Helping an Analytics firm shape its Go to Market strategy

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Context

Our client - a leading healthcare and customer analytics firm in the South Asian, ASEAN and US markets - felt the time was ripe to offer practical application based offerings in analytics. Their principal challenges included:

  • Being late market entrants.
  • Being unsure of customer segments, learning channels, course structure.
  • Not having clarity on what could differentiate them from other corporate players (domestic and global) and academic institutions.

Our approach

We focused on gaining a deeper understanding of the user or learner segments and subsequently designing relevant learner journeys.

Empathy research

Leadership vision informed the starting point for our empathy research, where we mapped learner aspirations and needs.  Their current experience with online certification programs, short duration formats and extended formats of in-person sessions was also explored, leading to learner journey maps capturing ‘moments of truth’ at the Discovery, Exploration, Sign-up, Pre-Workshop, During-the-Workshop and Post-Workshop stages.

Defining the problem

Insights from our research helped shape the problem statement: How Might We  effectively address the current gap between knowledge and action for Functional SMEs and Analysts, to help them apply analytics in their day to day functioning?

Our proposed solution

Through the design sprint, we co-created the building blocks for the analytics offering, including:

  • Participant needs and capabilities assessments
  • Connect sessions
  • ILT workshops, online modules and post-workshop support
  • A knowledge portal

How did this help?

The building blocks were the basis for a marketing pitch which won our client a contract as the strategic analytics partner for a leading automobile player.

Our client is now also finalising an Analytics Capability Maturity Model, setting up an Analytics CoE as well as driving Capability interventions for  Analysts and Functional SMEs.

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