Find Your Hidden Analytics Layer
Gartner explained in the report, organisations should look to “overlay ‘intelligence’ into their IT strategy and enterprise architecture.” They must consider new technology products and solutions that offer built-in analytics and seamlessly embed the functionality within every business system and process.
“Leading organisations are moving beyond traditional reactive dashboards and business intelligence (BI) tool models, to one where analytics more directly impact business and are invisible to users,” Gartner explained. “Analytics is evolving from a separate and distinct function to a fluid aspect of systems operations and user experiences. This makes analytics pervasive with almost every application becoming an analytics-powered application.”
By leveraging unstructured and structured data hidden within IT and other business systems, and enriching it with analytics, digital and communications service providers can turn all cus- tomer, network and other machine information into valuable insights to meet specific objectives, including developing new innovations, delivering unique buying and service experiences and operationalising machine data to its full extent. In practice, companies should incorporate robust, real-time analytics capabilities such as pattern matching, predictions and anomaly detection into every layer of technology and every process. Otherwise, situational awareness remains fragmented and unclear.
At best, the in-stream contextual intelligence gleaned from this system can reveal and prevent possible failures in service delivery engines or provide the best potential upsell offers for the most appropriate customers. Picture a mobile customer who uses much of his monthly data on social networking apps. He may be particularly receptive to top-up offers that would allow him to save money while interacting with his friends more on Facebook. That type of intelligence – coming up with a fast, personalised and relevant offer – is only achievable through automated, tightly integrated analytics and automated action triggering.
“What it is, its preferences, its location, the activities it is per- forming and the particular environmental factors around it are just some examples of the important contextual information on a business asset that, when aggregated with the information from other assets, provides rich context on how a business ecosystem is working and evolving,” Gartner explained.