Signals and Insights: Value, Reach, Demand
The mobile and apps economy means that the interaction between businesses and their customers and partners happens in an ever broader context, meaning that the amount of data that enterprises gather is exploding. Business is being done on multiple devices, and through apps, social networks, and cloud services.
It is important to think about signals when thinking about the value that is hidden in your enterprises data. Signals point towards insights. The ability to uncover, identify, and enhance these signals is the only way to make your big data work for you and succeed in the app economy.
Types of Signals
There are three types of signals that an enterprise should track and utilize in its decision making and strategic planning.
When customers use an enterprise’s products or services, they generate value signals. The actions that are part of searching, discovering, deciding, and purchasing a product or service offer signals into the perceived value of the product or service. These signals examined through the lens of user context (such as their profile, demographics, interests, past transaction history, and locality in time and space to interesting events and locations) deliver insights into business critical customer segments and their preference, engagement, and perceived value.
When developers invest in the enterprise’s API platform and choose the APIs to create apps, they create reach signals. They are the signals around the attractiveness and perceived value of the enterprise's products and services. Developers take on dependencies on APIs because they believe that such dependencies will help them in creating value for the end users of their apps and ultimately themselves. Developer adoption and engagement is a signal that offers a leading indicator and insight into the value and delivery of an enterprise's products and services.
When end users request information and data from the enterprises’ core data store, they generate demand signals on the enterprises’ information. These demand signals, within the user context deliver insights into the perceived value of the enterprise’s information along with context around the information (such as the source, type, freshness, quality, comprehensiveness and cache-ability). These insights offers a deep understanding of the impact of information on end user completed transactions and engagement.
Apigee Insights offers the expertise, mechanisms, and capabilities to extract and understand these signals from the enterprise data that sits within, at the edge, and outside the edge of the enterprise. Apigee Insights is built from the ground up to identify, extract and accentuate the value, reach and demand signals that drive business critical insights for the enterprise.