Strategic Approach to Data Analytics Opens Retail Opportunities

Q: What are the key components of Decision Point’s data strategy and does that strategy differ from that of its competitors?

A: Despite its young age, Decision Point has a deep-rooted history dating back to its inception in India in 2012 and gradually venturing into the realms of analytics and digital transformation. Rather than focusing on off-the-shelf products, our core mission is to guide and support our clients through their digital transformation journey, which places a strong emphasis on thought leadership and insights powered by data analytics.

Data plays a crucial but downstream role in our process. Our paramount priority is to comprehend our clients' digitalization dynamics and processes. Another distinct facet of our service is flexibility, which stems from our relatively small size. With a workforce of 400 individuals spread across Mexico, India and Chile, we have the agility to craft solutions entirely tailored to our clients' specific needs. Moreover, everything we develop adheres to an open architecture concept and is the intellectual property of our clients. This underscores our commitment to fostering internal capabilities for our clients, as we firmly believe in supporting them in developing new technological competencies.

Finally, a critical differentiator is our focus on value generation. At Decision Point, we rigorously establish metrics that quantify the additional value we bring to our clients. Our success arises from our committed immersion in our client's internal environment.

Q: How does the company’s Fable platform empower organizations with personalized sales and marketing insights? 

A: Fable was born from close collaboration with our clients, allowing them to gain a deep understanding of market dynamics within their industries. Fable allows us to construct a digital representation of our clients' stores using the substantial volume of data and information they generate. This tool has made a significant impact in India, enabling the generation of prescriptive orders tailored precisely to our clients' needs.

Beyond this, Fable places the end user at the center of attention by building a ‘selling story’ based on the users’ visits. This algorithm logic approach bolsters suggested order rates, thereby improving our client’s sales force effectiveness by 36%. Moreover, this platform’s insights provide our clients with a deeper understanding of the market, both in traditional and modern channels.

Q: How have AI and data analytics brought transformative changes to the retail sector? 

A: Our primary focus and expertise are in the FMCG (CPG) and retail sector. In Mexico, the product assortment of various brands traditionally appeared to be quite similar. However, data analytics showed us that this similarity was misleading. Our data analysis tools identified opportunities for our clients based on the insights we generated. By applying data to elements such as pricing, segmentation and promotions, our clients experienced a world of possibilities. Within just three months, they were equipped to make efficient business decisions. Yet, data analysis goes beyond revenue optimization, extending its benefits to enhancing productivity and business efficiency.

Q: How does Decision Point’s Beagle platform simplify data adoption and enable collaboration within remote teams? 

A: Beagle is a platform that provides our clients with a comprehensive view of their data reports, eliminating the need for sophisticated dashboards. This tool grants every user the ability to access, visualize and interpret data, regardless of their IT or programming expertise.

The integration of generative language tools within Beagle has enhanced our speed and effectiveness in serving users. This integration has also made user interactions with performance and behavior requests more natural. Beagle, in tandem with ChatGPT, has made users more comfortable with sophisticated data analysis tools.

Q: What other technological trends will enhance data analytics in the near term? 

A: The pace of technological change is exceptionally fast, making any prediction prone to obsolescence. Instead, we should focus on exploring how data analytics tools can impact various areas. For example, organizations could efficiently incorporate data analysis for issues such as reducing their carbon footprint and operational sustainability. Decision Point is gradually exploring these opportunities. 

Our tools could help companies optimize their distribution routes, reducing their environmental impact. Moreover, applying these tools to personnel analysis could make companies much more effective in their hiring and recruitment processes. Before pondering future technologies, we should explore new ways to apply the technologies available today.

Q: What expansion plans does the company have in the near term? 

A: Decision Point has identified vast opportunities in Latin America and we are making significant efforts to expand our presence throughout the region. Our aim is not only to increase our footprint in Latin America but also to tap into the region's pool of scientific and engineering talent.

We are particularly interested in the region’s technological talent, given the substantial number of professionals emerging from its universities. Numerous universities are producing data scientists and data engineers at an impressive rate in Latin America. Additionally, we are keen on expanding our operations in the US and Canada, as we believe these regions represent significant markets for us.

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