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 the process of collecting, analysing and displaying data in a way that supports better decision making.
A Business Intelligence Hub is a central focal point for multiple databases or sources of information. It gives the user visualised access to all the relevant business data in one place. Providing tools to segment, filter or further manipulate data for specific results.
Data Analytics is the technique of drawing specific conclusions from raw data. It is part of the Business Intelligence process, providing unique insight to support better decision making at all levels.
Data Modelling gives you the ability to make accurate business projections based on statistical data. Using data algorithms it is possible to plot clear trends, providing valuable insight into not just the behaviours of customers and clients, but prevailing business conditions.
Actionable Business Insight simply means information you can use to improve the way you work.
Whether it is learning something about your customers that helps you to boost sales through a hyper-personalised marketing campaign… Or discovering a key trend that helps you allocate funds more efficiently throughout your business… Or the translating of multiple data sources to develop a coherent strategy and make quicker, more effective decisions.
Hippo targets practical, client-specific results that have an instant, positive impact and shape future policy and practices.
Unlocking your data potential to:
A Single Customer View (or SCV) is a full summary of all customer information, all in one place.
The advantage of a SCV is a clear, accurate presentation of past customer behaviour which can be used to predict future behaviour. The benefits include the ability to track customers across multiple databases, aggregated into one display page. This visualised information can help improve conversion rates, customer retention and general communication, from delivering the right message at the right time.
Examples of databases that could be linked into a SCV are sales CRM, Customer Service, Marketing Campaign Data, Finance, Website Data, even Social Media
No. A Business Intelligence Hub allows you to access the data provided by the CRM and other sources in the clearest, most user-friendly format. Giving you the tools to make sense of all of the Big Data you already hold.
No. The Business Intelligence Hub is both interrogation software and a data warehouse. It sits on a platform that is hosted in The Cloud and provided by Amazon Web Services.
Yes. All data interrogations can be carried out by a client’s in-house team or by Hippo’s team of data scientists. Whichever best suits the clients’ needs.
Absolutely. All results are fed back into the Business Intelligence Hub via a series of APIs (Application Programing Interface). These permit access to the features or data of an operating system or application, such as a website.
Open Data is the concept of data that is freely available for everybody to use without specific permission or restrictions, such as copyright. An excellent visual explanation is available here: https://theodi.org/data-spectrum
Yes, it will not be affected in any way. Your email provider will continue to act as repository and data-driven marketing tool and simply be one of the data sources for the Business Intelligence Hub.
Data-driven marketing is simply using insight gained from data analysis to develop targeted campaigns, for better results. This could range from data collected from market research, to online buying habits, website behaviour, search activity, online basket data or social media.
Analysis of this data produces specific patterns and trends. Which can shape all aspects of marketing to transform response rates, repeat business, customer satisfaction, ROI and company profit.
Examples of effective data-driven marketing are:
Hyper-personalisation is simply the use of data to provide products, services and marketing that accurately targets specific customers.
A crude example of this is including a customer’s name in your messaging. But true hyper-personalisation takes your data much further. Understanding the browsing and buying behaviour of customers is key developing products, services campaigns that will engage, inspire and prompt calls to action.
Hyper-personalisation helps you deliver the right message at the right time in right format. And turn prospects into customers.
Results can be measured in a variety of ways, depending on the project and the goals of the client. This will decided upon early in the process, with all parties agreeing on specific objectives and what success will look like. Every project is different but the process for defining, agreeing upon, measuring and reporting is always the same.
Hippo uses either Amazon Web Service (AWS) or Microsoft Azure in the handling and processing of all customer data. Both organisations comply fully with all national and international data security standards. Currently Hippo uses EU-based data centres and will migrate to their UK centres as and when they come online.
Hippo is registered with the Information Commissioner’s Office (Reg No. Z1636785) and conform to ISO27001:2013 data security principles. This also permits us to align our security practices with the NHS’s Information Governance Toolkit.
All data is fully encrypted at rest and in transit, as are all devices that interact with data. In addition all data transactions are logged for absolute security.
As partners of Amazon and Microsoft, we ensure high availability of all client-facing services. All our localised file storage is backed up and moved offsite every day, with data snapshots taken at least once daily. This is limited to client output and Hippo business documents.
In the event of a disaster or emergency situation, all business operations can be delivered remotely.
Regarding Single Customer Views (SCV), all data remains the property of the client. Likewise with Campaigns, all final creative visuals are the property of the client.
Hippo will only retain intellectual property of the augmented data, the analytics techniques and any models that were applied. All arrangements are subject to contractual agreement.
Hippo is a completely flexible business partner. While the ideal solution would be to manage and implement the full process from beginning to end, Hippo recognises this is not always possible. Your business might already have multiple functioning parts and simply require these connecting and/ or augmenting. This is no problem.
Hippo is here to help senior managers join up the dots between their business data and their marketing. Unlocking the potential of data to increase effectiveness of campaigns and achieve specific objectives.
Hippo supplies an individually tailored end-to-end service to all clients. If we need to bring partners or sub-contractors on board, we will act as the point on contact and all relationships will be transparent. This helps the entire process to be carried out seamlessly.
Hippo has a wide range of clients from both private and public sectors. Including Public Health, Local Authorities, Emergency Services, Education, Bioscience, Transport, Manufacturing, Housing and Energy.