Idiro ladies to tell all at Geek Girl Dinners, Dublin

Idiro are proud to sponsor the August meetup ggd

of Girl Geek Dinner Ireland. The GGD Ireland initiative was formed as part of the wider International Girl Geek Dinners to promote the exchange of knowledge and to provide a platform for women in technology and science to network in Ireland. Sarah Lamb, the founder of Girl Geek Dinners started this group with a few friends in London and the rest as they say, is history. The dinners grew in size and various types of cuisine, but the format has stayed consistent, more or less. Informal, casual but focussed on delivering and sharing knowledge/geekiness!

As part of the “Idiro night” for the Geek Girl Dinners, Dublin – August meetup, we hope to introduce people to the “happening” world of Analytics and Data. Clare will take the guests through the Idiro story – a brief introduction to the company and team, highlighting the key services and solutions Idiro provide. Krithika will then try to explain how data is all around us and why we should analyse it to arrive at “intelligent” decisions.

See http://ireland.girlgeekdinners.com/2015/07/30/august-2015-meetup/

Business Intelligence, Business Analytics, Big Data, all the hot/current buzzwords aside, this talk checks other boxes too, it is about a group of people passionate about what they do, how they help each other and work together as a team to achieve success (well their own definition of it anyway).

More information can be found here: http://ireland.girlgeekdinners.com/

Join Idiro at Mobile World Congress 2015 this March

MWC 2015 Logo

Idiro are thrilled to announce that we will be attending this years GSMA Mobile World Congress event in Barcelona with our partners, Apliman, from March 2-5.

MWC, ‘the world’s greatest mobile event’, acknowledges and showcases that we, as an industry, are on ‘The Edge of Innovation’ and this is something that resonates strongly with all of us here in Idiro. We are constantly striving to be innovative, original and efficient in our approach to understanding our customers and their needs.

If you would like to arrange a meeting with us during the first two days of the event (March 2-3), please contact our Analytical Solutions Manager, Clare Curtin, who will be happy to accommodate you.

You can contact Clare via: clare.curtin@idiro.com

Alternatively, you can find us on the Apliman stand in Hall 5, Stand 5G23.

See you in Barcelona!

People and data; a truly symbiotic relationship

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We need data and it needs us. Every day, businesses are using data to learn more about their customers, better-target their marketing campaigns and increase their ROI. The right data can do a lot for your business, but without the right people to analyse, interpret and utilise it, your business goals can suffer.

A problem users of data face sometimes is that they are guilty of ‘cherry-picking’ the data they need to support ideas and opinions that they already have. As put in this article by Tom Fishburne: “Data doesn’t have biases. It’s people who collect and select the data who bring bias to it.”

It’s imperative to your business goals that you and your business are using your data as effectively and efficiently as possible. Here at Idiro, we not only have the skills to turn your data into actionable insights but we also have the perfect people to help you use your data to it’s highest potential.

We’ve placed SNA consultants in companies with excellent results. To learn more about our SNA Consulting services, please contact us at: experts@idiro.com

 

Idiro Announces Partnership with Newtoms

MEDIA RELEASE

Atlanta & Dublin – 28th October 2014

NEWTOMS and Idiro Technologies Announce Partnership

Winston Rivero & John Dunne

Pictured L-R: Winston Rivero, co-Founder and Executive Director & John Dunne, Idiro Chief Commercial Officer

NEWTOMS, Subject Matter Experts and leading provider of specialized professional services related to Data Collection-Mediation, and Idiro Technologies, a leading provider of advanced data analytics and pioneers in Social Network Analysis Technology today announced a partnership.  This partnership gives NEWTOMS the right to offer Idiro’s services in the Latin American markets and strengthens its Mediation, Insight, Action orientation around CDR Analytics and Telco Industry; similarly the alliance gives Idiro Technologies the right to offer NEWTOMS’s specialized professional services related to Mediation and Interconnect billing solutions already widely deployed in Europe today.

Idiro’s advanced Social Network Analysis (SNA) platform helps Telco Marketing, Anti-fraud and Customer Experience staff to segment and target customers. Idiro uses voice, SMS and data traffic call detail records to build up a detailed picture of the social communities within the customer base. Idiro’s analytics are predominantly used to improve customer acquisition and customer retention and to increase ARPU via cross sell/upsell opportunities. Idiro SNA’s analytics focuses on the relationships rather than the individuals – the right approach for the emerging markets where the pre-paid customer is predominant and the information available about pre-paid customers is scarce.

