As a brand, Samsung loves to take big innovative leaps for its customers. In 2019, its data and analytics functions needed to take a similar big leap, with the European Consumer and Market Insight (CMI) team and the digital leadership joining forces to deliver a transformation across the business to support the creativity and emotional bond with customers desired by the brand.
Aligned with the slogan, #DoWhatYouCant, new values and ways of working were built over a unified Azure Cloud infrastructure and consolidated BI tools and budgets. Data governance and information security also benefitted from being integrated, allowing scaled support for 150 million customers across Europe.
By combining all existing QlikSense licences under one smartBI brand based in the cloud, a multi-market community of 415 people was brought together, increasing awareness of and engagement with the tool. Across the customer, campaign, commercial, market, retail, product and executive pillars of the business, more far-reaching and valuable analytics use cases emerged. Automation of nearly 2,000 reports also led to a saving of 975 working days, releasing valuable resource for insight-driven tasks.
A DevOps team brought together 20 data architects, strategists, developers, data scientists, analysts and scrum leaders to drive the transformation. The new slogan and ways of working helped to develop a new culture based around values: people, excellence, change, integrity and co-prosperity. Using lean processes, agile methodology and collaborative tools, the team has been able to maintain the quality of its work, even through the disruption of the coronavirus pandemic.
As an example of the impact it has had, the new DevOps team has increased Samsung’s data maturity with the implementation of machine learning for improved targeting, leading to increased web traffic, more engaged customers and sales. PII and non-PII models were implemented for flagship customer targeting, leading to a 32-fold increase in accuracy compared to the standard segmentation and +95% in online sales conversion.