How a Digital Transformation Can Improve Customer Experience with Big Data

RONALD VAN LOON | April 26, 2016

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Do you know what your customers want when they visit your website? And do you know what makes them bounce away to visit another site instead of choosing products or services and continuing to checkout on your site?All too often, business owners and executives accept customer behaviour on their websites as something natural and unavoidable. This is particularly unfortunate when they could be using big data and analytics to not only find out what obstacles or challenges are preventing them from completing more sales, getting higher overall values per sale, and increasing customer retention as well. All of this is possible with the help of big data and a digital transformation.

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ACT NOW Most enterprises are ignoring the rapid increase of data, as well as that of data complexity. Many hope that something magical will happen that will solve the problem for them, such as standards. The rapid rise in the use of multi-cloud means that your data complexity issues will be multiplied by the number of public cloud providers that end up being part of your multi-cloud. So, we’ll see complexity evolve from a core concern into a major hindrance to making multi-cloud deployment work effectively for the business. What’s needed now is to understand that a problem exists, and then think through potential solutions and approaches. Once you do that, the technology to employ is rather easy to figure out. Don’t make the mistake of tossing tools at the problem. Tools alone won’t be able to deal with the core issues of complexity. Considering the discussion above, you can accomplish this in two steps. First, define a logical data access layer that can leverage any type of back-end database storage system. Second, define metadata management with the system use of both security and governance. The solution occurs at the conceptual level, not with the introduction of another complex array of technology on top of already complex arrays of technology. It’s time to realize that we’re already in a hole. Stop digging. Read more:Flexible building blocks for the new cloud and data-driven world

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