Brief – An AI-driven fashion intelligence software, Stylumia contacted us after their MVP was tested out by few clients. They wanted a website that would communicate their message impactfully.


What we did –

  1. Conducted a thorough research on the business and its direct and indirect competition.
  2. Designed the website architecture.
  3. Created impactful content.

Track One

Brief – This recently funded, AI-powered ‘field workforce management’ software Startup, wanted to scale their operations and open up to new markets in India. They had a simple one-page static site and contacted The Words Edge to increase their digital footprint. The goal was to eventually drive awareness to conversion and engagement.

What we did –

  1. Designed the architecture of a lead generation website, using content marketing best practices.
  2. Created a content marketing strategy identifying buyer personas across the marketing funnel.
  3. Executed the strategy with SEO-friendly content, lead magnets like case studies and interactive content, while strategically placing CTAs.
  4. Identified a workflow for publishing content across blogs and social media.

Unplugged India

Brief – This 10-year-old Design Agency was looking to restructure their website and bring in new content which was in line with their upgraded services and offerings. They wanted a more engaging website, focused on a highly targeted audience. Moreover, scaling operations and online visibility was their priority too.


What we did –

  1. First came understanding the target audience and their needs through multiple interactions with the team.
  2. Competition benchmarking helped us identify key messages that would highlight the company in better stead.
  3. We then carefully transformed the website by looping in relevant content.

What Sales Leaders Want From Their Dashboards

Data, driven and integrated with accessible technology has become a key enabler in powering sales professionals worldwide. With a panoply of robust Business Intelligence tools, no sales professional should shake hands with a prospect without analyzing them beforehand. BI tools have enabled sales pros to quickly gather in depth analysis about market dynamics.

We all know that sales is a numbers game. Yet many sales professionals make blind (not driven by data) cold calls everyday hoping to land on the target. But sales folks cannot succeed on their own.

Cue in Business Intelligence tools. These tools are like a cool hand on a fevered brow of a salesman. They offer mobile platforms which enable strategically created reports to be consumed on-the-go which immediately enhances selling strategies. The result of embedding these into the selling paradigm will elevate sales professionals and the companies they represent to even greater heights.

Sales leaders crave for maximum efficiency, and they find that data can help them achieve this. Many believe that real-time, accurate data can help them identify opportunities, analyze, recognize and reward the best performers who have reaped benefits from BI initiatives. A well understood, well thought out BI strategy can help an organization in developing talent, validating forecasts, and throw light on missed market opportunities.

The crux of the argument, these leaders believe, is that better and faster access to real-time, accurate data generates more revenue.

Moving beyond conjecture, a recent poll conducted by Domo, across 400 plus C-level sales executives across a range of industries provided fascinating insights into how these leaders are using data and what they expect from it. 73% of those surveyed said if they have all the data in one place, they would want to consume it more, whereas 66% said that if they had real-time data, they would consume it more.

Well, to put it straight, sales leaders need data to do their jobs well. The survey produced incredible insights into how sales leaders form relationships with data. About 96% have recognized data as being extremely critical to organizational success, while 84% of them heavily rely on data on a daily basis.

The criticality and reliance on data can be worth it only when the said data is real-time (up-to-date). And many leaders are struggling to get real-time data (blame legacy reporting systems or lack of faith in newly invested reporting processes). To sum it up, 90% sales leaders emphasize on real-time access to data, while a whopping 66% fail to get it. 65% claim that it takes too long to receive insights from their data.

When data analysis is not delivered on time, its value plummets immediately. A staggering 66% sales folks receive their sales analysis reports several hours late, while a few among them end up waiting for more than a couple of days to see a report.

Speed is no good if driven in the wrong direction. In the context of strategic reporting, over half of sales leaders (51%) find their data to be inaccurate. This has serious ramifications in not only achieving sales numbers, but in the way organizations are run.

