By Rafael Aielo, Big Data specialist at SAS Brasil
Have you ever heard of data-driven culture, or Data-Driven Culture? We are undergoing a permanent transformation in the way we conduct our business and, above all, our lives. At this very moment, a veritable flood of data, or 2.5 quintillion bytes per day, is generated to guide individuals, companies and governments - and is doubling every two years.
Every time we make a purchase, make a call or interact on social media, we are producing this data. And with the recent connectivity in objects, such as watches, cars and even refrigerators, the captured information becomes massive and can be crossed to create increasingly elaborate roadmaps, pointing out and even predicting the behavior of companies and customers.
Imagine a refrigerator warning you that your favorite pudding is running out, and that the market closest to your home is selling it at a discount. Now, think that an RFID device can identify your arrival on the market and cross a shopping profile, suggesting other brands of pudding and similar products by smartphone.
When we think about the analysis of all this data, from several connected sources, we are describing the fundamental bases of Big Data and the Internet of Things. This concept is no longer a dreamlike projection of the future to become an industry that will move, according to IDC, US$ 1.7 trillion in 2020. There will be more than 50 billion connected devices.
In companies, concepts such as Bring-Your-Own-Device (BYOD), Big Data and Analysis of Things, are driving new strategies based on mobility and use of data. According to a survey by Gartner, 34% of Brazilian companies should invest in Big Data by the end of the year. With investments in BI and Analytics alone, the local market should generate around US$ 790 million in 2015.
Currently, information flows through all layers of companies and provides intelligence to decision makers in different areas. In many ways, technology has become a commodity, easily accessible, offering intelligence to smaller and smaller companies. Despite the traditionalism of SMEs, new startups are emerging with a DNA based on the Third Platform. In many cases, they have data as the company's main asset.
And with the advancement of Cloud Computing technologies, Analytics tools no longer require very high investments in physical IT infrastructure, and can be made available in the cloud at more accessible costs. What's more, the possibility of making analyzes in real time combined in the delivery of faster and more assertive maps. By taking time to prepare the information, the business is often transformed and the results no longer offer predictive relevance. In any case, this does not mean that they are not taking advantage of your data.
In the last century, the German physicist and theoretician, Albert Einstein, stated that having information is not the same as having knowledge, a concept that persists today. Currently, collecting and analyzing data is not a guarantee of providing effective business intelligence. For this reason, in a data-driven culture, new professionals emerge with unquestionable importance. Scientists and data specialists are qualified to process information and identify valuable opportunities for business strategy. Likewise, the tools are evolving and the advent of Advanced Analytics is reinforcing the importance of strategic - and predictive - use of information.
We are on a path of no return, and more and more this new reality will drive different markets and significant changes in the way we offer and personalize products and services. Certainly, organizations are absorbing a data-driven culture and will make a crucial contribution to the development of a new era: the era of intelligence.
Every time we make a purchase, make a call or interact on social media, we are producing this data. And with the recent connectivity in objects, such as watches, cars and even refrigerators, the captured information becomes massive and can be crossed to create increasingly elaborate roadmaps, pointing out and even predicting the behavior of companies and customers.
Imagine a refrigerator warning you that your favorite pudding is running out, and that the market closest to your home is selling it at a discount. Now, think that an RFID device can identify your arrival on the market and cross a shopping profile, suggesting other brands of pudding and similar products by smartphone.
When we think about the analysis of all this data, from several connected sources, we are describing the fundamental bases of Big Data and the Internet of Things. This concept is no longer a dreamlike projection of the future to become an industry that will move, according to IDC, US$ 1.7 trillion in 2020. There will be more than 50 billion connected devices.
In companies, concepts such as Bring-Your-Own-Device (BYOD), Big Data and Analysis of Things, are driving new strategies based on mobility and use of data. According to a survey by Gartner, 34% of Brazilian companies should invest in Big Data by the end of the year. With investments in BI and Analytics alone, the local market should generate around US$ 790 million in 2015.
Currently, information flows through all layers of companies and provides intelligence to decision makers in different areas. In many ways, technology has become a commodity, easily accessible, offering intelligence to smaller and smaller companies. Despite the traditionalism of SMEs, new startups are emerging with a DNA based on the Third Platform. In many cases, they have data as the company's main asset.
And with the advancement of Cloud Computing technologies, Analytics tools no longer require very high investments in physical IT infrastructure, and can be made available in the cloud at more accessible costs. What's more, the possibility of making analyzes in real time combined in the delivery of faster and more assertive maps. By taking time to prepare the information, the business is often transformed and the results no longer offer predictive relevance. In any case, this does not mean that they are not taking advantage of your data.
In the last century, the German physicist and theoretician, Albert Einstein, stated that having information is not the same as having knowledge, a concept that persists today. Currently, collecting and analyzing data is not a guarantee of providing effective business intelligence. For this reason, in a data-driven culture, new professionals emerge with unquestionable importance. Scientists and data specialists are qualified to process information and identify valuable opportunities for business strategy. Likewise, the tools are evolving and the advent of Advanced Analytics is reinforcing the importance of strategic - and predictive - use of information.
We are on a path of no return, and more and more this new reality will drive different markets and significant changes in the way we offer and personalize products and services. Certainly, organizations are absorbing a data-driven culture and will make a crucial contribution to the development of a new era: the era of intelligence.
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