Author: Justin Hesser

The ability for companies to communicate with customers is crucial, and requires a software system sophisticated enough to manner in which businesses reach their intended target. Organizations use customer relationship management (CRM) solutions to assist with the process, but in the age of big data, new needs are reshaping the basic functionality of these systems.

Custom application development is a high priority for many organizations when it comes to finding solutions to help engage customers. These individuals dictate the success of the business, so it’s crucial to ensure that no shortcomings are experienced throughout the company’s relationship with them. Thankfully, with the help of complex big data strategies, businesses can strategically build systems designed to cater to customers in a way that ensures positive results.

This trend is catching on, according to a report from Gartner. The research firm projects that big data is going to revolutionize the CRM system. In an interview with Computer Weekly, Gartner Research vice president Kimberly Collins said that while data will certainly reshape the way we work with customers, benefits will only be experienced if information is managed properly.

“In many ways there is a huge opportunity,” Collins said. “But if CIOs and business leaders don’t work together and put their arms around it, they will see a lot of renegade, tactical efforts in their organization.”

FileMaker development can help companies obtain the right solutions to manage the data pertaining to their customer interactions. Building a custom database management system will help companies ensure they are using their information to the best of their ability in order to maintain steady relationships with all their customers.

In case you haven’t noticed, we are big fans of FileMaker around here. Not only are the developers on our team certified in numerous versions of the platform, we are always up-to-date on new product releases and strive to become one of the first organizations to receive certification after they launch.

FileMaker Pro 12 was released in April of 2012. Today, Kyo Logic has four FileMaker development professionals certified to work with that platform. Our professionals have a full understanding of its features and our skill and expertise allow us to get the most out of its functionality. Because we were one of the first companies to receive certification in FileMaker Pro 12, our experience sets us apart from the competition.

While we encourage our clients to embrace innovation and stay current with FileMaker platforms, we understand that’s not a practical option for everyone. That’s why we employ a staff who is certified in a number of FileMaker’s older releases. We have five developers certified with FileMaker 11, four with FileMaker 10, three with FileMaker 9, two with FileMaker 8 and one with FileMaker 7, so even if you’re hanging on to an aging system, you can rest assured that we have someone with the ability to work with your platform.

Going forward, we will be on the lookout for future FileMaker releases. When FileMaker 13 becomes available, you can be sure that we’ll be one of the first companies to study its capabilities and become certified developers. FileMaker is always on the cutting edge of developer platform technology, and we are always taking necessary steps to keep up. Regardless of the version we develop in, you can be certain that each solution we create will be done so with the speed, efficiency and precision our clients have come to expect of us.

Last week, this blog discussed the ability for organizations to use data and shape their personnel management strategies around the contents of their information. The same can be said about the departments that employees either currently or soon will work in.

By evaluating the operations of various departments, businesses can determine exactly what they need to do to improve their productivity. The answer may be as simple as minor operational changes, or it may result in the need to bring in new workers. The truth typically lies in the information. Building a custom database software system designed to analyze the productivity of each department will ultimately help organizations determine whether or not they need to bring in new employees or let current ones go.

This can give insights into which areas of business have the most pressing need. For example, if a company is relatively successful but ends up lagging behind in one or more areas, it might be determined that a specific area needs more people in order to hold up its end of the bargain. In today’s uncertain economic landscape, companies cannot afford to make hiring mistakes, but using big data to analyze both positions and applicants can help ensure that each hire is the right fit.

Big Data shaping enterprise IT hiring

Not only is big data dictating the way companies manage employees, the entity itself is having a major impact on IT departments. The growth of big data is expected to create 4 million new jobs globally by 2015, according to a report from icrunchdata. Roughly half of them are in the United States alone. IT departments across the country are shifting their focus on developing solutions designed to better track information, so bringing in individuals who focus on the practice will go a long way toward ensuring the success of a big data strategy.

This trend is being fueled by IT departments that understand hiring analytical minds is just as important as hiring those with experience managing high-tech systems. Todd Nevins, a spokesman from icrunchdata, said in a statement that he isn’t sure where this trend is ultimately going, but as long as companies are finding the value in hiring personnel with analytical skills, he doesn’t believe it will die down.

“The hype is through the roof, but I’m not sure when it will turn,” he said. “We aren’t seeing any signs of a slow down on our side from companies recruiting big data talent due to the massive opportunities in their data. We don’t expect to see any pull back in the foreseeable future as long as the ROI continues to exceed the expense of finding, recruiting and retaining big data talent.”

Of course, even though businesses are hiring professionals with an understanding of big data, they still must possess the solutions needed to ensure their analytics strategies yield the best results. FileMaker development can help create the applications needed to examine information, process it and generate effective reports quickly and effectively. A combination of this system with highly skilled IT professionals will help ensure companies have the ability to maximize the value of their data.

Proper analytics can offer businesses a myriad of advantages and, as big data continues to grow, the number of business components that can be analyzed is seemingly endless. While information has been used to gain new insights about the sales and marketing side of business, the people behind a company's actions can also be viewed, and their behavior can be analyzed to help executives manage them. 

