"Today's marketing professionals can see for the first time how individual consumers respond to campaigns," said Brandon Brown, Trident Marketing Chief Information Officer. "Using IBM big data analytics to capture social media sentiment along with other relevant sales and supply chain data, we can help our clients move away from marketing to the masses and to marketing to masses of individuals in a personalized way. Without big data analytics, businesses will quickly lose out to competitors who get to know consumers better than they do."Streaming Data for Communications Services ProvidersAccording to a recent report from the United Nations Telecom Agency, there are now 6 billion mobile phone subscribers globally. Communications Services Providers (CSPs) are under increased pressure to analyze big data coming from their networks to improve service, detect fraud and reduce customer churn. Developed by IBM Research, InfoSphere Streams software can analyze and share data in motion, allowing for sub-millisecond decision making in environments where millions of decisions can be made every second. The software continuously analyzes massive volumes of data at rates up to petabytes per day. Initially tested on financial markets data, the new features include built-in accelerators to help CSPs continuously ingest and analyze data in motion from their networks. As a result, they can better understand how customers are using services and what their preferences are, making it easier to provide personalized products and billing reduce to churn and retain customers. The software also comes with built-in social media analytics to help marketers fine tune promotions in support of customer loyalty and retention initiatives. Sprint is using IBM analytics technology to capture and interpret all network data (e.g. location data, dropped calls, service interruption, network performance, etc.) to improve the overall customer experience and operational efficiencies. "IBM is helping Sprint manage and analyze network data 90 percent faster than before," said Von McConnell, executive director of the Innovation and Advanced Labs at Sprint. "We can now customize new products and services in real-time and respond instantly to changing market dynamics. The insights we gain from big data analytics allows us to create and deliver new mobile applications in minutes, instead of hours, giving Sprint the ability to stay well ahead of our competitors." InfoSphere Streams also provides the ability to drag and drop data sources to instantly and intuitively create new analytics applications. From a simple GUI interface, developers can visually design complex process flows instead of traditional programming. Data Scientists can take advantage of new toolkits that automate analysis of geospatial, financial markets, and machine data such as network event logs, call detail records and financial trades.