According to Winston Rivero, co-Founder and Executive Director of NEWTOMS, “This partnership will draw a combination of technology, services and skills from NEWTOMS and IDIRO to help operators GET subscribers, RETAIN them, GROW ARPU.”

By combining NEWTOMS’s specialized professional services with Idiro Technologies’ SNA platform, telco customers will mine data from their existing Mediation systems and draw insights from CDRs via SNA technology. This will allow the telco to identify influencers, predict churners, and select targets for successful acquisition and cross-sell campaigns.

Winston Rivero & John Dunne

Pictured L-R: Winston Rivero, co-Founder and Executive Director & John Dunne, Idiro Chief Commercial Officer

According to both parties, this partnership will prove to be most beneficial, as each company’s solutions complement the other. As stated by Winston Rivero, co-Founder and Executive Director of NEWTOMS, “By offering NEWTOMS-IDIRO synergies, we will help our clients to successfully mine their ever-growing amount or CDRs and their rich mine of traffic data, gain competitive insights by identifying key influencers in their networks and execute successful word-of-mouth campaigns, member-get-member strategies, churn reduction and finally improve their EBITDAs.”

According to John Dunne, Idiro Chief Commercial Officer, “NEWTOMS is an ideal partner for IDIRO; they have an excellent track record in Latin America, they are subject matter experts on the existing data collection and mediation system and Interconnect billing solution already deployed in more than 50 sites in Latin America, they are experts offering Mediation, Insight, Action and by combining our award-winning technology and NEWTOMS expert services, we can, together, help mobile operators turn raw data into actionable insights, therefore enabling fruitful action. By integrating IDIRO’s SNA platform with NEWTOMS services, we are now in a position to offer mobile operators an end-to-end solution that will positively impact their bottom-line”.

About Idiro

Based in Dublin, Ireland, Idiro Technologies is an award-winning provider of marketing analytics to service providers and businesses around the world.  Idiro specialises in advanced predictive analytics for telecoms and online gaming companies and is a recognised leader in ‘Big Data’ analytics consulting and the commercial deployment of social network analysis technologies. For an overview of Idiro’s social network analysis technology, watch the short video on the Idiro homepage at: www.idiro.com

About Newtoms

NEWTOMS professional services have helped leading operators in Latin America with key-strategic Data Collection-Mediation that have enabled them to launch services such as LTE, SMS, VAS, incorporate new network elements, feed downstream systems and improve CDRs visualization to Financial Executives. NEWTOMS has offered Mediation, Insight, Action to major Telco Groups in the region including largest Operators in Peru, Panama, Venezuela just to mention a partial list.

Media Contact Information

Simon D Rees, Clients & Marketing Director, Idiro Technologies.

+353 87 240 5999

simon.rees@idiro.com

Winston Rivero, co-Founder and Executive Director

+1-678-736-3022

winston.rivero@newtoms.com

Measuring ROI Of WOM Marketing

AT&T’s Greg Pharo recently joined Ed Keller of the Keller Fay Group for a webinar on the Return-On-Investment of Word-Of-Mouth (WOM) marketing. He shared insightful information on AT&T’s research into WOM and the significant role it plays in driving new customer acquisition.

Keller stated at the beginning of the webinar that in a recent study, approximately 85% of marketers in the US couldn’t show the ROI of WOM marketing, despite plans to increase their budget spend in the category. A McKinsey article also noted WOM as being the most ‘disruptive’ marketing factor, adding that WOM is responsible for 2.1 billion daily brand impressions in the US and 440 million in the UK.

One particularly interesting statistic was that of the 90% of WOM marketing that happens offline (which is interesting in itself), over half of this was driven by one or another form of marketing or media. Of particular importance is the fact that 26% was driven by paid advertising. Targeted advertising is obviously a vital factor in driving sales through WOM and on the back of that, identifying who to target remains an increasingly important challenge. Being specialists in advanced and predictive analytics, Idiro can identify propitious customer segments so that marketers can better target their campaigns, in order to capitalise on these new figures emerging from AT&T’s research.

