Analytics is not a product

Analytics is not a product  


By Kevin Norton, Mobility Solutions Director at Westcon-Comstor Southern Africa

For a while now, I’ve been noticing that some in the IT industry talk about analytics like it’s a product, but that that is the furthest thing from the truth.


Analytics is the process, it’s the technologies that you invest in and in some instances the toolsets you use, that provide you the data needed to conduct analysis of and extract tangible information from your data that you can then utilise to improve your business. Data about customers for example, can be provided through free in-store Wi-Fi or other mobility products, in retail stores.


What analytics provides an organisation according to Forrester Research, is “the ability to understand, anticipate and act on data to drive customer value, business efficiency, and growth.” So the leading businesses this year and in the years to come, will be those that can leverage analytics to unite data and customer operations.


Information collected through the right mobility technologies can tell you a lot about your customers and what they want. Which means that you’ll be able to personalise products and services in a way that will make them feel valued and keep them coming back for more. Which is exactly what you want. Isn’t it?


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