(US and Canada) Sid Raisoni, Analytics Leader, speaks with Savio Rodrigues, VP Client Partnership, Trianz – USA, about the WWE’s data-focused approach to business and how organizations can leverage technology to address short-term objectives.

Raisoni’s past roles include vice president of analytics at WWE and head of analytics at Nestlé Waters. Analytics played a crucial role in convincing WWE leadership to make organizational changes. Today the organization has a sophisticated business model with several revenue streams. Broadcast revenue is one of  WWE’s major sources of income. 

Several data sources, such as TV ratings, social reactions, and research, ensure that the WWE product and storyline deliver the desired entertainment.

Additionally, WWE has a direct-to-consumer side. One is WWE Network, the Netflix-like subscription platform. On the organization’s e-Commerce side is WWEshop.com. Raisoni explains that these businesses generate tremendous amounts of data that are constantly analyzed to improve experiences.

How can businesses use data to shape short-term strategies? The starting point, according to Raisoni, is breaking down an organization’s strategic business initiatives into business projects. The next step is identifying the specific analytic requirements that will drive that business objective.

The focus should be on two things, he notes. First, gather more data and deliver more profound insights. Second, leverage those insights to decide what to do next to design better experiences.

It starts with identifying problems worth solving, gathering insights, and ensuring they are accessible to everyone who needs them.

When it comes to strategy, organizations need to run parallel long-term and short-term initiatives to change the very fabric of the business as they create better ways to make decisions and drive profitability, Raisoni concludes.