Publiceret: 14.09.2017Af Felix Bekkersgaard Stark mail
Danish companies can reap major benefits and create more growth if they utilise the large amounts of data they have at their disposal.
Now a wide range of companies and research institutes are collaborating with the Confederation of Danish Industry on the project ”DataForBusiness”, which aims to increase the use of data in Danish businesses.
To that end, a new online test has been developed, which makes it possible for companies to check how they can use existing data to develop their business. Around 500 companies are expected to take the test, but everyone is invited.
“If you take the test, you can also opt to get further help from one of the companies that is part of the project and thereby get additional clarification of where the potential lies,” says Director Adam Lebech of the Danish ICT and Electronics Federation.
Try the test here
The new test went online 5 September, and Marketing Manager Christian Bech Petersen from Peter Larsen Kaffe is among the first to complete the test, which takes about 20 minutes to fill out.
“It gives a good overview of your company’s strengths and weaknesses. In order to complete it, it’s best to know a little about the entire company. For example, I filled in the section on data usage in our supply chain, even though I mostly know about data usage in our marketing department. What is probably characteristic for most SMEs is that they have islands of data that aren’t necessarily centralised,” says Christian Bech Petersen.
He believes that the test provides a good overview that can be used as a first step for many companies who do not themselves have the ability to create an overview of their data and data usage.
“The test shows us that we are fairly average in relation to the total responses. In some places we fall outside the average. For example, we score lower in the extent to which data is included in our future business model. That could have to do with the fact that our end product is ultimately a food, which is not consumed as 1s and 0s. But that does not mean that there are not still opportunities - for example, a data connection to the coffee machine that tells you exactly how this coffee should be brewed optimally. That is certainly something we could benefit from delving further into,” says the marketing manager.
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The test and the entire project “DataForBusiness” is based on experience from two ongoing research projects about big data, with DKK 14.5 million in funding from the Danish Industry Foundation.
One project, titled “From big data to big business”, is led by Thomas Ritter, Professor of Marketing Strategy and Business Development, and focuses on using data to provide returns for the companies.
“If data gives the customers value, they should also pay for it. If they won’t, it isn’t creating enough value,” says Thomas Ritter.
He believes, however, that there is big potential for utilising data to create added value for customers in all sectors.
“It can take a bit of time for companies that manufacture physical products such as furniture to adjust mentally to the idea that data can create value. And the skills that are needed to use data are often spread out across several disciplines, so it can be difficult on a practical level to realise the ideas,” says Thomas Ritter.
According to the professor, Danish companies have an advantage compared to companies in other countries.
“The structure is more horizontal in Denmark, and there is a greater tradition for communication across fields. But on a busy workday there is not always time for that, even though everyone wants it to happen,” says Thomas Ritter.
As a part of the research project, he has therefore organised workshops with companies, where employees with various areas of expertise have been brought together.
“It facilitates the development and clarification of ideas when everyone is present and can contribute constructively. Of course, one workshop does not solve all one’s problems, and companies therefore need to make their own plan that involves the right people and gives them time to achieve the goals,” says Thomas Ritter.
Download a free guide to data-driven growth here (in Danish)
The research and the 12-month programme “DataForBusiness” is a collaboration between the Confederation of Danish Industry and the organisations Networked Business Initiative, Copenhagen Business School, Technological Institute, the Alexandra Institute, IBM Denmark and a range of central IT consulting companies such as EG, Kapacity Advectas, Mjølner, itelligence and BusinessMinds.
The project is based on the experience of two ongoing research projects about big data, with DKK 14.5 million in funding from the Danish Industry Foundation.