Lenovo is betting on big data analytics as its competitive edge to woo the millennial generation. It is in the midst of building a global analytics hub based out of Singapore.
The world's second largest PC maker is looking at the analytics hub to understand the mountains of structured and unstructured data to make better decisions from customer insights.
Roderick Strother, Lenovo's director of Digital and Social Center of Excellence (DSCoE), is overseeing the global initiative.
He explains that structured data include official reports from analysts, sales teams, and e-commerce.
While unstructured data could comprise conversations on the social web, for example, which is also important customer information.
Strother also hints that the hub will be used for real-time marketing to "answer the questions we're asking, and also answer the questions we're not asking."
For example, the hub will look at key conversations that are happening online to try and increase engagement and improve customer service, he adds.
The initial phase of the hub will focus on developing its framework and building a data-mining team of up to 12 members that will support its marketing intelligence and social media teams globally.
It will also work with other functions such as customer service, product development, and global supply chain in the future.
The analytics hub is Lenovo's expansion into Singapore, which underscores its success in setting up the DSCoE in 2011 that enabled the company to strengthen its global marketing efforts.
The center is instrumental in running a number of social media campaigns for its Ultrabooks and IdeaPad Yoga worldwide that have contributed to acquiring three million fans on its Facebook pages, with one million from its India account alone.
It appears that Lenovo has leveraged business analytics firm SAS to drive sales and engagement for its Yoga Ultrabook marketing programs, but Strother did not comment about the partnership or whether it will fall under the new analytics hub remit.
Singapore currently serves as a global hub for some Lenovo functions and regional hub for Asia Pacific and ASEAN operations.
The country's commitment to building a dynamic global infocomm hub and quality of professionals working in the region contributed to Lenovo's decision in setting up its analytics hub here.
Lenovo is said to serve customers in more than 160 countries with over 27,000 employees globally and 200 based in Singapore.
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.