As we move from an Age of Information to an Age of Personalization, there are ten filters that help people sift the wheat from the chaff, seeing clarity in a noisy and cluttered environment full of data.
- The Validity Filter – The first and largest filter will be the validity and accuracy of the information. Only truthful information, backed by measurable data should be considered. It takes good judgment and experience to know whether you’re dealing with facts, embellishments or opinions. Only the valid data should carry weight.
- The Values Filter – The values of the stakeholders involved should be considered in making data filtering choices. If there are multiple options, elect the one that would not compromise any stakeholders’ values. If there is only one option and it doesn’t align with the values of the stakeholders, keep looking for the right information.
- The Neutrality Filter – Sometimes you come across information that’s biased for whatever reason, and conclusions are based on slanted, inaccurate or misrepresented data. This often happens when a sponsor pays to have information presented and may cause a conflict with the integrity of the data. When making a sponsorship choice, remember that only neutral, unbiased data will add value to the end stakeholders.
- The Sustainability Filter – Information can have relevance in the short term and in the long term. Considering the longer term implications of relevant information helps customers make more sustainable, longer term choices.
- The Cost Filter – The cost for acquiring and maintaining the relevant and timely information must be factored in when considering how to cost-effectively deliver dynamically-generated data to stakeholders across the value chain.
- The Receptivity Filter – The receptivity of the various stakeholders to the validity and importance of the filtered information will help determine what gets included as the data, what gets filtered out, how it gets delivered, how frequently it gets delivered, etc.
- The Data-Availability Filter – How readily available data sources are, how easily data sources can be integrated, how easily reports can be generated, and other factors will determine how the data is acquired and filtered and whether it can be easily available.
- The Convenience Filter – No matter what information is used or how it is delivered to the customer, it must be distributed to the customer in a way they find convenient. Often times this is through mobile apps or over the web or over e-mail.
- The Relevance Filter – Ensure that the information is filtered out to be relevant to each customer and each class of customer. Understanding the needs of the customer is an essential part of delivering only the information that’s relevant to them.
- The Timeliness Filter – Even if a customer may find certain information relevant, timing is everything. Knowing what they need and delivering precisely what they need when they need it is that constantly-moving target!
Savvy businesses will figure out how to cost-effectively filter out the noise and better serve the customer and their current and anticipated needs. Understanding what these filters are is an essential first step in doing so.