{"id":104126,"date":"2023-01-27T06:30:00","date_gmt":"2023-01-27T05:30:00","guid":{"rendered":"https:\/\/wordpress.kvantum.com\/?p=104126"},"modified":"2023-01-27T08:32:20","modified_gmt":"2023-01-27T07:32:20","slug":"business-decisions-data-more-important-than-tech","status":"publish","type":"post","link":"https:\/\/wordpress.kvantum.com\/en\/business-decisions-data-more-important-than-tech","title":{"rendered":"The business decisions about data in your business are more important than the tech itself. Here are a few thoughts on what to consider:"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"104126\" class=\"elementor elementor-104126\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ab1ad43 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-backgound-letter-holder-no qodef-elementor-content-no\" data-id=\"ab1ad43\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6488d56\" data-id=\"6488d56\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b234daf elementor-widget elementor-widget-text-editor\" data-id=\"b234daf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><b>We\u2019ve all heard a phrase that \u2018data is the new oil\u2019 and you should invest in it like Texas did in the early 1900s. Well &#8211; that\u2019s a nice phrase for high level executive officers but in reality the comparison to oil in this day and age might be a little off.&nbsp;<\/b><\/p>\n<p>We like to compare data to the fuel powering the business machine &#8211; but the type of fuel that is fitting the functionality of that machine, and thus corresponding to the business reality and needs in a given situation.<\/p>\n<p>Building on that, we observe that for many ecommerce businesses the definition of what the role of the data in the ecosystem is &#8211; is just missing. And sure, they might be using analytics tools, moving channel and audience investments to the best performing ones, looking at engagement and conversion rates. Nothing wrong with that.&nbsp;<\/p>\n<p>The problems begin to appear when an ambition of a business grows to the size of a huge cruise liner but their capabilities are able to serve the functions of a small motorboat. Then it becomes evident that the missing step in drawing a nice financially-oriented growth strategy didn\u2019t take into account the heart of the business &#8211; the system landscape and the data architecture. Often then, the missing elements or functionalities are filled by smart and sharp salesmen, who will do anything to close a deal that also just as often becomes a purchase of \u2018technology for the sake of technology\u2019. Where for political purposes the executives would claim that purchasing a tool that can do something is equal to enabling a fully grown competence in the business. Then this situation often results in a mismatch between the business needs and the actually available resources, or to come back to the fuel example &#8211; the type of the engine and the type of the fuel. Have you seen what happens when you pour diesel into a petrol engine?&nbsp;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-275c86f elementor-widget elementor-widget-image\" data-id=\"275c86f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"691\" src=\"https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-1024x691.jpg\" class=\"attachment-large size-large wp-image-104144\" alt=\"\" srcset=\"https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-1024x691.jpg 1024w, https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-300x202.jpg 300w, https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-768x518.jpg 768w, https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-1536x1036.jpg 1536w, https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2023\/01\/documerica-x-EG-R-bUTI-unsplash-3-2048x1382.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0ec546 elementor-widget elementor-widget-text-editor\" data-id=\"c0ec546\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b style=\"color: var( --e-global-color-text );font-family: var( --e-global-typography-text-font-family ), Sans-serif;font-size: var( --e-global-typography-text-font-size )\">The whole digital industry is standing at the doorstep of the paradigm shift<\/b><br><\/p>\n<p>There are many examples of that, and the most important one for the businesses who are using digital advertising is the change from the third party data dependence to the first party data dependence. This means that your own knowledge about your users and customers will be the basis of how you can interact with them and how you can use their interactions to improve their experience with you and thus increase the value of your presence in their lives. If that aspect is not covered in your ambitious growth plan &#8211; you need to come back to the drawing board and include how and where you will benefit from integrating first party data in your tech ecosystem following the growth milestones you want to reach.&nbsp;<\/p>\n<p>Once that is clear &#8211; it has to be reflected in your technological landscape. Here at Kvantum we have a good experience with helping our clients to draw out their technological architecture and place the use cases that are linked to the specific milestones that then lead to development of specific solutions.<\/p>\n<p>At the beginning for almost everybody the level of those use cases is quite basic &#8211; but so is their overall setup. We believe that taking those baby steps now already puts you miles away from the ones that are not taking them at this moment, as in time your tech and business competence will grow exponentially while the others will have to start from scratch. So nothing is lost. But just like Rome wasn\u2019t built in a day &#8211; you need to prepare that it will take time, investments, trials, mistakes, lessons, tweaks and upgrades. There are no easy wins, but there are wins nonetheless. So it\u2019s the matter of realizing what it takes and committing to it!<\/p>\n<p>It\u2019s also the matter of getting started, and we at Kvantum are ready to talk about the next steps for your business &#8211; so do reach out! It\u2019s never too late!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4b8a1a0 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-backgound-letter-holder-no qodef-elementor-content-no\" data-id=\"4b8a1a0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fa20c77\" data-id=\"fa20c77\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a34c6b4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a34c6b4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-block-end:0;flex-grow:1;border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider--element-align-start .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-start .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-start .elementor-divider__element{margin-inline-start:0}.elementor-widget-divider--element-align-end .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-end .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-end .elementor-divider__element{margin-inline-end:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cf88284 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-backgound-letter-holder-no qodef-elementor-content-no\" data-id=\"cf88284\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b4c13cb\" data-id=\"b4c13cb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fd8b1f1 elementor-widget elementor-widget-text-editor\" data-id=\"fd8b1f1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Wojciech Zak<\/b><br \/>Head of Data and Analytics<\/p><p><a href=\"mailto:martin@kvantum.com\">wz@kvantum.com<\/a><br \/><a href=\"tel:53771554\">27858260<\/a><br \/><a href=\"https:\/\/www.linkedin.com\/in\/wojciech-zak\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-92d3d1d\" data-id=\"92d3d1d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8ceb050 elementor-widget elementor-widget-image\" data-id=\"8ceb050\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"418\" height=\"627\" src=\"https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2022\/11\/wojciech-zak-head-of-data-and-analytics-kvantum.png\" class=\"attachment-medium_large size-medium_large wp-image-103776\" alt=\"wojciech-zak-head-of-data-and-analytics-kvantum\" srcset=\"https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2022\/11\/wojciech-zak-head-of-data-and-analytics-kvantum.png 418w, https:\/\/wordpress.kvantum.com\/wp-content\/uploads\/2022\/11\/wojciech-zak-head-of-data-and-analytics-kvantum-200x300.png 200w\" sizes=\"(max-width: 418px) 100vw, 418px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>We\u2019ve all heard a phrase that \u2018data is the new oil\u2019 and you should invest in it like Texas did in the early 1900s. Well &#8211; that\u2019s a nice phrase for high level executive officers but in reality the comparison to oil in this day and age might be a little off.&nbsp; We like to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[],"class_list":["post-104126","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/posts\/104126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/comments?post=104126"}],"version-history":[{"count":0,"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/posts\/104126\/revisions"}],"wp:attachment":[{"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/media?parent=104126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/categories?post=104126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wordpress.kvantum.com\/en\/wp-json\/wp\/v2\/tags?post=104126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}