Digital Transformation: the power of data to business

Since the introduction of new technologies, society has been notably affected. We move ever more quickly, which is why businesses that meet our needs have to stay alert and pay attention to rapid changes in our interests.

Importance of data analysis

Nowadays, businesses are choosing increasingly more to hire specialists in data analysis, who will be able to help predict the changes both of their present customers and of their future ones.

Because of this, there is greater digitalisation, which enables us to observe and interpret the huge amount of data produced in the communication channels offered by businesses. From social media, to phone calls or emails sent to the contact centre. A good understanding of these data will allow businesses to offer better customer care service, so avoiding the customer having to contact a lot of people before being able to find a solution to their problems, and offer new products more satisfactorily.

If we have knowledge about the customer, we’ll be able to deduce if they will really be interested in the offer or even if it’s the right time to contact them. This way, we avoid wasting time and causing a nuisance to uninterested customers, which will indirectly affect the company’s reputation.

Despite the great technological advances, people will still be the centre of communications in customer care service.

If we could say quickly what both big and small and beautiful data are contributing to customer management, we could look, among other factors, at the sought-after wow effect of the customer. When satisfaction has become a basic in customer service, what counts in the customer experience is achieving the customer wow. Thanks to predictive analysis, we are getting ever nearer this.

The most common examples that we can give for an easier understanding of the concept of Big Data are the ones used by audiovisual services platforms, which use data gathered on series or films that we have seen or liked to recommend other similar ones. However, this large-scale data processing can be used in real time, as in the previous case, or predictively for the future. This is the case of the financial sector; based on the information acquired about its customers, it can predict changes in the economy; or, nearer to home, thanks to databases, supermarkets will be able to determine when a woman is pregnant thanks to the products she buys. This way, they will be able to show offers that have interested other shoppers in similar conditions.

The power of digital transformation

In Spain, we find, among many other cases, the digital transformation of the education system. In this sector, we find Alumne Infinity, a platform that has modernised how we learn. Its creator, a computer engineer, realised how antiquated the methods used by many students were and, thanks to the application of algorithms, the website will be able to determine what type of content they need depending on the marks gained in previous work. This results in a personalised learning path for every student.

But it’s not just private businesses that seek to gather information, governments also find this type of data interesting. In the near future, this would allow them to select as adequately as possible the people most in need of a financial subsidy, or the type of aid programme to offer to reduce the numbers of long-term unemployed. Other projects carried out in different countries worldwide include tools that suggest, for example, which ambulance should attend which emergency depending on how near they are and so reduce total time as much as possible, or a model that studies how and where tourists get about to be able to provide sustainable tourism methods.

Understanding macrodata is becoming an increasingly more widely-used practice. This is due to the importance of knowing the changing interests of customers to be able to offer them services of interest optimally and compete with an advantage.

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