An article in Bloomberg BusinessWeek refers to people analytics as the "next big thing in big data." Using information to help understand the way workers interact with each other, how they operate, when they are most productive and so on and so forth can allow organizations to effectively manage a number of key areas of business, including scheduling and task assignments.

For example, if one individual is more productive in the afternoon and the data supports this, companies can change the way they manage that worker after lunch. The insights gained from people analytics can design a more efficient and productive workforce.

This strategy is already in place in some areas, according to Ben Waber, the article's author.

"Some companies are using this approach to boost productivity," Waber wrote. "Bank of America analyzed their call center operation to change how their employees took breaks, reducing turnover and increasing performance dramatically. Cubist Pharmaceuticals found that it had too many coffee machines. By introducing centralized coffee areas it was able to increase serendipitous interactions and sales."

To assist with this process, it's important to be equipped with the proper software. FileMaker development will help create a custom database software system designed to track employees, monitor activity and help make smart personnel decisions. 

In the highly competitive retail industry, organizations are always looking for ways to improve their position in the market. In the big data era, many key competitive advantages are coming from gathering and analyzing information, but several retailers are having a hard time optimizing their data management strategies. 

Retailers across the globe seem to be struggling with information. In Australia, this issue was the theme of a recent conference held to share ideas about data management. At the Australian Information Industry Association event, held earlier this month, consumer strategist Diane Shelton offered a sentiment shared by business executives all over the world.

Shelton, who has worked in the grocery and broadband industries in Australia, told the audience that as information grows, it's becoming harder to make sense of it all.

"We have an enormous difficulty in the short amount of time we've got to look at data and really take out the key points," she said. "Our data colleagues who are working with it all day are just swamped with information, so there's a lot of noise, and online gives you more noise than you ever wanted."

She added that many organizations are procuring massive, complex systems designed to manage data, but they are essentially too big for their own good and are more cumbersome than helpful. For retailers across the planet and here in the United States, the key is to find solutions to simplify the display of information, which can be accomplished with FileMaker development. By creating a custom database software system, organizations can effectively track data and manage it in a way that allows them to obtain key insights and improve their operations.

Traditional sentiment has always indicated that marketers can use big data management to specifically focus on key demographics. While the benefits of doing so are evident, it should be noted that negating those who fall outside of target groups is an ill-advised strategy.

In reality, data should be used to target everyone, not just those who fit the parameters of an ideal customer. According to a study conducted by Catalina researchers, 53 percent of sales are conducted with individuals outside of the target demographic. This means that if marketers simply increase their efforts to lock onto a specific group, they could be preventing their respective companies from bringing in half of their potential revenue.

As a result, marketers have to expand the use of their data to ensure they are reaching all potential parties. An article in Forbes suggests that big marketing data isn't big enough yet.

"We need to stop thinking about target consumers and start thinking in terms of consumer networks," writes Greg Satell, the article's author. "Just because the daughter buys it, doesn't mean the mother (or father or brother) won't and beyond consumers themselves, there are advocates and detractors that can affect a purchase as well. They all matter."

This ties into the point this blog made about how information can be used to break down demographics into individual targets. Using FileMaker development to build a custom database software system will go a long way toward giving marketers the ability to mix-and-match groups to develop ideal campaigns for each potential customer.

Data has always held an important position in the organizational structure of the healthcare industry. Organizations have used information to fuel innovation and find new ways to enhance their patient care efforts, but before medical institutions can move forward, they have to develop a solid base of quality care and patient experience initiatives that they can build off of.

When patients check into a hospital or doctor’s office, they have a number of unique qualities that ultimately distinguish themselves from every other individual who walks into the front door of that facility. The more the organization knows about the specific patient ahead of time, the better they can treat them. This is similar to the way businesses use data to cater their product development and marketing to each individual.

When data isn’t properly managed to help cater services to the individual, the results can lead to poor service and dissatisfied patients and family members. A May 13 article in The Boston Globe features the story of Calvin Hill, a man who went to great lengths to help his father Foster Hill, after he was diagnosed with later-stage prostate cancer. While the younger Hill was doing everything he could to ensure his father’s recovery, he admitted it didn’t feel as if those tasked with helping him expressed the same level of concern.

Hill explained the frustrating ordeal of trying and failing to receive treatment specifically catered to his father’s needs. While he didn’t want special service, he felt as if taking each relevant factor into consideration during the treatment process would have gone a long way toward improving the level of care his father received.

“You show up to the hospital, and it’s like Groundhog Day,” Hill told the Globe, explaining that there were few discernable differences between the way each patient was cared for. “It’s this outdated standard of care created for this hypothetical average patient. But no one’s an average patient.”

However, Hill has the resources to do something about this. His company, GNS Healthcare, processes big data and uses pertinent information about each patient to help generate a specific care plan designed to address certain variables, such as medication allergies and unique symptoms, in conjunction with basic identifiers like age and gender. Couple this concept with the innovative medical practices found throughout Boston and the surrounding area, it’s likely that patients will soon enjoy a level of personalized care they never knew.

