Users have always been demanding about performance. But does the 5-minute rule noted by Tom Rosamilia in the opening keynote at IBM Enterprise2014 go too far? It now seems users expect companies to respond, or at least acknowledge, their comments, questions, or problems in five minutes. That means companies need to monitor and analyze social media in real-time and respond appropriately.
Building on client demand to integrate real-time analytics with consumer transactions, IBM yesterday announced new capabilities for its System z. Specifically, IBM is combining the transactional virtues of the z with big data analytic capabilities into a single, streamlined, end-to-end data system. This real-time integration of analytics and transaction processing can allow businesses to increase the value of a customer information profile with every interaction the customer makes. It also promises one way to meet the 5-minute rule, especially when a customer posts a negative comment on social media.
With the new integrated capability you can apply analytics to social sentiment and customer engagement data almost as the transactions are occurring. The goal is to gain real-time insights, which you can do on the mainframe because the data already is there and now the real time analytics will be there. There is no moving of data or logic. The mainframe already is doing this when it is being used for fraud prevention. This becomes another case where the mainframe can enable organizations to achieve real-time insights and respond within five minutes. Compared to fraud analysis the 5-minute expectation seems a luxury.
By incorporating social media into the real time analytic analysis on the mainframe you can gain an indication of how the business is performing in the moment, how you stack up to your competitors, and most importantly, meet the 5-minute response expectation. Since we’re talking about pretty public social sentiment data, you also could monitor your competitors’ social sentiment and analyze that to see how well they are responding.
And then there are the more traditional things you can do with the integration of analytics with transactional data to provide real-time, actionable insights on commercial transactions as they occur. For example you could take advantage of new opportunities to increase sales or prevent customer churn.
According to IBM this is being driven by the rise of mobile and smartphones, numbering in the billions in a few years. The combination of massive amounts of data and consumers who are empowered with mobile access is creating a difficult challenge for businesses, IBM noted in the announcement. Consumers now expect an immediate response—the 5 minute rule—to any interaction, at any time, and through their own preferred channel of communication. Unfortunately, many businesses are trying to meet this challenge and deliver instantaneous, on-demand customer service with outdated IT systems that can only provide after-the-fact intelligence.
Said Ross Mauri, General Manager, System z, IBM Systems & Technology Group: “Off-loading operational data in order to perform analytics increases cost and complexity while limiting the ability of businesses to use the insights in a timely manner.” The better approach, he continued, is to turn to an end-to-end solution that makes analytics a part of the flow of transactions and allows companies to gain real time insights while improving their business performance with every transaction.
Of course, Mauri was referring specifically to the System z. However, Power Systems and especially the new POWER8 machines, which have a strong presence here at IBM Enterprise2014, can do it too. Speaker after speaker emphasized that the Power machines are optimized for lightning fast analytics, particularly real time analytics.
Still, this was a z announcement so IBM piled on a few more goodies for the z. These include new analytics capabilities for the mainframe to enable better data security and provide companies with the ability to integrate Hadoop big data with the z. Specifically, IBM is delivering:
- IBM InfoSphere BigInsights for Linux on System z – Combines open-source Apache Hadoop with IBM innovations to deliver enterprise grade Hadoop for System z clients;
- IBM DB2 Analytics Accelerator – Enhances data security while delivering 2000 times the response time for complex data queries.
- New capabilities in Linux and the cloud for system z, such as IBM Elastic Storage for Linux on System z, which extends the benefits of Elastic Storage to the Linux environment on z servers, and IBM Cloud Manager with OpenStack for System z, which enables heterogeneous cloud management across System z, Power and x86 environments.
Many of these pieces are available now. You can meet the 5-minute rule sooner than you may think.
Alan Radding is DancingDinosaur. Follow him on Twitter, @mainframeblog, or check out his website, Technologywriter.com
Tags: analytics, Big Data, Cloud, hadoop, hybrid computing, IBM, IBM DB2 Analytics Accelerator (IDAA), Linux, mainframe, mobile, Power Systems, POWER8, sentiment, smartphones, social media, System z, technology, zEnterprise