“Use data to drive cross-sell and upsell opportunities. Instead of guessing what customers might need, companies can use data to make personalised offers at the right time. Whether it’s recommending an additional product in retail or offering the right financial service, this approach increases revenue without increasing acquisition costs.”
The proper use of Data — data about team performance, data about customers, or data about the competition, can be a sort of force multiplier. It has the potential to dramatically help a business to scale. But sadly, many businesses have data but don’t know how to properly leverage it. What exactly is useful data? How can you properly utilize data? How can data help a business grow? To address this, we are talking to business leaders who can share stories from their experience about “How To Effectively Leverage Data To Take Your Company To The Next Level”. As part of this series, we had the pleasure of interviewing Karl Dinkelmann.
Karl Dinkelmann is a business growth strategist, data analytics expert, and co-founder of Nexus Data, where he helps companies grow using insights from their data assets. An Amazon Best-Selling Author, his book Drive RAPPID Results From Data has attracted global brands to work with him, and his team’s work earned a nomination for the Microsoft Data & Analytics Partner of the Year Award. Karl is a Chartered Accountant (SA) with a strong financial and data background, and he was recently recognised as a finalist in the Business Trailblazer category of the SAICA Chairman’s Awards, solidifying his reputation as a leading authority in data-led business transformation.
Thank you so much for joining us in this interview series. Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Certainly. After qualifying as a Chartered Accountant nearly 20 years ago, I was quickly pulled into the world of data analytics, and I’ll tell you why I’m grateful for it. My background in finance and experience in data has cultivated a deep empathy within me for both the CFO and the CDAO (or data leaders), having walked a mile in both pairs of shoes.
This has given me the opportunity to consult with some of the world’s largest companies, providing guidance to prominent data leaders like the 2023 and 2024 Chief Data Officers of the year. Our methodologies have elevated the capabilities of many companies to drive value through data insights.
On my journey, I quickly recognised a fundamental disconnect between business leaders, their financial objectives, and the issue of generating measurable value from data initiatives. It was as if the finance and data leaders weren’t speaking the same language. And, in business, there is only one language that matters: value. Even the top-performing companies struggle to quantify the impact of their data analytics and AI-led initiatives, making it hard to justify further investment.
Having founded Nexus Data in 2020, our mission is clear: to help companies grow using data insights. Over the years, we’ve worked with major companies across various industries, focusing on delivering real results as opposed to mere “actionable insights”. Our work culminated in our bestselling book, Drive RAPPID Results From Data, where we introduce business leaders to the RAPPID Value Cycle: a practical methodology to generate, sustain, and optimise value through data analytics and AI-led initiatives.
It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about a humorous mistake you made when you were first starting and the lesson you learned from that?
I worked with a mining company that struggled with overtime overspend. Their IT lead asked us to help, and as we analysed the data, we found clear patterns. Certain teams, specific days, and individual employees were the cause of the issue. But the root cause was poor and unmanaged workforce attendance. The data was rich — they had five years of clocking system data — but they had no real visibility into who should be at work, and who was actually there!
Excited by the richness of the data, we proposed a predictive model to forecast workforce attendance. We wanted to show who would be at work tomorrow, next week, and beyond, to drive better capacity planning. From an analytics perspective, it seemed like a great idea. But the pitch failed miserably.
After the meeting, the IT manager put his arm around me and said, “Karl, we get what you’re trying to do, but you’re trying to show us who’ll be at work tomorrow when we can’t even see who’s at work today.” That hit me hard.
I learned an important lesson that day. Innovation is not always valuable, and value does not always require innovation. Data leaders often focus on what’s possible instead of what’s valuable right now. Since then, I’ve made it a habit of solving the immediate challenges first and then building on those successes.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader?
While I face hard decisions every day, I distinctly remember that starting Nexus Data meant making some tough calls. The biggest was knowing when to walk away from my previous role. We had built a great team, but the environment wasn’t working. I knew that leaving would rock the boat, especially as it was in July 2020, when uncertainty was already high due to the pandemic.
I had a choice. Stay and keep things stable or step away to build something I believed in. It wasn’t an easy decision, but it became clear that I had to move forward. Waiting for the perfect moment wasn’t an option, so I made the jump.
We launched Nexus Data with a strong vision and saw early results. Soon, the right people came on board, and we were building something important and valuable. Leadership is about making the hard calls, even when there’s no guarantee that things will work out. You don’t need to wait for opportune moments. You can create them.
Are you working on any new, exciting projects now? How do you think that might help people?
Yes, I’m working on something I’m really excited about.
Nexus Data is launching a new offering designed to help companies recognise, measure, and sustain value from their data initiatives. Countless companies invest in data and AI-led initiatives, struggling to see real business impact. They receive reports and dashboards with no clear link to financial results.
Results Maximiser changes that. It brings business leaders, especially those in finance and data, onto the same page, making sure they work toward the same objective of generating measurable value. It helps companies create accountability for real results from data analytics and AI, driving revenue growth, reducing costs, and improving efficiency.
We’ve developed a structured methodology, the RAPPID Value Cycle, to track the impact of initiatives so leaders can see what works, adjust strategies, and invest with confidence.
