As director of product marketing for IBM’s Analytics department, Doug Barton specializes in finance, sales and GRC professionals. His clients must balance regulatory compliance with productivity.

As case studies have shown, analytics can aid productivity. “There’s a wealth of data that used to be incidental that can now give us insight into the behavior of our suppliers, customers, even our employees,” Barton told theCUBE during IBM Vision.

Using analytics to make predictions

Customers can also use that data to obtain insight into other factors, such as weather conditions during Race Across America, a cross-country bike race in which ultracyclist Dave Haase will compete. For his fifth attempt, Haase will use IBM analytics to help predict weather conditions.

“I was really inspired by the difference we could make,” said Burton, who was instrumental in connecting IBM with Haase. Burton also has five Ironman triathlons under his belt, so he understands the endurance athlete’s data needs. Burton wants to provide the foresight needed to help Haase “pick up the half day he needs to get to the podium.”

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of IBM Vision 2015.