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Cloud is not a zero-sum game

Zafar Anjum | June 10, 2015
In this interview, Simon Davies, Salesforce's Vice President for ASEAN, Greater China and Korea, answers questions about the disruption that cloud and big data technologies are causing and how Salesforce is helping companies transform their customers’ journeys

For example, customer behavioural data can be fed automatically via cloud and re-purposed in real-time, to deliver customised communications to consumers that are timely and highly relevant. Front-line employees can also be equipped with real-time updates and information relevant to a customer case, or solution they are consulting on.

This levels the playing field by enabling organisations to create powerful predictive campaigns and outreach programs without enlisting additional development resources to make data actionable. This about analytics for the rest of us, and with solutions like the Analytics Cloud from Salesforce, this concept is now a reality.

What's next? How is Salesforce gearing up to take advantage of the Smart Cities wave?

Governments across Asia are developing their visions of Smart Cities. In Singapore for example, there has been a strong push for leveraging big data and data analytics to enable organisations to be smart about data. Businesses, communities and individuals across the region are leaning towards realities presented to them by the Internet of Customers and the proliferation of mobile and wearable devices. The number of touch points organisations have with users has also correspondingly increased. With the right data analytics platform in place, and customer-engagement platform to maximize impressions in windows that matter, organisations can ensure greater efficiency and flexibility in the way they respond to end-user requests and market opportunities.

Salesforce has developed a series of solutions to help businesses leverage big data. These include Marketing Cloud Predictive Decisions and Wave, the Salesforce Analytics Cloud.

In today's data-rich world, marketers have ample access to customer engagement information, but it's nearly impossible to deliver personalised content to every customer and connect interactions across the entire journey. The Salesforce Marketing Cloud places data science in the hands of marketers. It fuses CRM and marketing data with relevant contextual data such as web browsing activity, using native predictive intelligence decisions to increase conversions and engagement in a single, easy-to-use application. With Predictive Decisions, marketers can now harness the power of data science to analyse customer engagement and proactively deliver new recommended content, products, or offers to customers, creating highly personalised journeys across channels at scale.

Wave is the first cloud analytics platform designed for every business user, making it easier than ever for anyone to explore data, uncover new insights and take action instantly from any device. Companies can now quickly deploy sales, service and marketing analytics, or build custom mobile analytics apps, using any data source-empowering everyone to make smarter decisions from anywhere. Salesforce has also recently built up partnerships with several big data players, including Google, Cloudera, Hortonworks, New Relic, Informatica and Trifacta - to bring external data sources to the platform.


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