Deriving Value from Big Data

DALLAS—With customers, patients, and citizens now having more ways to interact with and influence the organizations they come into contact with every day, the role of businesses is becoming more complex.

Companies are tapping into social data and using it to leverage transactional sales data around purchases, as well as deliver marketing messages that could impact future buying habits, according to Rita Sallam, a research director for business intelligence at Gartner.

At present, 70 percent of organizations run analytical reports and dashboards on top of structured data sets. However, "we're seeing an increasing percentage of companies trying to do cause and effect type analysis," Sallam said during a presentation Tuesday at the Gartner BI summit.

Reliance solely on traditional data warehouse structures is shifting as advanced analytics emerge to measure unconventional data sources such as video, social media, text, speech, and networks. New sources of data are requiring salespeople to ask questions like, "Who is the key influencer?" Marketing will ask, "What ad should I present and when?" Customer or client services managers will ask, "What are my top ten product defects?" that affect customers, she explained.

One of the key elements in an enterprise's content analytics strategy is identifying new staff roles, responsibilities, processes, and skills to support analysis of emerging data sets. However, it's important to sustain past models, and "develop a plan to evolve current data management architectures, technologies, and processes to support new data volume, variety, and velocity requirements," Sallam said.

CRM Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues

Related Articles

Companies Expect Big Data to Significantly Impact Sales

Many feel access to a variety of data sources can also mean missed opportunities, report finds.

Data and Customers Are Top CEO Investment Priorities

Executives are most concerned about revenue growth, reducing costs.

Transform Your Big Data into Big Knowledge

Social networks provide challenges, but opportunities too.

Understand the BI Maturity Model to Improve Your CRM Implementation

A four-stage approach to help you deliver on your customers' requirements.

Demand Grows for Social B2B Data

Companies want to measure "ideal" customer profiles and lead behavior.

Gigya Adds 21 Partners to Apps Ecosystem

Social, marketing partner integrations help personalize Web experiences.

Capitalizing on Relationship Marketing

Find your true purchase influencers.

Looker Adds Capabilities to Its Datafold Engine

BI tool now supports persistent derived tables.

Gartner BI Summit Focuses on Uniting Technology Evangelist and Skeptic

Pragmatic approach can unlock strategic and monetary value of information.

Gartner BI Summit: Data Discovery and the Cloud Reaching a Tipping Point

Intent and adoption of these BI features are high.

Looker Improves Visualizations, In-Browser App Development

BI product update will help move Looker upmarket.