In the second half of 2016, big data will push further into the enterprise with even more use cases. The increasing volume and detail of information captured by companies, along with the rise of multimedia, social media and e-commerce / internet data capture are driving exponential growth in data for the foreseeable future.

Companies are collecting information, but aren’t always sure what to do with it. As a matter of fact, Forrester Research revealed that big data-capable businesses aren’t even harnessing the data and associated technology to its full extent. More specifically, most companies estimate they’re analyzing just 12 percent of the data they already have, leaving 88 percent of untapped potential sitting on the cutting board.

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Data analytics should be an integral part of every company’s customer strategy. This used to be a statement of opinion made by suppliers that specialized in customer database management or predictive analytics. Today it is a fact that every division of every organization has to face and react to. Analytics no longer belongs solely in the realm of financial/business analysts and it is no longer the luxury of large companies with significant marketing activity. Data analytics is now preached if not practiced in every group of every organization that has customers; that probably includes you.

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