In an era where informed decision-making is crucial for sustainable development, Paulos Assefa, the visionary founder and CEO of Shaka Analytics, is at the forefront of transforming how data is utilized in Ethiopia. With a rich background that spans continents and sectors, Assefa has dedicated his career to enhancing the quality of life for communities through accurate data and insights. In this exclusive interview with Capital, he discusses the mission of Shaka Analytics, the importance of data-driven decision-making (DDDM) for Ethiopia’s growth, and the challenges and opportunities that lie ahead in urban planning and development. Join us as we explore how Shaka Analytics is empowering governments, organizations, and communities to make informed choices that truly reflect public needs.

Capital: What is the primary purpose of Shaka Analytics?
Paulos Assefa: The primary purpose of Shaka Analytics is to help communities, governments, and organizations make informed decisions based on real data and insights. With accurate data, decision-makers can understand public perceptions, identify needs, and prioritize actions effectively. By analyzing these findings, they can allocate resources appropriately and invest in areas that truly address those needs.

Capital: What is data-driven decision-making (DDDM), and why is it important for Ethiopia’s development?
Paulos: In the past, 10 or 20 years ago, people relied solely on what was reported in traditional media, such as TV, radio, or newspapers, often controlled by government or private interests. Now, social media and other platforms provide access to diverse information, though some of it may be misinformation.

Decision-makers need to understand what the public genuinely wants. Using real data allows them to make inclusive decisions. For example, if an organization plans to provide water to a community, they might allocate a budget for a water well. However, if the community’s actual needs are assessed through data and feasibility studies, it might reveal different requirements, such as repairs to existing infrastructure or a more sustainable solution. Accurate data ensures that investments are meaningful and effective.

Capital: What role is Shaka Analytics playing in promoting DDDM in Ethiopia, particularly in urban planning and development?
Paulos: Shaka Analytics strives to be a voice for the public by using accurate data, rather than relying on assumptions. Governments and other organizations often bring in international consultants, but we believe in leveraging local data to address specific needs.

In urban development, sustainability is critical. Initiatives often fail because they don’t align with public needs. Investments must add value, foster continuity, and contribute to social progress. Through data analysis, we can identify trends and guide decision-makers in making informed and impactful choices.

Capital: What are the specific challenges related to data quality, accessibility, and literacy in Ethiopia?
Paulos: One of the main challenges is raising public awareness about their role in decision-making. Many people are reluctant to share their opinions, fearing political consequences. Cultural factors also play a role; for instance, Ethiopians often hesitate to speak openly about their needs.

Another challenge is language diversity. While multilingualism is an asset, it can create barriers when collecting and interpreting data. Finally, there is a lack of understanding about how data can be used. Decision-makers must decide whether to use data for political gains or for genuinely serving the public interest.

Capital: How can Ethiopia overcome the challenges of data quality, accessibility, and privacy to effectively utilize data-driven insights?
Paulos: First, Ethiopia needs to establish more data centers and prioritize data collection and benchmarking. Consistent data collection enables us to identify trends and make comparisons over time.

Institutions—both governmental and non-governmental—must invest in technology, intellectual capacity, and training to interpret and utilize data effectively. Building public confidence and encouraging people to speak up are also essential for progress.

Capital: What were the key findings of the survey regarding traffic congestion, transit improvements, and road conditions?
Paulos: In the areas along the Phase One Corridor Development Project, the perception data on traffic and transport systems shows positive results. The majority of respondents indicated that traffic congestion has decreased, road quality, maintenance, safety, and pedestrian accessibility are improving. However, the primary challenge remains parking, particularly in terms of affordability and availability.

Capital: How are the findings of this survey being used to inform and improve the Addis Ababa Corridor Development Project?
Paulos: The project was conducted with the support of the Addis Ababa Transport Bureau. We are hopeful that they will use the findings and insights to strengthen key areas and address identified gaps. It is worth noting that we aim to continue collaborating with them to identify areas for improvement and apply scientific solutions. Any investment in development must add value; otherwise, it is not worth pursuing.

Capital: What are the long-term implications of this project for urban transportation and development in Addis Ababa?
Paulos: Ethiopia’s vision should be to create clean, beautiful, and modern cities—not just in Addis Ababa but across the country. Achieving this requires input from policymakers, private institutions, architects, urban development experts, and educators.

We’ve also started discussions with the mayors of other cities in Ethiopia about similar initiatives. Beyond urban development, such projects create job opportunities for young people and inspire innovation.

Capital: What are the potential benefits of DDDM in various sectors (e.g., health, urban planning, business)?
Paulos: In marketing, for example, understanding public perceptions of your brand is crucial. Data can reveal why people prefer competitors or avoid certain brands, helping businesses improve and meet customer expectations. Similarly, DDDM can guide investments, policy decisions, and service delivery across various sectors.

Capital: How does Shaka Analytics ensure the accuracy and reliability of its data and findings?
Paulos: All data collected by Shaka Analytics is stored securely on our servers. We are an independent organization, ensuring confidentiality for our clients. The strategies we provide are tailored to each client, and how they use the data is entirely up to them.

Capital: What are some examples of successful projects where Shaka Analytics has helped organizations achieve their goals?
Paulos: Some of the recent projects include employment and customer satisfaction surveys for the Addis Ababa City Administration and Berhan Bank.

Capital: What is the nature of the partnership between Shaka Analytics and ETC Institute?
Paulos: I am the Vice President of ETC Institute and the founder of Shaka Analytics. ETC Institute has more than 30 years of experience in conducting Transportation, Community and Organization Surveys. ETC supports Shaka Analytics in terms of technology and analysis. The partnership brings international expertise and local knowledge together.

Capital: What role should the government play in promoting and supporting the adoption of DDDM in Ethiopia?
Paulos: The government has taken some steps, but there’s room for improvement. Many organizations, including international ones, are involved in data collection and analysis in Ethiopia. The government should focus on fostering partnerships and creating an enabling environment for DDDM to thrive.