The strategy-analytics revolution

McKinsey April 26, 2021
Chris Mulligan, Nicholas Northcote, Tido Röder and Sasha Vesuvala

It’s time to bring advanced analytics into the strategy room—here’s why.

Over the past decade, advances in digital analytics have transformed the way businesses operate. From marketing and pricing to customer service and manufacturing, advanced analytics is now central to many corporate functions. The same, however, cannot be said for strategy—at least not yet.

While strategy development will always require creative and thoughtful executives to set aspirations and make bold choices, analytics tools can give you an edge. Advanced analytics can be used to accomplish the following:

• Reduce bias in decisions by calibrating the likelihood of your strategy succeeding before you allocate resources.
• Unearth new growth opportunities by complementing traditional brainstorming methods to reveal hidden pockets of growth.
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