Although paid media remains the primary driver of sales for AT&T at 30%, WOM is a close second. Pharo elaborated on this by saying that WOM explained over 10% of sales through positive comments, but also over 10% of lost sales through negative comments.

 
ROI Of WOM

He concluded his thought-provoking presentation by saying that WOM metrics belonged on a CMO dashboard as a KPI and that WOM is ‘an impactful, relevant variable for influencing sales in the Wireless industry’. He believes that conversation should be a marketing objective for all marketers and Ed Keller went on to explain the best ways for those marketers to stimulate WOM:

1. Focus on ‘talk-worthy’ messages, i.e. ‘triggers

2. Target consumers who can carry messages, i.e. ‘influencers

3. Favour marketing/media that maximises WOM, i.e. paid advertising

He also added an interesting point at the end that maybe all media should be thought of as ‘social’.

Idiro’s expertise in predictive analytics can provide marketers with a thorough analysis of their target audience, identifying the key influencers amongst communities and even amongst families and households. Using the SNA Plus platform, marketers can really take full advantage of the power of WOM, which, if this webinar is anything to go by, will remain a key sales driver for years to come.

Contagion of marriage, divorce, and mobile phone decisions

Yours truly went to a wedding last weekend. Many of us go through a stage where we go to half-a-dozen weddings in a year, as our friends all seem to get hitched within a couple of years of each other.   And great fun it is too.  There is some anecdotal evidence getting married is contagious – perhaps attending the wedding makes one’s own nuptials more urgent (for the woman) or inevitable (for the man)?  Perhaps when one’s friends do it, the logistics start to feel doable.  The tragic phenomenon of copycat suicide is well known in academia, and media guidelines have been developed (e.g. here) to minimise contagion through sensitive reporting. There is some interesting evidence that divorce is contagious – as this Pew Research report says:

A research team headed by Rose McDermott of Brown University analyzed three decades of data on marriage, divorce and remarriage collected from thousands of residents of Framingham, Massachusetts.

McDermott and her colleagues found that study participants were 75% more likely to become divorced if a friend is divorced and 33% more likely to end their marriage if a friend of a friend is divorced

Contagion of marriage, divorce, and mobile phone decisions

Though the study has attracted some criticism (for example, here), it certainly passes the intuitiveness test – our experience tells us that there’s some truth in it.  More research will certainly follow, to test and refine the conclusions. Maybe the reason that we observe weddings happening in clusters is – in part – because for many couples they are linked to a time of life, like getting your first job or having a first child.

Many years ago, when the author worked in a telco, we commissioned research on consumer attitudes to prepaid and postpaid mobile.  The research found that the consumers viewed prepaid mobile service like having a casual boyfriend / girlfriend – and postpaid contracts like marriage.  The difference was in the level of commitment. Idiro’s research in more than one market has found that moving from a prepaid to a postpaid contract is contagious too – when your friends move to postpaid, you become much more likely to follow suit.  (Idiro’s customers use this information to improve success rates in prepaid-to-postpaid migration campaigns.)  We believe that whereas this contagion used to be just down to customers moving together from a short-term to a long-term view of their world, nowadays the contagion is also heavily influenced by smartphone envy.  We know that smartphones are highly contagious – and customers choose postpaid contracts in order to finance expensive smartphones. Our friends influence us more than we think – often subconsciously.

So, we know that there is strong evidence for contagion of marriage, divorce, and mobile phone decisions.  As humans it’s good to be aware of these influences – so we can manage the pressures towards marriage, divorce, or whatever.  For the telco, Idiro’s algorithms hold the opportunity for the telco to get better marketing returns by targeting the right customers for these offers.

How to run a successful trial of Social Network Analysis for marketing

At this stage, everyone in marketing understands the power of word-of-mouth – which Tom Fishburne’s cartoon, below, elegantly illustrates. Organisations with link data – telcos, gaming companies, social networks and the like – can take a scientific approach to word-of-mouth marketing (aka influencer marketing) by deploying Social Network Analysis algorithms to target the influencers – or the influenced.   Idiro is a pioneer in this space.

Over the past few weeks we have been talking with two mobile operators who, prior to talking to Idiro, had each run projects to evaluate the benefit of Social Network Analysis (SNA) for improving targeting in marketing.  However, in both cases the trials ran into difficulties that could have been avoided. At the end of the projects both mobile operators had invested significant time and money in running a trial, but neither was in a position to make an investment decision.

