Big data is about driving your business, providing an optimized experience to each customer, and eliminating the impediments that create customer dissatisfaction, says ClickFox CEO Marco G. Pacelli.

“We talk to business owners, senior VPs of retail or customer service…people who own the client” not IT people, he told SiliconAngle.TV from the recent EMC Analyst Day and announcement in New York City. And while “big data” may sound like a storage term, it is really focused on changing the business, not on achieving 10% better storage efficiencies or similar IT technical concerns.

“To be honest, unless you have the applications that are going to utilize this big data, it’s just more storage,” he says. “You’ve gotta be able to leverage the value of the data. That means pulling it out faster and making sense out of it and having applications that utilize it.”

ClickFox focuses on the longitudinal customer experience. Its unique application combines data on customer interactions from multiple systems and sources to build a timeline for each customer’s experience with a product or service. It then constructs patterns from large numbers of these timelines to identify such things as common problems that require multiple calls to rectify and that should not be happening in the first place or at worst should be fixed immediately.

It can also identify different classes of customers by their patterns of use of the company’s products and services, allowing marketing to customize its approach to those customers and anticipate their needs and interests. This can provide a personalized overall experience that will boost customer satisfaction and loyalty.

“So in other words, every client gets a personal touch or the feel of a personal touch based on the data,” he says. “That’s the direction new see this going.”

[Editor’s Note: This is a repost from the best of SiliconAngle’s EMC Breaking Records coverage]