Turning digital information into actionable insights

After more than 12 years implementing new data-led technologies at BAT, it’s safe to say Fidelia is a subject matter expert in Information and Digital Technology. She has been a lead figure on TaO– a five-year £1.1bn programme enabling us to share resources with more agility via a global template. Her role demonstrates how you will not only deliver new digital solutions in your job, but ensure it’s the right time to introduce it to our people: “It aims to try to transform basic business functions within BAT. The programme will give us new ways of collecting cash across the globe, so we have one consistent approach to finance, operations and marketing. We test these solutions and improve on them, before actually driving their implementation and adoption.”

The power of information

But Fidelia and her team aren’t just there to uncover information; their goal is to unlock future insights to enhance our agility as a business. She knows the secret to being innovative in your role isn’t necessarily just challenges you take on, but how you approach them: “Information in itself doesn't mean anything, you need to actually try aligning it to facts. After data comes information, but information needs to become insight. So when we look at consumer data we see a typical number of sales per country in a certain month. In order to obtain more information, we need to ask ‘Why is it this month we have a peak in sales, and another month business slows down?’ We may find the answer to this, but we need technology to help us with predictive analytics – a way of working out what will happen to future sales before they’ve happened.”

Digital cells give us more freedom

One of the most impressive feats Fidelia has achieved is harnessing the power of digital cells – bringing together people from our business functions and our end-markets to make roll-out faster, and deliver commercial responses to a changing market. You, like many of our people around the world, will be more empowered to make autonomous, business-critical decisions. As Fidelia explains: “Imagine, for example, Canada says ‘Look, I can see the way the market is actually behaving, therefore we require these type of changes, and we need to update product pricing immediately’. Currently, they need to send a request to a global team or a centralized team to make those changes. So that takes a long time but because a lot of analysis needs to be done. But with the new technologies we’re introducing, this is no longer a problem. They can introduce the changes themselves, while allowing us to ensure the rest of BAT is still in control.”

 

 

 

 

 

 

 

Turning digital information into actionable insights

After more than 12 years implementing new data-led technologies at BAT, it’s safe to say Fidelia is a subject matter expert in Information and Digital Technology. She has been a lead figure on TaO– a five-year £1.1bn programme enabling us to share resources with more agility via a global template. Her role demonstrates how you will not only deliver new digital solutions in your job, but ensure it’s the right time to introduce it to our people: “It aims to try to transform basic business functions within BAT. The programme will give us new ways of collecting cash across the globe, so we have one consistent approach to finance, operations and marketing. We test these solutions and improve on them, before actually driving their implementation and adoption.”

The power of information

But Fidelia and her team aren’t just there to uncover information; their goal is to unlock future insights to enhance our agility as a business. She knows the secret to being innovative in your role isn’t necessarily just challenges you take on, but how you approach them: “Information in itself doesn't mean anything, you need to actually try aligning it to facts. After data comes information, but information needs to become insight. So when we look at consumer data we see a typical number of sales per country in a certain month. In order to obtain more information, we need to ask ‘Why is it this month we have a peak in sales, and another month business slows down?’ We may find the answer to this, but we need technology to help us with predictive analytics – a way of working out what will happen to future sales before they’ve happened.”

Digital cells give us more freedom

One of the most impressive feats Fidelia has achieved is harnessing the power of digital cells – bringing together people from our business functions and our end-markets to make roll-out faster, and deliver commercial responses to a changing market. You, like many of our people around the world, will be more empowered to make autonomous, business-critical decisions. As Fidelia explains: “Imagine, for example, Canada says ‘Look, I can see the way the market is actually behaving, therefore we require these type of changes, and we need to update product pricing immediately’. Currently, they need to send a request to a global team or a centralized team to make those changes. So that takes a long time but because a lot of analysis needs to be done. But with the new technologies we’re introducing, this is no longer a problem. They can introduce the changes themselves, while allowing us to ensure the rest of BAT is still in control.”