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How do you use data analytics for business insights?

In the fast-paced and ever-evolving landscape of modern business, the intentional use of data analytics emerges as a crucial asset for making well-informed decisions.

Providing organisations with a unique perspective, data analytics enables the meticulous examination and interpretation of extensive datasets, ultimately converting them into actionable insights. This edition is designed to simplify the intricacies of this process, offering an inclusive guide on utilizing data analytics to elevate business intelligence.

Join us as we delve into the current instalment of “Let’s Talk,” where our experts dissect the nuances of deploying data analytics effectively, allowing businesses to glean priceless insights into their operations.

Let’s Talk.

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Liz Adeniji, Regional Vice President, APJ at Twilio

Liz Adeniji
Liz Adeniji, Regional Vice President, APJ at Twilio

“In today’s competitive business landscape, understanding and responding to customer needs is paramount. However, many businesses grapple with disjointed data, often siloed within various departments and systems, making it challenging to gain valuable insights and create cohesive customer experiences. Businesses today are aware of the need to put the customer at the heart of their business, and to deliver that promise, they can leverage insights from data analytics to unlock personalisation.

Twilio’s research found that real-time personalisation, made possible by a unified view of their customers, boosts customer lifetime value, with 79% of Australian consumers saying personalised experiences increase brand loyalty. On average, Aussie consumers spend 19% more on brands that personalise.

“Being able to collect, centralise and standardise customer data allows businesses to break down silos, enabling a unified view of the customer. The emergence of predictive AI takes this a step further and adds a deeper dimension to personalisation. AI can anticipate customers’ needs and next actions, allowing brands to tailor their engagement better and respond to each customer as a true individual, not just a member of a cohort. Brands can tap into AI to help create the most relevant customer journey for each individual, tailoring the next offer and outreach based on a nuanced understanding of that person’s past interactions, their preferences, and their likelihood of connecting with each offer.

“Data analytics is a powerful tool for businesses to better understand their customers. By addressing data silos and harnessing AI’s capabilities,  brands can gain valuable insights on their customers and digitally deliver the kind of personalised experience traditionally associated with a local store.”

David Walsh, CEO and Founder at CIM

David Walsh
David Walsh, CEO and Founder at CIM

“In the world of commercial property operations, a robust monitoring approach centred around data and analytics is the key to informed decision-making and improved performance. By unleashing the power of existing building data, intelligent automation, and machine learning, owners can boost visibility and control over their portfolios while improving efficiency, sustainability, and tenant comfort.

“The technology that enables this is available today. Software containing vast libraries of advanced algorithms can continuously monitor all building equipment to immediately identify any failure, major anomaly or tuning opportunity.

“The integration of analytics allows for a deep dive into operational data, revealing opportunities to optimise energy use, streamline maintenance schedules, and improve tenant conditions. Such targeted insights can lead to cost savings, improved tenant retention, and higher property values.

“Analytics also enables data-driven maintenance, the integration of advanced AI-powered analytics into the realm of property maintenance. Unlike traditional strategies, which rely heavily on preset schedules or reactionary measures, DDM employs continuous data collection and analysis to guide maintenance decisions.

“In the realm of commercial real estate, data analytics serves as a critical tool. It not only enhances day-to-day operations but also guides long-term decisions, ensuring that properties are not just well-maintained but also well-positioned for future success.”

Andrew Rossington, Chief Product Officer at Teletrac Navman

Andrew Rossington
Andrew Rossington, Chief Product Officer at Teletrac Navman

“Whether you are managing fleets of delivery drivers, mobile care providers or plumbers, effective fleet management relies on actionable data, and data analytics play a crucial role in helping fleet operations to optimise performance.

“By capturing data from manufacturer-installed or dedicated devices, all fleet data can be aggregated into one platform in real time. With instant access to data through reporting, dashboards, and alerts, all team members can make quick, data-driven decisions.

“Fleet management analytics not only streamlines fleet operations but also provides a competitive advantage. Analysis of key performance indicators such as equipment utilisation rates, idle times, and route efficiency, identifies opportunities to cut operational costs, eliminate underused assets, and boost overall productivity.

