In preparation for Techfest and hosting our guest speaker, Marco van Gelder (Global Data Lead at Veldhoen+ Company), I have been pondering what Data-Driven Decision-Making means for mere mortals like me. I wanted to understand the evolution of organisational data analysis and how the traditional boundaries of data usage are influenced by Artificial Intelligence (AI) and the implementation of work automation software. Using organisational data is pivotal in informing the future direction of a business. And the advent of newfangled technologies and artificial intelligence has drastically expanded our ability to amass and utilise organisational data, enabling insights beyond the traditional boundaries of data analysis.

This took me back to how we as a species have adapted through evolution. Even though the data points have changed, the way we process it remains the same. According to SalesBrain, a neuromarketing company, our brain is organised into two critical systems: the Primal Brain and the Rational Brain. The Primal Brain is the most primitive and unconscious part of our brain that controls our survival instincts and emotions. The Rational Brain is the more advanced and conscious part of our brain that handles logic, reasoning, and planning. We need to first sell to the Primal Brain by using six stimuli that trigger its attention: self-centeredness, contrast, tangible input, beginning and end, visual stimuli, and emotion. Only after we have captured the Primal Brain’s interest can we address the future with the Rational Brain by using facts, figures, and logic.

The same can be said in how we look at organisational data; it’s only when we see a threat that we start searching for that data point and start analysing it. The challenge today is that there is no shortage of data and an even longer list of sources to pull from, resulting in a constant state of data-vertigo. How do you navigate through having too much information, and how does this impact the way we lead and guide our people?

This shift from retrospective insights to predictive and prescriptive analytics opens doors to unparalleled opportunities for organisations to stay ahead of the curve. According to a survey by Deloitte, 48 percent of companies with the strongest analytics cultures significantly exceeded their business goals in the past 12 months, compared to only 22 percent of those with weaker analytics cultures. The same survey also found that AI capabilities are among the top three factors that differentiate insight-driven organisations from others.

Data utilisation goes beyond just uncovering historical or predictive insights. It now embraces a holistic approach that considers the entire spectrum of possibilities. This expansion into a data-driven and AI-enabled landscape reflects a growing awareness of the importance of the holistic employee. The theory posited by Marco van Gelder in “Wellbeing in Line Managers During Mandatory Working from Home: How Work and Personal Factors Combine” (December 2022, Frontiers in Psychology, DOI: 10.3389/fpsyg.2022.1041902) suggests that understanding the complex interplay between work-related and personal factors is essential in fostering a positive work environment during times of remote work. By leveraging these advancements, organisations can truly harness the power of their data, not only for informed decision-making but for charting a strategic course into the future.

In other words, even though data is constantly moving through our organisation and ever-changing, we need to be intentional in how we action these insights, just like our brains curate the information before we act on it. We need to Stop and truly understand what the data influx informs, predicts or means in relation to your current course of trajectory. This can only be seen when the information is viewed as a whole, holistically, in a single view.

By embracing the rich potential of data analytics, we have the opportunity to amplify employee well-being, drive informed strategies, and position ourselves at the forefront of innovation. As we stride into this era of endless possibilities, let us embrace the transformative power of data, allowing it to illuminate our journey towards a more agile, adaptive, and prosperous future.

Charlene is a seasoned technology enablement consultant. She has extensive experience in solution design and has spearheaded successful initiatives to bring innovative solutions and growth to progressive businesses. She guides and help our clients navigate projects in the VSLS Technology Enablement team and provides strategic support across all VSLS value propositions.

Charlene Honiball

VSLS Senior Manager