Define your data dictionary: Even if you give Sponsor an audit of data sources and needs:
become more data-driven? How can teams foster teams a high degree of autonomy, individuals Management must understand what data it has
an ethos that not only values data-driven must feel they are working from the same un- in-house, how reliable that data is, and where
decision-making but thrives on it? And should derstanding of key terms, specified actions and to fill gaps. Third-party data can be an excellent
data-savvy talent be hired or developed in-house? goals. Carl Anderson, author of Creating a source of intelligence, as well companies may
Data-Driven Organization, and Michael Li, founder find they need to collect additional customer
These ideas and actions can make a big difference of The Data Incubator, explain the importance data in the form of surveys, call center logs or
on the path to becoming more data-driven. of building what they call a “data dictionary.” web traffic data.
Anderson and Li recount, “A business needs to
generate a glossary with clear, unambiguous Anderson and Li counsel that organizations
and agreed-upon definitions [of metrics].” They should make intentional decisions about who
1 explain that all stakeholders must buy into the should have access to each source to do their
definitions; “You don’t want teams going rogue jobs effectively. (All the more important in a
Foster greater autonomy to support quick with their secret version of a metric.” post-GDPR world.) They explain the importance
decisions: To move fast and capitalize on of assessing needs across the organization so
changing conditions companies must push deci- Furthermore, it’s important to spend time not just that it’s “not just the analysts and key decision
sion-making down the line to distributed teams— on the definition, but the outlier cases: “While makers” pulling strings. Which individuals might
and access to real-time data makes this possible. everyone might have a common understanding work smarter and faster with real-time access to
As author Neil Perkin explains, “The best results of what an ‘orders placed’ metric means, they data?
emerge from small teams with a high degree of may differ in how they want or expect to handle
autonomy.” cancellations, split orders or fraud.” Also, even more than access to data, consider access
to dashboards—those analytics and visualization
platforms that help data novices rely less on
in-demand analysts inside your organization.
(More on that below.)
© 2019 Mention | Mynewsdesk 24The Data-Driven Mindset
4 5
Don’t outsource the problem: Hiring an out- Choose self-service tools: For organizations powerful, but data at the fingertips of many is
side data scientist may be the fastest way to fill with broad access to data, the question becomes: what will be truly transformational.”
an urgent talent need, but it’s important to be How should we analyze the data and make it
realistic about the best long-term solution. Given readily available to non-technologists? A new 6
the high demand for data science talent, attract- wave of advanced analytics and visualizations
ing a strong candidate to work on a data-weak solutions—tools like Tableau, SAP, Klipfolio and Foster active responders: Among the most
team may be unrealistic. Some companies focus Google Data Studio (among many others)—are compelling findings from the research is the
instead on developing in-house expertise to designed to be used by both the data-savvy and portion of professionals who say they are “active
become at least highly data literate so they can non-data savvy. Moreover, niche monitoring responders”—those who are consistently reviewing
use analytics solutions effectively and interpret tools, such as Mention for PR and social media data and making small course corrections.
dashboards correctly. analytics, give users sophisticated ways to access Roughly one in four describe themselves as
and report on data to distributed teams. Rather “active responders” today. We believe these
“If leaders simply provide access to data and than constantly asking for the most recent individuals represent the most powerful assets
tools alone, self-service initiatives often don’t performance reports from analysts, individuals inside data-first organizations. Interestingly,
work out well,” says Carlie J. Idoine, research can access the analytics and visualizations they these individuals do not always have formal
director at Gartner. “The experience and skills need from a user-friendly dashboard. statistics training; they are ‘data tinkerers’ who
of business users vary widely within individual are continually sleuthing for root causes and
organizations. Training, support and onboarding To drive decision-making down from the top, searching for ways to improve.
processes are needed to help most self-service companies must find ways to spread access to
users produce meaningful output.” data out to those who can use it. As Brent Dykes
from Domo counsels, “Most companies recognize
data in the hands of a few data experts can be
© 2019 Mention | Mynewsdesk 25The Data-Driven Mindset Everyone Can Become Data-Driven Even organizations that are less advanced in how To do so, however, requires more than technology; they capture, analyze and use data should not business leaders must commit to the culture and feel discouraged. Fortunately, the massive pro- the mindset that makes it possible. liferation of new technologies and new features over the last two years has knocked down barriers, making it possible for small and medium-sized businesses to transform into data-fueled innovators. © 2019 Mention | Mynewsdesk 26
The Data-Driven Mindset Methodology: Mention and Mynewsdesk fielded the survey As part of the survey, we asked respondents to between October 1 and November 2, 2018. 1,050 rate their degree of data literacy. To do so, we individuals completed the survey. Of those, 41% shared the following definition with survey-takers: work in PR and communications, 39% in marketing, “Data literacy is the ability to extract meaning and 19% are business owners/leaders. Responses and insights from data. A person who is data came from all over the globe; the majority work in literate is comfortable interpreting datagraphics, Sweden (54%), and the remaining work across analyzing and critiquing data presentations, and Europe and the Americas. recognizing when data is being used to mislead.” The sample represents an even distribution of work experience; roughly 22% say they have five or fewer years of experience, 33% say they have 6 to 15 years of experience, and 45% say they have 16 or more years of experience. Company sizes varied widely but the majority work in companies with 11 to 249 employees (47%); roughly one-third work in companies with 250 or more employees (31%). The remaining have 10 or fewer employees (23%). © 2019 Mention | Mynewsdesk 27
The Data-Driven Mindset
A special thank you goes to our partners who helped make this report possible.
© 2019
2018 Mention | Mynewsdesk 28You can also read