“Improved fleet maintenance enables proactive and timely maintenance, which reduces breakdown risks, extends asset lifespan, and minimises costly repairs. Fleet data analytics also contributes to improved driver safety, identifying areas for improvement through driver scorecards and enabling targeted training programs.

“Real-time data analysis enables proactive decisions about route optimisation and dispatching, directly impacting delivery times and reducing delays. This increased transparency improves customer satisfaction, loyalty, and overall company reputation.

“Leveraging fleet data analytics transforms business operations by simplifying accessibility, fostering cross-functional collaboration, and enabling effective, data-driven decision making for improved performance. At Teletrac Navman, our customisable fleet management platforms with strong data aggregation and analytics tools are designed to enable new ways of working.”

Nathan Pilgrim, Chief Information, Product and Strategy Officer at Gallagher Bassett

Nathan Pilgrim
Nathan Pilgrim, Chief Information, Product and Strategy Officer at Gallagher Bassett

“Every business has a wealth of data available to them to better inform key decisions, and deliver outcomes that matter to their customers. However, the ability to harness this data, gain insights from it, and apply it strategically continues to be a challenge for many. At Gallagher Bassett, we have decades of data that provides insights into claims and risk management trends, service level expectations and how we can improve efficiencies. We have developed an approach where we partner subject matter experts, information architects, business intelligence developers and application developers to ensure insights from our data are available to our people. By democratising the access to data, we are able to deliver market-leading solutions, such as:

  • Evidence based medical guidance for injury management.
  • Propensity models to determine the likelihood of litigation.
  • Legal provider scoring to ensure clients can make informed decisions about firms used for defence or settlement.
  • Solutions to identify and track biopsychosocial factors contributing to increasing numbers of mental injury claims.
  • Improving return to work rates through identifying key drivers that deliver optimal outcomes.
  • Utilising sentiment analysis across digital and voice channels to improve customer satisfaction and undertake quality assurance.

“We have also built a data platform—“GB OneSource”—that provides global capability through reporting, data science, analytics, and insights. The GB OneSource platform allows our team to experiment with generative AI; with a number of models at the proof-of-concept phase. All businesses have access to data analytics, and with the increase in generative AI tools, there is a clear opportunity for businesses to take a strategic position by harnessing the power of these tools.”

Dr Alex Ji, CIO at New Aim

Alex Ji
Dr Alex Ji, CIO at New Aim

“At New Aim, we pride ourselves on building technology in house to leverage data analytics most effectively. As an ecommerce business, we’ve built Last-mile Postage Optimiser (LPO), which is specifically trained and tailored to optimising the Australian last-mile delivery experience. Our Hawthorn-based data team developed LPO entirely in house. We were able to leverage data analytics in such a way because we’re a multi-channel retailer and supplier that has delivered products to more than 60% of Australian households over 17 years, giving us volume, velocity and variety of data. Few Australian businesses have been selling products online for consistently as long as New Aim. LPO uses that valuable historical courier data, artificial intelligence and machine learning to deliver many thousands of New Aim SKUs to customers purchasing across sales channels at a better rate, with greater speed, and more efficiently. This gives us insight into our own business operations, but also gives back to the ecosystem by turning postage data into an asset that benefits our partners and their customers.”

Tracy Ford, Founder & HR Consultant at Concept HR Services

Tracy Ford
Tracy Ford, Founder & HR Consultant at Concept HR Services

“Working with SME businesses I find that leaders have a good sense of what’s happening in the business without the need to get bogged down with extensive data. Having said that, focusing on key metrics is vital. It ensures our decisions are grounded in facts rather than gut feelings. In my line of work the key metrics include employee turnover, recruitment effectiveness, productivity, absenteeism, and employee engagement.

“Understanding employee turnover dynamics is critical. Analysing departures refines retention strategies. On the recruitment front, delving into data reveals efficient talent acquisition methods, guiding hiring approaches while maintaining cost-effectiveness.

