QVC To Sift Through Web Comments With IBM Database

QVC will use IBM's Netezza TwinFin data warehouse appliance to analyze user-generated content from its Web forums, to get a better handle on what customers want from the multiplatform retailer.

The Netezza TwinFin appliance analyzes vast quantities of detailed data significantly faster than existing data warehouse options, according to IBM. The device can store, filter and process Terabytes of records in a single unit, analyzing only the relevant information for each query.

"We chose the IBM Netezza TwinFin appliance because of its ability to rapidly execute a broad set of analytics across large volumes of data quickly and cost effectively," QVC vice president of application services Rosetta Gyimesi said in a statement. "TwinFin provides us with the simplicity and performance to achieve a greater understanding of customer needs and preferences based on the online conversations they are having about our products and services."

IBM acquired Netezza, a startup specializing in data warehouse and analytic appliances, last fall in a deal valued at $1.7 billion.

QVC, based in West Chester, Pa., is a wholly owned subsidiary of Liberty Media. Its programming is distributed to approximately 195 million homes worldwide and the company has operations the U.S., the United Kingdom, Germany, Japan and Italy.