Keep the momentum
We have seen significant developments in the data landscape recently: the introduction of GDPR privacy regulations, the impending withdrawal of third-party cookies, and the growing importance of a robust first-party data strategy.
These regulatory changes and technological shifts created an imperative for businesses to take action and reassess their data strategy. They invested heavily in advanced tools and technologies. However, many organisations now have very complex data strategies and data ecosystems: a proliferation of tools, often with overlapping functionalities.
Your takeaway for 2025
Your current data holds more value than you realise – it is not about investing more or collecting more, but about using the data you have more effectively and creatively.
Leveraging existing data for new insights
A lot of companies tend to overlook the potential in their current data and tools. So, the challenge lies not in acquiring more data or adding ‘better’ tools, but in using the data you already have more effectively. For instance, by approaching your existing data creatively and making the most of the tools you already have in-house.
The good news is that this doesn’t require massive investment or a complete system overhaul. The first step towards better data utilisation is closer and more achievable than you might think.
HPL venue booking platform: a real live case of data creativity
Our work with the venue booking platform High Profile Locaties (HPL) is a perfect illustration of this approach. From the start, without gathering a lot of new data, we provided valuable new insights for HPL’s clients (the venues on the platform) by creatively analysing and connecting existing data points. For example, we examined visitor analytics, experimented with comparing venues based on their ‘vibe’, analysed keyword performance, and even assessed the impact of specific facilities (like the presence of a projector) on conversion rates.
Next steps for 2025
As you move forward with your data strategy in 2025, consider how you can dive deeper into your current data assets. Look for ways to connect disparate data points, apply advanced analytics techniques, and use AI to uncover hidden patterns.
Take a close look at the data you already have and how you're using it. A Data Audit often reveals hidden opportunities you might have overlooked.
Review your current data tools and identify areas of overlap. Simplifying your tool landscape can make your data easier to use and your insights clearer.
Focus on extracting actionable insights that can directly inform business decisions and improve customer experiences.
Think about using AI tools to dive deeper into your existing data. AI can uncover patterns and insights that traditional methods might overlook.
Dive deeper into data
Is all your customer data spread across a multitude of tools? A Customer Data Platform (CDP) combines customer data from different platforms and hands it back to you in a 360° package. Read the Customer Data Platform whitepaper to learn more.
At iO, we empower you to seamlessly integrate, transform, and analyse your data, ensuring its accuracy, reliability, and accessibility to drive informed decision-making and fuel business growth.