“Productivity, the operational engine, is optimised by identifying drivers and addressing bottlenecks in processes. Employee absenteeism is closely monitored to gauge its impact on workloads and teams and to address underlying issues.

“Equally vital is employee engagement. Regular surveys serve as a workplace barometer, ensuring a committed and engaged workforce. Happy employees mean a thriving business. In the end, it’s not about drowning in numbers; it’s about pinpointing key metrics and focusing on them to fuel success. For a small business, this approach is strategic, resource-savvy, and keeps them agile in a fast-paced, dynamic business environment.”

Brad Drysdale, Field CTO at SnapLogic

Brad Drysdale, Field CTO at SnapLogic

“There are a few steps around data democratisation and broad data optimisation and automation that must be put into effect to gain valuable insights into business operations. The first is visibility. You have to know where this data lives and be able to unlock, democratise and get it on the move so different parts of the business can gain access to it for better outcomes.

“Next comes control. Governance and quality are vital aspects related to data, including who has access to it, its security and associated risks. It is crucial to examine and address any inherent biases in the data.

“From a SnapGPT perspective, the first-ever generative AI solution for enterprise applications, the focus shifts to automating business processes and gradually handing over certain functions to generative AI. Some of our customers are reporting time savings upwards of 80 per cent by developing their own solutions, like using SnapGPT to document new and existing pipelines and create new products.

“Generative AI and machine learning (ML) capabilities are now at a point where they can significantly improve integrator productivity and deliver measurable time to value and ROI. AI-augmented data integration platforms speed up the ability to identify, access, connect and move data.”

Mollie Eckersley, Operations Manager ANZ at BrightHR

Mollie Eckersley
Mollie Eckersley, Operations Manager ANZ at BrightHR

“Modern businesses have all the advantage of having information at their fingertips. However, the challenge lies in navigating the oversaturated market for data analytics tools. Especially for SMEs just starting to strategise their growth.

“Businesses stand to gain the most out of their data analytics by creating a structure that makes collecting insights easy and intuitive. At BrightHR, custom reporting is built into our software. This helps our users easily create bespoke reports on everything from employee absences and timesheets to expense reports and working status.

“These reports help businesses identify trends in productivity, working patterns, and the strengths and weaknesses in their people management processes. Having these tools at their disposal, facilitates data consolidation from all areas of business operations in minutes, allowing business owners to make informed decisions.

“SME owners are time-poor, so when it comes to leveraging data analytics it’s all about making the process easy enough to gain all the value it can bring without taking away from everything else employers have on their plate. The ability to create custom reports without spending hours building these systems helps you take your business operations to the next level.”

Mike Clentworth, Australasian Product Director at FLEETCOR, FleetCard

Mike Clentworth
Mike Clentworth, Australasian Product Director at FLEETCOR, FleetCard

“For SMBs, cutting and saving on costs naturally ranks as a business priority. As business owners invariably seek out innovative processes to maximise cost efficiency, technology serves a range of solutions that respond to the need of different business functions.

“From FleetCard’s 40 years of operation in Australia, we know that data and analytics is the key to help fleet managers control spend and reduce costs. Those who run their own company fleets know that consolidating and streamlining data and processes across your fleet saves time and money, and also provides the benefit of having organised data insights that can be easily formulated into a structured report with actionable insights.

“FleetCard’s Customer Portal provides a one-stop shop for business owners and fleet managers; update pins, control spend, and card/vehicle management through to reporting. Equipped with transaction data and three base reports that cover vehicle exceptions, and spend analysis – all in the one place, it helps companies to monitor and stay in control of their operations, ensuring maximised time and cost efficiency.”

Brad Kasell, Principal Technology Strategist at Domo Asia-Pacific

Brad Kasell
Brad Kasell, Principal Technology Strategist at Domo Asia-Pacific

“Operational reporting sometimes seems like the poor cousin of the data and analytics industry, especially when compared to the sexy new Generational AI capabilities that everyone is craving. Relatively static, repetitious reports that don’t really generate any particular “insights” and, at best, just provide mere observations on the flow of the business.

