Knowledge is a vital resource within companies. And because of this, Marketing Intelligence became a source of several competitive advantages. It is even considered by many specialists to be the single most valuable commodity organizations can have.

The more technology develops, the greater and more varied data-collecting alternatives become. In fact, countless terabytes are produced daily which are not always taken into account.

However, data by itself could be a more useful resource. It is necessary to analyze and understand to be able to create practical applications.

In this sense, Marketing Intelligence is a strategy that collects data and information to be analyzed later, allowing managers to make decisions with higher success rates.

Marketing Intelligence is the link between theory and practice, to put it shortly. Thus, there is analysis and preparation of an action plan with the definition of strategies to achieve the most varied objectives.

In this way, the digital transformation provided extracting knowledge with the collection and analysis of data. And, it is an essential resource for organizations to expand in the market.

With that in mind, find out the Marketing Intelligence trends to keep an eye on in 2023

Hyperautomation in Marketing Intelligence

Let’s start with a trend that started to be highlighted in previous years, and continues strong for 2023.

Hyperautomation favors Marketing Intelligence by automatically collecting data. In this way, automation should be considered broadly and employed in different types of business processes.

In fact, hyperautomation should be understood as a fundamental tool for data management. After all, it combines artificial intelligence, machine learning, and process automation.

Thus, industrial activities become even more agile, allowing managers to identify bottlenecks and adjust them to increase process performance, making them more assertive, and reducing costs and expenses.

In addition, these technological resources enable the creation of customized and automated panels to capture relevant data about your business objectives.

Decision Intelligence

Decision Intelligence is another trend to watch out for in 2023. In fact, it is capable of changing the way people make their decisions, regardless of the function they perform.

Basically, this method applies artificial intelligence in the decision-making process of all areas of a company.

By doing so, it brings together a set of tools that aims to design, model, align, execute, monitor, and adjust decision processes. In addition, the focus is always on results and meeting commercial objectives.

In this sense, Decision Intelligence expands the information processing capacity required by strategic decision-making. And, as in hyperautomation, it also features a combination of artificial intelligence and machine learning.

In addition to improving business performance, this tool allows you to optimize departments.

Gartner warns that 33% of large organizations will be using Decision Intelligence for decision making by 2023. However, it is worth mentioning that Decision Intelligence is transformative for strategies in companies of the most diverse sizes.

Big Data Analytics

It is not new that Big Data tools are important for organizations. And it continues to be a trend for 2023 as it provides better strategic decisions, better operational process control, breadth of knowledge about customers, and cost reduction.

Just like Marketing Intelligence, Big Data Analytics enables an analytical culture where decisions are made based on real and pertinent data and information.

In fact, this is a tool where the more data generated, the greater the opportunities to understand and take advantage of the consumer public dynamics.

Big Data Analytics allows companies to anticipate changes that will occur in the market in which they operate.

This is especially true when considering a Data-Driven culture, where management is data-oriented. This means management is guided based on analyzed and concrete information obtained by monitoring the market in real-time.

Decentralized data management

In fact, the world will become increasingly globalized. Companies are present in several locations, even more so with the increase in home office activities.

This is why decentralized data management is another great Marketing Intelligence trend for 2023. If, previously, all data was stored and maintained by the IT department – a very costly information gathering process -, today, we have data decentralization.

Access to data and information becomes much easier and widely available, favoring all sectors and departments.

In this way, demands are answered more quickly, providing each process with essential information and data for its particularities.

In addition, digital transformation allows companies to adopt low code tools, which can be customized according to each business’ requirements.

This ensures autonomy and flexibility for professionals to analyze data according to the specific objectives of each department, considering the business’ strategic objectives.

Data governance

This Marketing Intelligence topic relates to the people, processes, and technologies used in data acquisition, archiving, and usage.

With the legal requirements arising from Data Protection regulations such as the LGPD, data governance is not just a trend, but a requirement. The use of data must follow a series of enforced rules so that your business is not penalized.

Because of that, data governance refers to the implementation of rules and structures to manage, monitor, and protect information, providing greater control and organization over business strategies.

Among the main advantages of data governance are reliability, risk management, organization of information, and better decision-making.

Real-Time Analytics

As everything changes very quickly, Real-Time Analytics is undoubtedly a strong trend in Marketing Intelligence, and not only in 2023 but for years to come.

In fact, the growing and rapid changes brought about by technology, and especially by social networks, have made analytics not only a way to take advantage of opportunities, but also a resource for developing preventive measures.

In this sense, the use of customized dashboards provides much more agile and assertive response actions.

