When Mike Durrant started his new role as Head of Data Analytics at Hallmark, he faced a real challenge.
With a decentralised group of analysts split across different seniorities and functions, he quickly realised he needed to do 2 things: build a central data team, yes, but more importantly, instil a data-led culture across the entire business, emphasising the importance and value of data – from the bottom up.
"Our primary goal is to make everyone across the entire business aware of how they use data, encourage them to optimise its usage, utilise existing tools, and understand how to extract even more value from it."
With over 2 and a half years of hard work, Mike and his team have now built the foundations for a data-driven future at Hallmark, changing the way the company deals with and uses data. Their vision was to join the dots from all of Hallmark’s data, creating an environment where better decisions are inevitable – and they've strategically harnessed the Apprenticeship Levy to do so.
Hallmark, a well-known business that designs and sells greeting cards, gifts, ornaments and gift packaging in the UK, had a bit of a problem. They had talented analysts in different departments but no central system to handle all their data.
Mike explains: “We embarked on our data analytics journey a couple of years ago. We had lots of enthusiastic and talented analysts, but they were spread across different departments without a centralised data warehouse.
It has been a brilliant journey so far, setting up a small centre of excellence, bringing Hallmark along for the ride, and delivering substantial value to the business. This was clear in many use cases. The next step in our journey involved partnering with Corndel to extend this initiative into a broader data culture.
Our primary goal is to make everyone across the entire business aware of how they use data, encourage them to optimise its usage, utilise existing tools, and understand how to extract even more value from it."
Making Data Pop: A Creative’s Perspective - Adam's Story
“My role is in the creative studio, collaborating with designers in a visual realm. Our focus is on words, and the nature of our work is inherently creative. But the data aspect of the role doesn't always directly connect with my creative team. So, I decided to delve into the world of data to explore how I could leverage this information for the benefit of my colleagues – writers, designers, illustrators – who I interact with daily.”
Adam Yare, Writing Director, Hallmark
From Recognising Data Gaps to Empowering All with Data Apprenticeship Programmmes
Mike's interest in apprenticeships and data training programmes came from understanding that having a small group of experts isn't enough to get everyone excited about using data. This insight led to a partnership with Corndel and Imperial College Business School. "I've always been aware of how important the wider understanding of data is and the wider adoption. It's one thing for a small team of experts and enthusiasts to try and get everyone excited and build this amazing platform, expecting everyone to use it. However, it doesn't really work until you have that broader appreciation and understanding. Since the beginning, we've considered this a key pillar. How do we cultivate a wider culture?
I was delighted to discover Corndel a couple of years ago. In my view, the people side of data is the most crucial aspect, and that particular session from the summer school stuck with me. It prompted us to explore further, considering various apprenticeship providers. Corndel stood out with its data-centric and culture-focused approach. It became the perfect catalyst for our partnership."
To tackle the challenge of building a data-driven culture, Mike tried various things, from taking over town hall meetings to creating a team of data champions. But he realised a bigger effort was needed, so he teamed up with Corndel to launch an apprenticeship programme.
The programme, running since April 2023, garnered more interest than Mike expected, bringing in 24 people from different parts of the company. Mike aimed for a big impact, keen for everyone to be a part of the data journey.
"Corndel stood out with its data-centric and culture-focused approach. It became the perfect catalyst for our partnership"
"I've always been aware of how important the wider understanding of data is and the wider adoption. It's one thing for a small team of experts and enthusiasts to try and get everyone excited and build this amazing platform, expecting everyone to use it. However, it doesn't really work until you have that broader appreciation and understanding. Since the beginning, we've considered this a key pillar. How do we cultivate a wider culture?"
"For me, the lasting impact is the heightened awareness of data across all functions and teams about the immense value of data"
There were 4 strategic priorities Mike had to build a data-led culture at Hallmark.
Firstly, though it's tricky to measure how much the culture has changed, Mike introduced a clever idea called the "fish tank" to see how each data project adds value to the business. Early feedback and stories from participants showed that people are starting to see and use data in new ways. He wanted less data churn, for the organisation to grow their understanding of data and its uses, and ultimately, to grow the data culture.
Mike explains: “It’s hard to get numbers on it, but in terms of measurement, I gauge it by observing people's behaviour, the words they use, and how they talk about data. Early on, we noticed a really positive change in how individuals reacted, with people saying things like 'I didn't know that was possible!' or 'Wow, that's such a better way of doing it.' Listening to these stories from the 24 learners meant the impact was already underway.
For me, the lasting impact is the heightened awareness across all functions and teams about the immense value of data. It shows the importance of handling source data with care to ensure accuracy and quality. This awareness of data's value is already making an impact, and I'm confident it will have a much longer-lasting effect, especially in the modern workplace. In a landscape rich with data, knowledge, and wisdom, the shift is already taking shape."
"Senior management have been delighted with the improved quality of information received from their team. The clarity and usability of visualisations have really got better as employees adopt more sophisticated tools. Even Excel usage has become more effective, efficient, and better structured.”
Hallmark's journey to a data-driven future, led by Mike, has not only boosted individual skills but has also changed the way everyone sees and uses data. The apprenticeship programme is proof that Hallmark is serious about making the most of data, and it's creating a ripple effect that will keep changing how Hallmark deals with and values data.