We’ve been involved in mobile operator trials of Social Network Analysis for over eight years, and we’ve seen the good, the bad and the downright ugly – so we know how to run a successful trial of Social Network Analysis for marketing. Here are eight tips to help you run SNA trials that give you a clear evaluation of SNA for your business – quickly and efficiently.

1. First, be really clear on your objectives

It might sound obvious – but are you proving a technology, evaluating a vendor or trying to find the best way solve a business problem? Be really clear on this, both internally and with your SNA trial vendor(s). Also, how serious is your organisation about adopting a SNA solution if the trial succeeds?  We evaluate operators who come to us looking for SNA trials on 2 axes:

  • To what extent are the key sponsors prepared to accept the concept behind SNA for marketing?
  • The degree of organisational backing / commitment to deploying a SNA solution if it is proven (worst case: a solo run, best case: a project with board backing)

Make sure your organisation is prepared to invest in a solution before you start your evaluation of SNA.

2. Work out the evaluation, decision and implementation steps in advance

A common cause of trials not completing successfully is that the assessment of SNA that they deliver is not what the senior team needs in order to make the investment decision.  Therefore, before you finalise the trial, work out the evaluation process and success criteria. We offer our customers help with evaluation methodologies for SNA in marketing.

3. Design the trial carefully based on your objectives and your approval process

Many mobile operators make the mistake of specifying too much technical detail (while leaving the business success criteria too loose).  Others base their trial design on the offering from a particular vendor. We all know which vendor will perform best in a trial like that!

Different SNA solution vendors have different philosophies, and it is usually best not to specify the vendor’s methodology or business model tightly, at least initially, and focus on the business benefits that are required (see point 1). That way, a wide range of vendor approaches can be tested – and ideas that you did not think of can be incorporated into your project. Use the agreed evaluation method and success criteria to inform the key elements of the scope:

a) Live or historical trial, or both? b) Role and design of control groups c) Technical  / operational models to be considered (Saas, managed service, software licence, etc.)

These are important choices, and they will affect the outcome of your trial.

4. The farmer and the cowman should be friends

The most successful SNA implementations tend to have close cooperation between marketing and analytics teams. Whichever side of the organisation you work on, bring your colleagues on board early.

5. Get the trial campaign right

Because they target the influencers or the influenced in your customer base, word-of-mouth campaigns need to be designed carefully. If your evaluation involves a campaign, don’t put all your effort into the technology and test it on a bog standard campaign.  Idiro are experts in word-of-mouth campaigns.

6. Budget

Be realistic about how the relationship between spend and quality. Most vendors want to cover their costs at least, during the trial. You could doubtless persuade one or two vendors to work for free, but this might mean that you exclude the best vendors. Remember also to budget for internal costs.

7. Fix a realistic timescale

SNA trials with thorough methodologies take time to do properly. Trials with highly aggressive deadlines nearly always overrun – typically because one or more internal tasks do not receive the priority they need. Set realistic deadlines and make sure your internal project manager has the authority to get the tasks done.  Beware of shortcuts, particularly around evaluations.

8. A successful introduction of new technology requires change in the organisation, which isn’t easy

A successful post-trial implementation leading to a strong ongoing ROI depends on getting a number of factors right – operational, analytical, process change, KPIs, etc.  When post-trial implementations fail, they do so because they don’t address these difficult issues or don’t have a strong leader keeping the focus on the benefits.  Once the SNA trial is completed, the benefits are proven and the contract is signed, make sure you task the team with delivering the benefits within (say) 6 months and not just completing the implementation project.

 

Idiro would be happy to expand on any of these points.  If you are planning a trial of Social Network Analysis solutions for marketing, feel free to run your ideas by us. We might save you some heartache.

Insights from the IQPC number portability summit

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Freddie McBride of CEPT presenting on service portability

I had the privilege of attending the IQPC Number Portability Global Summit earlier this month.

Number portability has been important for the development of competition in telecoms.  The conference addressed a wide variety of topics around the subject.

