Welcome!

@BigDataExpo Authors: Elizabeth White, Liz McMillan, Jason Bloomberg, Pat Romanski, William Schmarzo

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 SIGMA Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. uLaser flow inspection device from the Japanese top share to Global Standard! Then, make the best use of data to flip to next page. For more information, visit http://www.sigma-k.co.jp/en/.
The “Digital Era” is forcing us to engage with new methods to build, operate and maintain applications. This transformation also implies an evolution to more and more intelligent applications to better engage with the customers, while creating significant market differentiators. In both cases, the cloud has become a key enabler to embrace this digital revolution. So, moving to the cloud is no longer the question; the new questions are HOW and WHEN. To make this equation even more complex, most ...
SYS-CON Events announced today that Fusic will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Fusic Co. provides mocks as virtual IoT devices. You can customize mocks, and get any amount of data at any time in your test. For more information, visit https://fusic.co.jp/english/.
SYS-CON Events announced today that Enroute Lab will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enroute Lab is an industrial design, research and development company of unmanned robotic vehicle system. For more information, please visit http://elab.co.jp/.
SYS-CON Events announced today that B2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. B2Cloud specializes in IoT devices for preventive and predictive maintenance in any kind of equipment retrieving data like Energy consumption, working time, temperature, humidity, pressure, etc.
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp em...
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
Real IoT production deployments running at scale are collecting sensor data from hundreds / thousands / millions of devices. The goal is to take business-critical actions on the real-time data and find insights from stored datasets. In his session at @ThingsExpo, John Walicki, Watson IoT Developer Advocate at IBM Cloud, will provide a fast-paced developer journey that follows the IoT sensor data from generation, to edge gateway, to edge analytics, to encryption, to the IBM Bluemix cloud, to Wa...
SYS-CON Events announced today that Keisoku Research Consultant Co. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Keisoku Research Consultant, Co. offers research and consulting in a wide range of civil engineering-related fields from information construction to preservation of cultural properties. For more information, vi...
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...
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
DevOps at Cloud Expo – being held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real r...
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.
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
SYS-CON Events announced today that Suzuki Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Suzuki Inc. is a semiconductor-related business, including sales of consuming parts, parts repair, and maintenance for semiconductor manufacturing machines, etc. It is also a health care business providing experimental research for...
SYS-CON Events announced today that Ryobi Systems will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ryobi Systems Co., Ltd., as an information service company, specialized in business support for local governments and medical industry. We are challenging to achive the precision farming with AI. For more information, visit http:...
The last two years has seen discussions about cloud computing evolve from the public / private / hybrid split to the reality that most enterprises will be creating a complex, multi-cloud strategy. Companies are wary of committing all of their resources to a single cloud, and instead are choosing to spread the risk – and the benefits – of cloud computing across multiple providers and internal infrastructures, as they follow their business needs. Will this approach be successful? How large is the ...
SYS-CON Events announced today that Interface Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Interface Corporation is a company developing, manufacturing and marketing high quality and wide variety of industrial computers and interface modules such as PCIs and PCI express. For more information, visit http://www.i...