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FCW : November 30, 2012
4 8 # 1 6 $ $ $ $ $ $ $ $ $ $ $ $¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ € € € € € € € € € €£ £ £ £ £ £ £ £ £ Share $$ $ $ $ $ $ $ $ $ $ $ $ $ £ £ £ £ £ £ £ £ £€ € € € € € € € € € € ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥£ £ £ £ £ £ £ £ £$$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ £ £ £ £ £ £ £ £ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ € € € € € € € € 2 30 5 FROM DETAILS TO DESIRES: of the data currently produced is unstructured --- coming from sources like images, videos, tweets, posts and e-mails. Combining big data with company data paints a better picture of the customer. THE POWER OF BIG DATA. Companies aren t short on data. In fact, with the average large business storing more than 200 terabytes, companies have more than enough data to tell them who is buying their product, as well as how, when and where the buying happens. DATA S NEW VOICE. Today, however, customers expect a company to know why they re buying. Or why they aren t. Because when a company knows what motivates customers, it can serve them better. 80% Patrick Neeley Chief Business Officer, Chickasaw Nation Division of Commerce The good news is such data exists, just not in the columns, rows, reports and purchase histories we re used to. It s called big data, and it comes from tweets, videos, clickstreams and other unstructured sources. It s the data of desire. And today, we have the technology and tools to make sense of it. MINING MOTIVATION. Enter Smarter Analytics from IBM --- software, systems and strategies that help companies combine their own enterprise data with their consumers unstructured data to see a fuller picture. A big data platform, paired with predictive and sentiment analytics, allows organizations to correlate, for example, sales records with social media mentions for more relevant insights. So now, instead of learning which customers it has lost, a company can learn which customers it might lose and present timely o ers or products motivating those customers to stay. Using IBM Smarter Analytics to identify which customers were most likely to switch to another communications carrier, XO Communications was able to predict likely customer defections within 90 days, reducing churn by 35 percent the first year. With IBM Smarter Analytics, companies are gathering big data and using it to ask --- and answer --- smarter questions about what their customers really want. ibm.com/usingbigdata IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. International Business Machines Corporation 2012. "For the first time, we can decide which promotions to run based on facts rather than gut feel." SMARTER TECHNOLOGY FOR A SMARTER PLANET LET S BUILD A SMARTER PLANET.
November 15, 2012