Undoubtedly, digital transformation has brought with it this high speed of access to the necessary data and information.

Currently, it is basically unthinkable – and frustrating -, to have to wait more than an hour to get an answer to a question, for instance.

Other technology trends

Undoubtedly, technology as a resource is present everywhere in our daily lives. Therefore, we will be making increasingly more use of the internet of things, virtual and augmented reality, blockchain and 5G, among other resources.

Likewise, there will be more focus on immersive customer experiences with the use of the metaverse, tokens, NFTs, and dCommerce.

Another issue pointed out by Gartner is sustainable technology. This trend uses traceability, analytics, management software, and artificial intelligence to monitor a company’s sustainability.

Here at Neomind, we are always attentive to trends and Marketing intelligence to better serve our customers. What about your business, is it ready for the future?

Here at Neomind, we walk along your business as true partners. So, if you have any questions or would like to contribute with previous experiences, let us know in the comments!

Using machines to perform human work is not a recent practice, but technological advances brought more and more new alternatives and tools capable of improving performance within companies, being adaptive and versatile to follow constant and rapid market changes.

Companies have implemented several software systems capable of automating their tasks, contributing to digital transformation, and achieving their set goals.

In recent years, the acronyms DPA and RPA have gained prominence for their importance and for the competitive differential they can generate. But after all, what are RPA and DPA and how can they be used in your company? Read on, and check it out!

What is RPA?

Do you know those routine, repetitive tasks, such as sending charges, logging into an application, searching sites like SERASA or Receita Federal, verifying forms, updating spreadsheets, and copying data, among others? With RPA you literally have a robot to perform them, without errors and working 24 hours a day.

Robotic Process Automation (RPA) is a technology where automation is accomplished with software-robots capable of simulating and perfectly reproducing repetitive human actions. Basically, all you have to do is to configure the robot, and it performs the set tasks based on rules, which increases productivity, reduces errors, and gives employees the opportunity to dedicate themselves to strategic efforts and make a difference within the company.

By being able to communicate with other systems, RPAs speed up processes and reduce the overall workload. Using Machine Learning and Artificial Intelligence, it automates repetitive tasks to ensure they’re completed with consistency, accuracy, reliability, and superior speed, without requiring breaks. It can be used in various departments within a company, as long as its processes are based on rules.

Robotic Process Automation is a very simple tool, capable of being adapted to the infrastructure and systems that any given organization uses. It’s common to find low-code RPA platforms where the user himself can create his own robot with little or no help at all from the IT department.

What is DPA?

Digital Process Automation (DPA), uses different technologies to automate steps, activities, and tasks to help with a company’s processes management (BPM) from end to end, providing a broad, integrated overview directly related to the organization’s objectives.

Based on BPMN principles, with DPA processes mapping and automation is performed from end to end, which means that the activities are carried out in a simpler and standardized, logical, and collaborative way. Since the interactions and responsible parties are well defined, the tasks are completed in a correlated manner, regardless of whether they are sequential or parallel.

Another usefulness of DPA is its information recording capability, which allows performance analysis to be carried out assertively, spotting bottlenecks, reducing cycles, and facilitating process management and monitoring.

To learn how to map or understand where your company is in process automation, access this ebook and improve your processes.

What are the differences?

Now that you understand each of these tools, let’s go deeper into their differences.

First, we need to clarify that their main contraposition is in their applicability. While RPA is about automating tasks, DPA can be used for complete processes and workflows, including those that are long and complex, because it has the ability to map and automate steps from start to finish. Processes are represented with BPMN notation, including interactions between actors, enabling clearances, and decision rules configuration. DPA is much broader, as it works with the entire process, involving several sectors and users.

Thus, Digital Process Automation standardizes procedures, improving or creating a new process that follows a certain execution logic, facilitating communication between departments, allowing employees to interact more assertively with the systems and perform their activities quickly, with information traceability, secure data storage, and the ability to monitor the entire process and the interactions.

Another difference is that DPA allows human interaction with electronic forms, while RPA works with specific, repetitive, and costly tasks, has a shorter duration, and user interaction is non-existent.

In short, DPA automates and RPA robotizes, but both exist to boost the company’s performance and take its digital transformation further.

How to use DPA and RPA in my company?

Okay, now you understand the differences between the two, but a question remains: can I use both tools? How do I combine their execution to optimize our work routine?

