*By Rubia Coimbra
Now, more than ever, data has become critical to organizations. So much so that it now drives decision-making, innovation and competitive advantage. We live in the information age, where the collection, analysis and proper use of these assets are essential to the success of any organization. However, what makes this information so essential?
The answer lies in its ability to transform vast volumes of raw data into valuable insights, enabling institutions to operate more intelligently, efficiently and accurately. By using assets to test ideas before major investments, for example, companies can experiment with new products, markets or processes with reduced risk. This way, instead of relying solely on intuition, they take a more guided approach to spotting trends, anticipating challenges and exploring new opportunities.
By analyzing consumer trends and behavior, a company can also adjust its sales strategy, optimize marketing campaigns, and even redefine its growth approach to meet future demands. In this context, data is a foundation for building solid strategic decisions.
Furthermore, in times of crisis or abrupt changes, companies that use accurate information to support their decisions are more resilient. They are able to adapt quickly to new market conditions, respond to instability and even anticipate problems. The ability to identify trends and anticipate challenges is a powerful competitive advantage, especially in a scenario of global uncertainty.
Another key aspect of data is strengthening a culture of transparency within organizations. Decisions guided by targeted information promote clearer practices and allow all levels of the company to have access to consistent and reliable knowledge. This alignment not only improves internal governance but also contributes to ESG initiatives, where transparency and accountability are essential.
Importantly, data can also drive strategic partnerships. Companies that value reliable assets can create opportunities for collaboration and innovation with partners and suppliers. This exchange enables technological and commercial advances that would otherwise be difficult to achieve individually.
When it comes to competitive advantage, information also becomes a differentiator in the market. Companies that use it to customize products and services increase customer satisfaction, strengthen loyalty and drive long-term growth. In e-commerce, it is possible to predict purchasing patterns and create personalized offers, making the consumer experience unique and differentiated. In the banking sector, it can be used to offer tailored financial services, for example.
Despite the countless possibilities that data offers to institutions, it is important to emphasize that compliance and security must be combined with the use of this information. One trend among companies is the migration from the public cloud to the private cloud. According to a 2024 Barclays survey, 831% of companies plan to transfer their workloads to the private cloud. Among the factors for this change are concerns about asset security, industry regulations, and cost savings in cloud computing.
This move to private clouds allows organizations to have direct oversight of data usage and security protocols, enabling the implementation of customized security measures. This reduces potential vulnerabilities associated with public cloud infrastructures. In the healthcare sector, for example, maintaining a private cloud can provide greater security against the breach of sensitive elements, while allowing efficient management of information.
Companies that adopt good asset governance practices, with advanced security systems, gain the trust of consumers and ensure that their operations are protected against cyber threats. This should be considered a priority, as the value of information has never been higher.
Organizations that prioritize data security and governance are better prepared to deal with accelerated globalization, ensuring business continuity in an increasingly digital environment. The future belongs to companies that can securely transform information into valuable insights, creating a cycle of continuous innovation in an increasingly data-driven scenario.
*Ruby Coimbra, Cloudera's vice president for Latin America
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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