“Nothing could be further from the truth, however. With some data practitioners obsessed with finding breakthrough insights via new and unproven technologies, effective data leaders are busy delivering value to the business in the form of greater efficiencies, reduced costs, and greater profits. Ask any CEO or CFO what they want for their business, and this is the answer you will get. Innovation is a critical element in business, that typically happens sporadically – on the other hand growth in market share and operating margin occur inch-by-inch, with sustained effort over time.

“To facilitate this type of meaningful impact, operational analytics first must focus on the few measures that genuinely move the needle for the business, typically involving sales, cost of goods, inventory management, and labour/overhead costs. Once established, those metrics are honed into sustainable impact via impeccable data quality, tight process alignment, automated standardisation, and most importantly exception-driven alerting/actions.

“So, when thinking about how to get value from your data and analytics program remember that business value trumps all other measures, and the way to business value is through optimisation of your business processes. That’s where the money is made.”

Warren Schilpzand, Area Vice President of Australia and New Zealand at DataStax

Warren Schilpzand
Warren Schilpzand, Area Vice President of Australia and New Zealand at DataStax

“Data without insights and analytics is just ones and zeros sitting in a database. Collecting data is one thing, gaining a useful business advantage is another thing altogether. In fact, according to a survey of more than 1,000 senior executives conducted by PwC, highly data-driven organisations are three times more likely to report significant improvements in decision-making compared to those who rely less on data.

“Gaining valuable insights from data comes down to several factors. The first is having the right database. At DataStax, we created Astra DB, a real-time AI enabled, vector database that scales with the business. Astra DB enables organisations to capture data and then act on it in real time using AI and vector search, which is a way of searching that’s a step beyond the traditional keyword searches used by today’s search engines and is built for large language models like ChatGPT and Bard.

“The second factor is having AI to analyse the data and find trends, links and useful insights from within the data pool. AI can sift through masses of information with greater accuracy and speed than a human ever could, giving real time, actionable business insights.”

Charles Chow, Director of Marketing at Lumen

Charles Chow
Charles Chow, Director of Marketing at Lumen

“Data analytics is a critical driver of business success in the digital era. By leveraging data intelligently, businesses can gain a competitive edge in their customer and market understanding, performance improvement, and strategic agility.

“The value of data is not in collecting it, but in unifying it from various sources, empowering employees to access it, and deriving actionable insights from it. These insights can guide decision-making to optimise efficiency, enhance customer satisfaction, streamline operations, and uncover new opportunities.For example, in marketing, data has empowered the sector to improve campaign outcomes by targeting customers more precisely, scaling up, and allocating budget optimally.

“However, as data volumes grow, data management, utilisation, and security can become more challenging. IT partners like Lumen Technologies can not only support customers in making smart data-driven decisions by seamlessly introducing processes and tools to analyse the data, but also in securing it. By seamlessly securing a business’s data to diminish risks while unlocking greater control, visibility, and innovation, it allows businesses to realise the true value of their data against their evolving objectives and needs, without concerns over security complications.”

Rolf Kater, CEO at Coghlan Fulfilment

Rolf Kater
Rolf Kater, CEO at Coghlan Fulfilment

“There are many ways to gain insight into operations by leveraging good data. I stress good, because if the input isn’t sound, any insights could be misleading.

  1. Sales and stockholding data provide obvious seasonal and year-on-year trends, allowing the prediction of the peak magnitude i.e. Black Friday. But, for Coghlan, looking at trends within particular client groups to see how each is doing comparatively, can give a heads up on client accounts where business survival might be a challenge. Combining 22yrs of detailed client histories, along with soft elements such as business classification, structure, stock data, gives us a data treasure-trove that allows us to assess new client fit and at times provide guidance to existing clients.
  2. Tracking client stock movements over their trading history can highlight when clients could likely to run into stock management issues. Client profitabilty or cash flow problems can be heralded by lack of stock, whereas overstock might mean a marketing problem. Working with the data allows us to see what might be ahead for them (and us).
  3. Innovation in reporting and analysis tools from interrogating the available data. But only if you ask the magic questions of “what if” and “how can we find that out”, then delving into the data and identifying opportunities for how we do business better.  Assumptions previously held up as gospel can only be openly questioned and upended through detailed analysis.”