Processes that use DPA rely on RPA for repetitive or time-consuming tasks, benefiting and speeding up the process. For example, within a given sales process that has been mapped and automated, it’s possible to configure a robot to complement the data of a registration where the address is based on the zip code of the street, so when the user types in the matching numbers, the robot queries the Post Office website, and in a matter of seconds it fills in the related address fields such as street and district names. This is just one example of the many functions that the tools are able to provide when complementing each other.

Finally, it’s essential to continue measuring the performance of the processes that were automated with DPA, both to enhance their flow and to find other tasks where RPA could be useful.

Both tools have rapid development, standardize activities and workflow, have easy integration with other systems, have data traceability, reduce errors and costs, and enable performance analysis.

Want to test DPA and RPA?

Companies are increasingly emphasizing the focus of their intellectual capital on their core business, leaving for software everything that is not considered essential, especially those activities that do not require decision and are repetitive.

It may seem complex to know which processes should be automated within your company, so it’s important to rely on a complete tool and experts who understand your needs and implement it correctly to improve the results obtained.

Fusion Platform is a complete, user-friendly, and low-code platform. And the best of all is that you can test Fusion for 15 days for free and understand in practice how DPA and RPA can be important tools for your success.

Change is more and more common and necessary in the Information Technology (IT) sector. Due to numerous new developments coming from the workforce, organizations put themselves in a position of frequent transformation to meet their customer’s needs as well as their own ones.

It’s precisely because of the importance and criticality of change processes that methods guided by quality standards must be used; after all, this entire process must be carried out effectively and efficiently to reduce the impact of possible unforeseen events. Thus, the professionals in corporations opt for methodologies such as ITIL (Information Technology Infrastructure Library), which is an international standard for IT service management and meets the ISO 20000 standard.

Regarding change management methods

ITIL encompasses procedures for better user and customer satisfaction. According to ITIL, a change is the addition, modification, or removal of any task that will impact IT. Often, a change is an event that is previously authorized, analyzed, and will bring some kind of value to the organization and its customers.

The demand for change can come from an employee or a user who finds it necessary. It can be classified as

• Emergency change: which would be an impediment to production and tends to be more uncoordinated and with a high chance of failure; or
• Standard change: which has low risk, a pre-established process, and it’s documented step-by-step.

The goal of change management is to establish a pattern of procedures to manage the need for necessary transformations in an agile and efficient manner, so as to minimize risk and the impact that changes bring to an organization.

While no practice or methodology can 100% guarantee success, they can help manage risk and secure IT services against potential unnecessary errors.

How does the process of change take place?

It all starts with the analysis of the requests for change. After that, the commitment to meet certain demands must be defined, while still meeting other business needs. Then we come to the approval and scheduling phases, ensuring that those involved are aware of all the necessary actions that will put changes into practice.

It’s important to emphasize that change is something that must be planned, which includes not only implementation cycles, but also testing and correction cycles, reducing the chances of failure when a change is applied to the production environment. Documentation also plays an important role, ensuring agility for future similar demands.

Importance of the change management process

Planned and structured change helps minimize potential risks that come with it. At the same time, it brings significant benefits, such as aligning IT with organizational interests and increasing responsiveness to change, thereby improving staff performance for future innovations.

Commonly, one of the biggest challenges during change management process is the resistance of those involved. Many choose to continue to perform tasks in an inefficient way, but that they are already used to.

We emphasize that change management also plays the role of transmitting confidence to these people, since an efficient schedule involves commitment from those involved to maximize the team’s potential to adapt to the new ways of working.

Miscommunication can create a lack of trust among those involved, and uncertainty will cause difficulties in embracing change. Employees need to be aware of what is going on, and avoid feeling disconnected and not aligned with the change objectives. And this is only possible thanks to the change management process, which understands that communication must be constant, as the whole group can help with valuable ideas.

In conclusion

Without a doubt, change management is an important business strategy. Maturing this process is a long way to go, but by achieving excellence in it, the organization becomes able to promptly meet its needs, adding value to itself and remaining competitive in the market.

At Neomind, we make available to our clients the Change Management Accelerator, making organizational processes agile and productive. This accelerator is concerned with the management of a change cycle within the context of IT asset management or beyond. To do this, it generates the necessary controls for impact analysis, change planning, configuration management, and predictability. To learn more, please visit our website or contact us.

How many times have you been frustrated because you felt you had too much to do and spent the whole day starting all those activities without finishing any of them? Or, because you didn’t know what to prioritize, you started several tasks and finished those that seemed easier, but that actually weren’t so urgent and important?

Despite our to-do lists being different from each other, we all have the same goals: to get as much done as possible. To do this, you need a better way to manage your time and activities. In this article, we will focus on activity management and talk about task organization.

