“Goodbye Business Intelligence. Hello Decision Intelligence”

Strategic Narrative, Positioning, Category Design, Messaging, Visual Identity, Campaign

The Strategic Narrative

Live by data or die. That’s the new game. Making a few "data-driven" decisions or flashy dashboards for the boardroom…Yeah, that’s not gonna work anymore.

See, what’s next for enterprise is Data-First.

This means data doesn’t just support our decisions, it dictates them. The Netflixes and Amazons of the world have been winning this way for years. But it's no longer just their secret weapon. Today, you’re either data-first, or you won’t last.

That's why we’re rushing to transform our entire data pipeline. Moving from IBM to S3, from Vertica to Snowflake and Redshift, and from SQL to MongoDB, Spark and Kafka.

But we're missing something. If data's the new oil — then we’ve got this shiny new pipeline to keep it flowing. But what good does that do us, if everything flows to this clunky, crappy engine from last century?

Let’s face it. Our analytics — you know, the engine that actually transforms our data into decisions, the decisions that will determine our fate, the very thing we need to win the future, is still stuck in the 90's, back when the IT dinosaurs ruled the enterprise. Long story short: our analytics need to evolve. Like, yesterday.

Enter Pyramid — The Analytics Engine for What’s Next.

Pyramid is the only enterprise analytics platform that’s data-first by design — unlocking better, faster, smarter decisions than ever before. And it’s all powered by the Analytics Fabric — a new class of engine that finally does your data justice.

It gives you the fastest query engine you've ever seen on any DB — yes, that one too. It’s ridiculously more efficient, so doing data acquisition and analysis on pay-per-X costs up to 10 times less. Go buy yourself something nice. And it opens up a completely new world of machine-learning models that’ll make your head spin. Try not to invent skynet by accident.

Now ingesting petabytes of data flows smoothly instead of clogging up your outdated analytics engine. Now creating ML models is actually a thing us mere mortals can do, so you can get up to speed with this whole future thing. And now that everything’s actually in one place, running on one shared standard, the entire enterprise feels like they can do anything, while you still have control of it all.

The race is on. Digital is already here. So, now you have a choice. Stay stuck with yesterday’s tools and become yesterday’s news, or jump ahead to what’s next, and start building the future.

Pyramid — The Analytics Engine for What’s Next.

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Business Intelligence (BI) is a mature and very well established market. The category is crowded; new entrants face a red ocean of competitors filled with long-term leaders.

Pyramid Analytics were not going to win by being another BI player or ‘better’ than the competition. The only way to win was to be different.

From the early days until today, BI has largely focused on the presentation and visualization of data in beautiful and impressive charts and dashboards.

But where is the value in data if you can’t achieve an outcome? If you can’t use that data to make decisions about important business moves such as whether to open a new branch, increase or reduce staff levels, shift to a new medium / channel or even acquire a new company?

Data is important, but it’s what you do with it that counts.

Pyramid Analytics were offering a new generation of AI-powered analytics that enables business users to do more than simply stare at dashboards. It enables them to make smart decisions.

Category Design

Having established that Pyramid Analytics were not a standard BI solution, it became clear that they were perfectly placed to villainize the old BI category and render irrelevant.

They needed a new category.

One that was built to be the next generation of BI. One that would shift the market away from data visualization and navel-gazing. One that would enable Pyramid to own the outcome – the decisions that come from having the data in the first place.

Enter: Decision Intelligence (DI)

Decision Intelligence

The Visual Narrative

The visual narrative positions Pyramid Analytics as the building blocks of good, data-driven decisions.

Different shapes, textures and cuts illustrate what good decisions are made of, representing the diverse data and sources that Pyramid Analytics uses and compiles to achieve the outcome of good, data-driven decisions.

Verbs, such as ‘Grow’ are visualized to illustrate the types of outcomes that matter to businesses and users. Outcomes that can be achieved with Pyramid Analytics.

Pyramid’s main visual narrative, brand and corporate identity are created using 3D design, and supported by an additional design system and assets in 2D, which act as an extension of the brand identity.

Creative Work




Strategic Narrative, Messaging, Visual Identity