D4t4 Solutions and DNB: digital transformation through data
D4t4 Solutions is dedicated to helping companies get the most out of their data assets, as Bill Bruno, Vice President, North America, explains. “We're all about the data. From our side, we’re really trying to help customers along the journey of digital transformation and there's two facets to our business that do that: our customer data platform, Celebrus, and our customer data management platforms.”
The latter side of the business involves ensuring customers are not overwhelmed by data. “As you look to build mature analytics programs, you need environments that are performant and scalable, and that can get the right data to the right place at the right time for people within the organisation to do something with,” says Bruno. “And that's where our customer data management side of the business comes into play - building environments that organisations can trust to scale and perform for various business analysis and customer experience initiatives.”
The company’s customer data platform is known as Celebrus, and is the trusted solution for numerous global banks and insurers who are on a data-driven transformation journey. Fundamentally Celebrus solves the inherent challenges brands have of capturing data at an individual level while remaining 100% compliant along the way. D4t4 helps brands build outstanding customer experiences that can be delivered at scale, in real time across all digital touchpoints and channels. ”If you're trying to activate digital transformation in the truest form, the most important and most personal channel for your customers is going to be digital, whether that's web, mobile or various other touch points that you build. Expanding your customer experience is a path you can’t go down without the most complete, contextualised data in the industry today. That’s where Celebrus comes in.”
Accordingly, Celebrus aims to get the most detailed data possible, further contextualised by AI and machine learning built into the platform, while remaining compliant with global frameworks such as GDPR and CCPA. “It really allows you to stitch the journey together across all devices and channels without the data management costs. The silos that generally happen in organisations are a key limiter to digital transformation, but Celebrus knocks those down. We capture everything, in an ethically compliant way, all the way down to individual key presses, mouse movements and mobile gestures, if you so choose. Then, we instantly stitch these behaviors together in milliseconds, across all channels and devices, to build the most complete and contextualised view of your customer. This ensures that you can use Celebrus data for marketing, customer experience, data science, risk, fraud, and other areas.”
Norway’s largest financial services group DNB and CDO Aidan Millar are users of D4t4’s technology, with the relationship taking the form of a true partnership. “We want to help clients to actively ‘listen’ to their customers, build hyper-personalised journeys for customers and go through transformations similar to the one that DNB has been on which, led by Aidan and his team, has been unbelievably impressive. Our goal is to provide leaders like Aidan the data that they need to realise their vision. Our role is to make sure that we're aligned to their purpose, constantly interfacing with them, understanding what roadblocks they might be running into as an organisation, and being ready to respond to any adjustment to that vision when unexpected events like a pandemic pop up. The data that Celebrus is capturing in real time is helping them activate everything that they have planned from a customer relationship perspective across the entire business.”
The partnership with DNB is a model of the relationships D4t4 creates with its clients, as Bruno explains: “We want to ensure that the capabilities of our platform are fundamentally aligned with the goals of our clients such that organisations like DNB can use Celebrus data to power use cases across the enterprise and can trust that the data is always available in the format required instantly.”
Read more about D4t4's work with DNB, here.
SAS: Improving the British Army’s decision making with data
SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation.
“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.
In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”
Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.
Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”
SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”
With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.
“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”
Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.
“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”