For companies already generating value from data, Results Maximiser helps prove their success. It aligns teams, holds leadership accountable, and ensures every data project delivers clear financial results.
Businesses should not have to guess if their data initiatives are working. With Results Maximiser, they will have the proof and, ultimately, the data-confidence they need to progress.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
While I wouldn’t use those exact words, I do recognise that I am on an ongoing journey as a leader. I would say the following character traits have been highlighted throughout my career:
Leadership
Leadership is about bringing the right people together and creating something worth committing to. When I started Nexus Data, I didn’t just want employees. I wanted a team that believed in what we were building. Some of the best people I’ve worked with took a leap to join me, not because of promises or guarantees, but because they saw the direction we were heading. That doesn’t happen by accident. It happens when you lead with clarity, take action, and create a space where people can do their best work.
Empathy
Empathy means spending the time and energy to understand what people are going through and supporting them in the right way. I remember an employee trying to work from home with two young kids running around. No matter how much they tried to separate work and parenting, the chaos always found a way in. Instead of seeing it as a distraction, I saw it for what it was: they were doing their best.
I get it.
I’ve had moments where work and life collide, and all you can do is keep going. A little flexibility and understanding go a long way. When people know you understand, they show up, stay committed, and give their best.
Partnership
If there’s one thing I’ve noticed over the years, it’s that no one builds anything great alone. I founded Nexus Data with partners because the right partnerships create more success than any one person ever could. I co-authored Drive RAPPID Results From Data for the same reason. The best partnerships challenge you, push you, and help you grow. At Nexus Data, we make a point of building partnerships that drive real results. Whether it’s with clients, colleagues, or industry leaders, we know that when the right people come together, the impact is massive.
Thank you for all that. Let’s now turn to the main focus of our discussion about empowering organizations to be more “data-driven.” For the benefit of our readers, can you help explain what it looks like to use data to make decisions?
I love this question, because it demonstrates what’s lacking in the data world today. The goal should never be to become data-driven. The goal should be to become value-driven and enabled by data.
Someone once said that data is like garbage. You better know what you’re going to do with it if you collect it. I saw a company recently, as part of their data-driven strategy, trying to make every employee more “data-literate,” hoping that it would aid business operations. Instead, it left its employees asking a question no one could answer: why?
Let’s face it, a call centre agent doesn’t need deep data knowledge. They only need the right data at the right time to make better decisions. “Which customer should I phone next to offer this product?” Companies are far better off establishing a data value culture, rather than just shoving generic data training in front of people.
When it comes to customer retention, a call centre agent does not need to understand predictive analytics. They need insights that tell them which customers are about to leave so they can act before it is too late.
Companies that get this right embed data into their operations. They make sure insights reach the right people at the right moment. When that happens, adoption occurs naturally, and the business sees real results.
Based on your experience, which companies can most benefit from frameworks that empower data collaboration?
Any company that wants to realise value from data analytics and AI needs a solid framework for collaboration. Without it, even the best data analytics and AI-led initiatives go to waste.
The primary reason is that insights on their own don’t generate value. This is why it’s almost impossible for a data analytics function to create substantial value on their own. Insights only create real value when they are embedded in business processes and applications. But this requires collaboration between disparate functions in data, IT and business.
The trouble is each of those functions have their own priorities. The CFO wants to look after cash flow, profitability and compliance. The customer success team wants to drive customer lifetime value. And the CIO wants to drive system uptime and innovation. Seldom do these objectives overlap naturally.
This creates a dilemma for data leaders. They have to convince the business and CIO to give them dedicated time and resources to see any real value.
Our Data Value Assurance framework takes care of this. It specifies all the components necessary for data, business and IT leaders to collaborate around data analytics and AI-led initiatives, in a way that unifies their disparate objectives and creates joint accountability for results. It is truly valuable in addressing the root causes of collaboration challenges when attempting to drive value from data analytics and AI.
Can you share some examples of how data analytics and data collaboration can help to improve operations, processes, and customer experiences? We’d love to hear some stories if possible.
Let’s use a simple example, like customer churn analytics. Previously, we built a powerful predictive model for a subscription-based business that was bleeding customers every month. The model predicted customer churn at an 80% confidence level 90 days before they churned.
Presenting the results of the model created chaos. IT leadership was not ready for the impact that the model would have on the systems, and business leadership did not have the clout to mandate IT leadership to come on board. Despite building an incredible model, none of the groundwork to ensure its success was done beforehand.
In other examples, we have seen that when leadership is aligned and a strong mandate has been issued by the highest executive authority in the company, the planets align magically and everything becomes easier.
We saw this at a media and entertainment group, where we identified $5 million per year in missing revenue due to billing system challenges. There was a steerco appointed to address the issue and the insights were used to fix the revenue leakage. No dancing around the issues.
From your vantage point, has the shift toward becoming more data-driven been challenging for some teams or organizations? What are the challenges? How can organizations solve these challenges?
As mentioned earlier, companies need to stop chasing the idea of being data-driven and focus on being value-driven and enabled by data. Are we asking the most important question often enough: how will this help us generate profit? Data teams focus on delivering insights, but leadership wants clear financial impact. If a project does not help increase revenue or reduce costs, it will never be a priority.
