The term ‘Big Data’ is generally used when discussing data management and data driven decision-making. Don Gray, CEO of Givex—a global technology company that provides a proven platform for customer engagement tools—believes there is more to ‘Big Data’ than often gets discussed. “There is a necessity for a process—to grow and nurture the data that stakeholders can procure today, from their POS and accounting systems, to the customer data derived from marketing initiatives and loyalty programs,” says the industry veteran. He has dubbed this new process, ‘Dataculture.’

Headquartered in Toronto, Canada, with offices in major cities around the globe and clients in over 55 countries, Givex has been providing cost-effective customer engagement tools such as gift cards, digital coupons/ promotions, Omni-channel loyalty and mobile payments since 1999. With the launch of the Vexilor point of sale system in 2009, Givex also began accelerating the functionality of their back end administrative portal and reporting, including their Rx Predictive Analytics tool. The company’s products and services which are PCI level 1 certified, provide the exact tool set that retailers need to gather data across their business, and then report and analyze it. “In this new era, data becomes central to decision making, driving sales while making the organization’s operations more efficient,” says Gray.