big data
expect that their data will be used to
create value for them.
As more flexible, agile start-ups
come to market, competition is growing.
These players have built their operations
around the customer from the ground
up, and have none of the technical debt
that often prevents traditional providers
from re-architecting their operations to
become data-centric. Many companies
struggle with systems that provide no
visibility across the enterprise with data
often sitting in silos, making it difficult
to connect the data dots and provide
unique insights. Whether that's as a
result of segregated business divisions,
outdated software or poor data storage,
legacy vendors are facing a choice to overhaul IT systems and digitally
transform, or to retain existing processes
and risk being left by the wayside.
Face Out the Competition
Challenger brands are optimising the
availability of customer data by using
modern data management platforms
that can collect and analyse large
amounts of data more quickly than
ever. This is enabling them to develop
new data-centric strategies in order to
deliver unique, intelligent insight in realtime to shape campaigns that are both
personalised and relevant.
While traditional organisations may
not yet possess the agility and flexibility
to compete, they do have the benefit
of an established customer base, from
which they can harvest and analyse a
vast amount of data. In order to optimise
this data, teams must adopt a new
focus on building a customer-centric
programme. Linking up the masses of
data held by multiple business divisions
will enable a centralised business
intelligence unit to profile customers and
determine their preferences.
There is also an organisational
obstacle to overcome - simply merging
all business data into one place is not
enough in itself, as an unstructured
morass is of no more use than the
original siloed streams. Instead, teams
in charge of data policy must ensure
they have protocols in place to define
and cleanse data so it can be effectively
used to deliver value. If businesses fail
to analyse and understand their data
in order to gain actionable insight,
they will lose savvy customers who will
happily transfer to more agile industry
counterparts who can fulfil their needs.
The term 'digital transformation'
may be a new industry buzzword,
but in reality it's a do or die actuality.
Multi-user
Multi-touch
the future is here now
3M Touch Systems UK Ltd
Dave Williams
T: +44 1344 858467
E: [email protected]
www.3M.co.uk/touch
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