The desire of most digital businesses is to make informed decisions driven by rich data analytics. In this article, we explore how digital documents are helping to achieve that.
Business challenges that drive change
Tonis Haamer is one of the cleverest businesspeople I know. He runs a Overall Eesti, technology business in Estonia along with his brother, Mart. Still today, a big part of the business is office equipment, the company’s heritage. But the market for office printing is not what it was, and this caused Tonis to realize that the onward growth of the business demanded a rethink in how it is resourced.
Now, Overall Eesti is a very people-centric business. The team behind the brand is extremely hard working, extremely loyal. Shedding staff wasn’t a desirable go-forward plan. For this reason, Overall Eesti began its journey to become data driven, and one of the most advanced digital businesses.
What it means to be data driven
I had the opportunity to interview Tonis on behalf of Canon Europe when I was running strategy around software solutions for the brand. I was looking to see how companies are adopting data insights, and Overall Eesti was an example.
Over a couple days, Tonis explained the objective behind the company’s data driven agenda was to make smarter decisions more often to answer new questions as they emerged, and to reinforce sub-optimal processes with new applications built using digital documents when it became obvious there was an opportunity to streamline.
Tonis explains, “To be data driven means being able to answer new strategic questions as they emerge. To do that means you have to harness your operational data that comes from ERP, service, CRM, HR, and other front-line business systems. It demands the ability to re-use this data for new purposes. And the challenge that brings with it is how to get the quality and integrity right. Once you’ve achieved that, the possibilities open up. But it is not a trivial task to create composable data.”
Data fabric
Almost a decade ago, Overall Eesti became one of the first companies in the world to create a home-grown Digital Data Fabric they called ‘CLIO.’
As Tonis explains, “Preparing your data is one of the biggest technical challenges of creating a data driven approach to business. It’s not just about harvesting the data you already have. Almost inevitably there will need to be enrichment of data, and you suddenly realize how poor the quality of data is from systems that only use aspects of the databases designed to support their operation. Furthermore, we found that some of the key links between data-sets did not exist. We had to find ways of connecting records in one system with the next by using fuzzy logic matching to construct the relational ties that were missing.”
Data is a big challenge, but it’s not the only one
As an early adopter of data fabric technology, the Overall management team are very familiar with the journey to overcome technical challenges, but Tonis is clear that data quality is only a foundational stone of a broader change agenda.
It starts with rewiring the culture of management towards the importance and use of data. This, and understanding what the strategic priorities are and what questions remain unanswered. You need these three qualities: clarity of purpose, data culture, and data integrity all in place before you start to see returns for your investment. For many businesses, the cost and complexity of that change has discouraged them from moving forward.
Final thoughts
Digital documents, and the data fabric they reside on, offers the necessary blend of tooling for organizations to become data driven. These technology instruments are important, but—as this case example implies—overcoming the cultural, behavioral and strategic planning challenges may still yet be the greater obstacle to success for business leaders prepared to give the data driven business model a try.