Welcome!

@DXWorldExpo Authors: Yeshim Deniz, Liz McMillan, Elizabeth White, Pat Romanski, Zakia Bouachraoui

Related Topics: @DXWorldExpo, Microsoft Cloud, Agile Computing, @CloudExpo, Apache, SDN Journal

@DXWorldExpo: Article

What I Mine Is Yours

It’s time for consumers and companies to have data-driven conversations at eye level, for fun and for profit’s sake

Don't correct me if you've heard this one before: Information wants to be free. The Internet, cloud services plus mobile devices offer limitless possibilities to experience this freedom. With Big Data, information wants to be relevant, too. There are now more mobile phones in the world than people, so querying and interacting with data has become ubiquitous and affordable.

That vast ocean of structured and unstructured tidbits online is talking to us. Are we listening?

The empowered consumer can discover nearly anything, anywhere and anytime with a few taps or clicks. Consumers will research what they might buy, often right at the store. And I'm not just talking about price comparisons. A potential buyer will do hardcore data sleuthing, looking into the brand's history, scan reviews and seek out input from friends and family before ever putting anything into the shopping cart.

For businesses, this immediacy and depth of information is familiar because they have been engaging in this kind of business intelligence for some time. Mining consumer behavior and buying decisions is a valuable tool. But when that power is suddenly in the hands of the customer armed with a smartphone, it can become a fearsome prospect.

In essence, consumers are exercising similar Big Data strategies when running their personal lives as a manager doing his or her job. We see the same two drivers that are shaking up the corporate world: bring your own device (BYOD) and bring your own service (BYOS). Those two will fundamentally impact the modern business world because they turn every employee and every customer into a data-driven stakeholder who is free to follow their curiosity. A sea of empowered consumers who can run their own data sleuthing project at the spur of the moment seem intimidating at first. Yet I see an ocean of opportunity to create a better customer experience and, ultimately, generate more profit.

Thanks to the democratization of Big Data, brands and their customers can finally interact at eye level, because both are powered by ad-hoc analysis and decision support. When everyone has access to the same range of data sources, whether they are historic or live, it brings us one step closer to the vision of markets as true conversations. What's more, data-driven conversations will enable a company to improve their services in three crucial ways: make them elegant, elastic and endlessly personal.

Understanding how customers make choices in today's data-rich environment is the first step toward having this conversation that's been touted for at least a decade. Beyond doing their independent and social media research, consumers start with companies or retailers they already know something about. An IBM study shows that consumers prefer brands and stores they trust, partly as a way to avoid information overload. Reputation, as relayed by a quick data analysis on your mobile device, can make or break a deal. And it can cut short a potentially life-long and very valuable relationship.

Take the spat over a review of a Tesla electric car. The company responded to a negative review by publishing detailed vehicle logs. It's arguable whether it settled the question of who was right, but it certainly created a sizable backlash. I'm not the only one who thinks that Tesla missed an opportunity to effectively use Big Data. Ideally, you want to incorporate customer feedback and data to improve your products and services and do it in a transparent way.

I'd go one step further. If information wants to be free and data is becoming the currency of the future, why not open our information stores to the people? Big Data starts with humans and ends with humans, whether they generate it, query it or make decisions with it. The move to more openness will unlock secret pockets of innovation, and transparency can only grow a company's reputation.

What can Big Data learn from the consumer? It's not about collecting ever-larger amounts of data, which is happening anyway. Organizations have much to learn by listening to and watching how consumers use tools to access and collect data, how they interact with it, and how they share insights. It starts with letting your creative minds inside a department or company play with devices and services in the cloud to ask questions, probe results and uncover new connections between the data you already have and that are streaming in every second. And it should continue with inviting consumers to share their questions and answers with your organization. Let them surprise you.

More Stories By Rachel Delacour

Rachel Delacour is CEO and co-founder of BIME, a European startup that empowers businesses of any size to profit in era of Big Data. She is considered a subject matter expert on cloud computing, SaaS, BI, enterprise computing and Big Data. She has presented on stage at such leading industry events as: DEMO, GigaOm Structure: Data, Interop Enterprise Cloud Summit, Google I/O, American Marketing Association Conference and LeWeb. She is regularly interviewed and quoted by well-known outlets such as GigaOm and InformationWeek.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


DXWorldEXPO Digital Transformation Stories
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
Most DevOps journeys involve several phases of maturity. Research shows that the inflection point where organizations begin to see maximum value is when they implement tight integration deploying their code to their infrastructure. Success at this level is the last barrier to at-will deployment. Storage, for instance, is more capable than where we read and write data. In his session at @DevOpsSummit at 20th Cloud Expo, Josh Atwell, a Developer Advocate for NetApp, will discuss the role and value...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term.
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
Disruption, Innovation, Artificial Intelligence and Machine Learning, Leadership and Management hear these words all day every day... lofty goals but how do we make it real? Add to that, that simply put, people don't like change. But what if we could implement and utilize these enterprise tools in a fast and "Non-Disruptive" way, enabling us to glean insights about our business, identify and reduce exposure, risk and liability, and secure business continuity?