Analysing customers: It pays to keep data near where they are crunched

PA’s Stephen Gallagher, business intelligence expert, is quoted in the Financial Times, The Connected Business special report. The article looks at how organisations can best capture customer data, which channels they can use and how they should analyse this data.

Stephen gives his view on big data and the impact this is having on companies’ expectations: “In the age of “big data”, however, stale reports on historical purchasing patterns struggle to satisfy business needs.”

For a start, he says, many companies want to gather information about customers and their behaviour “from an ever-expanding range of fast-moving channels”, from recordings of calls made to customer-service agents to complaints or praise posted on social media sites such as Twitter.

Stephen goes on to highlight the need to make changes to meet customer demand: “At the same time, there is a growing need to respond faster to changing customer demands by making use of real-time analytical techniques.”

You can read the article in full here.

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