Big data is growing rapidly due to new sources of customer data from online platforms, mobile devices, and machine-to-machine communication. This creates challenges for companies around managing increasing data volumes, varieties, and velocities. The document discusses how some companies are using big data to better understand customers, increase profits, and gain a competitive advantage. It also notes that big data initiatives require business leadership and clear use cases to be successful.
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The Big Deal About Big Data For Customer Engagement
1. FOR: Vendor The Big Deal About Big Data For
Strategy
Professionals Customer Engagement
by Sanchit gogia, June 1, 2012
Key TaKeaWays
Big data is a Reality and affects Customer engagement
As firms move from siloed, transaction-oriented systems to more integrated,
socially aware ones, they will face challenges related to customer data. “Big data”
is characterized by increases in data volume, velocity, variety, and variability. To
improve customer engagement, companies must invest in solutions to effectively
manage big data.
Business leaders Must own and lead Big data initiatives
Big data projects require business leaders to own the initiative, unlike typical IT
projects where the CIO holds the reins. IT must actively support the project and
manage technology selection and rollout, but the business ultimately owns the
metrics and KPIs. Big data initiatives with little or no business involvement will
ultimately fail.
Cios Must Think about Big data holistically
Most firms equate big data with massively parallel processing and overlook other
aspects, like the need to redefine business processes. As companies use big data
to improve decision-making, CIOs must approach big data technology rollouts
holistically. Successful CIOs will work with the business to explore the data and
target specific use cases.
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