Danoz Direct is a multi-channel consumer products company specialising in sales of fitness gear, household goods, health and beauty products and accessories.
An Australian subsidiary of the Canadian multinational, Thane Direct, Danoz Direct launches products through direct-response television and has various distribution channels.
The company advertises its products on a variety of media networks that drive traffic to its various channels including an in-house call centre, website and major retailers like Harvey Norman, Big W and Harris Scarfe.
In 2016, Danoz Direct had an issue with its reporting systems. The company had grown quickly and its various systems were fragmented.
Chief financial officer and director Ian Wainer said the systems were not integrated. “There was an online platform, an order system, Microsoft Dynamics GP and a telephone management system, all of which were on separate databases,” he said.
“As with most businesses, the information is all over the place and you haven’t got all your data in one place so that you can easily overlay information and do multi-dimensional reporting.”
Wainer said one of the big issues he noticed was the amount of cutting and pasting in Excel due to different sections of the company trying to communicate, without much success.
“When I arrived here, I noticed people were spending most of their time in Excel and not really doing their jobs,” Wainer said. “The information coming from one person in the organisation was different to the information coming from another. They were looking at different parts of the system. ”
“As we all know, Excel is only as good as the creator of that Excel spreadsheet so I said, ‘This is crazy’.”
A colleague of Wainer’s in the UK introduced him to Jedox consultant Robert Thew, Director of DataVerse Solutions.
Thew transferred all data from Google Analytics, Microsoft Dynamics GP, the order management system, the online platform, the telephone management system and sell-through data from major retailers into a MS SQL-based Data Warehouse.
The brief was to combine all data sources into one database. “I said ‘Here are all the data sources’ and we drew it on a big board,” Wainer said. “I told him ‘this is what we are trying to do, we are trying to bring all this information into a single place and I want to be able to overlay this information, these are the key metrics’.
“He just went away and built it.”
Thew then introduced the company to Jedox systems. The result was transformative.
“The CEO and I made a decision and we have never looked back,” Wainer said. “We have information now that’s updated in real time every 15 minutes and we know exactly what our key metrics are by channel.”
He said adopting Jedox required some training but it wasn’t onerous. All staff were trained, including Danoz chief executive Liz Diles.
“We have trained all senior executives,” Wainer said. “We have five concurrent users. We are now organised.”
He said the change had benefited the company enormously.
“We have one version of the truth - a single point of entry and visibility of our key metrics on a 15-minute basis,” he said.
“It’s certainly helped us improve conversions and average transaction values and thereby increase sales. It’s also helped us to optimise our media performance by measuring what media is working and what is not. We are right down to hourly reporting.”
Wainer said working with Thew from DataVerse was revolutionary.
“He is regarded as royalty when he comes here, from the executive officer right through,” Wainer said.
“What’s unique about Rob is that he sat in my chair, he understands the numbers and he has this other aspect to himself in that he is a data guy who understands databases and tools.”
Wainer said he showed his boss in Toronto, the global CFO, and he liked the system so much that DataVerse is now replicating the process for the rest of the group.