Building Our Brand

I had the privilege of working for the bank that is routinely ranked as one of, if not the top banking brands in the world. In my 15 years with Wells Fargo I learned some very valuable lessons about branding and how it can be used not just in marketing but across the organization to bring about a sense of enchantment to both customers and employees.

Having that experience, I continue to guide DMAI in a similar direction. We have a great logo, a clear mission to become the top name in analytics in the Philippines, a great tagline in Making Data-Driven Decisions and my name and face have come to stand as one of the more recognizable players in the BPO industry in the Philippines.

We have built a solid brand. Now as we grow, the challenge is to keep pushing the brand forward with equal amounts of consistency and innovation. We have a great story to tell when it comes to our origins, our evolution as a business and our role in the future of analytics in the Philippines.

With that in mind, I want to firmly establish some DMAI Brand Guidelines for all of our print, online and social media marketing efforts. We have a great team working on building the brand, so imagine how much more impactful we can be if we follow these simple points:

  1. Stick with red, white, blue and black. Look at the great brands of the world and you will notice the always have the same colors in use. McDo has Red and Gold. IBM has blue and white. Apple is silver.
  2. Size of fonts should always be readable (big enough to see without looking at it closely). You can never have a font size too big. If you can’t read something from 10-15 feet away, the message you are trying to convey is powerless. Verdana is the most easy to read font form either close up or far away.
  3. Company Name should always be DMAI (Decision- Making, Analytics and Intelligence). Ever since we started the company year 2013, we’ve been using the term DMAI in Social Media, Radio Guesting’s, Seminars and Speaking Engagements. There are 3 different companies under the DMAI umbrella already and soon we will be adding a 4th. BDO is BDO in public even though its legal name is Banco de Oro Unibank Inc.
  4. For job fair marketing materials (banners, standees, flyers, brochures) you can either use pictures of the employees with or without me, never with me alone. Always include the logo and avoid being wordy. Our message when it comes to hiring has to be about our team members.
  5. For all non-job related marketing materials, this is where we leverage my image. My name and face give us a lot of mileage within the academic and professional worlds. I really have successfully become the biggest name in analytics in the Philippines. Let’s keep maximizing that fact.
  6. For FB paid ad, layouts may not include images compromised of more than 20% text. Simple is best. Lots of open space, a catchy image and the bare minimum use of text. 90% of our FB messages are viewed on mobile devices.

I hope these points help guide us all in our marketing efforts. DMAI is well on its way to being a powerful and successful brand, and as Wells Fargo’s brand says… “Together, we will go far.”



Looking More Closely At The CHED Memorandum on Business Analytics

Looking closer at the course description for the Fundamentals of Business Analytics course published by CHED in 2013. Amazing how closely it matches to the Intro to Analytics training i have been doing since 2012 when I founded BPO Elite.

The course provides students with an overview of the current trends in business analytics that drives today’s businesses. The course will provide understanding on data management techniques that can help and organization to achieve its business goals and address operational challenges.

Learning Outcomes:

  1. Define business requirements.
  2. Verify correctness of the contents of the data architecture.
  3. Describe where to look for data in an organization and create required reports.
  4. Understand data management concepts and criticality of data availability in order to make reliable business decisions.
  5. Demonstrate understanding of business intelligence including the importance of data gathering, data storing, data analyzing and accessing data.
  6. Understanding the functions and data access constraints of various departments within an organization and identify reports that are crucial for intelligent decision-making
  7. Work on various analytics tools available in the market for various business functions.
  8. Participate actively in business discussions with various departments and create common reports or specific/unique reports with regard to predictive and prescriptive analytics.

I think the biggest areas that I can add to my approach and highlight in my book is the reporting piece. How to create a report and make it a living document is something a lot harder then most people think.


Analytics Education – Facilitating a mastery of the fundamentals of analytics is what DMAIPH does best. As a key parnter of the Data Science Philippines Meetup Group, DMAIPH champions the use of using data. All across the world, companies are scrambling to hire analytics talent to optimize the big data they have in their businesses. We can empower students and their instructors with the knowledge they need to prepare for careers in analytics. Contact DMAIPH now at or connect with me directly so we can set a guest lecturer date, On-the-Job Training experience or other analytics education solution specifically tailored to your needs.