Joining the Dots to Find Beauty in Big Data
Newly-created Wellington agency DOTlovesdata is taking a unique approach to the big data phenomenon by using data to
create compelling “stories” that benefit business.
A mashup of creatives and data scientists, DOTlovesdata specialises in matching raw data smarts with storytelling to
power performance.
DOTlovesdata co-founder Jason Wells said the biggest issue facing businesses wanting to get more out of big data was
turning insights into action.
“There’s a disconnect between data and decision-making. Big data can be too big, too daunting. Businesses are drowning
in data – they can’t see the real insights that matter. We’re joining the dots to translate data into a story –
something that resonates – and presenting it in beautiful ways. Unless data is brought to the fore and presented in a
compelling way, people won’t take notice.”
DOTlovesdata’s blending of data science and creative storytelling has inspired a new and unique take on big data.
“The process of collecting and analysing data often takes too long and the insights delivered are too vague. When
businesses get mired in process they usually aren’t in a position to respond to changing circumstances and opportunities
quickly.
“So we’ve specialised in what we call ‘smart data’ combined with smart storytelling to allow businesses to make smart
decisions.”
DOTlovesdata is also busting the myth that data alone should drive decisions.
“We’ve always been in the currency of gut feel and ideas in our careers in marketing and advertising,” said Wells.
“Big data is powerful but it’ll never replace ideas – it simply means you’ve got better insights to guide ideas.”
Another key point of difference is DOTlovesdata’s business model.
“We’re a product business, not a service business,” said Wells. “We’ve built eight B2B products to date, which we’ll be
taking offshore soon, and more will be coming online.”
The products themselves are tailored to a range of specific business needs, from identifying which customers are the
most connected to giving companies early warnings on customers thinking of leaving.
But the way in which the data was interpreted and presented remained the crucial aspect of all the products, said Wells.
“It all comes back to telling the story – simplifying the data that’s been collected, analysing it and presenting it a
way that’s visually engaging.
“CEOs, CFOs, these people tend to be time-poor, so they need to see what the data is telling them and be able to make
decisions very, very quickly.”
ENDS