The book explores the concept of "digital breadcrumbs," highlighting how the vast amount of data generated online offers untapped insights. It examines various sources of information, such as job postings, social media, and online advertising, to reveal the potential value hidden within this data. By analyzing these digital traces, readers can discover valuable trends and insights that can inform decision-making and strategy in today's data-driven world.
A must read. Lyseggen provides a road map for how to use market insights to
transform how we run our organisations from the bottom up to the board room
Peter Tufano, Peter Moores Dean, Oxford University Saïd Business School
"The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet - our 'digital breadcrumbs' - from job postings, to online news, social media, online ad spend, patent applications and more. As a result, we're at the cusp of a major shift in the way businesses are managed and governed - moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand's opportunities and threats and uncover forward-looking insights, in real time. Tomorrow's most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind. Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes."-- Provided by publisher
