FIRST-PARTY DATA
Why first-party data is key to the channel’s AI success Data is embedded into every decision-making process, but first-party data can help channel partners to gain a competitive advantage, says Rishi Kapoor, head of WW partner sales Engineering & Solutions: Technology & Innovation Partners at Alteryx.
potential, channel partners must establish a holistic view by pulling data points related to customers and competitors into an analytics automation solution. This requires collecting data from on- premises and cloud environments, such as customer interactions, feedback and support history. Channel partners can also harness website and app analytics to gather user patterns, behaviour and engagement data.
The EU has set ambitious targets for 2030, aiming for 75% of companies to use cloud, AI or big data, and for at least 90% of SMEs to achieve a basic level of digital intensity. To meet these goals, businesses must become more data- driven. Today, data is embedded into every decision-making process – and channel businesses aren’t exempt. Instead of relying on third-party datasets, however, they must shift towards fully harnessing their own first-party data. Unlike third-party datasets, which provide broad market insights, first-party data allows channel partners to gain a competitive edge. Done right, this approach transforms vast amounts of disparate datasets into a lucrative 360-degree view of their customer base, enabling informed and tailored decision-making. To leverage first-party data to its full
Rishi Kapoor head of WW partner sales Engineering & Solutions: Technology & Innovation Partners
Developing a data-driven culture However, simply gathering data isn’t enough to guarantee success.
Organisations must focus on their most valuable asset: their employees. Channel partners must pair their data with a data- driven culture that prioritises data literacy and empowers employees to unlock the value of data-driven insights. Organisations should upskill employees to become data- savvy in their day-to-day roles. Accessible tools make self-serve analytics a reality. By equipping employees with low- or no-code interface analytic solutions, businesses can extend the technology beyond IT professionals with technical or coding backgrounds. This enables any employee within the organisation to engage with data-driven solutions. Companies should seek to understand their team’s existing roles and skillsets and develop customised learning paths tailored to their different needs. Every employee is different, but a foundational understanding of tools is a catalyst for
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