To orient is to recognize any obstacles that may hinder the other parts of the OODA cycle.
Orientation is the process of evaluating data in accordance with context, seeing the world as it really is, maximally free from the influence of cognitive distortions and labels. You will have an advantage over competitors if, before making a decision, you always perform orientation, instead of acting immediately.
Boyd asserted that if you orient properly, this may be enough to change an initially unfavorable situation in a confrontation with an opponent, even if you have fewer resources.
In pricing, this stage means that it is not enough to collect operational information about prices. To properly assess your position in the market relative to competitors, it is necessary to establish an effective system for processing the received information.
This should be helped by an analytics system that performs the initial processing of raw data and consists of flexible tables, dashboards, and reports.
At this stage, the ability to determine which information is just noise and is irrelevant to the current decision becomes especially valuable.Priceva's price analytics service distributes the received data, assigning different price statuses to products, from the lowest to the highest. And the dashboards clearly display this.
A consequence of the fact that retailers are not good at working with rich data sets is that more than half of promotional campaigns turn out to be ineffective. Nielsen has calculated that around 60% of promotions do not pay off.
Having oriented yourself in the collected and processed information about the competitive situation, you can move on to the third level.