Wiley & sas business Series

   Expanding the Culture 
 Organizations that have hit this point understand how they  should  be 
managing. It ’s just that they don ’t always do it as consistently as they 
could. Their focus is usually on making sure they apply their new-
found knowledge. While they don ’t always have a fi rm grasp on the 
details, they know they need to build a better understanding of how to 
apply business analytics if they ’re to see sustained return. 
 It ’s in adopting and applying this perspective where organiza-
tions start seeing real tangible returns from their investments. The 
shift in focus from internal to external value is an infl ection point in 
their ability to generate value from their data. Naturally, this assumes 
they ’re successful—having the right vision is only part of the cultural 
imperative. 
 It is, however, just one more perspective. Expanding past this 
point is a case of change management. The people generating returns 
need to build a strong coalition of the willing, a broader group of 
interested parties who  also  believe in the value of business analytics. 
Transformation is key; jointly, their goal is a small (if still signifi cant) 
change in their organization ’s business model.