When tasked with projects that are outside their core focus areas, businesses must decide if they want to use in-house resources or external consultants to get the job done. To help make this decision, companies can utilize data insights to identify potential in-house experts who can help them solve the problem at hand – just as well as or better than consultants.
For instance, if a company wins a project related to “content marketing,” it can leverage an email analytics platform to pinpoint any email communications around this topic. If an employee has spoken about content marketing a lot, the project lead may connect with that person to see if they can help before looking for help outside the organization. Identifying an internal subject matter expert can not only free up time that would typically be spent on process training for an external source, but can also provide the same amount of value, if not more – at a fraction of the cost.
The identification of subject matter experts, particularly within large, distributed organizations, is a function often filled by internal communities. The reality is that not all SMEs in an organization actively participate in these communities, a necessary prerequisite for generating the data necessary to identify them as such. Email’s ubiquity as a communications medium, on the other hand, means that all the breadcrumbs for identifying hidden subject matter experts within large organizations are already there.
Despite the rise of numerous competing technologies, such as Slack and Communities, email remains the number one tool for business communication. According to a report by The Radicati Group, the number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. With email so widely used, there is a huge opportunity to leverage the data it houses to unearth vast insights into everything from customer interactions to HR processes. This can be invaluable in alerting organizations to key opportunities, trends or risks.
So why aren’t more businesses analyzing communications information to make smarter decisions about the ways in which they operate, both internally and with external stakeholders like customers, prospects and partners?
To help businesses understand the value email analytics presents, Greg Arnette, founder and CTO of Sonian, has identified five ways enterprises can use email analytics augmented by machine learning to surface insights that can help them ward off risk and meet or exceed goals across their organizations.
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