Most businesses understand the competitive advantages of investing in a comprehensive data analytics solution. Yet not all of them enjoy a full return on their investment.
This is because, once a preferred solution has been implemented, extracting the most value from a business intelligence (BI) tool requires comprehensive user adoption and engagement.
Why user adoption fails despite the benefits of a data analytics
Unfortunately, many businesses fail to see the true value of their solutions due to poor user adoption and engagement. In practice, user adoption is far lower than it should be. This is tragic, especially considering the substantial investment businesses make in new tools and products.
There are several factors behind poor user engagement. Many staff members feel overwhelmed by information. In our engagements, we have found that users often face what they perceive as an “information dump” when learning new BI tools.
Naturally, navigation becomes intuitive once users are sufficiently trained. However, initial information overload often leads to disengagement.
One of the key areas often overlooked in BI training is contextual relevance. Users may know how to navigate the tool, but they don’t always understand how to use it within the context of their jobs. As a result, their data literacy skills fall short. They cannot extract the insights they need to make informed decisions. Training that teaches tool mechanics, but not application, adds to the disengagement.
Disengaged staff won’t give a powerful BI tool the attention it deserves. Once the initial implementation and training are complete, many users revert to old habits. Ironically, these old habits often led to the need for a new solution in the first place.
Instead of leveraging the BI tool, disengaged employees return to inefficient methods, such as working in spreadsheets. This undermines the company’s ability to realise the full return on its investment. More importantly, it hinders the delivery of actionable insights expected from the solution.
The benefits of a data analytics culture
The challenge lies in driving sustained user adoption. Businesses must overcome information overload, break old habits, and ensure continuous, relevant engagement with their BI solution.
People, processes and technology must work together – not in silos. Even the most advanced technology is ineffective without a healthy data culture.
Driving behaviour change requires understanding human psychology. People thrive in communities. We are motivated by healthy competition and benefit from habits that support productivity. This is where gamification becomes highly relevant.
Gamification – a tool to unlock the benefits of a data analytics
Gamification involves applying game design principles in non-game environments to motivate and engage users. Core elements include rewards, badges, feedback, leaderboards, points, challenges and streaks. These elements are psychologically compelling. Ever watched someone become “hooked” on a game?
Examples of gamification are everywhere. Nike Run Club and Peloton use it to promote fitness. Uber engages its drivers through a point-based system that rewards efficiency. Fast fashion platforms use it to increase purchases.
What does this have to do with BI? We needed a creative and effective way to drive user engagement with powerful analytics tools. Gamified training emerged as the answer. It taps into psychology – community, competition and habit formation to increase user engagement.
Gamification, when applied to data analytics training, fosters a healthy data culture and drives ROI. More importantly, it enables a culture shift. Adoption of tools and processes becomes more natural and enthusiastic.
Embedding gamification into BI tools
Theory alone isn’t enough. We needed to embed gamification directly into the BI training experience. This included guided learning paths, in-app activities, progress tracking, leader boards and other game mechanics.
Organisations can, and should, extract maximum value from their data analytics investments. Building ongoing engagement and culture change into training presents a powerful opportunity to boost ROI.
Gamification has entered the analytics space. Ready, set, go!
Zaahid Allie | Consultant | Data Analytics | Insight Consulting | mail me |
