WHITE PAPER SPON. Archiving 2.0: What Can You Do Next? Published February 2015 SPONSORED BY. An Osterman Research White Paper.

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1 WHITE PAPER N Archiving 2.0: What Can Yu D An Osterman Research White Paper Published February 2015 SPONSORED BY SPON spnsred by spnsred by Osterman Research, Inc. P.O. Bx 1058 Black Diamnd, Washingtn USA Tel: Fax: twitter.cm/msterman

2 EXECUTIVE SUMMARY Organizatins that generate , files and ther electrnic cntent shuld stre their strategically imprtant cntent in an archiving system that will d several things: prtect the cntent frm being mdified, stre it fr lng perids f time, and enable it t be searched fr relevant infrmatin. This traditinal view f archiving is essential t help rganizatins prtect themselves during legal actins and t demnstrate their cmpliance with the grwing number f regulatry bligatins they must satisfy. Archiving is als an imprtant tl in helping rganizatins t manage their users and t manage their strage requirements mre effectively. Fr all intents and purpses, this is Archiving 1.0: the use f archiving as a defense against the bad things that might happen if an rganizatin cannt find relevant data r if it cannt manage its users and strage requirements effectively and efficiently. But what abut the next phase f archiving, which we re calling Archiving 2.0, r Relatinship Analytics? What we mean by thse terms is the use f archiving in a practive sense: using the vast amunts f intelligence lcked away in electrnic archives t answer a number f significant questins abut a cmpany s peratins, such as: What are the netwrks f relatinships that exist between an rganizatin s emplyees, custmers, prspects, business partners and thers; and hw d these grups interact with ne anther? Hw and in what ways d sales and supprt staff deal with custmer issues r prspects inquiries and what impact des this have n custmer retentin? Are sme emplyees mre likely than thers t cmmit fraud r steal infrmatin? Hw successful are sales campaigns? T what extent d r ther respnses frm technical supprt crrelate t custmer renewals? Which emplyees are mst at risk f leaving the cmpany? Archiving 2.0 is primarily abut extracting the intelligence lcked away in data archives and using it t understand an rganizatin s peratins in ways that wuld therwise be impractical r impssible using cnventinal tls. It expands the traditinal archiving paradigm frm ne f defense t ne f defense plus ffense: allwing managers t becme practive by gleaning insight frm the infrmatin that rganizatins already pssess. ABOUT THIS WHITE PAPER This white paper was spnsred by Trustsphere. Infrmatin abut the cmpany is prvided at the end f this dcument. ARCHIVING IS A CRITICAL BEST PRACTICE FOR CONTENT MANAGEMENT The fcus f this white paper is nt n why rganizatins shuld archive their and ther electrnic cntent t prtect themselves, but instead n hw archiving slutins and archived data can be used t prvide cmpetitive, strategic and ther advantages. Hwever, we want t prvide here a brief verview f the traditinal rle f archiving and hw it is used tday Osterman Research, Inc. 1

