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Education
StreetSmarts SM
Who's your data?
By Dale S. Laszig and utility grids," the ad stated. "For companies, this has
DSL Direct LLC raised interesting questions about how to take advantage
of the unprecedented streams of information generated
s big data revolutionizing the payments industry, by today's customers."
or have we rebranded a traditional marketing con-
cept to make it look shiny and new? Author Lisa IBM has pioneered the innovative use of big data to help
I Arthur suggested data and advanced analytics have companies forge lasting relationships with end users "by
been around for as long as marketing executives have creating more than just a snapshot of a customer, but a
been analyzing target audiences. lifetime view that can improve with every interaction.
Predictive analytics brings science to the art of customer
In "What Is Big Data," an Aug. 15, 2013, contribution to engagement, helping create a seamless experience that
the Forbes marketing blog, Arthur wrote, "While I fully can give customers what they want, when they want it."
expect your company to add its own individual tweaks Big data and the small merchant
here or there, here's the one-sentence definition of big data
I like to use to get the conversation started: Big data is How can merchant level salespeople (MLSs) use advanced
a collection of data from traditional and digital sources analytics to enhance customer service and improve the
inside and outside your company that represents a source quality and longevity of MLS-merchant relationships?
for ongoing discovery and analysis." We recently polled payment executives and members of
GS Online's MLS Forum to learn how they use big data
Arthur also noted people commonly think of big data as to drive customer engagement and what kind of results
the information obtained from consumer behavior online they're having.
and in social media. Many marketing and information
technology executives define it to also include "traditional What follows is their advice on features, benefits, best
data derived from product transaction information, practices and implementation.
financial records and interaction channels, such as the
call center and point-of-sale," she wrote. Analytics as a competitive advantage
The customer-in-chief A recent independent study on merchant retention
done by ePay Consulting Services in cooperation with
How are advanced analytics transforming relationships The Strawhecker Group addresses some of the inherent
between consumers and brands? IBM's full-page challenges of today's merchant acquiring market. The
advertorial titled The Era of the Chief Executive Customer, study advocates the use of advanced analytics in day-to-
described modern, enlightened shoppers who expect day operations so that ISOs can improve response times
uniquely personal, real-time interaction with their chosen and anticipate the needs of their merchants. The full
brands. report can be found on www.ePayConsulting.com.
"On a smarter planet, we've seen how predictive analytics When interviewed for this article, ePay Consulting
can help transform everything from how we fight crime President Sherry Seetram stated, "There is a greater need
to how we improve things like healthcare, food safety now than ever before for merchant service providers to
52
StreetSmarts SM
Who's your data?
By Dale S. Laszig and utility grids," the ad stated. "For companies, this has
DSL Direct LLC raised interesting questions about how to take advantage
of the unprecedented streams of information generated
s big data revolutionizing the payments industry, by today's customers."
or have we rebranded a traditional marketing con-
cept to make it look shiny and new? Author Lisa IBM has pioneered the innovative use of big data to help
I Arthur suggested data and advanced analytics have companies forge lasting relationships with end users "by
been around for as long as marketing executives have creating more than just a snapshot of a customer, but a
been analyzing target audiences. lifetime view that can improve with every interaction.
Predictive analytics brings science to the art of customer
In "What Is Big Data," an Aug. 15, 2013, contribution to engagement, helping create a seamless experience that
the Forbes marketing blog, Arthur wrote, "While I fully can give customers what they want, when they want it."
expect your company to add its own individual tweaks Big data and the small merchant
here or there, here's the one-sentence definition of big data
I like to use to get the conversation started: Big data is How can merchant level salespeople (MLSs) use advanced
a collection of data from traditional and digital sources analytics to enhance customer service and improve the
inside and outside your company that represents a source quality and longevity of MLS-merchant relationships?
for ongoing discovery and analysis." We recently polled payment executives and members of
GS Online's MLS Forum to learn how they use big data
Arthur also noted people commonly think of big data as to drive customer engagement and what kind of results
the information obtained from consumer behavior online they're having.
and in social media. Many marketing and information
technology executives define it to also include "traditional What follows is their advice on features, benefits, best
data derived from product transaction information, practices and implementation.
financial records and interaction channels, such as the
call center and point-of-sale," she wrote. Analytics as a competitive advantage
The customer-in-chief A recent independent study on merchant retention
done by ePay Consulting Services in cooperation with
How are advanced analytics transforming relationships The Strawhecker Group addresses some of the inherent
between consumers and brands? IBM's full-page challenges of today's merchant acquiring market. The
advertorial titled The Era of the Chief Executive Customer, study advocates the use of advanced analytics in day-to-
described modern, enlightened shoppers who expect day operations so that ISOs can improve response times
uniquely personal, real-time interaction with their chosen and anticipate the needs of their merchants. The full
brands. report can be found on www.ePayConsulting.com.
"On a smarter planet, we've seen how predictive analytics When interviewed for this article, ePay Consulting
can help transform everything from how we fight crime President Sherry Seetram stated, "There is a greater need
to how we improve things like healthcare, food safety now than ever before for merchant service providers to
52
