What is Digital Business Analysis?
The Digital Business Analyst combines market analysis, competitor analysis and keyword analysis to understand the Voice of the Customer.
With this knowledge, we are equipped to feed market intelligence into product / service development to give customers what they need.
A Cry Out for Help
After all, each keyword typed in by a person somewhere in the world is a cry out for information, often at the time of maximum need. It is at this crucial time that our products and services must be ranked highly enough that our prospective customers can find us.
Not only that. Our content must be engaging enough to create real interest. Our brand must convey trust. Our team must convince. The value we provide must be tangible. Not easy, right? Right.
Traditional Business Analysis
But not impossible either. The traditional role of a Business Analyst has often been limited to internal projects, with face-to-face interviews, workshops and surveys to understand what our internal customers often do not understand either: what they really need.
Cost Centre vs Profit Centre
The traditional Business Analyst department / service / team is often seen as a Cost Centre, often within IT, so often ignored by Business and seldom given the chance to explore the real business needs.
Enter the Digital Business Analyst, capable of deciphering the wants, needs and desires, typed in as queries into a web browser, by prospective customers, often looking desperately for an answer to a burning issue.
So, why can Business Analysis not be seen as a Profit Centre, rather than a Cost Centre?
Why can Business Analysis not be set free into the Big Bad World to explore what customers really need, be they B2B or B2C, or even C2C? (Think eBay).
Connecting The Dots
What if Business Analysts could connect the dots from the vast resources of global keyword databases, cutting through the noise and define the requirements of our next killer app, without having to conduct a single face-to-face interview.
After all, how could we interview the world, anyway?
I am talking about using the power of the Web to understand our Customers better.
I am talking about using Big Data metrics to find out what Customers want or need, and assess the market size, market demographics and market trends before developing products.
All the data is already there. We just need to connect the dots.
So, empower the traditional Business Analyst with Digital skills and set them free to explore the world.
We might just define that Next Killer App before our customers realise that our product is exactly what they were looking for all along.