Addressing customer analytics with effective data matching

High-priority big data and analytics projects often target customer-centric outcomes such as improving customer loyalty or improving up-selling. In fact, an IBM Institute for Business Value study found that nearly half of all organizations with active big data pilots or implementations identified customer-c entric outcomes as a top objective. However, big data and analytics can also help companies understand how changes to products or services will impact customers, as well as address aspects of security and intelligence, risk and financial management, and operational optimization.