NICE Systems has entered an agreement to acquire Causata, a provider of real-time Big Data analytics technology.

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The acquisition will allow NICE to offer solutions which provide greater visibility into a customer’s activities on the Web and apply the insights from that data in real time, across other touch points such as the contact center.

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Organizations will be better positioned to enhance the customer experience, increase revenues, and achieve greater operational efficiency. These solutions are further augmented by Causata’s Web-based predictive analytics and machine learning technologies, which, when applied to terabytes of information, allow organizations to improve real-time decisioning and guidance. NICE will benefit from Causata’s real-time Hadoop-based interaction repository, real-time decisioning, dynamic customer profiles, and Web personalization.

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“One of the biggest challenges enterprises face today is the difficulty breaking barriers between the Web and assisted-service channels, such as the contact center,” said Keith Dawson, principal analyst at Ovum. “In order to truly understand the customer journey and get the most value from that understanding, companies must know what their customers are doing on the Web, as they do it. The key is to then share that insight with the sales, services, and marketing organizations, so that they can act in real time to deliver outstanding, personalized customer service and realize more sales opportunities.”

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