TALKING

Deeper, real-time insights are already enabling businesses to make smarter decisions, build stronger relationships with their customers, and stay ahead of the competition.

lead to lost revenue opportunities and disappointment for customers.

But the benefits go beyond everyday transactions. During peak shopping events, retailers can use observability to test their systems early, identifying potential bottlenecks before high traffic volumes drive them to the breaking point. They can also move forward by using observability data to drive AIOps workflows, which trigger an automated process to resolve issues without human involvement, preventing the impact from reaching the customer. That preparation can mean the difference between a record sales day and a costly system failure.

Fraud remains a major challenge. Attempted scams rose 3.5 % in 2024 compared to 2023, according to a survey by Equifax BoaVista. As businesses expand their digital presence, fraudsters are becoming more sophisticated to exploit the weaknesses of e-commerce platforms. These threats are not always easy to detect, especially when they involve subtle patterns that develop over time.

Observability data can help fight fraud by providing a holistic view of customer interactions. By continuously analyzing behavior patterns, retailers have the opportunity to detect unusual activity that traditional security systems might otherwise overlook. For example, they can use real-time visibility across the customer journey to identify suspicious users who are trying to log in to multiple accounts in succession and trigger an automated response before any real damage occurs from that attack.

Similarly, if a sudden spike in refund requests is traced back to a specific region or IP address using observability data, it is possible to uncover fraud schemes. A proactive prevention strategy, enhanced with observability-driven insights, can make a big difference in securing business operations and increasing customer trust.

Observability data has long been used to find and fix digital issues, but now retailers can go beyond the usual capabilities to proactively address their challenges. Deeper, real-time insights are already enabling businesses to make smarter decisions, build stronger relationships with their customers and stay ahead of the competition. p

34 INTELLIGENTCIO LATAM www. intelligentcio. com