3 LITIGATION SUPPORT Fr mst rganizatins, the primary reasn t implement an archiving capability is t supprt the rganizatin s litigatin activities, primarily legal hlds and ediscvery. An archiving slutin enables an rganizatin t immediately and indefinitely retain relevant cntent in supprt f litigatin hlds, it allws an rganizatin t search fr and prduce all relevant cntent during ediscvery effrts, it enables an rganizatin t cnduct frmal r infrmal searches n archived data fr purpses f cnducting early case assessments, and it prtects data frm being mistakenly r intentinally mdified s that its authenticity can be ensured. REGULATORY COMPLIANCE In a similar way, an archiving slutin permits an rganizatin t satisfy its regulatry bligatins t retain, search fr and prduce data in a way that can prevent it frm being mdified after the fact. A number f industries are subject t specific bligatins t retain data fr lng perids (smetimes indefinitely), including financial services, energy, healthcare, insurance, pharmaceuticals, utilities, and varius manufacturing industries. IT-RELATED BENEFITS An archiving slutin can als prvide a number f functinal benefits fr IT peratins that manage and ther key crprate systems. Fr example, an archiving slutin can migrate cntent frm servers t archival strage when users mailbxes reach a certain strage threshld. This allws IT t impse mailbx size qutas in rder t maintain server perfrmance withut impeding users ability t stre mail. It als makes server backups mre rapid and slves the backup windw prblem. Mrever, the use f an archiving slutin makes restres much quicker after a server crash since there is less data stred n the server, thereby minimizing system dwntime. END-USER BENEFITS An archiving slutin als benefits end users by allwing them t search fr ld and ther cntent themselves lng after it has left their mailbx. This prvides a significant benefit t IT, as well, since users d nt have t make requests t IT in rder t find missing r deleted s and ther infrmatin. TAKING AN EXPANDED VIEW OF ARCHIVING THE PREVAILING VIEW: ARCHIVING AS DEFENSE The use cases fr archiving described abve can be viewed as primarily defensive in nature: retaining and prducing and ther electrnic cntent just in case an rganizatin gets sued r becmes the target f a regulatry audit, r using archiving as a way f slving IT s backup, restre and strage-related prblems. In shrt, archiving viewed in a traditinal sense is akin t the view, let s manage ur cntent because we might get in truble if we dn t. DECISION MAKERS NEED TO EXPAND THEIR VIEW Hwever, Osterman Research is a strng prpnent f the much mre practive view that archiving is a means t gather intelligence abut an rganizatin and thereby gain cmpetitive r ther advantages based n the insight that can be gleaned frm this infrmatin. Fr example, enrmus amunts f intelligence are (r shuld be) stred in data archives, including s, mems, presentatins, spreadsheets, scial media psts, graphics files, vic s, cntacts, databases, CRM data and a large number f ther data types. This cntent is generated by and stred in systems, file servers, SharePint, scial media systems, clud-based applicatins f varius types, CRM systems and ther venues. A traditinal view f archiving will preserve this cntent just in case it s needed in the future a practive view f archiving will perfrm analytics n this cntent t search fr meaningful insights that can be extracted frm it Osterman Research, Inc. 2

4 WHAT DOES CONTAIN? is the primary cmmunicatin, cllabratin and file transprt mechanism in mst rganizatins. Fr example, an Osterman Research survey cnducted during December 2014 fund that the typical business user sends and receives a median f 127 s during a typical wrkday. Mrever, the typical user spends a mean f 162 minutes per day in all ther cmmunicatin systems (telephne, scial media and instant messaging) are used fr a ttal f 103 minutes per day. Add t this the fact that 94% f users are emplying as much r mre than they were 12 mnths ag. S, what des an archive f cmmunicatin cntain? A wealth f infrmatin, including: A detailed recrd f what users are ding during wrking hurs and what they d when they are away frm the ffice wrking n cmpany business. A recrd f every cmmunicatin sent t and received frm ther emplyees, custmers, prspects, business partners, suppliers and thers. A recrd f all business relatinships that emplyees maintain in rder t perfrm their duties. A recrd f hw emplyees respnded t custmers and prspects, as well as thse cmmunicatins t which emplyees did nt respnd. A recrd f hw lng it tk emplyees t respnd t time-sensitive cmmunicatins. A recrd f the appintments that emplyees set, their lcatin at varius times and ther relevant infrmatin abut hw they spend their day. Hw emplyees interact with sensitive cntent, such as string r sending cntent via crprate r persnal systems r clud repsitries. The amunt and types f cntent that are sent t cmpetitrs. Mrever, an examinatin f stres will reveal the extent t which emplyees cmply with crprate plicies, whether r nt emplyees are encrypting sensitive data befre it leaves the crprate netwrk, their pinins f senir management, hw they view custmers, hw they supprt internal wrkflws, wh the influencers in a cmpany really are versus what the rganizatin chart might indicate, and ther infrmatin that wuld typically be available nwhere else. In additin, it is imprtant t nte that while is the primary methd emplyed fr cmmunicatin, cllabratin and file transfer, it is by n means the nly ne. Fr example, enterprise and cnsumer scial media, text messaging, vic and ther data types are imprtant cntent surces and shuld be included as part f the mix fr understanding what really ges n inside f an rganizatin and hw emplyees interact with relevant thers. THE NEED FOR RELATIONSHIP ANALYTICS What all f this cmes dwn t is the critical need fr relatinship analytics: gleaning insight frm and ther data stres in such a way that the multitude f relatinships hidden in these data stres can be analyzed and understd in rder t generate insight abut the rganizatin, its emplyees, its custmers, its prcesses and relevant aspects f its peratins. In, shrt, this is Big Data Analytics applied t enterprise cmmunicatins Osterman Research, Inc. 3