Josh Kanner, Sr. Director of Product and Strategy, Construction Intelligence Cloud at Oracle

Josh Kanner
Josh Kanner, Sr. Director of Product and Strategy, Construction Intelligence Cloud at Oracle

“Across the construction industry, the valves of data flow have been turned on from the field and the back office. With the now widespread use of mobile tech from phones and tablets to the rise of smart sensors and drones collecting information on construction sites, the difficulty facing firms now is not simply gathering data. Instead, the new challenge lies in usefully sorting through it to gain meaningful insights in near real-time. What if every Monday morning an AI-powered assistant sorted through this data to create an action list of where to focus your attention based on the greatest risks to upcoming project delivery?

“Oracle’s Construction Intelligence Cloud does just that. It’s a one-stop solution for construction teams of all sizes that combines comprehensive data analysis and artificial intelligence (AI) functions, helping construction firms mitigate risks with tools that can predict problems and help focus decision-making moving forward.

“In construction, every decision has the potential to impact the safety, sustainability, and overall success of a project. Oracle Construction Intelligence Cloud can help teams unlock their data, delivering AI-powered “active intelligence” for more insightful decision-making every step of the way.”

Dan Hein, Chief Architect, Asia Pacific and Japan at Informatica

Dan Hein
Dan Hein, Chief Architect, Asia Pacific and Japan at Informatica

“Data has never been more relevant, with more businesses than ever taking the plunge into making data-driven decisions. Businesses are sitting on a tsunami of data, and the speed at which it is being gathered and created in real time is creating big challenges.

“As a result, we’re seeing boards and executives increasingly seeking deeper insights from data to make better, meaningful, and actionable business decisions.

“Irrespective of the field or scale of your business, the foundational requirement for harnessing the power of data analytics lies in possessing high-quality, trusted data. Every great visualisation and dashboard depend on a foundation of relevant data to deliver trusted business insights. Additionally, in an AI world, the more fit for use data sourced, the more we reduce the risk of data bias and improve outcomes. This requires a holistic AI-powered data management approach, empowering data users to discover, interact, understand, and manage enterprise-wide data for analytics, and ensuring self-service analytics can be driven by relevant and trustworthy data.

“Effective use of data to make informed business decisions also requires a strong data governance framework. Technology, processes, and the right people, are key in ensuring data is reliable, consistent, and democratised for business needs.”

Amy Benson, Founder and CEO of Diolog

Amy Benson
Amy Benson, Founder and CEO of Diolog

“Organisations that effectively leverage data analytics have a greater chance of maintaining a stronger competitive advantage. Analysing market trends, competitors and customer feedback gives them the power to stay ahead of the game and adapt to changing market conditions, especially during the economic downturn.

“With the October earnings season fresh in our minds, one learning for businesses is to communicate better with investors and customers. Companies large or small should get into the habit of leveraging their internal data sets to inform how they communicate. Look into how much engagement you get on your company news updates or if you can identify any reasons for peaks and troughs in website and social media engagement. Does your communications strategy impact these behaviours, and how does your knowledge of the market and the competitor landscape help inform these touchpoints?

“Once you understand what drives those who back your business, you are in a much better position to deliver a product or service that meets their needs. To do this, consider implementing personalised comms practices, such as email surveys, or inviting questions through a two-way communication platform. This in return will enhance your business’ performance as you will have all the data at your fingertips to help inform critical business decisions that meet a market need.”

David Peterson, Principal Solutions Engineer, APAC at Confluent

David Peterson
David Peterson, Principal Solutions Engineer, APAC at Confluent

“Businesses need help to streamline all data types, from all sources and formats, into a unified view. Without this, they cannot gain a complete view of operations. A key underlying factor is a reliance on batch processing—systems have to collect, process and store data into a single location before data can be utilised for further action. Each of these steps introduces delays. Additionally, data arrives at different intervals and is processed at different times, resulting in outdated or even inaccurate views before analysis has even begun.

