EarthCheck has introduced a new data insights service for our clients worldwide. We are always mindful of the need to keep our clients and partners updated on new and emerging industry and consumer trends. Our unique market insights specialist now offers data as a service.
How big is Big Data? In 2020, according to Domo, data was created at the rate of 1.7MB per second per day, for every human on the planet – 2.5 quintillion data bytes per day. Some say that the IPv6 standard created enough internet IP addresses for every molecule on the planet’s surface. In 2021, there were approximately 2 trillion searches on Google globally or 6 billion daily searches. Like most data, that’s all very interesting, but is it useful? While data is necessary, the correct data is essential and understanding what data is vital to each business is critical.
Forrester reports that 74% of businesses say they want to be “data-driven”, but only 29% successfully connect data to insights to action. Actionable insights can be the missing link for companies that want their data to drive business outcomes and create value. The solution? Curated data and insights partnered by EarthCheck.
In contrast to all this data, insights are relatively rare. Delivering insights can be defined as the ability to perceive the inner character, illusive patterns, and underlying truths within Big Data to create actionable, data-driven findings that make business value. Delivering real insights requires different thinking, distinctive capabilities, and people with deep domain knowledge. And they’re hard to find. Oddly, curating data and insights is fundamentally a human process.
The EarthCheck team, with thirty years of experience worldwide, provides curated data and insights across the interconnected ecosystems related to the tourism and sustainability domains – from business to government to destinations of 10 million visitors a year.
Curation begins with available client, sector, and industry-related data, with the team discovering, gathering, organising, connecting, assessing and analysing the data to reduce the ‘noise’ of the simply interesting and the irrelevant, as well as isolate and focus on the meaningful and the valuable. With insights, success depends upon the business knowing the right questions to ask of data. EarthCheck has developed insight into a combination of art and science – it’s a skill that requires the art of creativity, persistence, and deep thinking while maintaining the rigour and analysis of science, translating large amounts of data into concise and compelling findings. The team then adds context, perspective and relevance to help businesses and destinations gain a deeper understanding of the content of the insights, the significance of their meaning and guidance on the subsequent actions to deliver meaningful outcomes. To keep insights accurate and relevant, the team works closely with clients to increase the accessibility and usability of insights, creating a platform for the future organic development of insights through a scalable and repeatable process that continues to add value.
What do successful insights look like? To paraphrase Thrivethinking:
- They connect with consumers on an emotional level and elicit the reaction “you understand me.”
- They solve a real problem that results in the creation of new customers.
- They re-examine existing conventions and challenge the status quo.
- They inspire action by giving business clear objectives to aim for.
- They make a clear statement of what to do next and how it will deliver value.
- They bring a new level of perception to the management team and inform strategy and decisions.
What do your insights look like?
If you’d like to talk about your curated data and insights and how we can create business value. Please feel free to reach out to Wayne.