 In blogs 1 and 2, Lisa Gingell, Director and Founder of 3-Eight Communications discussed the role of Communications Consultants and how they can aid digital strategy design and creating the digitised customer.
Here, Lisa explores the role of the data translator - the communications consultant - for digital strategy design and its importance in the energy industry. We all know that consumers are becoming more digitised; they favour online and mobile communication methods, with a desire for instantaneous information, wearable tech and in-home connected devices. As a result, switching utilities providers is becoming increasingly simple and commonplace. The average consumers understanding of energy consumption and its growing cost to their business (and home life) is creating a natural desire to change how they operate buildings and systems at work and at home. Along with this, consumers have a ‘need’ for digitised services that can show, influence, help and truly benefit their business bottom line. Within the energy industry, suppliers, brokers and energy management systems providers have an opportunity to collect a vast array of data. Data can be collected from almost anything, from consumption patterns to time of day use, building and equipment operational hours to maintenance and fault statistics, human behaviours and actions. But there is no benefit to data being collected if there is no purpose or point to this data collection…this is where the data translator, the communications consultant, rises to the challenge. The role of the data translator is varied, in-depth and hugely beneficial to a business.
The data translator is essentially a communications professional that must be many things, from a leader to a communicator, product marketing manager and industry expert. The data translator should have a strong business background, a passion for building a data-driven business strategy and a high level understanding of what data and data science could be used for. For a true digital customer experience in the energy industry, businesses should embrace the data translator, someone who understands the industry, the business and the customer needs; and that can most importantly articulate how data can be interpreted. The translator ensures for a better customer experience that utilises digital interfaces to drive engagement and longevity of use. Delivering solutions to the digitalised customer that will drive revenue for their business.
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 In part 1, Lisa Gingell, Director and Founder of 3-Eight Communications discussed the role of Communications Consultants and how they can aid digital strategy design.
Here, Lisa discusses the role of IoT, Big Data and how a digital strategy creates the digitised customer. According to the predictions from IDC FutureScape, 2019 is the year all digitally transformed organisations will generate at least 45% of their revenue from "Future of Commerce" business models. IDC defines The Future of Commerce as “The application of 3rd Platform technologies and AI (artificial intelligence) to fundamentally change the way commerce is done between individuals, organisations and things; and deliver outcome-based products and/or services through business model innovation.” This is where IoT and big data rise to the challenge, 2019 is the YEAR. But it really comes as no surprise, that big data and the Internet of things is in the limelight because creating fantastic opportunities for businesses to be more digitised and offer new customer experiences is at the forefront of business expectations. The opportunity lies in how businesses store, use, interpret and display the data. And also what solutions are provided that solve customer problems and increase efficiency, this will decide how successful the new digitised business or product/solution offering will be. As every business activity creates a digital trace (consumption patterns, cost fluctuations etc) the analysis and interpretation of this digital trace can deliver information to create solutions for an effective new world energy management and utilities procurement. This is where the data translator (and the communications consultant) can make a tangible difference in the new age of IoT and Big Data. One of the most frequent questions I am asked is how communications experts can support the big data and IoT dream, here’s how:
What does the future hold? Whilst data scientists are seeing a phenomenal increase in demand to process big data sets, create algorithms and reveal trends as well as develop machine learning and AI applications, it is likely that the data translator, the communications consultant, will emerge as the one that can help make the new digitised business model a reality. |
AuthorLisa Gingell Archives
May 2025
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