Here are some of the points that resonated:

  • According to one speaker, 75 countries have implemented number portability (NP) on their fixed (FNP) or mobile (MNP) networks.
  • Many others, including Jamaica, Trinidad, Afghanistan, Armenia, Togo and Tunisia are likely to implement number portability by the end of 2014.
  • Some countries, e.g. Russia, are struggling against technical and political barriers to implementing number portability
  • User experiences of MNP vary widely.  In Portugal, callers to ported numbers are greeted with a message warning them that the call may cost more.  In countries like Ireland, Ghana and Israel, mobile numbers can be ported in under an hour, whereas in some other countries it can take weeks.
  • In some countries (e.g. UK) the customer approaches her current network and requests porting (this is known as donor-led porting).  Best practice, followed by many countries, is that the customer requests porting from the network to which they wish to port (recipient-led porting).
  • The technical platforms and processes underpinning porting continue to evolve, in response to customer needs (or rather operators’ new product opportunities), technical advances and the pursuit of efficiencies.

My talk to the conference covered three areas:

1. The evolution of in the importance of number porting

Mobile numbers will continue to be an important way to be reached by almost all mobile users, but callers can now find and contact at least some of their targets on social media.

Porting
The evolution of the importance of number portability

Against that, the cost and difficulty of porting is now very low in most markets, so porting will continue to be popular for the foreseeable future.When truly portable mobile phones arrived (first for businesses, then with the advent of prepaid, for the mass market), the mobile phone number filled a need left unfulfilled: a simple reliable means of reaching someone anywhere, anytime.  Porting was introduced to improve the free functioning of telecoms markets.  In 2003, the value of porting to the Irish economy was estimated at £IR 129M.

More recently, social media has emerged as a far superior way to find and contact people.  Although it has limitations, it removes many of the costs of changing the mobile number.  However, in parallel the costs (monetary and service interruption) to users of porting continue to decline, and many operators incentivise port-in.  Number porting is here to stay.

2. Insights based on analysing data around porters.

Idiro has analysed data relating to porting customers in a variety of markets.  I presented a number of insights (anonymised, of course) on the characteristics of porters based on multiple markets.  I also described in detail the phenomenon of porting contagion.  The power of word-of-mouth results in many consumers following their friends when they switch networks.  This accounts for a high proportion of porting overall.  Big thanks to my colleague Lorcan Treanor for the analysis behind these insights.  Please contact Idiro to learn more about these insights.

3. How Idiro SNA helps meet the challenges of porting churn

Idiro SNA is a perfect fit for the marketing problems around mobile number porting.  Idiro scores can be used:

Porting campaign
Success of member-get member porting acquisition campaign using Idiro SNA scores
  • In Member-get-member acquisition campaigns.  Idiro identifies the customers on competitor networks who share communities with phone users on the operator’s own network.  The likelihood of these to port in is measured.  For the most promising targets, the on-net friends are identified for targeting with a member-get-member campaign.  This can provide very strong results.
  • In retention campaigns to reduce porting churn. This Idiro score is particularly popular with Idiro’s customers.  Idiro runs weekly or monthly models to predict porting churn, and Idiro’s customers use these scores in automated weekly or monthly retention campaigns, as well as in other areas such as the call centre.

I was conference chairman on the second day of the conference, which focussed on Service Portability.  There is great interest in the topic – where the customer can port not only their fixed and mobile numbers but other elements of their package as well, up to the entire quad-play bundle.

Though the concept is an appealing one, in practice the challenges are large.  Imagine being a customer with a home phone, mobile phone, TV and broadband bundle, and moving it to a competitor.  Every provider’s service bundle is different, and porting the entire bundle will require the customer (or the recipient operator) to make careful choices.  In addition, speakers pointed out that the delay in porting different services will vary, so during a transition period the customer will have some services from the door operator and some from the recipient operator.

There are challenges aplenty there and it is clear that there is no consensus over the best way forward.  One might (at the risk of overestimating the similarities) say that the discussion on service portability is where the number portability was 25 years ago.

Overall, the conference was well-organised and the  speakers well chosen.  However, like with many other telecoms conferences, the voice of the customer was hardly heard at all.  Quality was mostly described  in narrow telecoms terms, rather than the quality as measured by the user.  Almost no primary or secondary research on customer experience was presented by regulators, operators or vendors.  At the end of the conference (I missed one talk) I had not learned anything about consumers’ expectations for porting and how well they were being met.

