Innovation and inspiration
Navigating the L&D space can be overwhelming, so take some inspiration and broaden your horizons with these thought leaders.
Ryan O'Connell Head of Implementation and Customer Success
How to leverage your data to get the best possible results.
Richard Bailey Marketing Executive
A couple of years ago data became a really big deal in marketing. You’ve heard ‘big data’ touted around, right? It’s massive now - in fact, it became a $18.3 billion industry last year. Not small.
It refers to the huge volume of data that every business collects, providing a lot of great potential insight into audience and customer behaviour. It helps to guide decisions about future approaches and marketing strategies, increases ROI and conversion and even spots those customer advocates which can be consequently nurtured. According to McKinsey, companies using big data can increase their operating margin by 60% and can reduce expenditure by 8%.
Are you making the connection to L&D yet? Those great, valuable improvements and insights which marketing are using every day; that’s correct, L&D could greatly benefit from all of them too. And more importantly, the business could subsequently reap bottom line results. Just an example of some of the positive influence data can have:
Do you have these things? No? But you want these things, right? I’ve harped on about how L&D needs to better leverage the big data they collect for years - but many businesses still aren’t doing it. Which is a problem - and I began to wonder why?
Big data, although a welcomed addition to the likes of L&D, doesn’t come without its own set of unique problems. Getting a handle on this huge volume of data points can sometimes feel like an impossible task.
This is legitimate problem in marketing and I’ve no doubt that it’s a huge challenge for L&D too. Perhaps you have a LMS or LRS. Maybe you also have a HR system. Your learners may also get company news and interact with one another on an intranet, or indeed via their own personal social channels. So much data in so many places.
Either way, acquiring, disseminating and analysing this data can be a real headache, which could well be why many L&D departments are struggling to really use it yet.
I’ve worked in quite a few organisations in my time which don’t value data, in spite of the fact that there is ample research to support the fact that organisations which leverage data see better bottom line impact. They are not abnormal and are actually very common, which is weird since according to Richard Joyce, Senior Analyst at Forrester, “Just a 10% increase in data accessibility will result in more than $65 million additional net income for a typical Fortune 1000 company.” Big gains with big data - but it’s still low on the list of many business priorities.
Getting businesses to change their ways of doing things can be hard. Change is tough - and evolving ways of working can be even harder. It’s no surprise L&D may be having adoption issues, namely because they are likely spread across the business, rather than just centralised within their function.
Having all that data is one thing - but how on earth do you make sense of it all? A recent Towards Maturity report found that only 18% of L&D professionals have skills in data analytics. Clearly, we’re a bit stuck as to what to do with data when we do have it.
That’s not really a surprise with so much qualitative and quantitative data at our fingertips including duration in the LMS, duration of overall training overtaken, tenure in role, content types consumed and more, it’s a minefield out there. What does it all mean?!
And that’s the point isn’t it. Yeah - data’s good. In fact, data is great. But it means nothing without context and analysis.
Having a wealth of knowledge and data is a huge advantage for L&D departments, but if people don’t know how to apply a significant piece of information, that data is useless.
Data in silo is completely pointless in and of itself; it’s the insights and subsequent actions that you translate those insights into which are the real game changers.
That’s the real key with data - inferring it and changing actions and behaviours off the back of it. Clearly we still have some work to do, even if we are taking steps in the right direction!
How are you using data within your L&D function? I’d love to hear about it!
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