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Enhanced analytics may be on several organizations’ wish lists this holiday season, but are they ready for it? Properly leveraging analytics and making it a competititive advantage requires that a business is committed to a culture of analytics. An analytics culture is one in which employees at all levels align their daily tasks with their employer’s overall objective of making data driven decisions. The alignment of personal employee and corporate goals helps to foster an analytics culture in the following ways:

- quality data is collected on customers, with their consent
- customer data is protected and respected
- a closer relationship with customers may be fostered, based on their needs
- employees clearly understand why customer data is being collected
- interpreting data reports can become a shared responsibility among employees across units
- accountability and rewards for financial successes may be legitimized

An analytics culture may not be created with the purchase and implementation of a new analytical software tool. Organizations wishing for analytics this holiday season may wish to read the following quote which is a reminder of how they must transform before fully leveraging analytics:

“The organization is open to new and creative ways of doing business. It constantly strives for better customer relations, improved product quality, and innovative customer services and is aware of the data-driven path to success in keeping abreast of the competition. This implies a willingness to change business practices and processes in order to act on the results from the data mining analysis.”

The above quote was taken from page 126 of the following book:

Cabena, Peter, Pablo Hadjinian, Rolf Stadler, Jaap Verhees, Alessandro Zanasi. (Eds.). (1998). Discovering Data Mining: From Concept to Implementation. New Jersey: Prentice Hall PTR

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