We worked with the Board, customer-facing areas, data and insight teams and third parties to transform the way this organisation exploited data. We started by identifying that a fundamental challenge was that data was gathered and stored in multiple repositories, architected using different methods and analysed using tools with different capabilities. As a result the data analysis and insight team was always on the back foot when the business areas came asking for reasonable information about customer usage and behaviours.
We partnered with a world leading cloud based data platform provider. With their expertise we architected a standardised data solution that used powerful analytics tools including machine learning and Artificial Intelligence. In a rapid timeframe, the data stored in multiple repositories was migrated to the new cloud based data platform. This was done whilst adhering to stringent requirements on data security and customer privacy.
The internal teams were upskilled to use the new platform and associated tools. They were supplemented with expert external analytics teams to really exploit the new capabilities and provide new insights on customer needs and behaviours.
For the first time the business was really able to get a single view of customers, how they engaged with different areas of the business and how they consumed the services across multiple platforms and devices. This provided powerful insights to personalise the offerings to customers, provide better focussed programming and understand the real commercial value of content purchased and delivered to customers.
Instead of being a reactive function that tried to deal with requests from the business areas, the data analytics team became a really engaged partner and provided the business areas with valuable new insights on customers.
Going forward the Board is much better placed to make strategic decisions on products and commercial value based on data and evidence.
And with the new technical capabilities and new ways of working, the data and business teams are even more equipped and motivated to deliver even better results for the business.