Welcome!

@BigDataExpo Authors: Stefan Bernbo, Amy Eager, Yeshim Deniz, Liz McMillan, John Rauser

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

@BigDataExpo: 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.


@BigDataExpo Stories
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
"Loom is applying artificial intelligence and machine learning into the entire log analysis process, from start to finish and at the end you will get a human touch,” explained Sabo Taylor Diab, Vice President, Marketing at Loom Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists looked at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deliver...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo 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 to w...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara California. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infras...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.