Data is everywhere. It drives decisions in ways we often take for granted. Companies use it to solve problems, understand customers, and stay ahead of competitors. Yet, many businesses still overlook its true potential.
“Data isn’t just numbers,” Kerry Gifford says. “It’s a story waiting to be told.”
Kerry Gifford, a Senior Analyst with over a decade of experience, believes data is the backbone of innovation. He has worked with businesses to uncover hidden opportunities, increase efficiency, and improve customer experiences. His insights reveal how companies can maximize data for meaningful results.
Innovation Through Insights
In a recent survey by McKinsey, 92% of executives said they rely on data to guide their strategies. Yet, only 40% believe they’re using it effectively. This gap represents untapped potential.
Take, for example, a regional water service provider Gifford worked with. The company faced customer complaints about water quality. They weren’t sure if the issue was perception or reality. Gifford analyzed service data, customer feedback, and water test results.
“The data showed patterns,” Gifford explains. “Most complaints came from areas serviced by older infrastructure.”
With this insight, the company prioritized upgrades in those neighborhoods. Complaints dropped by 35% within six months. Customers noticed the difference. So did the company’s bottom line.
Making Data Relatable
Many businesses struggle to make data relatable. Teams drown in spreadsheets, dashboards, and overly complicated reports without understanding the bigger picture. They collect data because they know they’re supposed to, but they don’t know how to use it effectively.
“People fear what they don’t understand,” says Kerry Gifford. “When data feels like a foreign language, it’s no wonder it gets ignored.”
One of Gifford’s strengths is bridging this gap. He understands that data needs to be presented in a way that engages people, not intimidates them. That means cutting through the noise and delivering insights in formats that are simple, actionable, and visually appealing.
At one mid-sized retail company, Gifford noticed an all-too-common issue: sales staff completely ignored the data reports provided by management. The reports were lengthy, full of industry jargon, and rarely updated in time to be useful.
“Those reports were treated like paperweights,” Gifford recalls. “Nobody had the time or patience to sift through them.”
Gifford proposed a radical solution: scrap the old reports entirely. In their place, he created short, visual dashboards using tools like Tableau and Google Data Studio. These dashboards highlighted key trends, like top-selling products, underperforming categories, and customer buying patterns. The insights were presented in real-time and tailored to the sales team’s needs.
Instead of overwhelming staff with hundreds of metrics, Gifford focused on three core questions:
- What are our best sellers?
- Where are we losing sales?
- How can we improve?
“Within three months, sales reps were quoting the data in meetings,” Gifford recalls. “They started using it to upsell products and improve service.” The shift wasn’t just in behavior; it was in mindset. The team no longer saw data as an obstacle—they saw it as a tool for success.
The results spoke for themselves: a 20% increase in quarterly sales. More importantly, the team felt empowered to make smarter decisions, knowing they had clear and actionable insights to back them up.
Gifford believes this approach works across industries. Whether it’s retail, healthcare, or manufacturing, the principle is the same: make the data work for your audience, not the other way around.
“Good data storytelling is about empathy,” he says. “You need to understand what your team cares about and tailor the information to them. If you’re just throwing numbers at people, you’re doing it wrong.”
Data and Customer Experience
Customers want personalized experiences. Today, personalization isn’t just a luxury; it’s an expectation. Data makes it possible. Kerry Gifford has seen the transformative impact of data across industries, from retail to healthcare.
“One size doesn’t fit all,” he says. “Data helps you tailor your approach.”
Take healthcare, for example. Patients often express frustrations with long wait times, poor communication, and scheduling bottlenecks. Gifford worked with a healthcare provider to analyze patient feedback and appointment scheduling data. The results were revealing.
“We discovered certain time slots were always overbooked,” he explains. “That led to unnecessary delays and dissatisfaction.”
Armed with this insight, the provider made changes. They redistributed appointment times to balance the workload across the day. Automated reminders were introduced to reduce no-shows. These small but strategic adjustments made a huge difference.
Within six months:
- No-shows dropped by 30%.
- Patient satisfaction scores increased by 25%.
The changes didn’t just improve patient experiences—they boosted staff morale. Nurses and doctors felt less overwhelmed during peak hours, which led to better care.
“Listening to the data is like listening to your customers,” Gifford says. “When you act on it, everyone benefits.”
Retail Success Through Data
Personalization isn’t limited to healthcare. In the retail sector, businesses use data to connect with customers on a deeper level.