While this concept has many in the industry very excited, it’s important to understand that it all begins with the ability to view and manage information quickly and efficiently. FileMaker development can help organizations build a custom database software system designed to process information and design specific strategies based on that data. By using FileMaker, users can ensure their solutions are created properly, which can alleviate the risk of inaccurate information processing. Nothing would be more damaging than creating a system to organize specific care strategies based off of inaccurate information.

Working with a FileMaker development specialist can help guarantee the quality of a data management solution.

To make an educated assessment about a particular component of society, you need a large sample size. If one individual behaves a particular way while shopping, that doesn’t necessarily indicate a trend. But if 1,000 people display this same behavior, especially if they are condensed in a certain area, that might be something of note. Organizing a marketing strategy to target this type of person is valuable if data indicates that there are a lot of them, but the information gleaned from this aggregation of individuals can take business strategies to a whole other level.

Let’s start with your group of a few thousand customers. Suppose these people shop online at night. That’s great information that can be used to adjust operations to ensure that group is targeted properly. But while that large collection of consumers behaves in a similar fashion, they each have their own distinguishing features, idiosyncrasies and preferences that should be accounted for.

Suppose that, of that group of people who buy online during the night time, 60 percent are female and 40 percent are male. Then, perhaps 40 percent of the women are over 50, 30 percent are aged 30-49 and the other 30 percent are under 30. This is where things can get interesting. Not only does each sub-demographic have its own traits, the individuals inside them will behave independently of one another. Groups can be broken down to the individual. Each person represents a segment of a larger collection, but everyone is unique. Businesses that understand this can get a firm reading on each consumer and address their actions accordingly.

Patrick Wolfe, a statistician who studies social networks at University College in London, understands this. Wolfe spoke with the MIT Technology Review about the power of data and how it can be used to find out certain characteristics of each individual consumer.

“There is so much more data out there that you can afford to tailor it to the individual,” Wolfe said. “Statistically, strength comes from pooling people together, but then the icing on the cake is when you individualize the findings.”

Data can do so much, but it must be properly organized for those tasked with analyzing it to obtain the greatest possible value. Developing a custom database software system will allow businesses to use their information in a way that identifies groups and then pinpoints individuals. For instance, if businesses know that males shop a certain way and people over the age of 50 buy in a manner that’s different than younger individuals, a 52-year-old man will be treated based on that information. A significant amount of cross-referencing will have to be done and it will likely take a robust software system that helps keep that information organized.

FileMaker development can help companies build an application that can manage all of this data. It might be easy to get confused when businesses are using their information to build targets for each customer, but a FileMaker-based system will keep everything organized and allow organizations to extract the most value from their data.

The effects of big data are being felt by individuals throughout their respective organizations, from the highest executives to entry-level end users. The former, however, are experiencing the biggest impact because their pertinent business decisions are being fueled by the information their company processes on a daily basis.

This is the subject of the upcoming MIT Sloan CIO Symposium, taking place on the Cambridge, Massachusetts, campus later this month. Recently, Erik Brynjolfsson, an MIT professor and moderator of the upcoming event, spoke with the online publication Tech Target and shared his thoughts on big data and how it's affecting business executives in 2013. 

"In particular, the availability of data is making it possible for managers to make much more data-driven decisions, instead of relying on instinct and gut feel," Brynjolfsson said. "Now we are finally beginning to have really good measures of what's going on with our customers, with our employees, with our suppliers, with our business processes, with the products and services we sell. With really good data comes the opportunity to make more data-driven decision making – and it is already delivering results."

He went on to say that according to their research, companies that use data to drive their processes are 5 percent more productive than their competitors and 6 percent more profitable. In short, decisions backed by data tend to be smarter and lead to better results.

Of course, obtaining data is only the start. It has to be processed and viewed in a way that allows for smart decisions to be made in a timely manner. FileMaker helps with this process because it allows organizations to build effective custom database software systems, which will give them a clear view of their information and help them understand how to use it. 

The advantages of building mobile business solutions have been discussed at great length in this blog, but much of the benefits of implementing a mobile strategy have been geared toward those who conduct business on the go. The ability to process information and build reports during the course of a business road trip, for example, is a strong driver of mobile adoption. However, while this benefit will always attract companies to go this route, there are many advantages that can be felt in-house.

FileMaker recently published a study that found that 59 percent of respondents connect their mobile devices to their company’s wireless networks and servers. These individuals are using their gadgets – whether they are deployed by the organization or brought from home as part of a BYOD strategy – inside the walls of the facility as a way to automate internal processes.

Ryan Rosenberg, vice president of marketing and services for FileMaker, Inc., released a statement in which he referred to those who use mobility inside the office as productivity warriors and indicated that they are fueling the rise in these devices in the business market.

“The next wave of business mobility, fuelled by iPad and iPhone-equipped ‘productivity warriors,’ is delivering real ROI by automating processes in the building and on the company campus,” Rosenberg said. “Of course we see many traditional road warriors using FileMaker, but we were surprised to find how much use was actually occurring inside the building. We were also impressed at how frequently businesses are replacing paper-based processes with iPads and iPhones, thus automating areas of their business not practical before.”

FileMaker can help with custom application development so those who use their devices in the office can improve the way they manage data and improve their own processes.