Sanofi
ADVANCED ANALYTICS AND AUTOMATION IN CUTOMER, MARKETING & TENDERS
NDY was under pressure to improve their customer, marketing, and tender capabilities with limited resources. Seeking a data transformation to support without the overhead of a full-time data team, they turned to Analytic Solutions Australia. Over an 12-week sprint, we revolutioniseded their data infrastructure and ingrained a data-driven culture.
OVERVIEW
Norman Disney & Young (NDY) is a premier engineering consultancy, renowned for its innovative solutions across a myriad of sectors. With a rich heritage of technical excellence, NDY serves a diverse clientele, encompassing areas like commercial real estate, healthcare, infrastructure, and education, among others. Their multidisciplinary approach, rooted in sustainable practices, positions them as trusted partners for clients navigating complex engineering challenges in both established and emerging markets.
INDUSTRY
ENGINEERING CONSULTING
COMPANY SIZE
600
LOCATION
Melbourne, Australia
VALUE
Undisclosed
ESTABLISHED
1959
THE CHALLENGE
Data resided everywhere — from CRM systems to standalone Excel spreadsheets. The disintegrated data setup led to discrepancies, inefficiencies, and missed opportunities. The customer, marketing, and tender functions were hampered by outdated methodologies, particularly when they were expected to achieve more with less. The pivotal question arose: How can these functions be overhauled for maximum efficiency and impact?
Working with Will was transformative for NDY. His expertise in data and unwavering commitment to our objectives made all the difference. We moved from fragmented data processes to a streamlined, data-driven approach in record time. Truly, partnering with Will was one of our most strategic decisions and I can recommend it to anybody in a similar situation.
Ric Navarro, CMO
OBJECTIVES
Integrate disparate data sources into a singluar, accessible platform.
Redevelop core business processes to streamline decision-making and create new ways of working.
Create reliable and automated dashboards and key business reports for company-wide and investor-grade reporting.
THE APPROACH
The 12-week sprint with NDY was defined by continuous feedback through the planning and implementation phases:
DATA STRATEGY, AND ROADMAP
NDY's data sprawled across multiple platforms including CampaignMonitor, Salesforce, SQL Server, and numerous Excel spreadsheets. During Sprint Zero we met with the broader stakeholder set (i.e., Marketing and Tenders team) to catalogue the range of potential use cases. In addition to scoping out our own work, we build a multi-year data strategy that Eve could implement after the engagement ended.
The first stage of accelerating the stack was to ensure the quality and reliability of data inputs. We refreshed data collection from over 10 tools, including writing custom scripts to extract affiliate acquisition data. Using Fivetran for ETL, we aggregated this data into dbt for modelling. Utilizing Python and SQL, we meticulously cleaned and prepared the data. Our focus was on moulding this data into datasets that accurately mirrored NDY's business requirements.
DATA COLLECTION & ETL
‘NORTH STAR’ DASHBOARDS
Previously, NDY the been tracking their essential KPIs in an Excel file on shared network. Leaders could not analyse data by different dimensions or view metrics at a more granular timescale than months, limiting their ability to understand performance drivers.
To kickstart the data transformation, we created the team’s first commercial dashboard in Power BI. The dashboard is consumed by the leadership team on a weekly basis and reports on foundational commercial health metrics, including key areas such as: GMV, revenue, customer segmentations, and unit economics. Not only does it provide greater analytical granularity, but also enabled the team to answer questions such as:
Is revenue concentrated in a very small number of customers?
Which materials have higher take rates and profit margins?
Do we have any opportunity to grow revenue in new geographies?
With this dashboard in place as a ‘single pane’ view of the entire business, the broader organisation became familiar with Power BI and its self-service capabilities.
SELF-SERVE ANALYTICS WITH POWER BI
We created a suite of marketing dashboards and explores that permit marketing users and agencies to dig further into the performance of each channel based on standard and custom attribution models. Each channel model reports on marketing stats like impression share all the way down to contribution margins (CM2). We worked with the marketing team to define the level of granularity and the type of dashboard required for rapid insights and optimisations in platform.
ADOPTION AND BUSINESS PROCESS hhTRANSFORMATION
Empowered with new tools and ability to make profit driving decisions, the team experiments with new cadences of meeting for business planning. The hand on handover process was led by challenger thinking to land at newly efficient and constructive ways of working together and delivering their strategies.
THE RESULT
Over a 12-week rapid engagement, we overhauled the Marketing & Tender function’s data ecosystem:
Functional transformation: NDY's crucial functions experienced a complete transformation, transitioning from fragmented data processes to a centralized, efficient system.
Single-source-of-truth for commercial metrics: Empower the team with self-service data visualisation tool for data-driven decision-making.
Spurring a data-driven culture: Create reliable and automated dashboards and key business reports for company-wide and investor-grade reporting.
Partnering with Will gave us better analytics and reporting than we could have hoped, and has created ROI in perpetuity. Having rich and relevant information at our fingertips without the manual work helps the team to work seamlessly together to beat budget. I can recommend working with Will if you were in a similar situation - needing to get more from your data with less .
Ric Navarro, CMO