Do you want to reinvent your organization's workflows and power a digital transformation?

Optimize intelligent workflows using data

Getting value out of your data is more important now than ever before. As needs for data insights increase, many organizations are facing fragmented data environments and warehouses with multiple technologies—often on multiple cloud vendors.

IBM Big Data and Data Platform Services provide both custom data and analytics-as-a-service offerings to help you gain control of your data environment and start driving actionable solutions. This includes the development of a strategy, blueprints and roadmaps, along with the engineering and operational requirements to help you maximize your data investment. Our end-to-end services, delivered with industry-specific expertise and processes, help make your data simpler to understand and empower data-driven intelligent workflows.

IBM Digital Insights

What is Digital Insights?

IBM Digital Insights is our data and analytics solution-as-a-service for data strategy and governance in a hybrid multicloud environment. A multi-tiered framework of capabilities focused on flexibility and portability, IBM Digital Insights helps you accelerate your business insights and customer knowledge, using data across any cloud. Explore these tabs to learn more about each layer in the framework.

Data Hub Layer

The data hub layer helps manage internal and external sources of data with data lake structures specified by industry and domain. Data engineers can easily and intuitively interact with the data to enable data discovery and data preparation.

Raw Layer: Store and manage raw data in multiple formats, such as HDFS, Parquet, Hive, Columnar or another type of object storage.
Data Ingestion: Manage multiple real-time and batch workloads as well as data acquisition between your internal and external data providers.
Data Curation: Utilize microservices to curate data from multiple formats into one and transform data for specific use cases.
Data Conform: Conform and structure your data using IBM industry-based data models into useable formats needed for digital, operational and analytical processing.
Data Consumption: Create capabilities to acquire, transport and validate data between the data hub and any layer of Digital Insights to use for analytic, cognitive or digital processes.

Insights Layer

Leveraging prebuilt data science models, APIs and sandbox environments, IBM can build, test and explore your data. IBM data scientists and engineers use analytics and AI to uncover business intelligence from data. There are also performance management dashboards and reporting and analytics in this layer.

Orchestration Layer

Interact with your customers via in-bound and out-bound channels. This layer includes digital marketing services, such as traditional campaign and digital audience management and event-based interactions. Using custom interfaces in this layer, IBM experts are able to provide you with real-time data intelligence to help in decision making.

User Experience Layer

IBM builds customer experience platforms in the user experience layer, utilizing a 360° view of your customers and prospects. This layer is pre-integrated with APIs and accelerators that drive customer engagement and personalization.

Management and Security Layers

IBM experts manage all administrative processes for acquiring, validating, storing, protecting and processing your data. This big data management capability helps ensure data quality, security and accessibility throughout your enterprise, while enabling integrated sets of security capabilities across a variety of multicloud environments.

Custom Data and Analytics Services

Have customized data needs? Our team of data experts provide custom data and analytics services, helping you distill complexity into simplicity.

Read the IBM Global C-suite Study 20th edition

Uncover the importance of trust for gaining a competitive edge. See how an elite group of enterprises is building their trust advantage.

Gartner names IBM Services a leader in data and analytics services

According to the Magic Quadrant report, by 2023, over 75% of large organizations will hire artificial intelligence (AI) specialists in behavior forensic, privacy and customer trust to reduce brand and reputation risk. Data and analytics service providers enable the delivery of selective initiatives focused on trusted data-driven insights and decision making for business leaders.

Case studies


IBM and ADNOC built a first-of-its-kind rock analyzer that processes thousands of image data a day.


IBM and L’Oreal are taking on an Industry 4.0 transformation by utilizing curated customer data.

Telecommunications company

IBM helped a telecommunications company  store all its data in a single, easily accessible location.

Health insurance company

IBM helped a health insurance company redefine its data architecture with Digital Insights.

Meet our partners

Educational Resources


Read the latest insights on big data and analytics


A small group of visionary organizations are leveraging cognitive capabilities — and taking data-driven insights to the next level


Netflix, Hadoop and Big Data — How do these relate?


Top 7 characteristics of a modern data architecture

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Data and AI

Learn how to make your data ready for AI, regardless of where it lives.

Meet our expert

Watch our latest series on data and AI. In each episode, General Manager of IBM Services and AI expert, Rafi Ezry, explains why harnessing the power of your data with AI is crucial for your business.

Rafi Ezry,
General Manager, IBM Services

General Manager of IBM Services and AI expert, Rafi Ezry


Ninety percent of the world’s data was produced in the last two years, and that growth is likely to continue. There is an immense amount of data that is relevant for businesses, but only a fraction is being used. Watch the video to find out why that should change.


Many companies are experimenting with AI. Scaling AI across an enterprise enables you to reimagine your customer experience, redesign core processes and even revolutionize your business architecture. Find out how one retailer made it happen.


Organizations have billions of data points. That means it’s hard to know which data points are good and which are bad. If you have bad quality data, applying AI will only help you make bad decisions faster. Data governance must evolve.

Talk to us about getting started

We have a vast portfolio of capabilities, services and products to help jumpstart your transformation journey. Click below for two places to start.