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reports in a format that anyone in the business can understand with a glance—based on data that might already be out of date.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.
Dell plans 50/50 gender split; 1:1 recycling and reuse
Dell Technologies has unveiled an ambitious 2030 target for a social impact plan called Progress Made Real.
Dell Technologies has declared a decade of responsibility and innovation to ramp up the company’s social impact worldwide. At the company’s Dell Technologies Summit in Austin, Texas, last week, chairman and CEO Michael Dell unveiled a set of ambitious goals in a plan called 2030 Progress Made Real.
“Unlocking the power of data will advance humanity more than any other force over the next decade,” said Dell. “We are committed to making that power broadly available to communities around the world, so we can all move forward together.”
Over the next decade, he said, Dell Technologies will use its global scale, broad technology portfolio and expertise to yield meaningful and measurable impact on society and the planet.
The plan sets the following goals for the company:
· Recycle an equivalent product for every product a customer buys
· Lead the circular economy with more than half of all product content being made from recycled or renewable material
· Use 100% recycled or renewable material in all packaging
· Deliver future-ready skills development for workers in their supply chain
· Drive a comprehensive science-based climate program, setting emissions goals across facilities, supply chain and operations to customer use of our products including partnering with suppliers to meet a greenhouse gas emissions reduction target of 60% per unit revenue by 2030
· Acquire, develop and retain women so they account for 50% of the company’s global workforce and 40% of global people managers
· Acquire, develop and retain black/African American and Hispanic team members so they account for 25% of the company’s U.S. workforce and 15% of U.S. people managers
· Educate 95% of all team members on an annual basis about unconscious bias, harassment, micro-aggressions and privilege
· Advance the health, education and economic opportunity of 1 billion people
· Digitally transform 1,000 nonprofit organisations
· Achieve 75% team member participation in charitable giving and volunteerism in communities
The company says ethics and privacy are foundational to its corporate and social impact strategies and are essential to executing the 2030 goals. To this end, it is fully automating data control processes, making it easier for customers to access, delete or share their personal data. The company will use digital tools to make it easier to get insights from, measure and monitor compliance issues using digital data.
In addition to seeking customer input, Dell Technologies engaged third parties, considered the U.N.’s Sustainable Development Goals and Business Roundtable’s Statement on the Purpose of a Corporation, and surveyed team members to assess the most critical issues and opportunities they see in their work and the world.
“We have a great responsibility to apply the full power of Dell Technologies to transform lives and society,” said Karen Quintos, chief customer officer at Dell Technologies. “By combining our technology portfolio, global scale, team member talent and customer partnerships, we can drive significant positive impact. Our 2030 agenda is comprehensive and deeply embedded across the business. The moonshot goals stretch us to go far beyond incremental change. In some cases, we’re still working to uncover how we’ll get there – but we know that significant change and innovation starts with deep commitment.”
In June 2019, Dell Technologies announced early completion of many of its 2020 goals. For example, through a global recycling network, it reached a 2020 goal of recycling 2-billion pounds of used electronics. Through partnerships with the Government of India and Tata Trusts, it deployed a cloud-based analytics solution to deliver preventive healthcare to remote villages, reaching 11 million people who would otherwise not have these services. A range of additional social impact goals have also been reached (see graphic below)
* For the full list of 2030 goals, see delltechnologies.com/2030goals.
Behind the scenes of Netflix SA’s Queen Sono
South Africa’s first Netflix Original TV show, Queen Sono, is almost ready to air. Gadget’s BRYAN TURNER spoke to the show’s creators on set.
In the heart of Johannesburg, a house is about to make history as one of the first homes to have a South African Netflix Original filmed inside. During filming, it’s surrounded by a dozen large trucks that carry props, camera equipment, set equipment and equipment needed to make this production a reality.
We chatted with Queen Sono’s writer, director, and showrunner, Kagiso Lediga, on set recently. He also heads up Diprente, the Johannesburg-based production company behind the show.
“[Being writer and director] gives one the ability to carry out the vision,” says Lediga. “I mean, it’s not just that I’m wearing many hats. But there’s the other creators, other HODs: from production designer to cinematographer, to the other writers that I work with. So it’s great, I guess that being a showrunner you kind of have to touch on all of those.
“It’s a huge responsibility in terms of carrying out the narrative. You know, sometimes what’s great is when you come up with an idea, and then when you see it when, either you’re sitting behind the monitor, directing, or while you’re sitting and editing, and you’re like ‘Whoa, that’s exactly how we imagined it’.”
The show is an action-packed series that follows Queen Sono, a highly trained top spy in a South African agency whose purpose is to better the lives of African citizens. While taking on her most dangerous mission yet, she must also face changing relationships in her personal life.
Of course, the gravity of being a Netflix Original means that Queen Sono will be put on a global stage, and will be available to stream in over 40 countries. We asked the show’s Director of Photography, Motheo Moeng, how the show’s image has been carefully crafted for a local and global audience.
“Overall, the treatment of the show is based on the characters we have written, naturally, and other spy films that we have looked at,” says Moeng. “So the treatment of her visually, and the look to the show visually, had that in mind. So as much as you wanted to treat it as an African show, we were well aware that it had to have international appeal.”
It’s also dangerous work getting the show to be perfect, Moeng says.
“It’s like being in a boxing ring, so there are days when you’re getting punched, there are days when you have to stand up and go. But overall, I guess the banter between myself and the first aiders is interesting. Our jobs are a direct contrast to each other; I’m trying to constantly light and make things look pretty, and he has to make sure we make the day, so if you stick around for long enough, you’ll see the love-hate relationship between us.”
Stunt Coordinators Grant Powell and Filip-Ciprian ‘Chip’ Florian have us a quick insight into how to get the actors (and film crew) ready for a spy movie’s action.
“[Most productions] have the same demands because they all have the same elements,” says Powell. “It doesn’t matter how big the movie, they’re still an actor. An actor still has to be trained. I still have to deal with the psychology of that. Convincing them that they can do it. So it really doesn’t matter the scale of the film, you’re still dealing with the same elements, which is training an actor from scratch sometimes.
“There was a combat scene with Queen Sono and the baddies, and she kicks one of them out the window, which is Chip by the way. So he goes through plate glass, goes over the balcony, three stories up and lands on a car. I thought that was cool. We had three weeks prep, which is great for a local show. You never get that, you’re usually learning on the day. That’s why the audience will instantly see the quality will be better because of this preparation. That’s what’s going to make this show stand out over and above anything that’s ever been done locally.”
Queen Sono is expected to be released exclusively on Netflix in 2020.