Insights: Data-Driven Business

Novicell Insights collects, combines and uses data to create value for your business

Three simple steps to make your business more data driven

Do you want to make your business more data driven? Novicell Insights is a three-step business development process that collects, combines and uses data to create value for your business. Each step raises the level of the value your organisation can extract from business data. 

Step 1: Data insights – collect, analyse and consolidate your data

In the first step of Novicell Insights, we focus on the digital channel. That is websites, social media, online advertising, newsletters and so on. The purpose of this step is to collect and consolidate your data in one system so that it can provide a clear overview of performance. The process involves building a data lake with your essential business data from the digital channel. It gives you ownership of your data and makes it possible to model it so that it can be evaluated against other data and sources.

Next, we put an automated reporting layer on top so you can extract data and visualise it to constantly track your digital KPIs and PIs. Novicell uses Power BI for automated reporting and to give you an overview of your efforts. It is therefore also in Power BI that you discover which bets provide the most value.

Why should you become data-driven?

You get a constant overview of performance

You can trade in near real time on business data

You can show your efforts and results to the organisation

You can prioritise according to the effect on KPIs

You can show leadership around data-driven business

You can save time preparing reports

Example of sources and flow



Centralised data for a holistic performance overview

In the video, Albumedix® shares how they use the Power BI report that Novicell has built for them.​


Step 2: Data Actions – put your hypothesis to test

In the second step of Novicell Insights, we begin to collaboratively identify optimisation hypotheses and test them. With the performance overview from step 1, we can see what effect a given test has on your PIs and KPIs.

The hypotheses are selected and targeted to be executed subsequently. This means that it is not just a matter of gaining insight into your business and your target group but following up with an action plan that uses these insights. Then we implement the actions that show the greatest business potential.

Output from step 2

Step 2 constitutes a specific working method which is based on:

Identifying opportunities/actions that will increase performance

Implementing actions with the highest ROI – e.g. marketing automation flows

Testing, measuring, learning - repeat

On a more concrete level, we will work according to the following use cases:

Improved business results

Improved KPI and PI performance: eg sales, leads, conversion rates, basket size and traffic

More customers kept active by marketing automation flows


Try a demo of Novicell Insights

Try a free demo of Novicell Insights which contains a selection of the standard reports that come with Novicell Insights.

You can access both a demo based on e-commerce and contact inquiries (leads) as the most important digital KPI.

I would like to try an Insights report

Step 3: Data-driven business – create new value for your company

In this step of our business development process, we expand your insights and actions to other areas of the business, as well as across your customer journeys. This step makes it possible to create actual data-driven business. Use cases here are more demanding, but also have a much greater impact.

Because we now take a broader perspective on business, it is necessary to integrate other data sources, including your core business systems and external sources. The analysis tools are also more complex and involve machine learning and AI, as well as automated execution applications.


Case study: Molslinjen

Customer insight and marketing automation on a solid data basis 

With the solution in place, Molslinjen can easily do campaign segmentation in CRM dialogue tools based on customer-specific data on purchased tickets, trips made, passengers, vehicles, online behaviour, purpose of the trip, etc.

Based on data, Molslinjen, together with Novicell's business intelligence department, has built an advanced marketing automation engine and data warehouse for BI and analyses.

With the engine, Molslinjen can, for example, use segmentation data and create campaigns targeted at guests based on geography, adapted to customers' travel patterns, holidays, weather, concert start and end times, etc.

Read Molslinjen case study here

If you want to hear more about Novicell Insights, please contact me.