We’ve put together 6 tips to help you stay organized and, of course, complete your activities. Check it out!

1. Know how to prioritize

Prioritization is the first item when it comes to task organization. It’s no good trying to multitask believing that you can do several things at the same time. You can, but in the end, you won’t get anything done right!

When you need to prioritize tasks, a great tip is to separate what is urgent from what is important. Eisenhower’s Decision Matrix is widely used for this purpose. Eisenhower was the 34th president of the United States and the owner of a famous quote: “What is important is rarely urgent and what is urgent is rarely important.

Before we go to the decision matrix, it’s important to understand that urgent means that a task requires immediate attention. That which is considered important, on the other hand, deals with things that contribute to long-term goals, mission, values, and objectives.

Thus, in Eisenhower’s Decision Matrix, there are:

• Urgent and important tasks: in task organization, these are the tasks that require our immediate attention and contribute to the achievement of goals.
• Non-urgent and important tasks: activities that do not have an urgent deadline, but that, nevertheless, help you achieve your goals.
• Urgent and non-important tasks: require our attention now (urgent), but don’t help us achieve our goals or fulfill our mission (unimportant). Most tasks here are interruptions from other people.
• Non-urgent, non-important tasks: these are the so-called distractions.

Investing your time in organizing non-urgent but important tasks can prevent them from becoming urgent AND important in the future. By doing so, you act proactively to avoid great problems.

2. Create a plan

You and your team have worked to prioritize activities. Now you need to develop a plan. In this step, you must identify the responsible parties and deadlines for completing each of the tasks in order to organize them in a way that truly makes sense.

Here, note that it’s important that the whole team has a detailed and clear view of what needs to be done. Each member should be aware of what is expected in each task. This will help each individual to organize their time and prioritize tasks on a daily basis.

To create the plan itself, we recommend the next tip:

3. Use the right tools

There is no right or wrong here. For simplified task management, there are tools like Trello, Evernote, Todoist, and Kanban itself that can help.

However, when it comes to corporate projects, task organization has to go to a higher professional level. This is because just leaving tasks organized is not enough. It’s necessary to monitor them, to know whether they are overdue or not, who is responsible for them, and what their deadlines are.

In other words, tasks need to be on a flowchart. For example, imagine the activity of hiring a new employee. Hiring goes through the process of job advertising, interviews, approval from the direct superior, and the entire procedure of hiring the chosen employee. A failure in the organization of these tasks can cause a step to be forgotten, or to be managed without much attention.

Human Resources processes are just one of the countless examples that could be given of the importance of using the right tools in managing and organizing tasks. We can talk about hiring and service management, campaign approval, problem management, and conducting public consultation, among many others.

4. Track delegated tasks

When working with task organization, you will find that there are tasks that can be delegated. Once you have assigned a task to a team member, it’s definitely worth it to use software that helps you keep track of their progress.

This kind of control will also allow you to analyze where productivity is falling off or where it can be put to better use. For tracking to be done properly, we not only need to use the right tools, but also keep the team’s tasks centralized, which brings us to the next tip:

5. Keep your tasks organized in one place

Having a work environment where the organization of tasks isn’t taken seriously is a sure way to lower team’s productivity.

One method to avoid this and keep tasks organized is to centralize them. There is no point in having a task described on a piece of paper on your desk when its completion depends on the effort of another employee, who in turn needs to know at what stage it’s supposed to be done.

Once again, tools are essential here. By having the tasks accessible in a single place, it will be possible not only to monitor them but also to perform them on time, within the required deadline.

6. Review the tasks

Some people like to do this at the end of each day. But you can set one day a week to analyze what went well, what needs improvement, and which tasks will need adjusting.

The focus of organizing tasks is not to make you run back and forth to do them. The idea is not to keep yourself busy all the time, but to do the tasks that really need to be done in order for you and your team to achieve the expected goals (have you read our post on goal management and strategies?).

Task organization: take the next step

When tasks enter a flow, it is quite common to have bottlenecks. To solve this issue, and to take your company to the next step of task management and organization, a process management platform is fundamental.

With a BPM software, your company has a unique environment that provides teams with total control over activities, such as appointment times, deadline control, and flags, among others.

So, get to know Fusion Platform! Our solution has a BPM module that allows process creation and management in a simple way, with the added benefit of a high level of integration with other management systems. In addition, we have accelerators for task management and organization to meet the varied needs of a company (such as for example, Client Registration Management, Electronic Timetable, PPE Request, and others).