Analysts: The new Bowies of business?

Arguably, in terms of success, analysts are to research businesses what David Bowie is to music. This may raise a few eyebrows, but there are more parallels to be drawn than you might first think. Ziggy Stardust’s creator was heralded as a skilled visionary who influenced many through presenting a defining image that was enhanced by the intricate lines of his lyrics that were as random as they were complex. In a similar fashion (bear with me), analysts have the skill and expert insight to cut through billions of lines of data and deliver a clear vision of various business sectors. But unlike Bowie, they are the unsung heroes of their world.

And in the same way Bowie used instruments and collaborated with others to further leverage his genius to become a trailblazer, so the gurus of data knowledge must empower themselves further through boosting their business intelligence. We know that one way for a research business to reinforce the expertise of its analysts is through the use of smart publishing technology.

In the public eye

Through default rather than design, analysts tended to remain in the background. Historically, there has been reticence with market analysis firms to promote them as a key selling point. However, in this digital era openness and visibility is crucial – even for analysts. It’s not just about skillset or experience anymore; a company’s credentials now also depend on voice and personality through social media. Analysts no longer need hide their talents under a bushel – it’s time to celebrate these Trojans of number crunching and champion their public value.

In analysts we trust

Intuitive technology allows customers to discover more about individual analysts and enables quick access to the content they produce. As the old adage goes, people buy people. If a user gleans value in the work of an analyst, technology can be harnessed to empower the reader to find even more of their output.

Rock star reporting

In a recent report, the Financial Times* interviewed over 500 subscribed companies which were either responsible for, involved in, or knowledgeable about their organisation’s use of market intelligence to support strategic decision-making. The results showed that 51% thought industry analysts were the most effective sources, the highest percentage in fact – second were media outlets at just 33%.

Liam Rogers, Associate Research Analyst at 451 Research, a global research and advisory firm explains the possible reasons behind this: “Truthfully, sometimes analysts are like rock stars – they’re this figure that knows a certain sector really well and people know that they do. They’re a trusted source of informed information. A big part of the job as an analyst is building trust and maintaining relationships and so I think the way we have to do that is changing.”

Unleash your assets

A smart publishing system should give analysts the means to brand themselves as the saviours of their subject matter, and, through a series of relatively small measures, we’ve given our customers the capabilities to make their analysts the pillar of their digital marketing pursuits.

For us it’s really a no-brainer – both in arriving at this truth and also for firms to implement. When a research provider marries up with the right kind of publishing technology, it can unleash not just analysts’ potential but also that of the firm’s, with the opportunity to create a lasting impact with audiences for years to come.

*Source: Financial Times: The edge of intelligence report