We’re long past the stage where collecting data was a competitive advantage. Today, every organisation, from global brands to regional service providers, is swimming in it. But having data isn’t the same as using it.
In fact, most organisations we work with are data-rich but insight-poor. They’re collecting vast information but struggling to turn it into anything actionable. What’s missing is a strategy that puts insight from data at the heart of growth.
In this blog, Crimson’s Chief Data Officer, Ian Bobbett, describes how Crimson helps organisations move beyond simple efficiency wins, like automated reports or dashboards, toward full-scale, insight-led transformation. This is where data becomes a growth engine.
Insight starts with people, not platforms
Let’s bust a common myth: most failed data projects don’t fail because the technology didn’t work. They fail because people weren’t engaged.
There are two critical human elements:
- Senior stakeholders need to stay involved. From day one through to delivery, leadership must shape, challenge, and champion the project.
- End users must see what’s in it for them. Whether it’s helping a sales team increase commission or giving housing officers early warnings on at-risk tenants, every solution needs to offer a clear, personal value exchange.
When users benefit from better data, they care more about inputting accurate data. That’s the value loop, the secret to long-term adoption and cultural change.
Solving real problems, not just delivering tools
Too often, data teams work like order takers. “Build us a churn model.” “Give us a dashboard.” But that’s not the same as solving the underlying business problem.
A churn model might tell you who’s likely to leave, but not why. And without that context, you can’t act meaningfully.
At Crimson, we encourage clients to zoom out:
- What’s really causing churn?
- Where are the pressure points across the customer journey?
- How can humans, AI, and process changes combine for the best outcome?
This end-to-end thinking leads to far greater results and ensures data initiatives support the bigger business picture.
Insights from data in the real world
Here are two examples of how data insight changes the game:
Retail: Predictive purchasing patterns
Before Crimson, I worked with a retailer whose data revealed an unusual trend. Customers who bought a small, low-cost item were far more likely to make high-ticket purchases later. That unexpected insight drove millions in additional revenue, and it was buried in plain sight, waiting to be uncovered.
Housing: Predictive support for at-risk tenants
We recently helped a housing provider use predictive analytics to identify tenants at risk of falling into arrears or reporting maintenance issues. Instead of waiting for problems to arise, they could intervene early, offering timely support that improved outcomes for the organisation and the individuals it serves.
Data silos don’t just block efficiency, they erode trust
One of the biggest blockers to insight-led growth? Data silos.
Departments storing their versions of truth leads to:
- Conflicting reports
- Misaligned strategies
- Decision-making gridlock
We’ve seen leadership teams frozen by “analysis paralysis,” unsure which data source to trust. Crimson’s approach connects data across systems and teams, creating a single version of truth, and restoring confidence in decisions.
Predictive insight = Competitive edge
In a volatile world, having predictive capability is like having a crystal ball. With the right insight, you can:
- Anticipate demand
- Personalise customer experiences
- Optimise spending
- Identify business risk
- React before your competitors even see the trend
This is where insight from data becomes a real strategic asset, not just an IT feature.
Making the business case: Show value fast
We know that data investment can feel like a leap of faith, especially when the benefits aren’t immediate.
That’s why we use Crimson’s IQ Data Consultancy Framework to:
- Identify high-value, quick-win use cases
- Deliver results that prove the concept
- Build momentum and support across the business
It’s how we help clients de-risk data transformation and build a roadmap that aligns with strategic goals.
Want to unlock the full potential of your data?
Find out more about Crimson’s Data Consultancy services and how we help organisations turn complex data into strategic insight.
Your next step: Download the AI Strategy Roadmap
If you're ready to go beyond dashboards and reports and start making data a strategic growth driver, we have the perfect place to start.
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Inside, you’ll find:
- A clear framework for aligning AI and data with business goals
- Industry insights from 1,300+ business and tech leaders
- Actionable steps to unlock more insight from data
About the author
Ian Bobbett is Chief Data Officer at Crimson, helping organisations turn raw data into meaningful outcomes. With 25+ years in data transformation, Ian has worked across retail, housing, finance, and media sectors, always focusing on making data practical, trusted, and powerful.
