CIOTechOutlook >> Magazine >> September - 2016 issue

Synergy Technology Services: Assisting Organizations to Understand Every Bit of Data

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Big data is all about looking at solutions from information that is far too big and far too powerful for companies to perceive on traditional tools.

The massive data and perplexing information retrieval invokes big data tools, these tools however advanced, needs best hands to extract the information that is meaningful and realizable.
Synergy Technology Services Pvt. Ltd. (STS) works with a very large player in the Media and Entertainment industry as development partner, and has been continuously delivering software modules to them as a part of this engagement.

This media giant maintains over 2 million records in multiple databases amounting to Exabyte of data, which they wanted to streamline and structure for gaining insights into buying triggers of their customers. However, with millions of digital consumers seeking different genres of music; the company wanted to predict which artist, album or cover sale will help in increasing the quarterly revenues and also understand the reason behind consumption. Also they wanted to know which social media campaign drove customer interest and create product strategies to retain customers.

When STS was approached to unclutter this business critical information, they helped them by gathering entire structured data and identifying value proposition of each data and thereby delivered a dashboard of predictions.
This granular level of distinctive value identification gave insight into the customers’ behavior to choices and factors that influence the choice of music of respective customers. STS’ integration techniques are non-chaotic, when they say that, what they mean is, any form of unstructured data it can be mails, handwritten notes, thesis on papers etc. is not simply integrated into the structured ones rather a bridge foundation is laid to ensure the transition is truly seamless. Moreover, each time there is a flow of unstructured data, they convert them into electronic format either by customizing tools or developing in-house applications which makes ingesting the data easy and continue as a structured one.

Headquartered in Mumbai, Maharashtra, STS is a NASSCOM listed IT services company, that for the past 10 years has successfully delivered over 780 man years of projects and 70+ projects across business verticals while catering clients in 8 countries with strategic insights in order to help them leverage the market footprint.

They help their clients to empower their business by virtue of the company’s big data services and tools like-Hadoop, MongoDB, Apache Cassandra thereby cleansing the data and streamlining it for the clients to extract intelligence from the data lakes. “Data is all about proposition and proposition generates value; with our expertise we leverage this data driven model to help our clients retain their customers. And because retaining the existing ones is vital than acquiring new customers, we generate value”, asserts Ajay Lulia, Director& CTO.

STS battles data duplication by developing a master data management solution, which determines if similar or even a somewhat matching data exists in the system; if they do, it clears duplication and if they don’t it creates new record.

After setting a COE team for empowering Synergy Accelerate model of engagement, STS is all geared up and will soon be updating the portfolio of solutions with rich UI based mobility solutions for on-the-go demand for data value realization and IoT.

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