If the voice of the consumer is not heard, how will their needs be met?  It was ever thus in the telecoms industry – or at least, it has been for the last 25 years – and it is reason that OTT services like Whatsapp are eating SMS and MMS’s lunch.  Despite being excellent in what it did cover, by its omissions this conference reminded me again of why the telecoms industry needs to cop itself on and develop a passion for the customer, or risk its share of customer communications being progressively eroded.

Former Idiro employee, Dr. Daniel Birke, publishes book on social networks

Dr. Daniel Birke’s book

A former employee of Idiro, Dr. Daniel Birke, has published a book entitled ‘Social Networks and their Economics – Influencing Consumer Choice’.

The book is a practical guide to using Social Network Analysis to understand and influence consumers’ business decisions.  Based in part on Daniel’s experiences during his time at Idiro, the book:

  • Explores network effects and the analysis of social networks, and provides an overview of the state-of-the art research.
  • Looks at consumption interdependences between friends and peers: Who is influencing who, through which channels, and to what degree?
  • Presents statistical methods and research techniques that can be used in the analysis of social networks.
  • Examines SNA and its practical application for marketing purposes.
Dr. Daniel Birke

Daniel’s time as Vice President of Innovation and Analytics at Idiro played an important role in the development of the ideas in this book.  Says Daniel: “My time at Idiro allowed me to use Idiro’s advanced Social Network Analysis technology and the learnings from my own Ph.D in practical, real-world commercial problems.  Idiro is a great example of a company applying SNA in practice.”

A current employee of Idiro, Simon Rees, contributed an appendix to the book entitled ‘Success factors for viral marketing campaigns’.

Said Aidan Connolly, CEO of Idiro “This book will make an important contribution to the practical application of SNA in business.  We at Idiro are all proud of Daniel and are delighted to have contributed so much to the ideas in this book”.

An interview with Daniel can be found here.  The book can be purchased from Amazon.

Sex, teenagers and Big Data

He who hesitates is lost...
He who hesitates is lost…

A good friend said to me recently that Big Data and analytics is a bit like teenagers and sex; everybody is talking about it but very few are actually doing it. I think he may need to update his knowledge of teenage behaviour but I got his point nonetheless.

The rush to Big Data has the usual hallmarks of other past industry hot trends i.e. lots of hot air and hype. Additionally, there are a lot of definitions of what Big Data actually is and what differentiates it from, say, your bog standard Oracle BI/data warehouse.

So what’s my definition of Big Data? If pushed I’d say something similar to the following: “Big Data is the discipline of analysing vast volumes of structured and/or unstructured data with a view to generating insights and predictions that improve business performance”  (OK, I know that’s not very inclusive of non-business activity but you get the general idea).

My gripe about some soi-disant Big Data companies is that all they have done is moved their dashboard reporting tool to Hadoop (if even that). I can understand the temptation to rebrand an existing BI tool as a Big Data platform but it would be unfortunate if anyone actually fell for that.

Here in Idiro we like to differentiate between BI and predictive analytics – there are many companies offering BI tools of varying levels of sophistication. However, there are far fewer suppliers of predictive analytics platforms  (and even fewer still who provide predictive social network analysis like ourselves). In essence, BI tells you what did happen (i.e. after the horse has bolted) and predictive analytics tell you what will happen (while the horse is still happy in the barn). A smart company will use both.

But back to the definition of Big Data…some would argue that Big Data is all about analysing unstructured data such as blog postings, tweets and other such rubbish. Sorry, yes, I know there is useful information in there but there’s a lot of junk too. We prefer not to discriminate against data and believe that any data can form the input for a Big Data platform.

A word of caution lest anyone think that by installing some Big Data platform that all their problems will be solved. The analytics generated by any such platform need to be used to change business behaviour – this is probably the biggest challenge to the successful deployment of analytics within a company. Often there is political resistance within a company to the use of analytics that makes the Israeli-Palestinian problem seem like a walk in the park. Simply put, people and processes need to change if a company is going to capitalise on its investment in analytics.

As for the aforementioned teenagers, I think that when it comes to the adoption of behaviours that they find “beneficial” they exhibit a lot more openness to change than some large companies who desperately need to reinvent themselves. Big Data may or may not be a panacea for all a company’s problems but, once we step away from the buzz and the hype, what we see is that companies small and large, who intelligently leverage analytics for business really do get the edge over their competitors. Call it Big Data, call it analytics, the important thing is to call it right.

Aidan Connolly
Email a.connolly [at] idiro.com