Episode 57: Applying commercial thinking
In our last episode, we talked to Laura Roberts, Head of Brand and Marketing Insight (EMEA) about her work to transform Insight at Google, and the ways her team are adopting AI.
This week, it’s back to our focus on Insight commerciality.
Having explored the importance of building commercial foundations for our work in episode 52 and getting into the habit of estimating the size of the prize, we now need to think about how we can apply our new commercial understanding.
I think there are 3 key aspects to this:
- What we do: use value to prioritise our research and analysis activity
- How we do it: using a commercial context at each stage of our work, and ultimately identifying new value opportunities for our company
- What we have done: record the value opportunities we have identified and those that have been actioned
To help me explore this topic, I’m joined by Parveen Bdesha, a former Insight consultant at eBay and Insight leader at News UK, and now one of the IMA’s professional Insight advisers.
Please listen to find out more!
Topics Discussed
- Using commercial thinking to prioritise Insight projects (2.17)
- Identifying commercial opportunities for our companies (4.45)
- Recording the value we have uncovered (7.39)
- The importance of commercial champions in Insight (8.42)
- Parveen Bdesha’s experience working on a strategy for ebay’s fashion vertical (10.06)
- The insight behind the launch of Times Radio (15.59)
- Finding proxies for Insight ROI (18.57)
This is episode 57 of the Transforming Insight podcast.
If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.
You won’t want to miss this! So please subscribe - and thank you for listening.
About James Wycherley, the author of Transforming Insight
James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.
The Insight Management Academy is the world’s leading authority on transforming Insight teams.
Resources:
If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit www.insight-management.org
Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from www.transforming-insight.com
Disclaimer
The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.
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