Access to data is not only slow, it’s elusive

In a business environment that is knee-deep in legacy reporting systems, the sales folks rely heavily on either a clustered IT department or a bunch of isolated analysts to crunch data and produce customized reports. Close to 60% sales pros end up waiting for someone else within the organization to gain access to data they need. While a whopping 38% have no access to relevant data.

65% of sales leaders find it difficult to get meaningful insights from their data

Data warehouses hold massive amounts of data (which is nearly dormant). To extract insights from the data lurking beneath, organizations are craving for effective BI initiatives. Nearly 53% sales folks are overwhelmed by the massive amounts of data thrown at them everyday. How can anyone make sense of so much data? 38% of them say they don’t know what to make of so much data.

Problems Sales Leaders have with their Data

They find it frustrating to extrapolate value out of complex data.
Access to data itself is too complex.
Data analysis is slow, many-a-times inaccurate, data is subjected to desktop view. As a whole, data doesn’t instil confidence in sales folks.

Need a Better Way to Consume Data

One major challenge with data is to bring in an efficient BI solution to enable smart decision making. The next hurdle is to make those very insights accessible (especially on-the-go). Accessing all the data via a single system (business intelligence dashboard) is far from reality. While 59% of sales leaders depend on 2 or more systems to track goals and priorities, 8% need to access more than four systems. 92% want to access data in a single mobile dashboard.

Earlier, we touched upon the point where sales folks are dependent on the Analytics department for customized reports. The other extreme is when the sales people end up spending a lot of time generating reports themselves. A staggering 41% of sales leaders are responsible for generating their own reports. While 21% spend an entire day (each week) analyzing reports.

Source: Domo

How do Sales Leaders Rate their Relationship with Data

While potential solutions to business challenges are available in the form of business intelligence, the problem is deriving actionable insights from this data. At present, the survey found only 2% sales leaders rate their relationship with their sales data an A- or better. 83% of respondents gave their organization lower than a B- when it came to leveraging data.

The ability of a sales professional is as good as his/her data. The modern day irony is that these sales professionals find it difficult to gain access to real-time data, all the while, the BI solutions market is peppered with a ton of options to gain insights from existing data.

Sales leaders vouch for the fact that it is the organization’s responsibility to turn data-hungry sales pros into data-savvy selling machines. Imagine the number of cumulative hours the sales reps lose in analyzing report after report, taking their time away from actually selling. Non sales activities deviate sales reps from generating more revenue.

What is required of BI Dashboards

The most important feature of a mobile business intelligence platform is the ability to create custom dashboards. Dashboards give you the ability to organize data sources, reports, and custom objects in a central location that (ideally) stays updated in real time.

Domo, at its core, is a cloud-based dashboarding tool. When they say their platform can serve as an “operating system for your business,” they literally mean it. It can provide insight and visibility into all of your data sources.

Domo dashboards are built with modern day requirements of organizations who are hungry for analyzing data, but who also value seamless UI equally. Domo believes that all verticals within an organization come together to work as a cohesive, engine to achieve common goals. Through relentless market surveys of interviewing many sales leaders, Domo has purpose built its sales (mobile) dashboards with ability to create custom data visualizations.

To know how Domo can add more value to your business, request a Free Consultation

Debunking​ ​the​ ​Top​ ​3​ ​Cloud​ ​Security​ ​Myths

Hosting critical data on cloud trumps the idea of deploying critical applications on cloud to do the same thing. Why?After all, outsourcing is a smart way to getting work done!

According to Gartner Inc., by 2020, a corporate “no-cloud” policy will be as rare as a”no-internet” policy is today, and by 2019, more than 30 % of the 100 largest vendors’ new software investments will have shifted from cloud-first to cloud-only.

Cloud service models, given their unrestrained realms of application, are rife with doubts over security. The fear is that cloud is porous and can be easily attacked due to  its ‘shared’ archetype. The following questions are being asked:

Is the cloud environment safe for deploying my workloads?
Is the cloud as impervious as it claims to be?

