 Say we're here in New York City at the Sheraton Hotel, and we've got Marco Peccelli on you. Hey Marco, how you doing? Great to see you again. Thanks for coming on. It's good to have you back on the this is the the roving cube you were in Marlboro So so you know we're here at the EMC analyst event today. You're about to go on and on the customer panel a Lot of themes around big data, and I'd like to get your take because you're in the center of all this What's big data mean to to customers? Well to be honest David unless you have the applications that are going to utilize this big data is just more storage and More use of the data is where it's got to go I mean big data is the game But you got to be able to leverage the value of the data that means pull it out faster and make sense out of it and Have applications that utilize it. Otherwise, it's just more storage Can you talk a little bit about how your customers are transforming their business using these applications and all this data? Yeah, the name of the game is leveraging big data and tying it together and analyzing it and finding the needle in the haystacks and Determining how that drives your business negatively and positively in a real-time fashion So obviously the more processing power the quicker speed of extracting the data and analyze it's important But just storing big data and having more data really has no sense We're talking about you know historically in the storage business the data has been a real negative I got so much data. It's a real problem And and it sounds like companies like click Fox are flipping that mindset into making it an opportunity So click Fox, you know, we had you in the Cuban model where you talked about how you guys do the end-to-end Customer experience and actually provide visibility like no other just briefly update us on on what's what you guys are doing? And and what's new since we last talked so what we're doing is we're tying the data together across all the systems and All the unstructured data together to make it a single view of the entire experience a product or customer has While we do that we analyze a real-time to determine the effects this data has on your business and Where we see this going in the future is real-time decision support systems whereby as a client a customer a product Experiences interactions the treatment plans and the processing plans and and the marketing plans and campaign plans You have for these type of clients of products change dynamically So in other words every client gets a personal touch or the feel of a personal touch based on the data That's the direction. We see this going so data is critical Social networks has taken data to ten times what it used to be now But if you don't tie it together, there's really no use of it So now you're the CEO of a technology company, okay? But IT people aren't really driving this transformation in your customer You don't sell to IT people do you business owners the owner of the owner of the customer the owner of the vice president of card Services a senior vice president retail chief marketing officers Retail banking deposit banking customer service client services people that own the client people that want to understand Why am I not getting customers sat the way it is supposed to be getting it? What are we doing wrong with the customers? Why are my cost going up? Why am I not understanding the five ten twenty a hundred million clients? I have and what they want to do and what they don't like that we do and you know For years people have looked at just a client interaction with an agent is having the information for them Or running static reports off of big data What's a little late for that? You can't wait 90 days to get an answer You want the answer today to be competitive? Yeah, so it's not about getting a 10% better storage utilization It's about really driving the business and and driving revenue. Yes, absolutely So okay, well, this is Marco Pacelli with Dave Vellante and and thanks very much for coming on appreciate it. See you soon