Whether members of the marketing team are at the office, in the field, or even working offline, they need the ability to access company systems from any location and from a range of devices. These employees are no longer tethered to their physical office location, and they need fast access to company systems to accomplish their tasks on the go.
As organisations evolve their products and procedures to better serve their customers, they are increasingly looking to deploy powerful mobile analytics applications that deliver data-driven insights to their employees—empowering them to get the job done, fast.
Organisations that provide mobile business intelligence (BI) to their end users can expect to see three major benefits:
Instant access to interactive analytics
Any business that still relies on paper-based reports suffers from an intrinsic disadvantage, as these documents and assets risk becoming outdated the moment they are printed. For employees working remotely, “stale data” can pose a particular problem when working on marketing campaigns that rely on customer analytics. Access to the latest information is essential.
By leveraging an enterprise data analytics platform, marketing teams can start to realise benefits from increased interactivity, which is a big advantage over paper-based reports. By injecting this flexibility and functionality into the workflow, interactive mobile dashboards allow users to explore data while away from the office, respond to queries, and leverage write-back capabilities. Employees can make more intelligent and contextual decisions to improve productivity – no matter their location.
Improved adoption rate
Even the best technology will be ineffective if employees fail to use it on a regular basis. Users can become frustrated by slow response times and disruptive security requirements, which can slow operational workflows to a grinding halt. That’s why it’s important to deliver intuitive, interactive tools that ensure employees have access to information and make it easy for users to create their own reports and visualisations.
Empowered with these tools, users are more likely to continue to use the technology their company has invested in. By allowing applications to be accessed via mobile devices, an organisation undoubtedly increases the ROI for its BI programme because it ensures that employees are using data from any location to drive a tangible impact on the business.
Empowered employees making data-driven decisions
Providing employees with data on-the-go enables them to act immediately based on the latest insights. The agility confers a significant advantage to marketing teams who utilise real-time data to inform strategies. Building on this foundation, organisations can add transactional and write-back capabilities to their mobile BI apps that help accelerate processes and transform workflows—resulting in even greater productivity gains. Even when working remotely, users can maintain a fast pace of work – submitting and updating records and images to ERP systems, CRM systems, and operational databases.
By deploying mobile business intelligence dashboards, decision makers can easily connect to and analyse data from any location and device. This puts the power in the hands of the teams who are on the ground and creating effective communications strategies. But there are other indirect benefits as well. It also frees up bandwidth for the IT team, so they can focus on other critical issues. Mobile BI is essential to encouraging greater collaboration and better alignment with common, organisation-wide goals, which translates to a more agile, responsive, and productive business overall.
By Hugh Owen, senior vice president of product marketing at MicroStrategy, Inc.
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