HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore. Marketers still use the “funnel” to imagine and allocate budget, people, actions – even when there is multi-decade data that the funnel is a lie. Company after company misses trends and goes kaput – even after investing in multi-million dollar data projects to build clean rooms, unified consumer view cloud-based business intelligence platforms. ☹️ The core challenge isn’t data scarcity; it is insights latency. Which impacts your ability to follow my advice to deliver IAbI , and not data. Here’s the traditional analytics workflow being practiced in your company: 1. Report Generation. Hours and hours of standard reports/dashboards. 2. Manual Analysis. Hopefully, laborious segmentation of known knowns missing subtle non-intuitive patterns. AKA High-dimensionality data challenge. 3. Insight Extraction. Identifying the most important findings, extracting context from Marketers, Finance, Sr.…