Market intelligence

Problem & Situation

 ‘To govern is to foresee’, or so we like to say in Dutch. Our client wanted to predict the market to make informed strategic decisions. Accurate predictions help optimize today’s budget and business strategy, to be strongly positioned for what is to come tomorrow. These strategic decisions are not made overnight, and their impacts often become visible only after some time.  Obtaining accurate proxies to estimate future market conditions is challenging and time-consuming, and interpretations can be subjective.

Solution

In collaboration with various stakeholders at our client, we’ve set up a data pipeline that gathers large amounts of data from multiple sources. This step enriched the information landscape and established more data-driven proxies for market size and market share. By working together, we made sure that domain expertise was well grounded in the data set.  For the next step, we implemented advanced forecasting techniques and used machine learning models to estimate the future with 94% accuracy, based on our pre-defined tests. Automating a large part of this process ment we gained time for the analysts to focus on the qualitative story line of the forecast. Presenting their findings to decisions makers to make sure the company can redirect its course ahead of time.

Outcome

Actionable insights for strategic decision makers ensuring (future) competitive advantage. Visualised in a management dashboard.

The power of AI for summarizing meetings

Problem & Situation:

You want to do something for the environment in your own home or you want to limit your carbon footprint when going on a holiday. However, you’re unsure where to begin and information seems to be different everywhere you look. Our client is a knowledge center that provides everything you need to know to get started with topcis such as these. Next to their interaction with consumers, they also have an advisory role towards governmental bodies and interest groups of certain communities. To stay in touch with these various stakeholders and use their feedback for future research, knowledge sharing sessions are hosted on a regular basis. These sessions are information rich and can take up to several hours. To extract that information, they need to be carefully documented and summarised. A process that is currently managed by people, taking up a lot of time and resources.

Solution 

To make this more efficient, we designed an AI-powered assistant to function as a powerful aid in these situations. The application uses audio from meetings and knowledge sharing sessions as input, to then automatically generate a summary. The summary contains general information from the session, but also takes into account detailed examples shared by the participants. To use Generative AI on this case, we designed a Retrieval Augmented Generation (RAG) layer that successfully directs the Generative AI LLM model to find the necessary input before generating the summary. This approach ensures accuracy and keeps hallucinations at bay. Fun fact, while working with the AI-assistant, we were even able to take some of the human bias that wel all posses, out of the summary.

Outcome

By implementing the AI-assistant in the workflows, our client was able to greatly reduce cost and increase efficiency. In some cases, even improving on the quality of the summaries itself.

AI efficiency to increase value add

Problem & Situation

 Innovation, digital disruption and new, digital leadership are some keywords that describe our client. As the market leader on the Dutch Executive Search market, they were looking for new ways to keep growing. Helping the core team to be more efficient with powerful tools in order to have more output, seemed like the way to go. In this line of work, human interaction is very important. However, what comes after is about documentation and administration. Topics where AI can make a difference.

Solution

Collaborating closely with the team, we analyzed their workflows and identified several time-consuming areas that added minimal value to their customers. Focussing on this areas, we developed an AI-Assitant to significantly reduce manual labour. Focussing on tasks such as summarisation, external reporting, debriefs and translations with a specific tone-of-voice. Using this tool, the team can focus on the things that maximize value and requires human intelligence to be most effective.

Outcome

By adopting the AI-assistent into their workflows, our client’s core team achieved approximately 20% in time savings.

Marketing Optimization

Problem & Situation

Gaining insight into marketing cost and in turn optimising marketing spend to gain the most out of each campaign or activity. Our client wanted to have data-driven answers to these questions. Knowing where to play and where to invest, finding out what sources are most effective to achieve certain KPI’s.

Solution

We executed a multi-layered project, starting with the design of a comprehensive ETL (Extract, Transform, Load) process to consolidate various data sources into a complete overview. We then went on to create an easy to use dashboard that provides stakeholders from multiple layers within the organisation, with actionable insights.

Outcome

The marketing dashboard facilitates an optimised marketing strategy by aligning spend with strategic goals. It equipped the marketing manager with the tools needed to control spend and strategic direction. At the same time, marketers are fed with the information they need to run a tight tactical operation. One interesting insight revealed that while certain social media channels can generate a high number of impressions, they don’t always deliver the desired results. In fact, they often attract a lot of unwanted attention to the website, leading to an increase in requests and questions that did not contribute to business growth and instead added extra costs.

Customer 360 view

Problem & Situation

The company we worked with, operates in the B2B space. They have a powerful online platform, where they sell their products. The digital team wanted to have a centralised hub that would give them a 360 overview of their online and offline marketing efforts. Ensuring that messaging across platforms is consistent and complementary to each other. Gaining multi-channel control of the customer journey.

Solution

Chapter Data did a deep dive into the company to provide them with a complete documentation of all data sources. Next, an ETL was set-up to collect and transform data automatically and at scale. This input was used to create a dashboard that gave the team full control on marketing activities and influence outcomes across platforms. As their innovation partner we’ve provided the client with a roadmap how to become fully data driven. Outlining projects on our impact versus effort matrix.

Outcome

Using the newly gained insights and centralised structure enables our client to increase the effectiveness of their marketing strategies. Harmonising across platforms and gaining more insight into their customers. Paving the way for a future recommendation engine on the platform.