Data-driven work can offer significant benefits. By accurately mapping customer interactions and internal processes through data analysis, optimization is often achievable on many fronts. The use of intelligent automation speeds up repetitive tasks. However, according to Nienke Halma, who leads a team of consultants at data consultancy firm Digital Power and works directly with clients, many companies struggle with how to begin such a digital transformation process. "A key obstacle is the perception that such a transformation will require a lot of time and money. It's seen as a major change. Therefore, we recommend starting small and taking incremental steps. While there are costs involved, the ultimate goal is to save time and money by making processes more efficient or making smarter decisions based on data."
Another concern is the resistance to change that many people experience. Due to the restructuring of work processes, employees fear that computers will take over their jobs. "While the idea is actually to make work more enjoyable and allow individuals to focus more on creative tasks." Another reason why digital transformation is often postponed is concerns about handling sensitive data correctly and potential fines for non-compliance. A lack of knowledge about the latest legal changes adds to people's apprehensions. "For instance, we sometimes see that cookie banners are not set up correctly. It's often not intentional. Those responsible are simply unaware that it's not allowed. In such cases, we recommend making immediate adjustments, and we assist them with that."
Each company that Halma and her colleagues work with has its own specific challenges that the organization faces. "For example, we often see companies approaching us with a request to set up a dashboard." However, when such a request for more data insights arises, there's more to consider. "We believe it's important to take a step back first. Based on the Key Performance Indicators (KPIs), we map out the objectives and how they can be achieved." Then comes the moment to determine how the necessary data can be gathered. Sometimes historical data can be leveraged, but other times a plan is needed to collect new data, such as through the website. "If desired, you can measure every button on a website and see if and how much it's being used. But it's crucial to first determine what the overall goal of the website is and what that button means within that context."
"Furthermore, you see that when different systems need to be integrated, the definitions of the data don't always align well. Or you see differences in figures between your web analytics tool and your CRM system. We are often involved in addressing these types of challenges."
Connecting the website to the organization's backend systems is just one example where SMEs can benefit from establishing a robust data architecture. Halma lists projects involving website optimizations, marketing analyses, and dashboards designed to detect fraud within the banking sector.
She indicates that the initial inquiry often revolves around sales or website data. However, it becomes increasingly clear afterward that connecting various data sources within the organization adds value. "There are also many organizations that have already achieved this very well. Then the gain lies more in optimizing it by improving digital processes with insights from data and further automating certain data flows. Setting up predictive models comes into play later on. But that is, in terms of maturity, really the next step," laughs Halma.
