Information Disconnection

Organisational Decision Making

Organisational decision making is my current preoccupation. After all, as BI practitioners, this is at the heart of the value we bring to an organisation. If we aren’t improving decisions then I am not sure what we’re for.

Reach

In an earlier post, I talked about trashcan theory. This is the theory that describes organisations as a collection of people aware of problems, people that are aware of solutions but unaware of the problems and people that control the allocation of money and resources but are unaware of both the problems and the solutions. Good decisions are made when problems, solutions and effort are all aligned but if these things are jumbled up (like in a trashcan) then decisions might not only be poor but they can appear to be random. This provokes those that didn’t make the decision to ask “Why did they do that?”

Good Decisions also need Information

But good decision making needs information. Decisions without information can still be systematic. They can also be thorough with all possible outcomes discovered, debated and properly considered. Without information though, they are uninformed. In many situations experience, assumption and instinct can make a reasonable proxy for information but would you invest your own money this way? Given the choice of a well researched stock or one that a mate has a good feeling about where would you place a sum (large enough that it would hurt) of money?

Business Intelligence isn’t reaching decision makers

This is a bold statement but there is a worrying amount of evidence to support it. Depending on the survey BI is deployed to round 8% of the organisation. Knowledge workers make up between 30% and 45% of the labour force in developed economies, more depending on the definition. Not all knowledge workers need all information, of course, but the gap is significant. The ‘intelligence gap’ isn’t going to get better either. The volume of available data is growing exponentially. Last year we all generated 1.2 zettabytes (remember when ‘tera’ equalled ‘big’?) so as we congratulate ourselves on a job well done we also have to think about what we actually need to know from all of that stuff²¹.

Easier not to know?

Even more worrying is that decision makers are telling us that they know they are making decisions without information. In one study (Accenture, Competing Through Analytics) the suggestion is that 40% of major business decision are being made without reference to information from analytics applications. As a BI Practitioner it’s difficult to feel good about that number.

It’s all in there

In many cases, the information is actually available. In an earlier post, I used the UK retailer Boots (a business I have an immense amount of respect for) as an example. They launched what turned out to be hugely unprofitable ‘Wellbeing’ services because they had detected a slowdown in their core business. When they abandoned Wellbeing in favour of a return to their base beauty business they did so on the basis that their base beauty business was still growing. They absolutely, positively had that data all along. It was just disconnected from the decision.

Just disconnected

To say ‘just’ disconnected is to diminish the importance though. The emerging use of social business tools in organisations is going to make it possible, for the first time, to join up the decision making process and the information that informed it. It’s a tiny connection that can have a profound impact on the quality of decisions. That one single connection will make the decision more transparent, more open and more accountable in a way that the decision makers may need to think again and possibly even make a better decision.

There it is. Better decisions.