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How data leads to better performance, efficiency and products

The digital world is made up of vast amounts of data and that data keeps growing. Companies who do right by data have a huge opportunity to use it to make better decisions - from important strategic decisions to the color of a button. This article gives three examples of how we use our data at kununu.

Big Data. It's a term that relates to the vast amounts of data that’s created and gathered every second. Accelerated by technological progress, the data available to the world is growing exponentially. But not only is the amount of data increasing, but also the access to it: via the internet everyone can access an almost infinite amount of data. What’s great about this is that if data is prepared and available to a user in an understandable way it becomes information and more information means more transparency. For example, when we go on vacation and read hotel reviews, or read through reviews before we book a table at a restaurant, or even when we are looking for a job, looking up insights about the employer on kununu.

Data isn’t just used for general public research, though. Companies use data to analyze, highlight and control the performance of their business, to improve processes and efficiency, and of course to improve their product or services. In other words, companies use data to make better decisions. Here you can find three examples from kununu of how we use our data:

1. Analyzing, assessing and steering business performance
Whenever we have to make a decision, we try to base it on data. The reason for that is that we then can get an indication very early on if results are as estimated. Furthermore, this helps us to also act and respond quickly if we find out that we are steering in the wrong direction. There are countless examples for this, as all departments at kununu use KPIs based on data to analyze and control their performance: 
One classic example would be controlling, where many key figures are analyzed and forecasts are created to make important business decisions. Data is particularly easy to measure and control if it is created directly in the digital domain. Can’s work as Performance Marketing Manager at kununu is another great example. It is his role to target the right audience with marketing campaigns. He tries to reach the target group without missing potential audience. At the end of each campaign, he can analyze exactly how many people saw the campaign, how much engagement it created, and how many people converted. If a campaign fails Can can analyze the cause and improve next time.

2. Improve operational efficiency
Our Community Support Team receives a lot of inquiries from Users and typically check through thousands of reviews every week. A significant amount of reviews undergo a manual check after being evaluated by an algorithm in a first step to detect e.g. bad words and all additional inquiries are answered from our support team. While the team tracks and improves its own performance, it also works on automating this process even further by transferring cases that may not necessarily require human control to Artificial Intelligence. Here a software solution is being worked on, which should take over as much as possible. The software continuously learns which reviews are good and which ones, for example, contain names and thus violate our terms of use. While the team tracks and improves its own performance. Katharina, who is Leading the Community support team is excited about the new changes, "The software will increase our processing speed tremendously and will eventually filter our reviews with greater accuracy. These are leaps in innovation that are not visible to our Users". 

3. Improve products and services
We are very user focused at kununu. Through user research and analyzing data about our Users’ behavior, we try to even better understand our Users’ preferences in order to adapt our products and services to their needs. We use A/B testing in all of our user-facing processes early and often, for example, to understand what the user prefers at each step of their user journey with us. By doing so we are able to adapt our product at an early stage and to avoid unexpected adjustments later on.
kununu is an information platform with workplace insights and so we’ve made it a point to also provide valuable data directly to users. For example, when the covid-19 crisis hit the job market, we collected additional data from users to better inform the public about how the situation feels like for working people. We went even further and made this data available to everyone with our kununu Corona Employer Transparency Ticker

It's the job of us Business Analysts to make data accessible in a comprehensible and structured way and help the recipient make informed, data-based decisions. Today we have a central reporting system, which provides the most important information about kununu on a daily basis. This can deliver data from a web browser at the push of a button, without having to do anything else - you get the numbers immediately. In the future we want to give our internal and external users even more flexibility in analysis, so that they can carry out sophisticated analyzes - like highly complex scenario calculations - in a self-service way. 

I'm Alex. I joined kununu 4 years ago and I am Team Lead Business Analytics. When I joined kununu, we were quite at the beginning of Data Analysis. Today, all of our departments and also our users and customers benefit from data insights. You want to know more about me and kununu? Visit my job profile on