Data: don’t make your business live an endless day
Faced with the deluge of data, how to make the right decisions? Xavier Perret, chief digital & marketing officer for OVH, wished to answer this question during the last edition of Digital Summits.
Remember of One Endless Day, the film where Bill Murray relives the same day over and over again. He will thus collect information and try to predict a certain number of actions to seduce the character played by Andie MacDowell, but fails day after day.
This is what many companies experience on a daily basis: “We sometimes have the impression of having the right data, of collecting it, of knowing what to do with it… But it is not necessarily the relevant data ”.
“Give back a little profession, a little intuition “
To really have an efficient use of data, Xavier Perret thinks that “give back a little profession, a little intuition In this process. Concretely, it is a question of continuing to collect it but by asking oneself upstream what one seeks to achieve. “There is always a need for the profession, for a person to correctly decide on the right data to collect», Recalls the latter.
It also comes down to not forgetting to take into account other parameters, which the data you have may be missing. “Sometimes you have to listen to your customers but you also have to know how to listen to your non-customers, your prospects … You have to be able to go and question people, add voices not expressed», Explains the chief digital & marketing officer of OVH. “Ultimately, I am not a person because I am on the Internet. I probably also go to the store, but this data may not be available. If a business is only considering my web behavior, there is a risk that it will miss a part of me, something that I could have bought.“.
“ This is ultimately the subject of Un Jour sans fin. This is to be able to have a less mechanistic view of the data “.
Find the full interview with Xavier Perret, chief digital & marketing officer for OVH