BPA Featured Article

Analytics Enable Understanding, Preparedness & Improved Products and Services



By Paula Bernier, Executive Editor, TMC
March 28, 2018


Analytics is what happens when we put our data to work for us. And everybody by now seems to understand the potential value of big data.

Yet most businesses don’t leverage their data to the extent they could. And only half of the companies recently surveyed by Calabrio (News - Alert) said they rely heavily on single-source data.




That’s too bad, because analytics can help businesses better understand their customers. That can enable them to better staff their contact centers, better outfit their field personnel, deliver more targeted marketing messages and actual solutions, and much more.

“Understanding not only what your customers say but also what they mean is a very powerful tool,” said Matt Matsui, senior vice president of products and strategy at Calabrio, which today unveiled Sentiment Analysis to Calabrio Analytics.

This new offering helps organizations identify unhappy consumers so they can more effectively work to improve customer satisfaction. It includes a dashboard of customer engagement metrics and customizable reports. And it assigns sentiment scores to every voice-transcribed customer interaction for use by contact centers and marketing departments.

“Contact center analytics act as a change agent and should be a business imperative,” blogged Tom Goodmanson.

Analytics was also the theme of some news today from Adobe (News - Alert). The company has introduced new features to its Adobe Analytics Cloud, which is used by such companies as Citibank, The Home Depot, and T-Mobile (News - Alert)

“Adobe Analytics is expanding its integration with Adobe Advertising Cloud, to give marketers more visibility into how paid search drives engagement on other channels,” the company said. “With a projected $92.4 billion spent in 2017 alone on paid search ads, the lack of proper attribution has long been a pain point for brands.

“Now, a customer who completed an action such as providing an email or downloading a whitepaper can be properly attributed to ads that influenced that action,” Adobe explained. “Paid (News - Alert) search insights, available today, include integrations with Google, Yahoo and Bing, with updates coming for display, video, social and other ad formats.”




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