Interview of Guillaume, founder and CEO of DataMa
Founder & CEO of DataMa
Q: What is the core business of DataMa ?
DataMa was created in October 2017 following a simple observation: there is a real shortage of data experts with a dual technical and business skills. A study conducted in the United States showed, moreover, that in 2018, more than 190,000 people were missing to analyze the data generated by the companies. To fill this gap, we have developed and offer turnkey analytical models for companies that need to enhance their data in order to optimize their business decision-making processes. DataMa is positioned on a very recent segment of “Analytics as a service”.
Our ambition is to be able to offer, in packaged or SaaS license, analytical models that allow companies to answer common but sometimes complex analytical questions. We complement these solutions by advising our clients on the monitoring of their performance and the preparation of their reporting tables. Concretely, our job is to make accessible to the decision makers of a company all the power of the data science reported directly to their business issues.
Q: Today, what are the needs that you respond to?
The principle of “Analytics as a service” allows companies to avoid time-consuming and costly implementation that also requires an IT migration or training. In this context, we offer them solutions“Plug and play” that created value from their data and give it back in a simple, understandable and visual way so that they can identify and quickly define the impacts and issues, as well as the decisions to be made. Our idea is not to replace tools that already exist on the market but to supplement them. Our analytical models are thus available from our SaaS platform as well as an extension of the data tools of the market. Companies can load (or connect) their data to run our models and retrieve output, an extraction for a dashboard, a graph, a textual synthesis of the analysis, all of which can be integrated directly into the main visualization tools available on the market. Because we are not intended to replace data aggregation or visualization tools, DataMa intervenes between these two layers in the data valuation chain and provides an analytical layer that is generally the result of data scientists and analysts work. With our tools, we give the opportunity to accelerate this work so that these peaople can focus on tasks with higher added value such as the constitution of datasets, the analysis of the results or the definition of action plan.
Q: Currently what models do you offer?
Our analytical models are mainly used in the field of web analytics by web advertisers, such as Pierre and Vacances-Center Parcs, Voyage Privé, AccorHotels … They are also used by many consulting firms in Paris, such as Converteo, EDDO … to accompany and advise their own clients. Today we offer three models.
The first COMPARE DataMa is a tool for quickly identifying and understanding changes in a company’s performance. DataMa COMPARE thus makes it possible to better identify the factors causing the rise or fall in sales performance, a marketing campaign, websites or conversion rates … DataMa COMPARE reports the results in the form of a cascading chart very simple to interpret by the decision makers. The analyzes provided by our analytical model are based essentially on the company’s encrypted business data and the associated dimensions usually collected by management ERP, Excel spreadsheets, Google Analytics, ContentSquare …
Our second tool, DataMa PIVOT, aims to identify which of the available dimensions have the most impact according to the performance taken into account. With DataMa PIVOT, a company can, for example, see the impact of the regional dimension on an average shopping basket on its e-Commerce site … This approach allows companies and its decision-makers to identify the dimensions on which to act and focus to maintain or even optimize performance. We have just made available our third tool, DataMa IMPACT to measure the additional impact of marketing campaigns on the company’s income or to analyse AB Test results. For this last tool, we benefit from an innovation grant from the BPI.
Q: At this stage of your development, what are your main challenges?
The main challenge is to find a distribution mode capable of meeting and covering all the needs and expectations of companies. In parallel, we are working on the development of synergies and partnerships with data science platforms and visualization tools to simplify and facilitate the deployment of our solutions directly to customers. In this logic, we also have an important pedagogical work to do in order to make businesses aware of the “self-service” mode and tools of data. We collaborate with firms to help companies become more “data driven”. The idea is also to develop a network of DataMa certified partners to distribute our solutions and train companies to our tools. Finally, it is also about developing and enriching our bank of analytical models. Even if there will always be some models developed directly within companies, the idea is to be able to provide at a lower cost, ever more powerful and intelligent analyzes, by further simplifying the methods of interaction with companies. analyzes (including developing the concept of Augmented Analytics)
Q: What are the next steps for DataMa?
In 2019, we joined the start-up accelerator of Île-de-France, WILCO. Our goal over the next 3 years is to develop and retain a portfolio of repeat customers and become a key player in the AaaS. To achieve this goal, we need to be able to surround ourselves with the right profiles and skills in DataMa’s business and technical development. Finally, we are also thinking about international deployment and development with ongoing discussions with players, particularly in the United States.