The biggest challenge is therefore misalignment.
Another issue is expecting people to figure out data on their own. Companies roll out reports and dashboards, but most employees still rely on gut feel to make decisions, lacking the skills and experience to apply the insights. Instead of making everyone a data expert, businesses should focus on giving people the right information, in the right way, through the right systems, built into their daily workflow.
When data initiatives align with financial goals, alignment challenges disappear. The data team moves from being a support function to a profit enabler, and decision-makers finally have what they need.
Ok. Thank you. Here is the primary question of our discussion. Based on your experience and success, what are “Five Ways a Company Can Effectively Leverage Data to Take It To The Next Level”? Please share a story or an example for each.
There are five key ways companies can leverage data analytics and AI-led initiatives to drive real business value. When used properly, data can directly impact revenue, customer retention, and product growth.
First, fix revenue leakage. As mentioned earlier, we’ve seen companies lose millions because of billing errors, pricing mismatches, or operational inefficiencies. Data helps pinpoint where money is slipping through the cracks so businesses can recover lost income and prevent future losses. It’s the easiest revenue to collect because the hard work of winning the customer is already done — all that remains is to bill accurately.
Second, use data to drive cross-sell and upsell opportunities. Instead of guessing what customers might need, companies can use data to make personalised offers at the right time. Whether it’s recommending an additional product in retail or offering the right financial service, this approach increases revenue without increasing acquisition costs.
Third, optimise marketing efforts. Too many businesses waste money on marketing campaigns that don’t deliver. Data analytics and AI-led initiatives help identify the right audience, refine messaging, and focus budgets on what actually works. When companies take this approach, they see higher engagement and better returns on marketing investments.
Fourth, use insights from data analytics and AI to enhance existing products and develop new ones. Customer behaviour and usage data reveal what’s working, what’s not, and where the next opportunity lies. Product features based on insights drive adoption and retention. Businesses that apply data analytics and AI-led initiatives in product development can stay ahead of market shifts and build products that customers actually want.
Finally, reduce churn by predicting customer behaviour. Losing high-value customers is expensive. By using data to track engagement, purchase patterns, and support interactions, companies can spot red flags early and take action before a customer leaves.
When companies apply data analytics and AI-led initiatives to these five areas, they stop relying on guesswork and start making decisions that directly impact growth.
Based on your experience, how do you think the needs for data might evolve and change over the next five years?
Look, I’m not a futurist, and I don’t spend my time predicting where technology will take us.
What I do know is that most companies try to run before they can even crawl. Businesses rush into AI and advanced analytics when they are still struggling with the basics. Many lack strong data foundations, alignment on value, and measurable impact from their current initiatives.
Over the next five years, more companies will invest in generative AI and automation, but the ones that succeed will focus on getting the fundamentals right first. The real shift will not be about new technology. It will be about how well companies embed data into decision-making in their core revenue-generating processes to drive financial results.
Businesses that get this right will stop treating data as a separate function and start using it as a core driver of revenue, efficiency, and customer experience. Companies that align their data analytics and AI-led initiatives with financial and operational goals will thrive. Those that don’t will keep wasting money on technology they are not ready to use.
The need for data will remain the same. What will change is the gap between companies that build a strong value foundation and those that chase hype without realising results.
Thank you for your great insights, We are nearly done. You are a person of significant influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
I am already inspiring a movement by bringing authentic care into my leadership. Many business leaders chase results without realising that people perform their best when they feel valued, supported, and fulfilled.
At Nexus Data, we talk a lot about authentic care. It means genuinely looking after your team, not just saying the right things but proving it through actions. People don’t walk into work and leave their personal lives behind. If someone is going through a tough time (whether it’s a divorce, family struggles, or personal challenge), it will affect their work. Ignoring that doesn’t help anyone.
Authentic care means recognising what people are going through and helping them find balance. It’s about saying, “I know you’re committed, but take care of yourself too.” When leaders create an environment where people feel supported, they don’t just do better work. They look back and say, “That was one of the best experiences of my life.”
We are inspiring not only our leaders to adopt this approach, but leaders in the companies we work with too. We challenge leaders to create companies that are be more than just financially successful. Companies should be places where people thrive. That’s the movement I am inspiring. Leadership isn’t just about driving results. It’s about the impact you leave on the people who trusted you with their time and talent, and how you made an impact together.
How can our readers further follow your work?
Readers can follow me on LinkedIn at www.linkedin.com/in/karl-dinkelmann or find me on YouTube at https://youtube.com/playlist?list=PLfYdCwqxzN4N-IWGVc9nmJOSkFsBFIXbV&si=g7m04dyMvMh-oXxR
If you want to read our Amazon Bestselling book, Drive RAPPID Results From Data, you can grab it here: www.amazon.com/dp/B0D5QHDHB7
If your company needs help generating value from data insights, schedule a free 30 minute online Value Discovery Session here: https://outlook.office365.com/book/[email protected]/s/pvTt6RXC9k-Btkvr5T9Y5w2
