“All truths are easy to understand once they are discovered; the point is to discover them.”

Data are imperfect records of behavior that have explicit and implicit utility.

Iota seeks to maximize data utility and value in the existing process and presents options for expanded data utilization.

A flexible tool to facilitate collaboration and strengthen decision confidence.

Iota elevates enterprise-level data literacy, strategic collaboration, and decision confidence for journey models.

Progress isn't as much about what to add as it is about what to keep going forward.

Iota develops adaptive models that account for biases and leverage data connections to strengthen decision confidence.

• Issue - A digital marketing agency was challenged by their clients to identify their source of value.
• Operations - In-depth interviews, system diagnostics, stakeholder workshops, and recommendations.
• Takeaways - Fresh views on data utility, alignment on data usage, strategic data usage discussions.
• Actions - Strategic evolution of data utilization, concepts of value, and client development strategy.

• Issue - A national home acquisition company sought an understanding of their negative customer reviews.
• Operations - Customer feedback data, stakeholder interviews, online customer (renter) survey.
• Takeaways - Revisions to concepts of value, elevated emphasis on customer experience, LTV model.
• Actions - Strategic evolution of audience selection, brand value, customer experience outcomes.

• Issue - A home power equipment manufacturer sought guidance on large item purchase journeys.
• Operations - Online audience survey, diaries, ethnographies, sales strategy process review.
• Takeaways - Revisions to journey model, assumptions, online content, training, and retail models.
• Actions - Revisions to product website, category voice strategy, and discussions on retail strategy.

• Issue - A large electronic gaming company sought efficiency through data source alignment.
• Operations - In-depth interviews, system diagnostics, stakeholder workshops, and recommendations.
• Takeaways - Fresh views on data utility, alignment on data usage, strategic data usage discussions.
• Actions - Movement on stubborn data challenges, strategic cross-team alignment, and collaboration.

• Issue - A digital security company sought guidance on strategy in a crowded, noisy market.
• Operations - Competitive analysis, stakeholder interviews, online customer survey, max-diff model.
• Takeaways - Industry noise had become too focused to allow for novel conversations to develop.
• Actions - Focus on strategic brand partnerships as an attainable step toward elevated brand identity.

• Issue - A large service organization struggled to communicate a consistent brand identity.
• Operations - Community survey, organizational survey, depth interviews, blinded online groups
• Takeaways - The mission is consistent, but it takes many forms for agents at different levels.
• Actions - Increased attention to multi-level employee engagement, and revisions to brand expressions.