How Gamification May Help People Use Analytics Tools
Many organisations have started using advanced analytics to enhance their organisation's decision making. But it is not that easy. First of all, using advanced analytics is a technological challenge. You not only have to identify the correct data, but also develop the right tools (for example, predictive algorithms). And this is only the easier part. Next, you have to get your people to use the tools that you have developed. So why are people so important? Let us see.
Decision making cannot be dehumanised
Automating routine decisions with data derived from advanced analytics is easy, but what about decisions where you need experience and expertise? Think about a banker contemplating a business loan. The loan seeker can produce documents which pass the scrutiny of the analytics program. But we have seen how such decisions can be erroneous. Many South Asian countries are burdened with heavy NPAs. These loans were released after thorough scrutiny of data. This means, analytics can codify the logic, but they cannot be a replacement for human judgement.
Moreover, such advanced analytic tools have a steep learning curve. If the decision maker does not want to learn the tool and improve his outcomes with it, your investment is as good as wasted. This is one of the reasons why some people have proposed that gamification may encourage people to use such tools.
What is gamification and how can it help?
Gamification is the use of motivational techniques, like those used by the videogame industry, to get people to take certain steps. Anyone who has played videogames or has teenagers who play videogames in their house knows the amount of time a teenager will put into reaching the next level in the game. Psychologists say that the gamers may be tapping into some primitive human drive for mastery, autonomy and a sense of purpose. The social factor is also important. For example, gamers like to compete against one another and compare notes.
Can this concept be used to encourage the decision makers in an organisation to use analytical tools? Yes, it is possible. Some companies have already gamified big data analytics.
How is Government Using this
All Government are using this platform to engage with citizens, in fact they are using them to create the game. For example, in Singapore HDB has launched “Cool Ideas” where it’s calling for ideas from the citizen to make the space around the HDBs fun and beautiful. As you submit your idea, you earn a badge. The more you play the more you earn and the better you make your environment. This particular competition ends on the 31st of October.
It gets better. Some agencies are attaching badges and money to the prize to further incentivise their citizens.
BCA in Singapore has teamed up with Duck Learning and LEGO Education to create Project Build. The focus is on a Universal Design build environment. Not only do you get badges and trophies, but you are being awarded with hard cash. How can you go wrong in submitting a design in making your ‘ramp or playground’ better!
Government is tapping into every channel possible. The Public, Private, Partnership (PPP) has a new P to it - People this now being referred to by many as PPPP!