The big data has become a crucial element for companies.
Companies have to be able to accumulate data and use them in the best
possible way to achieve better meet consumers make better business
decisions and be able to anticipate the needs of its customers and
requests that they have service and new products. The data have become a
sort of element that can make the success or failure of a company and
its strategy.
But the data are not available to everyone, or at
least that's what it seems at first glance. Large companies, those
questions both muscle and reach, manage to accumulate much more data are
in a more privileged position than that occupied by the smaller
companies that do not have easy access to information and they do not
have so easy to accumulate data.
It is a somewhat logical
question. As the size of a company grows, so does its potential number
of customers and their actual customers, which makes potential data at
your fingertips are much greater and the possibilities that can develop
when playing with the data being even higher.
The issue is not
limited to data and possible have access to, but also is marked by
another element, the monetary. In order to succeed in the world of big
data, brands have to make a prior investment. Expenses are varied and
touch many areas as companies need to sign specific talent, they need to
make an investment in technology infrastructure because, even though
the cloud has made the least expensive prices, brands need room to store
all that data and need, also, the technology required to read and
manage these data.
The investment has grown, but not interested companies
All this means that despite everything there is a border between
those who can and who are unable to take benefits of big data. There is
more to look at, in fact, the latest study by Gartner on the issue to
see it. The overall grows of investment showing that this tool has great
potential for businesses.
What do the numbers say? As noted in
the findings of the Gartner, investments in big data continue to grow
(although starting to show signs of shrinking market) and, although
investments are on the rise, the number of companies willing to invest
in this tool is going down.
Overall, 48% of companies have
invested in big data for 2016, representing an increase of 3% over the
previous year. If you look who plan to do so in the near future, things
are not so buoyant. The percentage of companies planning to invest has
risen from 31% in 2015 to 26% in 2016.
The key is what
Why they have decided to reduce their investment and not as
enthusiastic as in the past? The key may be in the technology itself,
paradoxically. "The investment in big data is growing, but the study
shows signs of a slowdown with fewer companies considering investing in
the future," says Nick Heudecker, research director at Gartner. "The big
problem is not so much data as to what use," he says.
That is,
the brands have understood everything you have told about how important
the data, but once you have passed that stage, have been stalled. They
do not know what they are these data and how to use them. "Although
companies have realized that the big data is not just about a particular
technology, need to avoid thinking about the tool as a separate
effort," said Nick Heudecker. The marks are still in a kind of nebula,
in which they know that the data is good for some things, but they have
nothing clear yet general use and, above all, how they can integrate it
crosswise.
Companies should make a holistic approach to efforts but have not yet managed to cross that border.
Brands are stuck in the pilot phase
Perhaps for this reason, brands have been stuck at the beginning of
the story. Companies have been in the early part of big data and have
not gone beyond, have failed to leave the beta. Three-quarters of the
companies surveyed by Gartner are, in fact, investing or have invested
in big data, but most are still stuck in the pilot development. Only 15%
have come up with the production stage and only 14% have a strategy and
implementation so solid that has not had to change it in the last year.
And
like a snake biting its own tail, all these realities are closely
related. This impacts all of the above and this happens because the
marks are not prioritizing data as well as other issues the big. Only
11% said that their investments in big data are as important as or more
important than the rest of the investments made in IT. 46% puts them on a
lot of the less important.
The fact that they may not see a clear
ROI of this investment (again, cause and effect at the same time all
these movements and adjustments) makes companies are even less
enthusiastic in their spending on big data.