How can your organization avoid data and reporting blind spots?

This week we have been writing about organizational blind spots and how to avoid them.  A lot of organizations think that data and reporting are good ways to overcome blind spots and they can be if you take the right approach.  But, if you take the wrong approach the data will simply make your blind spots harder to see.  How can you avoid data blind spots?

5 Steps to Avoid Data and Reporting Blind Spots

1. Let others review the data – Just like monitoring your organization’s blind spots overall requires outside perspective and feedback, data blind spots can be overcome by having multiple perspectives review your reporting and data.  Create a regular meeting so that multiple areas of the company and outside perspectives can review the data and challenge assumptions.       
2. Avoid cherry-picking – In leading an organization you need to be aware of challenges, but your team and agencies have some different incentives.  They feel the pressure to make the numbers look good, which results in them finding the data points that put the best spin on performance.  We see this all of the time, an agency will say look at how we have reduced cost per acquisition, but gloss over the fact that transactions are down.  This cherry-picking of data can hide issues or delay how quickly you can address them.  If new data is shared, ask: Why is the new data important?  Will this data be shared on a regular basis in the future? Is there additional data that tells a more complete story?
3. Consistent reporting – Develop a set of consistent reports and trackable goals that are reviewed at least once a week.  If for some reason different metrics need to be measured do not let one individual make that develop a reporting change management protocol so that everyone fully understands why the reporting is changing. 
4. Establish criteria ahead of time – When considering and implementing new initiatives it is important to use a measurement methodology that establishes a hypothesis and sets measurement criteria before launching.  Setting expectations ahead of time eliminates project performance being decided by the person who is most persuasive. 
5. Use best practices -Innovation can be terrific and it can even be great in your reporting as there may be new metrics that provide a more meaningful look at performance but make sure your team also incorporates data and reporting best practices.  An entirely unique reporting process will make it difficult for others to review and will not instill confidence as it will be difficult to compare performance against benchmarks. 

TL;DR

Data and reporting can be powerful tools to help you overcome organizational blind spots, but they must be used correctly.  Poor implementation can actually reinforce your blind spots.  Consistent reporting with external reviews will help you overcome blind spots.