5 WHAT CAN YOU DO WITH MESSAGING AND RELATIONSHIP INTELLIGENCE? There are a number f ways in which messaging and relatinship intelligence can be emplyed t make an rganizatin mre efficient r t gather insights that wuld be available thrugh n ther means. Fr example: Investigatins The ability t extract intelligence frm the cntent within archives can significantly reduce the amunt f time spent n investigatins, such as early case assessments in advance f an anticipated legal actin, an investigatin abut inapprpriate emplyee activity, r an investigatin abut why a key custmer accunt was lst. The ability t extract meaningful cntextual infrmatin frm archives will nt nly shrten the perid required fr the investigatin, but can als reduce the level f staff pain and the csts assciated with it. This is because the apprpriate relatinship analytics slutin can allw investigatrs t quickly navigate relatinships and discver unexpected relatinships within that wuld nt therwise be bvius r ntewrthy. The ability t then drill dwn t the relevant detail enables investigatrs t speed up their investigatins even further. This has been the hly grail fr investigatrs. Risk mitigatin Anther key use case fr relatinship analytics is t mitigate risks frm data breaches, emplyee fraud and related types f threats. Fr example, a study frm the law firm Drinker Biddle fund that emplyees whse managers are treating them prly are mre likely t cmmit fraud r steal data than emplyees wh are being treated well. Using a messaging and relatinship intelligence slutin, investigatrs culd perfrm peridic, infrmal investigatins t search fr emplyee cmplaints abut management abuse s that they culd take crrective actin befre fraud ccurs. Similarly, such a slutin culd be used t search fr emplyees wh are cmmunicating with an rganizatin s cmpetitrs, transferring sensitive files t a persnal address, running a persnal business n cmpany time, and the like. A messaging and relatinship intelligence tl can help t discver wh is vilating cmpliance requirements befre these vilatins cme t the attentin f regulatrs. Supply chain management Anther imprtant applicatin f messaging and relatinship intelligence is the ability t visualize emplyee cmmunicatin with unauthrized parties. Fr example, a majr Mexican fd-themed, fast fd chain in the United States used messaging and relatinship intelligence t discver emplyees wh were cmmunicating with unauthrized utside partners r vendrs, r thse vendrs with whm they wuld nt nrmally cmmunicate. Litigatin management Because it is cstly fr rganizatins t have lawyers sift thrugh s during litigatin, legal can use messaging and relatinship intelligence t zer in n individuals r dmains t see cmmunicatin trends and which individual(s) r dmain(s) needs t be investigated further, enabling useful pre-trial r prelitigatin discvery infrmatin. Once suspicius r ther interesting s are discvered, thse messages can be pulled ut f an archive easily. Human capital management Anther imprtant use f a relatinship analytics slutin is t determine when emplyees might be abut t leave an rganizatin and thereby minimize the impact f an emplyee departure. While the cst f a departing emplyee can be significant, particularly when the departing emplyee is a senir persn, getting as much advance ntice as pssible abut a ptential departure can reduce the impact in a number f ways, including allwing mre lead time t find a 2015 Osterman Research, Inc. 4

6 replacement, minimizing the amunt f vertime that remaining emplyees will have t spend ding the wrk f the departed c-wrker, and transferring as much infrmatin as pssible frm the departing emplyee abut client relatinships and ther infrmatin that might nt be recrded in cmpany systems. Sales supprt Even if an rganizatin has deplyed a rbust CRM slutin, in mst cases nly a fractin f sales-related infrmatin actually makes its way int it. Fr a variety f reasns, much f the infrmatin abut sales activity is never input int the CRM system as this input remains a manual prcess reliant n sales staff fr data entry, hence is rarely cmpleted n a timely basis. Fr example, custmer and prspect respnses t marketing campaigns can help t determine the efficacy f varius campaigns and determine which marketing messages achieve the best results. Sales staff s and ther cmmunicatins can be crrelated with CRM and ther data t determine hw staff members are cmmunicating with prspects and custmers. In a similar vein, intelligence can be gathered that demnstrates hw technical r ther supprt staff can help r hinder custmer retentin. Further, cmmunicatins with custmers can be used t determine hw sales, supprt and ther staff members s crrelate with custmer retentin and fllw-n sales. Similarly, the speed and quality f respnses t custmer inquiries can be crrelated t sales in rder t determine hw best t respnd t inquiries in the future. Custmer service A messaging and relatinship analytics slutin can be useful in determining wh in an rganizatin is talking with specific custmers, t whm in the custmer rganizatin they are speaking, the cntext f their cnversatins, and ther relevant infrmatin. This can help an rganizatin t crrelate custmer service inquiries with respnses, and t determine areas fr imprvement as they relate t custmer service and retentin. IT supprt Help desks can becme mre practive by cnducting nging investigatins int what emplyees are saying abut particular applicatins, the gal f which is t address prblems as early as pssible. This can help t reduce dwntime in key systems by addressing prblems befre they cause a system t fail, r by addressing issues that keep users frm emplying crprate systems as they were intended t be used. By instantly viewing wh is ing the help desk thrugh visualizatin, a messaging and relatinship intelligence tl helps help desk management t knw wh is sending the mst inquiries. RECOMMENDATIONS T help rganizatins emply their archiving slutins in a mre practive way, Osterman Research ffers three recmmendatins: Embrace the new paradigm f archiving First and fremst, it is essential t understand and embrace the traditinal view f archiving as a defensive tl fr litigatin and regulatry cmpliance. While sme decisin makers are still n the fence abut the efficacy f archiving electrnic cntent in a true archiving system (as ppsed simply t backing up essential data), mst decisin makers understand the imprtance and benefits f the traditinal rle f archiving. Hwever, decisin makers nw need t understand the wealth f data that their archiving slutins cntain abut the relatinships that exist between emplyees, custmers, prspects, business partners and thers. Mrever, they need t embrace the new paradigm f using analytics t extract meaning frm this 2015 Osterman Research, Inc. 5

7 infrmatin s that they can put it t use in their business. In shrt, we are in a windw f pprtunity in which a practive view f archiving can create significant cmpetitive and strategic advantages, largely because mst rganizatins are nt yet at the place where they understand these advantages. Thse that d have a decided edge in understanding their business and using that infrmatin in beneficial ways. Implement a slutin with the right technical capabilities Next, it is essential t implement an archiving slutin that ffers the apprpriate technical capabilities t enable the mve t practive use f archiving. These capabilities include: The ability t manage all current and future data types that might be required fr retentin and analysis. Tday, mst rganizatins retain and many retain files. Hwever, it is essential t implement an archiving slutin that will enable retentin f data types like scial media, text messages, vic s, CRM infrmatin and ther relevant data feeds. Sufficient scalability t ensure that very large vlumes f infrmatin can be retained, searched and accessed quickly and efficiently. The ability t cnduct highly granular searches acrss all data types. Rbust perfrmance s that searches can be perfrmed acrss enrmus vlumes f infrmatin in very little time. The ability t instantly cnduct tp dwn and bttm up queries f the data is imprtant. Users wh have t wait hurs fr a messaging and relatinship intelligence slutin t prvide the results f a search simply will nt use it. Finally, a relatinship analytics slutin shuld be able t quickly piece relatinships tgether s that users can be presented with useful and meaningful data with a minimum f effrt r training in interpreting the results. Visualizatin in such a slutin is very useful because it can significantly aid understanding f message flws in an rganizatin; determine the quality, timeliness and frequency f thse cmmunicatins; and allw investigatrs t cnduct a deep dive int imprtant cmmunicatins. Visualizatin is a much mre useful apprach t messaging and relatinship intelligence than tabular reprts, fr example, since message flws can be understd mre readily. Understand that nt all archiving slutins are created equal It is als imprtant t understand that while there are a number f gd archiving slutins available, there is wide variability in the capabilities f these slutins in the cntext f their ability t retain varied data types, hw they retain data, their scalability, the search perfrmance they ffer, and ther key elements that will determine hw well they can be used in a practive archiving apprach. In shrt, a gd Archiving 1.0 slutin might nt fare as well in an Archiving 2.0 envirnment. SUMMARY Archiving electrnic cntent is an essential best practice that will enable rganizatins f all sizes t retain and prtect infrmatin that will be needed fr litigatin supprt and regulatry cmpliance. This traditinal rle f archiving is als a best practice that will help rganizatins t manage their strage, servers and ther systems mre effectively and efficiently. Hwever, it s time t mve t the next phase f archiving by extracting the vast amunts f business intelligence lcked away in electrnic archives. Ding s will 2015 Osterman Research, Inc. 6

8 enable rganizatins t achieve business advantages that are nt pssible t btain frm ther systems r data surces. ABOUT TRUSTSPHERE TrustSphere is the recgnized market leader in Relatinship Analytics, having pineered a next-generatin apprach t analyzing bth internal and external cmmunicatin patterns acrss an rganizatin. TrustSphere s clients use this messaging intelligence t reduce and investigate internal fraud, imprve their sales effectiveness as well as imprve netwrk security applicatins. Relatinship analytics is a missing surce f critical data within an rganizatin, despite the fact that it truly represents the pulse f hw an rganizatin perates. Mrever, mst rganizatins already pssess the building blcks f relatinship analytics thrugh the varius stres f the critical cntent needed t implement it, such as archiving systems, vic systems and the like. TrustSphere s relatinship analytics slutins integrate with mst systems (including Micrsft Exchange, IBM s Dmin, MS Office 365, Ggle Apps fr Business) and an increasing number f advanced archiving and ediscvery technlgies Osterman Research, Inc. All rights reserved. N part f this dcument may be reprduced in any frm by any means, nr may it be distributed withut the permissin f Osterman Research, Inc., nr may it be resld r distributed by any entity ther than Osterman Research, Inc., withut prir written authrizatin f Osterman Research, Inc. Osterman Research, Inc. des nt prvide legal advice. Nthing in this dcument cnstitutes legal advice, nr shall this dcument r any sftware prduct r ther ffering referenced herein serve as a substitute fr the reader s cmpliance with any laws (including but nt limited t any act, statute, regulatin, rule, directive, administrative rder, executive rder, etc. (cllectively, Laws )) referenced in this dcument. If necessary, the reader shuld cnsult with cmpetent legal cunsel regarding any Laws referenced herein. Osterman Research, Inc. makes n representatin r warranty regarding the cmpleteness r accuracy f the infrmatin cntained in this dcument. THIS DOCUMENT IS PROVIDED AS IS WITHOUT WARRANTY OF ANY KIND. ALL EXPRESS OR IMPLIED REPRESENTATIONS, CONDITIONS AND WARRANTIES, INCLUDING ANY IMPLIED WARRANTY OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, ARE DISCLAIMED, EXCEPT TO THE EXTENT THAT SUCH DISCLAIMERS ARE DETERMINED TO BE ILLEGAL Osterman Research, Inc. 7

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