In order to take better decisions
faster, companies should be capitalising on the insights and
recommendations for action which the power of Big Data offers.
Big Data goes far beyond consolidating the
storage of huge quantities of structured or unstructured data, and is
really all about leveraging the true value of the information which
every company is holding. However, according to
a study from International Data Corporation (IDC)which
came out last December, only 1% of this data is currently being
analysed. Will this situation have to change? It would seem so,
judgingby the results of a
more recent study
from GigaOM Pro, which shows that the real competitive advantage a
company can derive from the Cloud and from Big Data resides in the
insights, reliable recommendations and operational information that
these approaches can provide.
Operational value of Big Data analytics
The report underlines that companies’ Big Data strategy needs to go
beyond the exploration and discovery of data if it is to achieve real
operational value, based on insights and actionable recommendations. The
2012 US presidential campaign is a good example of this. While Barack
Obama’s opponents were busy sifting profile data, his team had already
swung into action, calling on supporters to win over their immediate
circle of contacts via the social networks. Instead of relying on
personal judgement, Democrat campaign supporters were provided with data
and recommendations on their target groups to give them a better steer
on the topics they should raise with those people. Applied to the
business world, Big Data technologies ought to be able to help companies
decide the right moment to bring out a product, identify the target
market and, perhaps most important, formulate arguments that will
persuade people to buy.
IAAS, SAAS and PAAS about to give way to Insight as a Service?
Although every company claims to be different in terms of its
products and approach, the underlying operational processes are likely
to demand analyses which can be reproduced and used across many
industries. Irrespective of the sector, Big Data technologies can build
historical models and apply predictive algorithms so as to enable
optimisation of revenue and bring about improvements to internal
financial structures. “Instead of recruiting data scientists, a company
would do better to exploit this data intelligence,” argues Benjamin Woo,
Managing Director at tech strategy consultancy Neuralytix, Inc, who
authored the report. In the same way as a car’s onboard computer
indicates petrol consumption in real time, thus enabling the driver to
adjust the way s/he is driving, a company needs a reliable overview in
order to make fact-based decisions, optimise its revenues and
expenditure, and find new business opportunities.
Aucun commentaire:
Enregistrer un commentaire