Here are some questions we get asked quite often, but if you still have a query please get in touch with us.
Business intelligence is a technology-driven process for extracting and analysing data in order to provide actionable, business-specific information in a visualised format.
A Business Intelligence Hub is an amalgamation of many disparate databases into a Single Customer View, with an interrogation and visualisation interface overlaid, allowing the user to query the information and discover business insights. The interrogation can be completed by a client's in-house team, or more usually, by the technology providers Data Scientists.
Data analytics is the technique of examining raw data with the view to drawing conclusions from the information. Data analytics forms part of the Business Intelligence process and provides organisations with the opportunity to make informed decisions.
Data modelling gives you the ability to predict what your customers and prospects will do in the future.
We create complex statistical algorithms that lend themselves to predictions. These models allows a client to predict likely events and make robust decisions, using insights from historical relationships and trends in the data.
We focus in particular on data mining and actionable business intelligence for predictive rather than purely descriptive purposes. These can then be used to create hyper-personalised marketing campaigns with increased effectiveness that are more likely to achieve your objectives.
Just a few of the insights we can provide for you are:
• Understanding who your best and worst customers and prospects are
• Basket purchase and drop-out analysis
• Website engagement analysis and optimisation
• Propensity to respond, buy, churn, payment default, re-engage, xsell / upsell, join membership, use a specific channel, use a specific payment method, likely next purchase, when next purchase, days between purchase
• Campaign performance and optimisation
• Proposed messaging roadmap based on previous activity
A Single Customer View, sometimes known as an SCV, provides your business with the ability to see and track your customers and prospects across every database that is linked together.
Examples of databases that could be linked into an SCV are Sales CRM, Customer Service, Marketing Campaign Data, Finance, Social Media, Website Data, etc.
The obvious benefit is a much improved ability to respond and communicate with your customers and prospects at the right time and with the right message. This increases customer service levels, improves customer retention, produces higher conversion rates and overall customer lifetime value (CLV).
Internally, this should lead to better communication between traditionally siloed teams and more co-operation.
No. Not at all. The Business Intelligence Hub and Interface sits within The Cloud and accesses the data being provided by the CRM and other data sources. The Business Intelligence Hub simply allows you to make sense of the Big Data that you hold in abundance.
No. The Business Intelligence Hub is interrogation software and a data warehouse that sits ‘on a platform’. The platform is hosted in The Cloud and is provided by Amazon Web Services.
The interrogation can be completed by a client's in-house team, or by Hippo’s Data Scientists.
Results from all activity would be fed back into the Business Intelligence Hub via a series of API’s (Application Programming Interface) which allow access to the features or data of an operating system, application, or other service such as a website.
Open data is data that anyone can access, use or share. The following visualisation may help explain this further: https://theodi.org/data-spectrum
Yes. The Business Intelligence Hub would not affect the running or the use of your email provider in any way. Your email provider simply acts as a data source for the Business Intelligence Hub and as a repository and tool for any automated Data Driven Marketing.
Data-driven marketing is simply a technique that uses marketing insights that arise from the analysis of multiple data records. That data might be from website behaviour, social media, online payment baskets, search activity, or from data collected directly by market research.
The expertise required to manipulate the data and produce the analysis and insight can be considerable and complex, but equally, the results can greatly improve response rates, levels of service satisfaction, ROI, and ultimately company profits.
The sort of actions you can take with Data Driven Marketing are:
• Variable volume segmentation cycles
• Personalised landing pages
• Automated response
• Real-time remarketing
• Basket drop-out remarketing
• Automated Prospect Cycles
• Automated Upsell / Xsell cycles
• Automated Loyalty marketing
• Automated Retention Cycles
Hyper-personalisation is the use of data to provide more personalised and targeted products, services, and content. Simply using someone's name in your messaging is not hyper-personalisation. Today, that is the expected minimum. To be truly, authentically hyper-personalised, you must understand the unique needs of your specific prospect, customer or client, and use these data insights to be relevant by merging them with creativity to produce the correct solution, at the correct time, in the correct format.
Results are measured in a variety of ways, dependent on the client’s objectives. These objectives are hammered out and pinned down early in the discovery process. This allows a consensus to be reached on how results will be measured and what success looks like. Each project is different, but the process for defining, agreeing, measuring and reporting is always the same.
All data handled and processed by Hippo is completed using either Amazon Web Services (AWS) or Microsoft Azure. Both organisations comply to the full-range of National and International data security standards. Additionally, we have opted for EU-based data centres and will migrate to their UK data centres as-and-when they come online.
Hippo are registered with the Information Commissioner’s Office (Registration No: Z1636785) and conform to ISO27001: 2013 data security principles. This also allows us to align our security practices with the NHS’ Information Governance Toolkit.
Any and all devices that interact with data are encrypted and all data transactions are logged with all data being encrypted at rest and in transit.
As partners of Amazon and Microsoft, our infrastructure is built to ensure high availability of all client-facing services. Data snapshots are taken on at least a daily basis. Our localised file storage is also backed up on a daily basis and moved offsite – however this is restricted entirely to client output and Hippo business documents.
In the event of a disaster, business operations can be delivered from any remote location.
With regard to Single Customer Views, all data remains the property of the client. With regard to Campaigns, all final creative visuals are the property of the client. The only Intellectual Property that Hippo retains is the augmented data, the data analytics techniques and models that were used or applied.
All above is subject to contractual agreement.
Hippo is a flexible business partner. The ideal solution would be to manage and implement the full process from end-to-end, but it is recognised that many businesses already have part, or several parts of the process in existence already and simply need these connecting and augmenting. In these situations, Hippo acts as the glue that helps Senior Managers join up all the dots between their business data and their marketing to increase effectiveness and achieve their objectives.
Hippo supplies a full end-to-end tailored service to clients. This means that the whole process is handled seamlessly. Where we need to bring on board partners or sub-contractors, we will always act as the point of contact and any such relationships will be transparent.
We have clients from both the private and public sectors including Public Health, Local Authorities, Emergency Services, Education, Bioscience, Transport, Manufacturing, Housing and Energy.