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Data insights refer to the deep understanding an individual or organization gains from analyzing information on a particular issue. This deep understanding helps organizations make better decisions than by relying on gut instinct.
A marketing team can collect data of different email campaigns and use data analytics to gain insights on which one resonates best with their customers. The marketing dashboard below provides an in-depth view of the conversion funnel for email campaigns. The data insight in this case is that the “Bend the Trend” campaign has the highest enrollment rate, which is the primary key performance indicator for this team.
The process to obtain actionable data insights typically involves defining objectives, collecting, integrating and managing the data, analyzing the data to gain insights and then sharing these insights. Stakeholders initiate the process by clearly defining objectives such as improving production processes or determining which marketing campaigns are most effective, like in the example above.