MARKET REPORT Analytics
“The biggest challenge is analysing what data you have, understanding which data is important
and how it can be leveraged, and presenting it visually to make informed decisions.”
Tony Martino, CEO of Tollring
Finding an edge with analytics
The business world has offi cially woken up to the power of data analytics which has led to a proliferation of
tools and technologies in the marketplace. Companies are now looking for actionable insights which will help
them gain an edge on the competition and deliver better experiences for both employees and customers
As enterprises are seeing the
importance of data, it’s
easy for them to collect
more than they know what
to do with. Limited time and
resources mean that, unless they
are given the right tools to help
segment and analyse data, any
sustainable, repeatable business
value that can be gained from
data will be lost. Analytics o ers
businesses a way to extract value
from the huge amount of data
available to them: allowing them
to improve their decision making
through actionable insights.
It’s not just the enterprises who
are using these tools either, small
and medium business are now
desperate to get into the space to
ensure they can maximise their
revenue streams and accelerate
their growth pathway.
For the Channel, this presents
a great opportunity to help
customers harness the power of
their data.
Adam Wilson, Regional
Channel Manager (EMEA),
Vonage commented “As their
customer’s trusted advisor
they can guide them towards
implementing a single source
of truth for ‘customer’ data, the
CRM. ere are a number of
Vonage customers who have
derived a 360-degree view of
their customer thanks to the
CRM and Contact Centre
choices they have made. e
Vonage Contact Center has
computer telephony integration
with a number of leading
CRM platforms, resulting in
a deeper understanding of the
end customer and allowing the
businesses we serve to provide
a more personalised customer
experience.”
Iain Chidgey, Vice President
EMEA, Sumo Logic added “ e
need for analytics is heading
further and further down into
the wider mass market. As
more companies start adopting
analytics, their competitors
also have to start their own
work around using data more
e ectively. It’s become a race to
keep up around data, as more
companies rely on this insight.
Many companies are changing
over to work in an information
economy - this is where what
you know around customers
and their actions can form the
basis for products you o er or
services you deliver. To compete
here, you have to nd out what
information gaps you have and
then ll them.
For smaller businesses, the
need for analytics will be there
but they won’t be able to a ord
to implement full stacks, so they
will want either managed services
or for analytics to be built into
the applications they buy in
as standard. For the channel,
providing this kind of service can
be a good market opportunity
and di erentiator.”
Tony Martino, CEO of
Tollring, commented “Data is
valuable. e right data in the
right hands at the right time
drives critical business decisions.
And although a deluge of data
may seem daunting, scalable
cloud-based analytics tools
translate real-time data en-masse
into visual representation and
reporting.
e biggest challenge is
analysing what data you have,
understanding which data
www.tollring.com
The importance of AI in analytics
AI and machine learning products are already available that
can analyse a variety of data. Those that are based in the cloud
can easily scale to meet demand with elastic capabilities. SaaS
products that are easily integrated with other services are largely
available on a monthly subscription-per-user basis and can be
adjusted as a company grows. The same processes can be carried
out from one user, to 1 million users, by regional data centres
processing data with unrestricted capacity.
With voice data, the millions of calls that take place around the
world each day can mean that managing and using data effi ciently
can be a time-consuming process. With API integrations, users can
visualise this call data with platforms like Tableau, Microsoft Power
BI or Cognos to instantly identify trends from across their business.
At a glance, users can view business insights such as customer
satisfaction levels.
Actionable Customer
Interaction Analytics
MONITOR • MEASURE • MANAGE
© adiruch na chiangmai-stock.adobe.com
24 | Comms Business Magazine | June 2020 www.commsbusiness.co.uk
/www.tollring.com
/www.commsbusiness.co.uk