Page 48 - Cyber Warnings

Insight to realize revenue: don t wait for data to drive it

Mainframe data virtualization brings instant insight into a comprehensive view of your customer,
driving revenue through repeat purchases, higher customer satisfaction, and customer
acquisition.

Our recent webinar, entitled Unlocking Revenue Opportunities with Mainframe Data
Virtualization, with Bryan Smith, VP of Research and Development, and CTO, and Forrester’s
Noel Yuhanna, Principal Analyst, serving Enterprise Architecture professionals explored and
detailed how customer facing organizations must leverage insight instantly to maximize revenue
from customers.

Noel Yuhanna particularly noted that in the age of the customer empowered buyers demand
new levels of customer obsession.

The age of the customer is fueling a high velocity of customer interactions that can lead to
greater revenue opportunities.

These customer interactions are growing exponentially in enterprises thanks to new online and
offline channels, and the need for multiple customer facing organizations, i.e. marketing,
service, and sales, to ensure the best customer experience.
However, there is a central problem in all enterprises. While the amount of customer data grows
exponentially, the ability to act on that data, instantaneously, to meet a customer need is
prevented by siloed data warehouses that do not provide a comprehensive, multi-dimensional
view, nor change fast enough, to optimize the customer experience.

This multi-dimensional view is not only transactional data, but behavioral, including social and
all forms of service interactions with the customer.

The complexity of gaining customer insight is further impacted by not transforming the data
credibly into meaningful insight through today’s business intelligence tools.

Ultimately, data needs to be fully integrated, secure, reliable, and always available, or what we
refer to as instant insight.

In Unlocking Revenue Opportunities with Mainframe Data Virtualization, Bryan and Noel bring
together new and traditional elements that drive and transform data into instant customer insight
– mainframe transactional data, structured and unstructured data in the Cloud, mobile, and
business intelligence.

Mainframe data virtualization enables data structures that are designed independently, to be
leveraged together, in real time, and without data movement.

Now architects and business intelligence professionals can work together to create data
architectures that scale and extend to meet changing customer and business demands.
48 Cyber Warnings E-Magazine February 2017 Edition
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