Historical data is only the first step of building truly data-driven business.

That is the view of Rupert Morrison, CEO of Concentra Analytics, who believes data can be used to optimise every aspect of a business’ operations.

The New Zealander, who grew up on a sheep farm before studying economics and game theory, has worked with large and government organisations including the NHS to dig into data and predict the future.

In his career as a management consultant, Morrison grew frustrated that his clients would be left with Excel sheets and PowerPoints which were quickly out of date.

“A lot of people focus on analytics today and just looking back, which is not enough. You have to be able to plan for the future and make decisions about the future,” he told BusinessCloud.

The frustration led him, alongside other management consultants and a team of technologists, to create Concentra Analytics, and its OrgVue product which uses ‘org design’ principles.

‘Org design’ collects data on people, the work they do and the skills they have to work out how to get the best out of an organisation, he explained.

With the rich data on a business it collects, the SaaS platform makes it possible to run multiple ‘scenarios’ to see how the business would cope.

This allows businesses to both stress-test and find new approaches to improve efficiency.

“You can't execute your strategy if you don't have your design right,” said Morrison.

“You need the right people in the right place, doing the right work with the right skills, and the right numbers. If you don't have all those things, joined up and working, then you're really going to struggle.”

OrgVue, which now makes up 80 per cent of Concentra’s business, boasts major clients including Tesco, Aviva, FedEx, ITV and HSBC.

“Whenever there’s a big transformation, there's always a degree of doing org design.

“I'm just fascinated by the impact that org design can have on executing strategy.”

In May of last year Concentra secured a £41m growth equity investment led by One Peak Partners, a European fund supporting B2B scale-ups.

It has since tripled its research and development team and investment, and has been putting the capital to use to further simplify the complex data it crunches for firms.

“We're going to be doing a lot of stuff with the data, we have to generate more insight and speed of execution,” said Morrison.

The product, which Morrison said is complex and can be intimidating at times, is also being refined to better represent the data.

“A lot of what we do is very sophisticated, but technology should blend into the background,” he said.

“A lot of the innovation we are doing is around the user experience and the simplicity of the product.”