One way to think about data is that it is like rain, and it is pouring outside. Imagine c-suite executives running around in a parking lot with huge buckets trying to capture as much as they can. Afterward, they return to the office, analyze the data, and then decide what to do based upon their discoveries.

But in this example, it’s not about how many buckets you come back with, it’s what’s in the buckets that matters most. Data is interpreted based upon a person’s values. In fact, certain types of data are acquired, or discarded, because of someone’s core principles -— their guiding light as to how they see the world and their role in it. Entire companies make decisions about how to use data based upon their mission. It all comes down to values whether at the personal level or at the overall company level.   

In business, data is leaned on because it is measurable. Data is useful, no doubt. It can guide decisions. But, really, the heart of decision-making is about a leader’s values. The underlying question is: What do you believe in? 

On this episode of IT Visionaries, guest host, Michael Rivo, Director, Salesforce LIVE, Virtual Events Content & Platform at Salesforce, is joined by Kimberly Paige, EVP and CMO of BET, and Dan Torunian, VP of Employee Technology &Experiences at Paypal. They discuss how their intuition and values drive how they use data and help make decisions for their respective companies.

Takeaways:

• Data Drives Decisions: Data is driving decisions all across companies. At BET, it is being used to adjust brand marketing. At Paypal, it is being used to increase the wellbeing of employees so that they can, in turn, serve customers more effectively. 
• Data Versus Instinct: Using data to make decisions certainly is important. Striking a balance between using data and using intuition is key for good leadership. It’s ideal to find an even balance between both data and intuition, while leaning slightly on common sense.
• Collaboration Through Mission: Shared values and a shared mission creates collaboration and helps break down silos of people and data. Data can be used to support a company’s mission, but values are the foundation. It’s important to remember that values are at the core of everything, including how data is gathered, interpreted, and acted upon.

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