Organisations need to have a holistic view of their business to truly maximise the value of their data and analytics, writes RICHARD MULLINS, Director at Acceleration Middle East and Africa.
Most organisations today are taking a more data-driven approach to everything from sales and marketing to operations and human resources. Yet few of them have the real-time reporting information or the integrated, holistic view of their businesses that they need to truly maximise the value of their data and analytics.
In many organisations, it can take six weeks or more to receive reports in a format that anyone in the business can understand with a glance—based on data that might already be out of date. What’s more, data often sits in siloes scattered across the enterprise; even where consolidated reports are available, they may exclude many parts of the business.
The result is that the sales team may have data on hand about orders placed and fulfilled as well as inventory levels, yet little insight into how marketing has helped to achieve conversions or how many complaints the service team is fielding about a particular product line. Distribution and production might have sales forecasts, but no data about customer satisfaction.
Bringing it all together
The marketing department, meanwhile, may be happy with its brand health tracking, ad reports, social media monitoring and web analytics, yet struggle to accurately attribute the impact of marketing spending on sales. Indeed, few marketing departments can yet model the impact of different channels and touchpoints on customer conversions.
Thus, one of the largest challenges that organisations face in becoming more data-driven is to bring data together from different systems across and within departments to provide the big picture about how customer behaviour, sales, branding and marketing efforts, production, customer service and other facets of the business interact to drive sales and profits.
It is here where the latest data visualisation tools can play an important role, allowing executives to turn the data from different systems, channels and departments into purpose-built dashboards that offer a view of how their business is doing. They provide visual cues of the customer journey that spans from finance to operations to sales and marketing.
New insights unlocked
Suddenly, new insights are unlocked for everyone in the business. Consider a car manufacturer and its dealer network as an example. With access to richer data from production and sales, marketers can begin to really optimise performance. They can see how sales of the new car model are performing by region, perhaps gaining insight into how well regional marketing and advertising activations are working.
It becomes possible to get a view of how online customer engagements are bringing people into the showroom as well as the halo effect traditional branding advertising has on sales. Sales and marketing can correlate a dip in customer satisfaction (reflected in negative social sentiment and complaints to dealers and the call centre) with a drop in sales. They can look into inventory and fulfilment data to see whether a colour or model going out of stock has hurt sales.
Getting to this level of insight demands some level of data consolidation, standardisation of data formats and effort to clean and de-duplicate dirty data. With robust data governance and a sound data architecture, data visualisation tools can provide a common ‘truth’ that can be shared throughout the business—from the marketing team to the CEO.
Visual dashboards and reports can be shared and discussed between various disciplines, enabling better strategies and cross functional collaboration. These tools can automate the process of pulling data from different sources into a single view, allowing different users to customise the dimensions, metrics and segments that matter to them.
A process-driven approach
It takes a process-driven yet agile approach, focusing on answering the right questions with relevant and accurate data. In our experience, when C-suite executives start digging into the wealth of data the rest of the organisation has, they start small but soon find they need more and more data sources to answer the new questions their initial queries raise.
The result is better customer knowledge, engagements and experiences, used to craft strategies that grow the business. The results: a full understanding of the customer journeys, from pre-purchase to post-sales. This can help marketers craft engaging experiences that secure conversions and drive profitable business growth.
Huawei goes ultra-premium
Porsche Design and Huawei have launched the Porsche Design Huawei Mate RS in South Africa exclusive to MTN and retailing for R 26 459.
The Porsche Design Huawei Mate RS boasts features like the world’s first dual fingerprint design, including an in-screen fingerprint sensor, the world’s first Artificial Intelligence (AI) processor and Leica triple camera with 40MP image capture.
“After the overwhelming success of the Porsche Design Huawei Mate 10 Pro in South Africa, we now bring you our latest offering, a perfect blend of innovation in a smartphone and luxury design,” said Likun Zhao, Vice President of Huawei Consumer Business Group Southern Africa. “From three-point security feature including facial recognition, rear fingerprint scanner and the new innovative in-screen fingerprint to the Leica triple camera system. it culminates in an unprecedented experience for our customers.”
