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Cindy Grossman lays out IBM's point of view for big data and analytics

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Overview

When Cindy Grossman, vice president for Big Data & Analytics at IBM, meets clients, she sees a common thread: the desire to utilize data to achieve better business outcomes. This can be in the form of better products, lower costs and also happier customers. 
 
Ms. Grossman notes that analytics can be thought of in two layers: the first is the traditional structured data residing in databases, and the second is unstructured information like Twitter feeds, metering data and customer call records. Mining this newer unstructured data requires different infrastructure where systems, storage, and software are completely integrated and optimized for the task. From an overall, holistic standpoint, IBM has the broadest portfolio in the industry.