New Wellington agency puts a fresh spin on big data

DOTlovesdata is a new Wellington based agency that works with a business to turn big data insights into positive change.

Jason Wells, DOTlovesdata co-founder, says businesses are wanting to get more out of big data but are struggling to use insights to action change. Therefore, the agency focuses on creating 'stories' from raw data.

"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," says Wells.

"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," he says.

DOTlovesdata says blending data science and creative storytelling is a new 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," says Wells.

Furthermore, DOTlovesdata works on the belief that data alone shouldn't drive key business decisions.

"We've always been in the currency of gut feel and ideas in our careers in marketing and advertising.

"Big data is powerful but it'll never replace ideas – it simply means you've got better insights to guide ideas," says Wells.

Another key point of difference is DOTlovesdata's business model, says the agency.

"We're a product business, not a service business. We've built eight B2B products to date, which we'll be taking offshore soon, and more will be coming online," says Wells.

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.

However, the way in which the data was interpreted and presented remains the crucial aspect of all the products, says 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," he says.