Why Email Is a Business’ Greatest Untapped Resource

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A company’s email data is the most complete record of its activity, history and resources. These emails — and the information they contain — are largely viewed in a transactional sense and their value as a treasure trove of secondary insights for businesses goes largely unrecognized. With the ever-growing ocean of communications data organizations generate, successful companies will be the ones that can mine that data for additional, often transformative insights helping them identify and take advantage of hidden opportunities and mitigate risk.  

Despite the rise of numerous competing technologies, such as Slack and Communities, email remains the number one tool for business communication. According to a report by The Radicati Group, the number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. With email so widely used, there is a huge opportunity to leverage the data it houses to unearth vast insights into everything from customer interactions to HR processes. This can be invaluable in alerting organizations to key opportunities, trends or risks.

So why aren’t more businesses analyzing communications information to make smarter decisions about the ways in which they operate, both internally and with external stakeholders like customers, prospects and partners?

To help businesses understand the value email analytics presents, Greg Arnette, founder and CTO of Sonian, has identified five ways enterprises can use email analytics augmented by machine learning to surface insights that can help them ward off risk and meet or exceed goals across their organizations.


Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

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