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reports in a format that anyone in the business can understand with a glance—based on data that might already be out of date.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.
Win a Poster Heater with Gadget and Takealot.com
This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.
Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.
What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.
However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.
As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.
It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.
The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.
To enter the competition follow the steps below:
Competition entry details:
3. The competition closes on 31 July 2018.
4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.
5. The competition is only open to South African residents.
Happy Emoji Day! Here’s 10 reasons to be cheerful
First created by Shigetaka Kurita in 1999, the emoji has become a huge part of everyday communication. Whether you love them or hate them, flying dollar bills, applauding hands and rolling eyes are here to stay.
Scientist suggest that the use of emojis will help us gain the same satisfaction from digital interactions as we enjoy from personal contact.
Almost two decades later, and we have over 2600 unique emojis to perfectly express what we feel, thank you Mr Kurita! Join HMD, the home of Nokia phones as we celebrate World Emoji Day on the 17th of July with these interesting emoji facts:
The most popular emoji used is “Person Shrugging”
1. The Nokia 3310 was chosen as one of the first 3 “National” emojis for Finland… it represents unbreakable!
2. South Africa’s favourite emoji is the “Kiss and wink”… how sweet SA!
3. French is the only language where a ‘smiley’ does not top the list for its use
4. On average, over 60 billion emojis are sent on Facebook every day
5. For the first time ever, the Oxford Dictionaries Word of the Year was a pictograph! The “Face with Tears of Joy” was crowned word of the year in 2015
6. According to Emojipedia, some of the most requested emoji’s include afro, a bagel and hands making a heart
7. To include all races, a diversity pack was released in 2017
8. It has become so trendy that the Museum of Modern Art displays the original emoji collection on canvas
9. In 2009, Herman Melville’s classic Moby Dick was completely translated into emoji’s