There are many benefits to Big Data, but one of the most interesting is that companies now have the power to serve a customer of one. That is, using Big Data information and careful analytics, a business can design their customer interactions to meet the needs of any specific customer, in real-time. In a competitive market, this is a powerful advantage.

To open a window on digitization and the customer of one, John Furrier and Dave Vellante, cohosts of theCUBE, from the SiliconANGLE Media team, joined Scott Hebner, VP of global marketing and events, Global Technology Services at IBM, during the IBM InterConnect 2016 conference.

Data and demand

The secret sauce, Hebner said, is all about the data. No one is able to program for all that data, he continued, so a system has to process it. Businesses need a system with the ability to understand data and turn it into value on the spot. This is the secret to serving the customer of one.

Digitization, meanwhile, is about dealing with the changing patterns of demand, he said. How does a business take all that data and translate it on the fly? The digitization of the enterprise requires a company to move quickly, Hebner said, and that’s what the Cloud provides. He then stated that the Cloud is a catalyst for digitization.

Confidence in the user experience

“The whole user experience is a major area of focus,” Hebner said. One of the goals of digitization and analytics is to innovate on the user experience for that customer of one. Analytics, innovation and the user experience comes together to create a digital enterprise. Hebner pointed out that the low cost of Cloud services allows companies to experiment with these innovations.

Hebner also spent a moment to talk about the value of being truly digital. The digital revolution, he said, has given customers access to a company’s experts. A business can leverage the social network to provide that access. This makes expertise within the company extremely valuable.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of IBM InterConnect 2016. And join in on the conversation by CrowdChatting with theCUBE hosts.

Photo by SiliconANGLE