Let’s address these doubts, bit by bit

Myth​ ​1:​ ​Customers​ ​can​ ​attack​ ​one​ ​another​ ​in​ ​the​ ​same​ ​cloud

Cloud infrastructure and services are designed in such a way that every resource, ranging from applications and storage, to network links and servers, are shared by end-users. This often gives rise to vulnerability concerns, when compared to traditional IT infrastructure.

However the possibility of customers attacking each other in the cloud is a myth because after moving to the cloud, the subscribers are confined to individual spaces on the cloud. This protective perimeter enables virtual operating systems to run independently and simultaneously on the server.

Additionally the cloud is built on data centers and its security posture is instrumental in determining the security level of your data. Cloud service providers like AWS provides different types of cloud computing services – like Software as a Service (SaaS), Platform as a Service (PaaS) and Infrastructure as a Service (IaaS) and follow strict standards to ensure the data center is independently audited, Soc2 Type II compliant and secured.

But since the encrypted cloud is still within public reach, it is important to understand that keeping your data safe is a shared responsibility – between you and your cloud service provider. Set up security protocols for participants who need to access your organisation’s data, and control the access rights for each user, based on the context of use.

If these practices are adhered to, then your data will remain secure in the cloud.

Myth​ ​2:​ ​Cloud​ ​is​ ​not​ ​disaster-resistant.

Fact: On the contrary, the answer is that it can be, if you focus on effectual DR strategies.

Conditions apply wherever dependency creeps in, so you may want to stand guard against the tendency to bury your head in the sand, presuming everything is disaster-proof. After all, all applications hosted on the cloud must be backed up and risks to be mitigated ahead of time. This can be done by adopting Disaster-Recovery methods and best practices.

The first task here includes performing a risk analysis and identifying which assets are critical. The next step involves establishing the systems and softwares that make up those assets. Following this, a glance at the technical dependencies and fire-up order will need to be assessed, to restore critical assets. Also, it is important to secure data in multiple locations for restoration.

Pay close attention to architect your applications for failover correctly. This means that successful recovery depends on leveraging multi AZ functionalities in AWS to ensure applications survive the failover from existing VMs to a new VM.

DR best practices also incorporate testing for all kinds of failure. Testing on a periodic basis ensures your processes perform as originally planned. Whatever you do, make sure your DR processes and procedures are well documented and available for use in multiple locations and for quick access.

Myth​ ​3:​ ​My​ ​data​ ​is​ ​not​ ​100%​ ​secure​ ​after​ ​moving​ ​to​ ​the​ ​cloud

Cloud service providers make use of independent off-premise data centers to store your data. And since your cloud server is managed externally, your control over this data centre is restricted.

However incompetency levels of the data center is a myth, because the best cloud hosting providers install supercomputers and highest levels of security measures to ensure that there is no breach. Having encrypted cloud storage features, they maintainenterprise standards, while hosting data of organisations on their servers.

In comparison, on-premise cloud requires firmware upgrades and timely penetration testing. This means, regular updates are required. But as configuration of your organisation changes, the maintenance effort becomes tedious and expensive.

Thankfully, off-premise data centers, managed by a reputed cloud service provider are upgraded automatically, thereby reducing brute-force attacks that are typically rampant in on-premise data centers.

Shared responsibility is another important aspect to understand, to make your data in the cloud secure. Ensure that users who have access to your intellectual property receive the right amount of scrutiny and training, limit access to the cloud data based on user context (eg: location and device type in use) and provide extra encryption to highly
sensitive data.

Efforts like integrating security filters for audit trail when logging accounts, and preventing database attacks like SQL injections and cross-site scripting through Web Application Firewalls (WAF) and AWS Best Practices, can further tighten security of your cloud data.

Remember that including a well-defined security charter, right at the beginning of your cloud deployment efforts can help mitigate and avert future risks that would otherwise​ ​render​ ​your​ ​migration​ ​efforts​ ​ineffective.