Valerie Logan, Vice President of Strategy for Info Management Services with HP, sat down at theCube to talk with Dave Vellante at HP Discover 2012. The discussion starts on the topic of big data and information optimization (full video below). Logan said that no matter what label you give the trend, the two main problems that customers have are how to manage the information and how to exploit it.
Information assets, like any other asset, have benefits and risks. Logan states that the key is finding out how to adhere to compliance and security standards, and at the same time getting value out of the information so that you can better engage with customers. The numerous avenues of customer interactions with a company, with things like shoppers’ cards, create a “data exhaust” that companies now have the opportunity to make better connections with customers.
On the topic of organization and who is making the decisions related to data, Logan advised that they are seeing more regulations on information. One bank customer that worked with HP had a requirement to provide a report back on all of their complaints. These complaints were not limited to ones received at a call center, but included social media and messages sent as well. In an effort to comply the bank also wants to take advantage of the information for customer relations. The solution for that bank was blending the already established traditional database information, which already had single versions of the customers (meaning the multiple touch points with a customer such as email and social data were linked to one person), with social monitoring where they listen to what is occurring in the social sphere. If a connection was not made to a single customer, the information provided general demographics. They are currently using Autonomy to assist with the unstructured portion of these types of cases because it has the ability to extract meaning out of data without having keywords to search for.
Logan feels that in the future there will be a balance of real-time analytics with consideration historical data. She said the value in history is still important and should be accounted for. She feels that customers are going to be seeking help with the cloud, security, and information; all of which are focuses of HP.
Check out the full interview below.
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