The device incorporates Porsche Design’s signature design language and Huawei’s breakthrough technology. The phone has a 6” 2K curved OLED screen and symmetrical look, minimalist feel and 8-edged 3D curved glass body.
High performance is symbolised by the naming of the smartphone: the term “RS” in the world of Porsche motorsport stands for outstanding racing performance.
Huawei provided the following information on The Porsche Design Huawei Mate RS benefits and features :
· The world’s first dual fingerprint scanner for enhanced convenience, allowing users to wake and unlock the device simply, thanks to an in-screen fingerprint sensor. Hover to wake the device, touch to unlock it
· The winning combination of Leica triple camera with 40MP RGB sensor technology and exceptional photography powered by Master AI. This combination puts effortless, eye-catching photography at the fingertips of those looking to immortalise their favourite moments. Combined with 5 x hybrid zoom, and the world’s first AI image stabilisation on a smartphone camera ensures photography lovers can capture the best shots with exceptional clarity in almost any situation
· The Porsche Design Huawei Mate RS is the first Huawei handset to allow quick wireless charging, making it even easier to keep the phone topped up and ready to go and, thanks to its long lasting battery, users will easily be powered through the busiest of days
· An ‘intelligent’ smartphone, the powerful AI processor automatically tailors the performance of the phone according to how it is used – constantly learning, understanding and anticipating needs, it is the perfect personal assistant for the pocket
· 256GB of internal storage means those constantly on the go and constantly on their phone can be worry free
· Dual SLS (super linear system) speakers with DOLBY ATMOS enable users to have a superior experience, with the best immersive surround sound and entertainment on the go
· Splash, water and dust resistant, which means there is no need to worry about damaging the device in the rain or accidentally dropping it in water
Jan Becker, CEO Porsche Design Group, said: “Both Porsche Design and Huawei seek to imagine and develop products that stand for precision and perfection, intelligent functionality and highly sophisticated design. Our aim was to create an outstanding device that goes one step further. We believe we have reached this goal by taking our partnership to the next level.”
Porsche Design and Huawei have worked in tandem to develop a smartphone that fuses together the two brands’ DNA, wealth of experience in design and technology, industry-leading expertise and exceptional performance. Through the use of colour in the device’s body, software themes and accessories, the new handset is accentuated with Porsche Design’s distinguished aesthetic and purist, minimalist feel.
The Porsche Design Huawei Mate RS will be available to purchase exclusively from MTN at R 26 459.
Cross-channel chat launched
Clickatell has launched a cross-channel live chat service, Touch Go, that transforms omni-channel customer care.
It enables live chat across a company’s website as well as social platforms (Twitter and Facebook) and mobile apps, bringing customer care and engagement into a single business platform.
“Today’s consumers expect to engage with your brand on the digital channel of their choosing,” says Deon van Heerden, Clickatell Engage CEO and Group CFO. “They want to message your business and instantly have queries resolved, find the information and services they are looking for, without the need for a voice call. Clickatell’s Touch Go makes that happen with the right level of capabilities for businesses of all sizes.”
Businesses can start using Touch Go immediately, with a free Starter option. Touch Go requires no credit card for sign-up and is fully featured with a simple setup process. It offers customisable branding, a unified chat desk business application as well as reports and analytics.
As the business scales up its digital customer care, it can opt-in for the Touch Enterprise offering. Touch Enterprise is designed for scaling up customer care efforts through advanced capabilities including AI driven virtual agents, sentiment analysis, automated workflows, enterprise integrations and in-channel mini-applications.
“Customer care has become a defining factor for sustained business success ” says Nirmal Nair, Clickatell Engage EVP Product & Marketing. “In an ever-increasing mobile native world, customers often choose to interact digitally, but they also expect to be able to reach a human immediately, should they need. Monitoring multiple channels and providing immediate action becomes challenging with siloed deployments. Touch’s unified solution allows businesses of all sizes to provide the customer delight in a simple modular approach.”