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Presentation by Michael Barnes – Vice President, Research Director, FORRESTER at NASSCOM Big Data and Analytics Summit 2014.
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Making Leaders Successful Every Day
The Industrialization of Analytics
June 27, 2014
Michael Barnes – Vice President, Research Director
© 2012 Forrester Research, Inc. Reproduction Prohibited
Patrick TuckerThe Naked Future: What Happens in a World That Anticipates Your Every Move?
“When the cost of collecting information on virtually every interaction falls to zero, the insights that we gain from our activity . . . will fundamentally change the way we relate to one another, to institutions, and with the future itself.”
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Customers are increasingly always addressable . . .
Source: September 26, 2012, “The Always Addressable Customer” Forrester report
Engagement is now a key to value delivery
Systems of record host
processes.
Systems of engagement
touch people.
Systems of engagement empower customers, partners, and employees with context-rich apps and smart products to help them decide and act immediately in their moments of need.
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Two technology management agendas
Technology management = BT
Business technology: The systems, technologies, and processes to win, serve, and retain customers.
IT +
Information technology: The systems, technologies, and processes to support and automate business operations.
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report
A projected path for IT and BT budgets
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
A data evolution is underway
Less than 15% of data used for business intelligence (BI)
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
But most data analytics remain backward-looking
Source: September 20, 2011, “Understanding The Business Intelligence Growth Opportunity” Forrester report
Information about
Is THIS actually helping anyone?
“data sets that are too
large and complex to
manipulate or interrogate
with standard methods or
tools.” “high-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of information processing”
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
Let’s get real
• What it’s not: a technology or platform, a project, an objective with a single completion
• What it is: a journey, a process, a strategic effort across the organization
The practices and technologies that close the gap between the data available and the ability to
turn that data into business insight.
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Three key areas are critical
Source: Upcoming “Reset On Big Data” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited
Key takeaways
Big data isn’t a project or a technology acquisition. It’s a journey without a predefined end that enables massive opportunities.
Businesses need to recognize the risks of big data and be responsible with how they use personal data – and how they apply their increased insights.
Marketers need to step up their big data game, and stop letting confusion limit their opportunities to grow.