Gifford recalls helping a clothing retailer struggling with inventory issues. Unsold products cluttered shelves while bestsellers frequently sold out.
“The solution wasn’t to stock more,” Gifford says. “It was to stock smarter.”
He analyzed sales data, seasonal trends, and customer demographics. This allowed the retailer to predict demand more accurately. They started restocking popular items faster while phasing out slower-moving inventory.
The results?
- Inventory turnover improved by 40%.
- Customer satisfaction increased as shoppers found their favorite items in stock.
“Data bridges the gap between guessing and knowing,” Gifford adds.
Going Beyond the Numbers
Data-driven customer experiences aren’t just about fixing problems. They’re about anticipating needs. Gifford highlights how companies like Netflix and Amazon excel in this area.
“Think about Netflix,” he says. “Their recommendations feel personal because they’re based on your preferences. It’s like they know what you’ll love before you do.”
For smaller businesses, the lesson is clear: personalization isn’t reserved for giants. Even simple tools, like customer surveys or email engagement metrics, can provide valuable insights.
“Start with what you have,” Gifford advises. “You don’t need a massive budget to make your customers feel understood.”
By focusing on data to enhance customer experiences, companies create loyalty.
Real-World Success Stories
- Amazon’s Dynamic Pricing: Amazon uses data to adjust prices in real time. It tracks competitor prices, demand, and inventory. This strategy boosted their revenue by 25%.
- Netflix’s Recommendations: Netflix analyzes viewing habits to suggest content. Personalization drives 80% of user engagement.
- Walmart’s Inventory Management: Walmart uses data to predict demand. After Hurricane Sandy, they stocked more strawberry Pop-Tarts. Sales skyrocketed.
The Human Side of Data
Gifford emphasizes the importance of seeing beyond the numbers. For him, data analysis isn’t just about technical skills—it’s about understanding people.
“Data doesn’t replace intuition,” he says. “It complements it.”
This belief is at the heart of his approach to mentoring. As a volunteer with SCORE Decatur, Gifford works closely with young analysts and entrepreneurs. He teaches them how to blend hard data with soft skills like empathy, communication, and critical thinking. He believes this balance is crucial for creating meaningful insights.
“When you look at a graph or a chart, you’re seeing the ‘what,’” Gifford explains. “But talking to people gives you the ‘why.’ That’s where the real value lies.”
Kerry Gifford often shares an example from his early career when he was tasked with analyzing customer churn for a small business. The data showed an alarming trend—customers were leaving after just three months. But the numbers didn’t explain why. Gifford spoke directly with customers and discovered the issue wasn’t with the product but with the onboarding experience. The company improved its welcome process, and retention rates surged.
“This experience taught me that no dataset is complete without the human context,” he says.
This mindset extends beyond his professional work. Gifford is also passionate about empowering those who often lack access to resources. He regularly donates business and self-help books to incarcerated individuals, believing that education is a powerful tool for change.
“When you give someone knowledge, you give them the chance to rewrite their story,” he says. “That’s something data alone can’t measure.”
Gifford sees parallels between his work with data and his outreach efforts. Both require looking beneath the surface, connecting the dots, and finding meaningful patterns.
Looking Ahead
The future of data holds endless possibilities. Innovations in artificial intelligence and machine learning are opening new doors for deeper insights and predictive models. Yet, Gifford warns against seeing technology as a silver bullet.
“Technology is a tool,” he says. “The real innovation comes from how you use it.”
He explains that while AI can identify trends at lightning speed, it can’t understand the nuances of human behavior without proper guidance. A successful analyst, he argues, must bridge the gap between algorithms and emotions.
For companies looking to innovate, Gifford’s advice remains grounded:
- Start small. You don’t need advanced tools to uncover meaningful insights.
- Stay focused. Don’t let the flood of data distract you from your goals.
- Never lose sight of the human element. Behind every data point is a person, a story, and an opportunity to make a difference.
“The companies that thrive are the ones that use data to enhance, not replace, human intuition,” Gifford says.
As technology continues to evolve, so does the role of data analysts. But Gifford believes that no matter how advanced the tools become, the human side of data will always be its most valuable asset.
Final Thoughts
Data is more than numbers. It’s a way to understand problems, find solutions, and drive innovation. Companies that embrace it will thrive. Those that ignore it risk falling behind.
“Data doesn’t lie,” Gifford says. “But it needs someone to tell its story.”
With professionals like Kerry Gifford of Mahomet, Illinois leading the way, the future of data-driven innovation looks bright.