“Business intelligence is transforming the speed at which we can drive growth from a data driven perspective,” said Jonathan Palmer, head of business intelligence at GoCardless.
Palmer has set himself a mission with data; to build out the infrastructure and the culture that enables the leveraging of data that others don’t have. He said this because he sees GoCardless as a company that generates a huge amount of data that can be a massive competitive differentiator, over and above “vanilla direct debit.”
GoCardless was founded in 2011 as a platform for the collection of invoice payments, subscriptions and fees. In February, the UK-based company raised $75 million in Series E funding to build out its global debit network.
Palmer is a proponent of business intelligence platform Looker; he used it at his previous workplace King, the entertainment and games company of Candy Crush fame. With his team of seven, soon to be nine, has been growing its usage at GoCardless since he joined in July 2018.
He said: “One of the things we’re trying to do is to stitch the different areas of the business together so that you can see the full funnel of the business in a single place.”
Palmer said that in the past, the marketing team might generate leads but wouldn’t be able to see what happens to those leads further down the line. His team can assist by doing tasks such as calculating the ROI of digital marketing as well as identifying the impact of a feature that the product team has been working on.
He said: “Our job is to both. Do the analysis work, or ideally provide the self-service ecosystem so that my team are more enablers rather than direct drivers of analysis work themselves. But we cover both spectrums, depending on the use case.”
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