Welcome!

@DXWorldExpo Authors: Pat Romanski, Yeshim Deniz, SmartBear Blog, Elizabeth White, Liz McMillan

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.


@BigDataExpo Stories
"This week we're really focusing on scalability, asset preservation and how do you back up to the cloud and in the cloud with object storage, which is really a new way of attacking dealing with your file, your blocked data, where you put it and how you access it," stated Jeff Greenwald, Senior Director of Market Development at HGST, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In a world where the internet rules all, where 94% of business buyers conduct online research, and where e-commerce sales are poised to fall between $427 billion and $443 billion by the end of this year, we think it's safe to say that your website is a vital part of your business strategy. Whether you're a B2B company, a local business, or an e-commerce site, digital presence is key to maintain in your drive towards success. Digital Performance will take priority in 2018 for the following reason...
Rodrigo Coutinho is part of OutSystems' founders' team and currently the Head of Product Design. He provides a cross-functional role where he supports Product Management in defining the positioning and direction of the Agile Platform, while at the same time promoting model-based development and new techniques to deliver applications in the cloud.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
In his session at Cloud Expo, Alan Winters, U.S. Head of Business Development at MobiDev, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to maximize project result...
"Software-defined storage is a big problem in this industry because so many people have different definitions as they see fit to use it," stated Peter McCallum, VP of Datacenter Solutions at FalconStor Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. Commvault can ensure protection, access and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his general session at 18th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Part...
Andi Mann, Chief Technology Advocate at Splunk, is an accomplished digital business executive with extensive global expertise as a strategist, technologist, innovator, marketer, and communicator. For over 30 years across five continents, he has built success with Fortune 500 corporations, vendors, governments, and as a leading research analyst and consultant.
"Cloud computing is certainly changing how people consume storage, how they use it, and what they use it for. It's also making people rethink how they architect their environment," stated Brad Winett, Senior Technologist for DDN Storage, 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 20th Cloud Expo, Brad Winett, Senior Technologist for DDN Storage, will present several current, end-user environments that are using object storage at scale for cloud deployments including private cloud and cloud providers. Details on the top considerations of features and functions for selecting object storage will be included. Brad will also touch on recent developments in tiering technologies that deliver single solution and an end-user view of data across files and objects...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settl...
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...
In his session at @ThingsExpo, Dr. Robert Cohen, an economist and senior fellow at the Economic Strategy Institute, presented the findings of a series of six detailed case studies of how large corporations are implementing IoT. The session explored how IoT has improved their economic performance, had major impacts on business models and resulted in impressive ROIs. The companies covered span manufacturing and services firms. He also explored servicification, how manufacturing firms shift from se...
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
Organizations planning enterprise data center consolidation and modernization projects are faced with a challenging, costly reality. Requirements to deploy modern, cloud-native applications simultaneously with traditional client/server applications are almost impossible to achieve with hardware-centric enterprise infrastructure. Compute and network infrastructure are fast moving down a software-defined path, but storage has been a laggard. Until now.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
The best way to leverage your CloudEXPO | DXWorldEXPO presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering CloudEXPO | DXWorldEXPO will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at CloudEXPO. Product announcements during our show provide your company with the most reach through our targeted audienc...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors!