Analytics and Decisions

– Providing Solutions Beyond Business Intelligence and Enterprise Application Integration

In order to make the right high quality decisions, the issue is not only the availability of data, the number of reports and their visualizations. Today, it is also the capability to make these high quality decisions more quickly that matters. If the decisions originate from a high velocity data feed, it may make sense to treat the problem as “big data in motion”, as opposed to the traditional “store and query paradigm”. Big data in motion is defined as the ability to process in real-time numerous streams of large amounts of data while applying complex rules. To underline this, the highly respected company McKinsey stated in their presentation ‘Customer Journey Analytics and Big Data’ (April 2013) the following: “... those who know how to use Big Data have outperformed their respective markets and have created competitive advantage”.

Often performance is about real-time use of data in the front-line execution. Data without execution does not bring any value or brings less value. Xelink provides solutions beyond business intelligence and enterprise application integration to benefit from ‘Big Data in motion’ in decision making.

Business Issue

Organizations increasingly want to support decision making using real-time data and events (so called “big data in motion”) and to automate decisions. By having (near) real-time visibility on information, organizations are better able to monitor and optimize their operations, to mitigate risks, to deal with threats, and to take advantage of opportunities.

A new key  requirement for organizations is to differentiate themselves within competitive markets by treating their customers as individuals; this could mean reactivity to the market conditions, offering personalized services, customer care, targeted offers, or one-to-one engagement to build loyalty and value through enhanced services.

Customers increasingly expect real-time engagement through the use of mobile technologies, the Internet, or the stream of events from business applications.  The confluence of these two drivers has created a “big data in motion” explosion and IT business leaders are faced with the challenge of modernizing their systems to account for this new source of data, while flexibly responding to new innovative initiatives to engage the customer in more proactive ways.

Our Solution Approach

Our approach is based on a strong enterprise integration expertise, combined with the experience in Complex Event Processing (CEP), in order to easily create data aggregation, correlation and pattern detection logic from multiple sources across the enterprise as well as from external sources.  The approach enables an enterprise to deploy solutions on top of existing applications that consume “big data in motion” and transform this data into a series of “events”. This allows the ability to monitor event streams, detect and analyze event patterns, compute business-specific analytics, and take the correct action – all in real-time. Enterprise data integration and complex event processing provide the ability to confidently deploy solutions that identify patterns and respond quickly in the face of high volumes of data with a minimal footprint on commodity hardware.

Our solution approach provides an organization the capability to aggregate and correlate data, compute analytics and detect patterns in data from multiple sources in the enterprise to enable a broad range of “on-demand” services, allowing organizations to respond to opportunities and threats as they happen in real-time.

Typical applications are:

  • Customer Experience Management: reacting to past and present customer behavior to deliver personalized prices, products, offers and relevant information, sent to the customer immediately after behavior that will give context to the offer itself. It helps differentiate organizations in order to increase revenues and reduce churn.
  • Operational Intelligence: giving organizations real-time visibility into business processes or to a sensor or transaction based environment. Rapidly detecting problems in operation such as potential fraud or delays in part of a process is the key driver to support human decision management rather than automating it.
  • Algorithmic trading: delivering execution management based offering the market standard algorithms such as Iceberg, Crossover, Market Participation, Statistical Arbitrage, VWAP, Momentum Trading, Order Slicing, etc. More sophisticated and client-specific algorithmics are also developed by XeLink highly qualified staff to respond to customer demand or market evolution. 


Business Benefits 

Business benefits can be found in improving the Customer Experience Management and providing Operational Intelligence where decisions need to be taken “in motion” and quickly. Supported business goals differ per industry, e.g. reduced churn (=customer retention), increased customer experience and increased service level (=customer satisfaction), increased revenue while decreasing costs (=higher operational efficiency), fraud prevention, risks mitigation, etc.


Xelink SA
Boulevard de la Woluwe, 56/4 - 1200 Bruxelles

Email: info.request(at)

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