Enlight Strategic boosts Martech capabilities with Oribi partnership

Two weeks after launching, digital transformation consultancy Enlight Strategic has forged one of its first major partnerships. Enlight Strategic will now offer US-developed global analytics solution Oribi, which looks to extract value by translating data-driven insights into practice.

Enlight Strategic was formed by Tanja Lategan in late September as a digital transformation consultancy based in Cape Town. The new firm has four broad service lines – strategic consulting, Big Data solutions, Artificial Intelligence (AI) and Automation – and is looking to ride the wave of innovation that is gaining momentum in South Africa.

Oribi features some of all of Enlight Strategic’s expertise lines. The analytics solution was developed to ensure that the widespread collection of data currently underway reaches its potential when it comes to deliver value. To this end, the tool appears to have go a step further than other data.

By its own declaration, the tool not only collects data using the sizeable body of data points offered through consumer behaviour, but it also leverages the power of AI to deliver actionable insights into this data. This is done by endowing the solution with behavioural analytics. 

At a time when, Martech and other similar mechanisms are rapidly gaining popularity, the tool is a good fit for South Africa. Google and the Boston Consulting Group (BCG) recently launched their digital maturity benchmark for the South African market, as an increasing number of businesses look to enhance their marketing capacity through analytics.

Commenting on the new partnership, Lategan said, “Given South Africa’s tough economic circumstances, businesses are under more pressure than ever to deliver increased returns at reduced cost. Their best hope of doing so is to embrace digital transformation in their marketing departments.”

“Doing so with the traditionally available tools, however, has generally meant hiring additional expertise,” she adds. “With Oribi, businesses not only have the data they need to embrace this kind of transformation, but also the insights required to turn that data into profit,” she added.