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INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY HOW TO
INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY PROFESSIONAL
INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY SERIES

Previous key Positions head includes GM of Research Agency (MEMRB Int’l) in Egypt, Regional Head of Business Research of McDonald’s International in MEA region covering 16 countries and Marketing Director or Savola Sudan.Diaa has solid record in business & functional leadership excellence, well recognized by the research community within MENA region and speaker to global research conferences.Currently leading the Strategic Marketing Services and Global Innovations Central Function of Savola Foods Company (MENA & Central Asia).

INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY PROFESSIONAL

Diaa Rashwan, Savola Foods, 12 March 2019ĭiaa Rashwan has a total of 28 years of professional working experience including, 24 years in Consumer Insights & Market research, covering wide geographic scope in the Middle East, Africa, Mediterranean and Central Asia regions and having blend of agency and client side roles.

Divya Nagarajan, Givaudan, 22 February 2019.

Corneliu Vilsan, Pernod Ricard, 15 February 2019.

Garth Viegas, Tata Global Beverages, 8 February 2019.

INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY SERIES

This interview is part of a series we are conducting, see list below

The portfolio is serving a human being, not just a user of your brand, the context is the human being.

A brand has many aspects, and a brand is also part of a portfolio – and that is part of the context, the big picture. The big message from Diaa is to focus on context, especially the big context, not just the research question.

We need research that helps the top line (sales) and the bottom line (profit).

Agencies need to get closer to clients and understand more about the business of clients.

Digital will be part of that, but the focus has to be simpler, shorter and faster.

We need simpler, shorter and faster methods of collecting information from people.

Consumers are humans, and we humans are becoming less patient, we don’t want to do long surveys or spend time in lengthy focus groups.

This should help the agencies young researchers to be more creative.

They need to tailor their service closer to the needs of companies like Savola.

In terms of external suppliers, for example agencies and platforms, they rely too much on black boxes.

The specialisms still exist, but the teams are organised around specific business needs and markets.

In the past the team were mostly split into specialisations – for example the qualitative team and the quantitative team.

INTERVIEW FOR IT DIRECTOR BUSINESS INTELLIGENCE STRATEGY HOW TO

The key challenge is how to use the data in effective ways.

Savola Foods and its competitors can all get the same data, so that is not the key advantage.

But now there is a lot of data, we almost have the opposite problem.

In the past the key challenge for the insights function was ‘getting data’.

In the smaller markets the fieldwork is outsourced, but the analysis and interpreting is done in-house.

This covers about 90% of the research needs. Savola Foods has its own in-house research agency.With smaller teams in other core markets. The core insights team, led by Diaa, is based in Cairo.The main products are edible oils, sugar, pasta, seafood and bakery.Savola Foods is one of the biggest food companies in Middle-East, North Africa and Central Asia.

The largest retail chain in Arabia and has major investments in other foods Savola Foods is part of The Savola Group which owns Rashwan, Executive Director of Strategic Marketing Services & InnovationsĪt Savola Foods Company. In this interview Ray Poynter chats with Diaa Radio #NewMR is conducting a series of interviews with key players fromĬlient-side insight functions to create a clearer picture of the changes thatĪre taking place around the world.