"I've recently come across a communication and knowledge management model called DIKW that is about how we act at our jobs," writes Paul Williams at the MarketingProfs Daily Fix blog. "The acronym represents: Data, Information, Knowledge, Wisdom. [And it] expresses how we process information—starting with raw data and mastering it as wisdom."

Ideally, each member of your team uses all four components—whether analyzing and solving a unique customer-service issue or changing products to better serve a customer's needs. Here's how it might look in practice:

Data. These are the raw facts. An employee might notice, for instance, a puddle on the floor. Unless she looks for some context, however, awareness of this fact won't lead to a solution.

Information. "[This] involves understanding how different pieces of data connect to each other," explains Williams. "An employee sees water (what) on the floor (where), drips (what) currently (when) falling from (where) the overhead pipe (what)." Conclusion: There's a leaky pipe.

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