Positive disruption: getting to the bottom of big data

Dina Patel|21st November 2018

BLH speaks to Nicole Huyghe, founder and Managing Director of data science consultancy Boobook, about the growing need from businesses for data-driven decision making. 

What is Boobook?

NH: With the customer analytics side of the business, our clients ask us to analyse data provided by their customers to make an informed decision. We analyse the data and translate it into strategic insights.

The second part is personalisation and that has different components. The analysis gives us lots of interesting numbers and we have to make sure we translate it into a story, which is relevant for the business.

How we do this is equally important as the numbers are often difficult to interpret. We produce very powerful visuals – charts, PowerPoint presentations and dashboards – so that clients can look at the data from different perspectives, in a way that is easy to understand and act upon.

"We analyse the data and translate it into strategic insights"

What type of challenges do you solve for businesses?

Most challenges are related to what we call customer segmentation. Companies want to know how they best approach the different types of customer they have. We ask the question: “How do we approach different types of customers in the best way?” This is done by identifying customer needs and underlying motivations so that people are targeted with the right messages and products. We then identify the needs and target people so that they’re more susceptible to our messages.

We also work on product development. This involves supporting companies by advising them on what their new or optimised product or service should look like. We look at the kind of features that benefit consumers and trigger their interest.

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