Partners must harness analytics if they are to understand their customers comprehensively, delegates heard at IBM Amplify in San Diego today.

He expressed surprise that some companies are still not taking advantage of the amount of data they collect, citing call centers as an example of where a great deal of customer data may come in via complaints, but is not analyzed to try and understand the customer better.

 

"When you start putting all of these different types of data together, you really start getting a feel on who your customers are, what they are doing, how they are doing it and why they are doing it, which I would argue is the most important aspect of it all.

We are moving to a world where it's data driven. You've got to understand and be comfortable with data so that you can start making decisions that are perhaps a little more effective."

He added that there is a "revolution" happening inside IBM to further the data anayltics push, and it is one of design, he said.

"We're hiring people with human factor, with design backgrounds and we are maniacal about understanding the end users of the capabilities we are building, while also optimizing the experience of some of these end users," he told partners.

 

SOURCE: http://businessintelligence.com/bi-news/ibm-tells-partners-to-harness-analytics/