With Customer Intelligence, the future begins today

This year’s Polish SAS Forum conference gathered more than 900 enthusiasts of the use of analytics for the generation of innovation. The business session in the Customer Intelligence domain was focused on the methods of meeting the challenge of maximization of revenue while keeping the customers satisfied. Market leaders highlighted the key role of Data Scientists and shared their experience of how to become an analytics Driven Organization.

In the existing or evolving business model, persons responsible for value generation are continuously following market trends, competitors’ activities and internal performance reports. As a domain experts, they define what they want to extract from data and how to monetize this knowledge. However, they may not always have Time or the competences needed to perform data mining or an in‑depth analysis. This need is being addressed by Data Scientists, who enhance traditional data sources with Big Data, macroeconomic variables and competitive intelligence information to climb to the next level of analytical maturity.

Fig1: Added value from the integration of SAS and Big Data Hadoop – Adam Bartos, SAS Big Data Competency Center Director

A chance must be given to the Business, who in addition to its current operations, should have enough time and a purpose to innovative use of the potential hidden in data. Firstly, the Business must define what exactly they want to draw out from the data, and only then Data Scientists may start their work. The process should start from defining the scope of necessary data, and then adequate analytical methods must be used to understand the reasons of the current status and how to proactively forecast the future.