“To rectify these blind spots, real-time data streaming and processing has emerged as the definitive standard for businesses looking to derive value and insights from their data. Now data is readily available to the end user in the moment it’s needed. To compete and succeed, businesses require instant feedback to dynamically adapt to change—from e-commerce transactions to rideshare app statuses to weather reports, streaming recommendations and more. Real-time data and processing is the only way business leaders can make data-driven decisions that drive better outcomes.”

Eric Parker, Head of Cloud Solutions at ipSCAPE

Eric Parker
Eric Parker, Head of Cloud Solutions at ipSCAPE

“Organisations can leverage data analytics from Contact Centre operations to surface valuable insights and trends in Customer Experience direct from the source.

“Harnessing data analytics informs both strategic and operational decision making, and results in measurable customer experience gains over time as data driven improvements are implemented. Combining different data sets, including metrics from the Contact Centre, Marketing, Sales, and Finance departments creates a whole of business view to identify broader trends and patterns across customer journeys.

“Contact Centre solutions such as ipSCAPE offer an out of the box integration with BI tools, providing easy access to data analytics to business users. ipSCAPE Insights provides a high-performance database and ETL to enable users to transform and visualise data with pre-defined and custom reports and integrate this data into the broader business data estate.

“Popular reports include an Erlang C model for workforce management, calling outcomes from outreach campaigns, billing reports for Contact Centre BPOs, marketing list penetration and pipeline reports for outbound calling Sales teams.

“Data analytics is an indispensable asset for Customer Experience leaders to understand their current operations and make data-driven decisions to drive better results and outcomes for customers.”

Andrew Moulds, Chief Commercial Officer at YOUx

Andrew Moulds
Andrew Moulds, Chief Commercial Officer at YOUx

“Data driven decisions are a cornerstone of most successful businesses, and they begin with a foundation of data quality. The critical pathway for operations to leverage analytics is to first ensure that data integrity and data quality are a core component of their business culture particularly at front line sales where these issues are most common. Many businesses including ours are utilising data quality measures as a gateway prior to eligibility for short term incentives in addition to using business intelligence reporting tools to assist the same staff to improve performance. Over and above this, enhancing internal systems with third party data validations can significantly improve data integrity.

“Our business operates on a stage-based model, covering lead acquisition to settlement or loss. Some of our biggest gains have come from leveraging data analytics to identify the largest blockages within this stage-based sales funnel. Our core approach involves starting with a global overview, identifying the weakest link in the stage flow, and then drilling down. Instead of imposing assumptions, we allow analytics to uncover correlations in the best and worst-performing transactions. This method has successfully guided us in implementing AI solutions for document collection, such as applying invoice reminder processes to customer documentation requirements. Furthermore, it has been crucial in identifying the most effective introducer channels and business sources, leading to enhanced settlement conversions in shorter timeframes.”

Nick Morgan, CEO & Founder at Vudoo

Nick Morgan
Nick Morgan, CEO & Founder at Vudoo

“By leveraging data analytics, businesses can make informed decisions that drive growth, reduce costs, improve overall performance and customer satisfaction, and even model future trend predictions.

“Many Australian brands and retailers are tapping into innovative technology that collapses the purchase funnel and delivers a single source data capture that covers the entire consumer journey. From this brands and retailers can get deep behavioural insights and understand their customer’s end-to-end journey, creating a flywheel of data-driven insights for incremental optimisation.

“Real-time data points also mean ads and campaigns can be instantly adjusted to ensure the experience is as valuable as possible for consumers and as effective as possible for brands.

“Data analytics equips brands and retailers to understand customer journeys better. Specifically, they enable closed-loop attribution, where marketing efforts can be directly linked to sales outcomes, giving businesses quantifiable ROIs.

“As budget squeeze and economic uncertainty continue to hit, businesses must innovate the way they harness data analytics to help them stay ahead of the competition and thrive in today’s complex business environment.”

Nicholas Bernhardt, CEO at Informed 365

Nicholas Bernhardt
Nicholas Bernhardt, CEO at Informed 365

“Leveraging data analytics is instrumental in combatting modern slavery within business operations. By harnessing the power of data, organisations can scrutinise their supply chains and identify risks resulting in increased transparency and patterns indicative of exploitative practices.

