Big Data MARKET REPORT
“Customer segmentation and customer experience must inform business strategy, ensuring that the
local competitors with
business analytics, you can
send the right message to the
audience most eager to try
your restaurant as part of a
perfect marketing campaign.
Moreover, you can narrow
down branding details,
messaging tone and consumer
preferences, like the right o ers
that will di erentiate you from
the other businesses in the
area. You gain the competitive
edge by making sure you
o er something new to your
customers and prospects.
www.tollring.com
feedback guides the way the company grows and prioritises its activities.”
Carl Boraman, Director of Strategic Alliances at Tollring
THE INCREASING VOLUME OF DATA:
• Data is growing at a rapid pace. By 2020 the new information
generated per second for every human being will approximate to 1.7
megabytes.
• By 2020, the accumulated volume of big data will increase from 4.4
zettabytes to roughly 44 zettabytes or 44 trillion GB.
• Originally, data scientists maintained that the volume of data would
double every two years thus reaching the 40ZB point by 2020. That
number was later bumped to 44ZB when the impact of IoT was brought
into consideration.
• The rate at which data is created is increased exponentially. For
instance, 40,000 search queries are performed per second (on
Google alone), which makes it 3.46 million searches per day and 1.2
trillion every year.
• Every minute Facebook users send roughly 31.25 million messages
and watch 2.77 million videos.
can now access essential
analytics to continuously
evolve segmentation,
delivering insight into
successes and highlighting
new trends. Businesses of
all sizes can then focus on
the customer pro les that
generate the best value
and replicate them via new
business activities.
2. Analytics also make it
easier for organisations to
build a complete picture
of customer experience.
is is where monitoring
interactions across the
whole business – not just
a contact centre, and over
multiple channels – becomes
important, particularly for
SMEs with more informal
customer interaction
processes.
“Customer segmentation
and customer experience must
inform business strategy,
ensuring that the feedback
guides the way the company
grows and prioritises its
activities. It should also feed
directly in to customer service
and product development – a
key lever for di erentiation
and competitive advantage,
and a critical ingredient for
generating new business.”
Iain Sinnott, Head of
Sales at VanillaIP believes the
opportunity for cloud versus
traditional business solutions
is based on analytics and the
customers response to those
analytics.
“If a customer doesn’t know
they are missing sales calls,
they’re then not motivated to
change to call queues, or even
chat queues to capture that
revenue. If they don’t know
customers are attempting to
call when they are closed, then
they can’t change to di erent
shift patterns and if they can’t
fully audit the performance of
a worker, when they are in the
o ce against when they are
at home, then they will never
embrace exible working.”
Colin Gill, Product
Manager at Akixi, “Analytics
is no di erent to any other
product or commodity. If it
has a value, customers will buy
it. e trick is understanding
what information and
analytics is of worth to whom,
and how much it’s worth.”
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Actionable Customer
Interaction Analytics
MONITOR • MEASURE • MANAGE
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How can analytics be used as
a source of new business?
Carl Boraman, Director of
Strategic Alliances at Tollring
says that with analytics,
businesses can understand how
to achieve the best performance
possible within the constraints
of their technical and
commercial resources.
Boraman says there are
two key ways: customer
segmentation and customer
experience.
1. Whilst previously the domain
of larger enterprises, SMEs
www.commsbusiness.co.uk June 2019 | Comms Business Magazine | 23
/www.tollring.com
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