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Enhanced 360-Degree View of the Customer

Big data has been big news in recent years. While organisations have, to date, been busy exploring and experimenting, they are now beginning to focus on using big data technologies to solve business problems. A true 360-degree view of the customer enables businesses to turn a swell of data into precise insights to drive engagement, revenue and loyalty.

Five High-Value Uses for Big Data

IBM has conducted surveys, studied analysts’ findings, talked with more than 300 customers and prospects and implemented hundreds of big data solutions. As a result, it has identified five high-value use cases that enable organizations to gain new value from big data, as listed below:

Big data exploration: find, visualize and understand big data to improve decision making.

Enhanced 360-degree view of the customer: enhance existing customer views by incorporating internal and external information sources.

Security/intelligence extension: reduce risk, detect fraud and monitor cybersecurity in real time.

Operations analysis: analyse a variety of machine data for better business results and operational efficiency.

Data warehouse modernization: integrate big and traditional data warehouse capabilities to gain new business insights while optimizing the existing warehouse infrastructure.

These are not intended to be sequential or prioritized. It doesn’t matter where users start; it just matters that they start. The key is to identify which use cases make the most sense for the organisation given the challenges it faces.


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