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What does Digital Transformation really mean? In post five of our series, learn to balance the needs of IT and marketing—a task essential to effective analytics.
Big Data expert Bernard Marr recently shared some interesting tidbits about the volume of information generated—and how we use it—with Forbes:
So, what are marketers, who are under pressure to leverage the mountains of data at their disposal and turn it into actionable insight, to do? Knowing which data are critical and which are noise amidst today’s Big Data hype and analytics buzz is a good place to start.
Not being data scientists, nor wanting to have to become data scientists, business users need information provided in an easily decipherable form they can use to create better applications and refine the customer experience. They need insight about the different channels customers use to gain a deeper understanding about the broader customer journey. While IT owns the physical infrastructure used for the data, business users understand it. They know the relationships and have the ability to create insights across data points or applications. IT needs this insight as well, so business users—although they’re not data scientists—need to be actively involved in their organization’s data strategy.
Again, in what is becoming a recurring theme to success in today’s digitally disruptive environment, collaboration between marketing and IT is essential. Marketers need to realize that the data integration and connectivity to achieve actionable Big Data insights remains a top challenge for many IT organizations. IT not only has to determine how to manage data, but how to share it—safely and securely. Creating a data access layer is a solid foundation from which to begin. It enables the organization to leverage the strength of its diverse data sources without burdening application developers or business users.
More than two-thirds of senior data and IT decision makers in large organizations report that analytics have a significant and positive impact on revenues. With the right tools and connectivity, your data can truly be a revenue-generating asset, not just an obstacle to integration.
Read more about how balancing business needs with attainable IT goals can deliver on the promises of Big Data in, The Digital Ultimatum: Why Businesses Must Digitally Transform to Survive—and Thrive.
Mark Troester is the Vice President of Solutions Marketing, Digital Transformation at Progress. Mark has extensive experience in bringing application development and data integration products to market. Mark previously led product marketing efforts at Sonatype, SAS and Progress DataDirect. Before moving into marketing, Mark worked as a developer and developer manager for start-ups and enterprises alike.
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