By Zsofia Raffa, Digital Marketing & AI Consultant and Freelancer Journalist
Data. Everyone talks about it. Tons of regulations how not to use it. Every organization collects, stores and protects even from their own colleagues. But few know how to truly make it speak and even fewer know how to use it to inspire and make an action based on them.
That’s where Chadi Atie, Manager of Data and Leader of Global Projects at Philip Morris International, has cracked the code. During the Cloud Expo in Frankfurt he said “Data culture must be lived, protected, and constantly reinforced.” That was enough for me to know I needed a deeper conversation.
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Philip Morris is a company that spans 180 countries and 80 offices worldwide, Chady’s work proves that the secret to making data powerful isn’t the size of the database, it’s how you communicate the story it tells.
‘Why’ Comes First
“Generate a quarterly report how the marketing campaigns were performed.” Doesn’t it sound familiar?
Mapping out where the data is generated and stored is already a question mark. Too many corporate data projects start with a beautiful dashboard and ends with confusion or apathy.
Chady’s team does it differently: before anyone touches a chart, they explain why the project matters and what’s in it for the people using it.
When you work with markets that have different work rhythms, cultural priorities, and even different definitions for the same business terms, you can’t just throw them a report with various KPIs and expect adoption. Chady’s team adapts the message as much as the metrics.
The result? Instead of being an obligation from headquarters, data becomes a requested asset, something local teams want, because they understand the mission and see the benefit.
The 80/20 Rule of Data Magic
Behind every impactful dashboard, there’s a hidden grind: 80% of the time is spent preparing, cleaning, and structuring the data based on the internal as well as governmental regulations. But the final 20%, which is spent on the visualization is where the magic happens.
And here’s the twist: the team never builds in isolation. They co-create visualizations with stakeholders, testing mockups, asking relentless questions, and refining until every single visual answer a real, meaningful business question.
If a chart looks pretty but doesn’t drive a decision, they don’t build it. If a KPI can’t be tied to an action, it doesn’t make the cut. Data for the sake of data? Not here.
Instead, the dashboards are living tools. They handle data interactive, filterable, and adaptable so that different users can slice the data their own way as long as they don’t give the required information. Some want the big regional picture, others need a country-level deep dive, and some still want to export the raw Excel sheet. Chady’s team makes all of that possible because flexibility fuels adoption.
When Data Changes the Real World
One of the most striking projects came after COVID, when PMI needed to rethink its return-to-office strategy. It wasn’t just about desk space but the human aspect was also important, what is the whole employee experience.
The team mapped out and pulled together data from access control systems, parking sensors, cafeteria transactions, and occupancy monitors to run “what-if” simulations: What happens if people come in three days a week? Will the restaurant queues explode? Will parking overflow? Will open spaces still work?
Those answers didn’t come from guesswork. They came from integrating multiple data sources into one decision-making engine. The result was a clear plan that balanced efficiency with employee satisfaction, which turned a logistical headache into a data-driven win for culture and productivity.
Another project took aim at corporate travel costs. By modeling small changes in business-class flight eligibility, the team uncovered millions in potential savings without hurting employee satisfaction. The business adopted the change, and years later, the savings are still rolling in.
These weren’t “nice to have” insights. They were strategic decisions powered by storytelling through data.
The Predictive Trap—and How to Avoid It
In a business world obsessed with AI and predictive analytics, Chadi offers a reality check: don’t predict just to predict.
Yes, his team has the talent and tools for advanced forecasting. But unless there’s a real, urgent problem to solve, predictive projects can waste resources and gather dust. The most valuable analytics start with a pressing business question, not with a technology trend.
For Leaders, the Lesson is Clear
Whether you’re running global marketing campaigns or shaping corporate strategy, the takeaway from Chady’s playbook is simple but powerful:
- Lead with the why so your teams understand the purpose.
- Co-create with stakeholders to ensure every visual is actionable.
- Measure success in business impact, not data volume.
- Stay human, because adoption happens when people feel heard, not when they’re handed a report.
Data doesn’t drive change. People do, when you give them the story, the context, and the confidence to act.
In the right hands, data isn’t just a corporate asset. It’s the language that connects vision to execution, culture to strategy, and numbers to transformation. And when you can make it speak, you don’t just inform decisions but you inspire them.
Will you be ready to make things zSofisticated?
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About the Author:
Let’s make things #zSofisticated!
Zsofia Raffa is a digital-savvy AI consultant and global marketing strategist with over 15 years of experience helping companies across DACH, EMEA, and international markets grow with confidence. She has supported well-known brands like Kodak, NVIDIA, ADLINK Technology and Lufthansa. She partners especially with AI technology companies and innovative mid-sized businesses to strengthen their market presence, messaging, and digital strategy.
With a journalist’s curiosity and a marketer’s mindset, Zsofia knows how to turn data into clear, compelling stories that resonate with real business needs. She’s an experienced blogger and trusted advisor in areas like social selling, lead generation and data management
