Everybody is talking about BIG DATA – The Humbug analytical engine is a perfect example for the implementation of BIG DATA aggregation and analysis. Since the proliferation of data accumulation during the past few years, almost any business is confronted with the BIG DATA question. While Google, Facebook, Twitter, FourSquare and such are more than able to utilize this trend, how can other companies benefit from the BIG DATA advantage? do be more exact, how can a business dip into their own call records to learn more about their business?

Martin Vilaboy, in his recent article “Dipping into BIG DATA’, indicated some information regarding the usage of BIG DATA in various corporations. The information was provided by the Aberdeen Group. Let us examine the below table:

Key Performance Enhancements Provided by Data Analytics

Best-in-Class Companies Average Performing Companies Laggards Companies
Growth in sales pipeline
(Avg. YoY growth)
40% 14% 8%
On-time customer response
rate (Avg. %)
95% 87% 74%
Increase in inventory turnover
(Avg. YoY growth)
22% 6% 3%

Top Inhibitors to Efficient Data Management

Lack of IT resources 52%
Software and services are too expensive 45%
End-users have not provided well-defined information needs 42%
Lack of top management commitment to projects 38%
Business need is not high enough 24%

* Data provided by Aberdeen Group, survey of business decision makers

While our primary usage for this data is fraud analysis, a business which relies primarily on its phone system can benefit immensely from the distillation of the raw data accumulated in its Humbug account. In order to evaluate the possibility, let us describe a case for an office furniture manufacturer.

Office furniture manufacturer usually work via distributors, these then distribute to the various resellers – while at the end of the day, the support and customer care is performed by the manufacturer himself. So, our manufacturer has 5 distinct distributors in the US, while each distributor has around 20 different reselling outlets – with some overlapping between the reselling outlets.

Now, our manufacturer receives around 30,000 calls to its support team on a monthly basis. Calls are coming in from various area codes in the US, with no specific overlapping with the various resellers and distributors. Most manufacturers won’t allocate many resources for analyzing the call data via a call center platform, or even extract the information from their PBX system, however, utilizing a tool like Humbug – they can now tap into that rich data, to provide them an insight as to where their REAL CUSTOMERS are located. Now, having obtained that information using the various call records and Origination reports in the Humbug analytical suite, our manufacturer can now ascertain whether a specific region in the US requires specific handling, or if a distributor/resellers isn’t doing their job right.

The above shows that companies that will gain access to their call records, can synthesize the information into a business readable form – thus utilizing it. The Humbug analytical service does most of the work on its own, thus, allowing you to gain immediate access to the synthesized data, in a humanly readable form. No more need to import the data into various customized spread sheets and special reports – just logon and issue a customer report according to your requirements.