For Samsung’s Daryl D’Cruz, head of data innovation – Consumer and Market Insights Europe, winning the DataIQ Award prize for data aggregation was a proud moment for himself, the smartBI team and the wider European Consumer & Market Insights (CMI) team.
This is because it demonstrated their ability to persevere, take challenges head-on and negotiate and influence in a “complex and dynamic Samsung world.”
"It’s a great feeling when it all comes together."
He said: “It’s a great feeling when it all comes together, with the realisation that we’ve earned the respect and space to continue to innovate, because we deliver.”
Samsung Europe’s QlikSense-powered, business intelligence platform, smartBI, is a brand that is recognised by the European CMO and European CFO for delivering a consistent and centralised view of business performance across the European region, according to D’Cruz.
He explained that smartBI includes Mobile, TV and Domestic Appliance categories whilst the data aggregation solutions cover Market, Consumer, Retail, Commercial and Campaign use cases. “The team behind smartBI has enabled increased collaboration, transparency, business efficiencies and have ultimately driven the agenda of data literacy across the European region,” said D’Cruz.
One of the benefits of data aggregation to the CMI team was the vast reduction in the time it takes to produce data-driven stories. Whereas the CMI team would previously take 18 days to pull the data together and create a quarterly data-driven narrative, with smartBI this effort was reduced to just one day.
"Data aggregation is about business functions partnering together."
“This approach to data aggregation is about business functions partnering together at both strategic and operational levels. It’s about breaking down silos and truly collaborating for the benefit of our consumers and, in turn, the Samsung business,” he said.
D’Cruz and his team had to the face the challenge of working with a variety of data sources. In addition, some markets had their own data analytics solutions and others relied heavily on MS Office for the analysis and communication needs.
"smartBI has created a single, aggregated data model."
“The challenge of data variety was evident from different formats and sources, and further investigation highlighted inconsistencies and uncertainty in the data,” he said. “However, smartBI has created a single, aggregated data model that is being used to provide a centralised and consistent view across the region.”
Those who would like to emulate the success of Samsung Europe’s data aggregation initiative are advised to clearly lay out the fundamentals of the innovation project, get the right team in place and initially go after the low-hanging fruit to quickly demonstrate business value.
D’Cruz said that the fundamentals are; the purpose which equates to why, the vision which equates to what and the mission which equates to how it is to be carried out.
Furthermore, a strong and consistently applied brand identity as well as a dedicated team would lead to the success of the programme.
He said: “Our team is a group of go-getters, who are passionate about Samsung and the smartBI brand. We’re experts in our field, have technical ability, resilience, understand the organisation, and we think about and plan to consistently build credibility along the way. It’s also important for our team that we celebrate key milestones.”