With 10,000-plus attendees expected at IBM's annual Information on Demand event in Las Vegas this week, the firm is clearly aware it will have to pull out all the business analytic stops it can to keep the punters happy.
The morning session stared with some ferocious tribal drumming taking place on stage, followed by some equally ferocious drumming of the business intelligence drum by a raft of IBM chiefs highlighting the growing amount of data being created and collected.
"There are millions of devices spewing out information," said Robert LeBlanc, senior vice president for middleware software.
"The information explosion that is occurring needs to lead to optimised outcomes and the ability to get data when necessary."
LeBlanc noted that IBM expects there to be 35 zettabytes of information by 2020, up from 800,000 petabytes now, marking a huge explosion of data that was to come from all manner of areas.
As such, LeBlanc argued it was vital for businesses to plan an information agenda to line up strategy with analytical capabilities, and to ensure that information was correct, relevant and well governed.
"Information is a weapon to drive business," he enthused.
To emphasise this point, Visa's chief information officer Mike Dreyer took to the stage.
Dreyer explained how analysing data on fraud transactions had helped the company spot that very few instances of fraud occurred for amounts under $25. This had helped Visa to introduce contactless payment technology.
"This is great for businesses as it allows them to serve more people, take more cash, and do it quickly," Dreyer said.
Completely coincidentally, Visa was some five minutes later announced as the winner of IBM's annual Information on Demand Innovation award.
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