Contributed Articles

Unleashing the Power of an Analytics Organization: Why a Large Financial Institution Used Ethnography to Transform Analytics

by CHRISTINE BIRTEL (Senior Vice President), JASON PAJTAS (Vice President) and MICHELLE GREEN (Vice President), Customer Experience Insights, Wells Fargo Large organizations have been on a quest to harness the power of big data to inform and drive all kinds of decisions—from finance and fraud prevention to product development and marketing. Organizations from the U.S. government, to retailers, to major financial institutions are appointing Chief Data Officers (CDOs) to evangelize the power of big data. The path of creating a data-savvy organization, however, has complicated turns and roadblocks. Starting with the technological foundation for analytics, there exists a dizzying array of platform and software solutions all claiming to be best-in-class. When success drives an organization beyond this foundation, evolving an existing culture and data infrastructure around things like cloud, big data, machine intelligence and block chain can be an overwhelming challenge that seems insurmountable. Beyond infrastructure challenges,...