Beyond transactional data: ‘SMAC’ | #Infa15
“The Informatica platform has always been pivotal to our strategies,” said Arun Varadarajan, assistant VP and business leader, Enterprise Information Management, at Cognizant Technology Solutions. Varadarajan joined theCUBE, SiliconANGLE Media’s production team, during Informatica World 2015.
Clients are moving beyond transactional data to actual interaction and engagement data, according to Varadarajan. “Once S.M.A.C. (or social, mobile, analytics and Cloud) data methodology is integrated, our customers see real-time valuable context within the interactions their experiencing with their clients, suppliers, etc., that can contribute to preparation and resolution,” he said.
Transactional data not good enough
Business owners are realizing that it’s just not good enough to look at their transaction systems in order to create insight or to support their decision making for future campaigns, Varadarajan explained. He shared an example of a situation where he coordinated with a multi-national manufacturer of heavy engineering equipment. As a result of not having real-time, relevant data, that company couldn’t make properly informed decisions for their forecasts because they were previously forecasting based on various automated predictions.
Whether it is currency fluctuation or policy and regulation changes, customers now have an opportunity to access real-time interaction data that will continue to reflect the behavior of the customers, Varadarajan concluded.
Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Informatica World 2015.
Photo by SiliconANGLE
A message from John Furrier, co-founder of SiliconANGLE:
Support our mission to keep content open and free by engaging with theCUBE community. Join theCUBE’s Alumni Trust Network, where technology leaders connect, share intelligence and create opportunities.
- 15M+ viewers of theCUBE videos, powering conversations across AI, cloud, cybersecurity and more
- 11.4k+ theCUBE alumni — Connect with more than 11,400 tech and business leaders shaping the future through a unique trusted-based network.
Are you AWS customer? Support SiliconANGLE Financially by buying your AWS services from our Marketplace portal page and links.
About SiliconANGLE Media
SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — with flagship locations in Silicon Valley and the New York Stock Exchange — SiliconANGLE Media operates at the intersection of media, technology and AI.
Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Our new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.