“Advanced analytics tools can process vast amounts of correlated data, enabling the detection of irregularities, such as unusually low wages, excessive working hours or suspicious supplier relationships.

“Implementing predictive modelling can also help identify potential areas of risk, allowing pre-emptive action to be taken. Collaboration with external data sources, such as human rights databases, adverse media feeds and industry benchmarks enhances the depth of analysis.

“Furthermore, machine learning algorithms can continuously evolve to adapt to emerging trends and tactics employed by perpetrators of modern slavery.

“Integrating data analytics into business operations offers a proactive and comprehensive approach to identifying and addressing modern slavery risks, ultimately fostering corporate responsible and ethical practices throughout the supply chain.”

Lyndal Ashby, Founder of VisiBelle Web Design

Lyndal Ashby
Lyndal Ashby, Founder of VisiBelle Web Design

“Every business is different so there is no one-size-fits-all approach. As a website designer, I rely on data collection to understand how to maximise a business’s sales. Data used includes how many people visit a site but decide not to buy, how to improve the least popular products, and how to make it easier for someone to buy from you. By analysing data and completing split testing, we can test different scenarios to remove pain points in the customer journey and improve customer engagement. They may seem like small tweaks but can prevent losing thousands each month from customers who decide to purchase elsewhere.With advancements in modern technology, data can even be collected from other businesses in the industry so you can create a competitive edge. Without data you are blindly making decisions and hurting your business.”

Gary Gelenter, Founder and CEO at G2etelligence

Gary Gelenter
Gary Gelenter, Founder and CEO at G2etelligence

“Data analytics are essential in enhancing business decision-making and performance in the travel industry, particularly for inbound and destination management companies (DMCs) and B2B land operators.

“These businesses face unique challenges, including future-dated liabilities, market volatility, complex supply chains and regulatory compliance. Data analytics can improve the efficiency and profitability of these operators, offering actionable insights to mitigate risks, address challenges and enable early action.

Customer Segmentation and Personalisation: Data analytics segment customers based on demographics, preferences and feedback, allowing operators to create itineraries tailored to budgets and travel styles and assisting with effective targeted marketing campaigns.

Dynamic Pricing and Revenue Management: By analysing supply and demand factors, such as seasonality and upcoming events, operators can optimise pricing and maximise revenue, highlighting periods for early bookings, low-demand incentives and forecasting demand for inventory planning.

Customer Loyalty: Data analytics improve customer loyalty by monitoring and measuring satisfaction levels, feedback and complaints, identifying and resolving issues that arise during, or after service delivery, and helping design special offers and loyalty programs.

Risk Management and Compliance: Data analytics can help mitigate risks related to natural disasters, political unrest, health crises and other unforeseen situations, enabling structured responses to disruptions that impact key stakeholders.”

Peter Philipp, ANZ General Manager at Neo4j

Peter Philipp
Peter Philipp, ANZ General Manager at Neo4j

“Data analytics is a powerful tool for uncovering insights into business operations. By analysing large datasets, businesses can identify patterns, trends and relationships that would otherwise remain hidden. For example, a retailer can spot seasonal purchasing trends and buyer habits with customer transactional data and then tailor marketing and sales campaigns to target consumers more effectively.

“Data analytics can also reveal bottlenecks in business processes, such as late delivery times due to problems in a particular warehouse. It can also track employee performance and identify patterns contributing to higher productivity.

“Graph technology, which stores data as nodes and the relationships between them, is ideal for understanding complex networks such as supply chains or customer interactions. It can proactively surface issues like customer churn, identify a reduced purchase pattern and enable a retailer to reach out with a personalised, special offer to reclaim lost customers. Graph technology can also help detect fraud by highlighting unusual patterns of transactions.

“The insights generated through data analytics empower businesses to make more accurate decisions, take earlier action to seize opportunities or fix problems before they escalate, accelerate their digital transformation, and grow their business exponentially.”

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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