Think Big, Start Small

The modern business owner’s goal is often to be data-driven, indeed; research by NewVantage Partners (2022) shows that over 75% of the organizations surveyed have appointed a Chief Data or Analytics Officer, as opposed to a meager 27% who say they are actually data-driven. Thus, being data-driven is evidently more complicated than haphazardly appointing a new colleague with a data pin on his tie. Mark Dumay, Partner of Squadra Analytics hopes to help companies with the - often tricky - first steps. “There may be hundreds of different Analytics applications out there, however, companies often find it difficult to choose the right applications based on their business objectives and then successfully implement them.”

If we rewind for a moment, we see that Mark’s expertise stems primarily from a proven track record consisting of a combination of impressive experience in the energy, telecom and wholesale industries - in addition to the necessary technical knowledge. To this day, Mark is still regularly engaged in the latest developments in technology and data. “I find the developments in software very interesting and especially inspiring when I look at how you can apply these developments within Analytics. For example, tools for transforming data are increasingly using principles from modern software development, such as automated testing and keeping documentation up to date.”

Why Mark chose to become a partner at Squadra had mainly to do with the cell theory that is so strongly embedded in the Squadra DNA. “Through my network I initially came in contact with Tjibbe van der Zeeuw (Matching & Search). During my first visit to the Leerdam office, I was introduced to the rest of the partners and got to thinking about the cell philosophy, which is almost synonymous with Squadra.” It quickly became clear how Mark’s background in Analytics would be an enhancement to Squadra’s clients, and soon he was on the verge of creating a Squadra Analytics unit.

When you ask Mark about the role of Squadra Analytics, his determination to help companies get value from their data immediately jumps out. “I see Analytics as a world with different aspects and facets. If you see organizations as a value chain, analytics is a supporting activity that improves the primary process. On the left side of this activity you see data as an input, as an output it is very simple - the value that the application of data brings to the company and its customers. In short, you have to be able to explain the extent to which analytics contributes to the business objectives and that you then take the step of realizing this with the data you have at your disposal as a company.”

Of course, every unit starts somewhere by taking its first steps in helping businesses. So does the Analytics unit, which under Mark’s leadership will initially focus on the Retail sector. “Squadra has traditionally been very good at helping companies in the retail supply chain. Here you see how big a role product data plays for these companies to function well. Therefore, because we have had such good experiences with these companies over the years, Analytics will initially focus on this sector.” Thus, Mark on his direction and vision for the growth and development of Squadra Analytics.

On a practical level, there are a number of challenges Mark sees coming back to companies struggling to get their Analytics strategy off the ground. Mark himself is busy writing an article about these challenges, but during this interview he’s already shedding some light on them. “I see a lot of companies finding it difficult to align Analytics with their operations. Companies often see it as something you have to do, but not something you can make money from. So, the trick is a shift in mindset and to look for opportunities within your business that allow Analytics to add something monetarily as well.” You will have to be patient for the rest of Mark’s tips, be sure to keep an eye on our channels to be the first to read what other obstacles companies face while implementing their Analytics strategy, and how you can overcome these challenges here.