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Traditional business intelligence has been based on retrieving data and feedback that affects daily business operations through passive methods or unsolicited feedback. Operational Business Intelligence (OBI) is a more active process that involves examining and evaluating a business’s typical processes in order to obtain data that helps with making timely tactical decisions. In rapidly changing technology industries, OBI provides methods for quick and efficient reactions to dynamic systems. In this article, Hiruy Amanuel and Feleg Tsegaye discuss OBI and how it can benefit your tech business.

OBI Reveals Fresh Insights

Comprehensive customer data compiled in real-time provides immediate insights into a wide variety of customer preferences and product usefulness. OBI methods also provide fast feedback regarding marketing strategies and sales techniques. Small adjustments to different product and marketing variables can be evaluated quickly, and results measured for specific variables.

How OBI Helps Power Deliver Addis’ On-demand Services in Ethiopia

The world of on-demand revolves around planning for the unexpected, and in markets like Ethiopia, Deliver Addis leverages OBI extensively to help predict, plan, and allocate resources in real-time. “We leverage a great deal of information including real-time traffic on our platform to predict upcoming order volumes, and historical trends in orders from each of our vendors to allocate drivers across the city and assist in forecasting staffing,” said Feleg Tsegaye, Founder and CEO of Deliver Addis. The data collected throughout Deliver Addis’ operations can then be leveraged to help optimize routes and save fuel, as well as assist restaurants in buying the right amount of stock to ensure they don’t run out when customers are at their hungriest.

Improved Customer Impressions Through Ratings Management

Consumers in the digital age require all manner of digital information when making buying decisions. They look at ratings, reviews, and opinions from other customers on virtually every product to drive their purchasing opinions. By using OBI techniques, your business can evaluate how customers rate their experiences with your products and services and work to drive customer perception in positive directions.

OBI Improves Financial Performance

The central focus of every startup is financial performance. Managing cash flow and overhead promotes growth and sustainability. OBI can help analyze financial sales and costs information in order to identify cash flow problems and other losses that might be addressed with rapid adjustments. Meaningful short-term reports can be beneficial in heading off situations before they become large problems.

More Efficient Marketing Efforts

Many OBI methods focus exclusively on marketing. Data collection and analysis can reveal the strengths and weaknesses of different conversion strategies and sales strategies. OBI reports can look at market-wide sales or can focus on discrete areas and sales methods. Analysis reports can show the results of A/B testing in different markets for any number of variables. This process allows for fast and accurate testing of how small changes in marketing can make significant changes overall, whether positive or negative.

Improved Customer Loyalty

Maintaining existing customer relationships is the lifeblood of most companies. OBI can segment your customer base and seek feedback from each type of customer to evaluate positive and negative interactions as they occur. Providing customers with a way to quickly and easily provide feedback and to get a resolution to any problems they might have are the bedrock of quality customer service and brand loyalty.

Increased Employee Performance

HR departments can take advantage of OBI techniques to improve employee performance and satisfaction. Data related to sick days, absenteeism, overtime and other variables when compared to productivity can reveal insights that might never have been observed otherwise. OBI can also assist with analyzing employee training, and in documenting issues related to discipline or recognition for outstanding performance.

 About Hiruy Amanuel

Hiruy Amanuel is an IT entrepreneur and cofounder of Gebeya Inc and Gebeya Media. His businesses are active participants in the emerging and thriving tech industry in Ethiopia and across all of Africa.

About Feleg Tsegaye

Feleg Tsegaye is the founder and CEO of Deliver Addis, a logistics and delivery company based in Addis Ababa, Ethiopia.

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