Big data? You should be happy with ALL data.

Big data? You should be happy with ALL data.

Thu 26 Oct 2017
By John Nayler

Throughout my IT career I have always been entertained at the appearance and popularity of new terminology.

All the rage this year is the term "BIG DATA".

I realise that small business and even medium business would immediately glaze over thinking that big means it doesn't apply to them.

It's true that for the global companies big data means that they can do amazing things like speech recognition.
1. Massive computational power to process what people speak and turned it into written words on a global scale.
2. Massive storage to hold the speech recognition patterns for all the different languages along with the nuances of the individual countries and the individual speakers. For example Google speech to text has learnt to spell my name correctly which is evidence that they are tracking me personally and my constant correction of my name spelling.
3. Complex programming. In the case of speech recognition, let's face it, speech recognition is difficult.

What does it mean for small and medium business?
With limited funds and limited information technology infrastructure, small and medium business is not prepared for big data. Particularly if it is an established or older business. Then they are probably dealing with the day to day drama and fundamentals like virus protection and old accounts software.

Here is how big data, or "all data" can be harnessed
At eCentral we are constantly finding that small and medium business use different technologies, software and non-connected platforms to process these marketing
Web site and blogging : Wordpress
Email newsletter: Mailchimp
Social media posting: Hoot suite or individual hand posting
Customer database: An online CRM, email contacts or spreadsheet
Quoting: Generic Xero, etc
Client email: Outlook, linkedin, gmail, etc
Survey Monkey: To check on customer opinion

Pain: Lots of different logins and passwords
Pain: Training in different interfaces
Pain: Re-posting information
Pain: Consistent strategy
Pain: No obvious path or drive toward the "sale"
Pain: Data about client and prospect behaviour lost across all the different systems

The struggle for SME's is not a question of "big data" but "all data".
The good news is eCentral we have a solution. Jetstream is our call CRM software product which includes
1. A beautiful and fully supported website growing with your blog content
2. Blog content loaded instantly and efficiently from your phone or computer using it our instablog feature
3. Integrated collating blogs for newsletter dispatch
4. Easy social media posting Toorak from your website bringing new visitors back to your core content daily
5. A simple and effective customer database CRM tracking your interactions
6. Simple quote engine with a range of great features
7. Client interaction recording using JetStream chat
8. Survey and rating module to drive your reputation in social media

The additional benefit here and the link to the story about big data is that our one core customer database provides all these features and benefits to speed your business towards the financial outcome of customer conversion. Along the way the interactions with the website and systems give you valuable insights into customer and prospect behaviour.

Ultimately JetStream CRM supplies you something really powerful - All Data. All Data in one place. All Data where you can drill down and know what your Prospect is up to. All Data so you can easily decide on the next step to closing the sale.

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What business leaders have to say about eCentral

"... to a site that is user friendly, produces fantastic results"

We have been working with eCentral for over a year now ...and will continue to use his services indefinitely due the complete satisfaction we have in this arrangement. They have taken us from a web site that was hard to manage and invisible to a site that is user friendly, produces fantastic results in terms of direct business...they have placed us into top 5 positions ...and I can now see the steps they took to grow our understanding, knowledge and then take the steps to grow our online success. Can't recommend them highly enough.

Shane McNally
Whitehaven Xpress

You might ask, why do John's web designs work so well?

No matter how clever in an IT sense web developers may be, if they don’t understand the basic principle that web sites are a business’s window to the world and should convert information into revenue, they aren’t of much value. For these reasons, I have immense respect for John Nayler and his knowledge and skills and highly recommend him to anyone who may be thinking of engaging his services.


eCentral consistently delivered software systems that sustained our growth and the need for bespoke software to support the business model.

The simplicity of the systems and software enabled staff to proceed with minimal training while delivering reports integral to the management of the business. By the time the systems were built, eCentral had gone on to construct a Trust Accounting System which was fully integrated with the rest of the application set streamlining our workflow significantly and providing substantial cost saving due to efficient work processes. For an IT consultant, John has a unique capacity to interrogate the processes within the business and understand the business drivers. His solutions were always with our specific business outcomes in mind. I have, in over 40 years in business, found this to be a very rare combination. I highly recommend the software development capabilities of John Nayler and eCentral.

Don Horsfall
Conveyancing Works Solicitors

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