Algorithms need to be enhanced to make information more accessible by moving data out of the back office, according to SAS.
Speaking at the company's 2010 Analytics Conference today, Radhika Kulkarni, vice-president of advanced analytics research and development for SAS, said, "We need better deployment of data. How do we make sure analytics don't stay in the back office, but are applied in an easy way to be used?"
Kulkarni predicted that business-driven user-interfaces (UI) supported by analytics would become increasingly important for enterprises' decision-making processes by giving all business users access to business information.
YouSee, a provider of digital TV and broadband services, is among the organisations broadening the scope of its analytics strategy.
The company is using SAS software and UI to allow call centre staff to make use of customer information using familiar platforms, such as Microsoft applications.
"The key factor is the people answering the phones are not analytical people, who don't know how to define what offer to provide," said Kulkarni.
The SAS applications enables YouSee call centre staff to generate product offers tailored to individual customers.
"The world is so competitive. It will become more and more important to get insight from data to make smarter decisions," added Kulkarni.