We have been showing off the amazing art works drawn from numerous big data insight engagements we’ve had with Teradata, Aster and Hadoop clients. Most of these were new insights to answer business questions never before considered.
While these engagements have demonstrated the power of insights from the new analytics enabled by big data, it continues to have limited penetration to the wider enterprise analytics community. I have observed significant investment in big data training and hiring of fresh data science talents but the value of the new analytics remain a boutique capability and not yet leveraged across the enterprise.
Perhaps, we need to take a different tact. Instead of changing the analytical culture to embrace big data, why not embed big data into existing analytical processes? Change the culture from within.
How exactly do you do that? Focus big data analytics to adding new data points for analytics then make these data points available using the current enterprises data deployment and access processes. Feed the existing machinery with the new data points to turbo-charge the existing analytical insight and execution processes.
A good starting area is the organisation’s customer events library. This library is a database that contains customer behavior change indicators that provide a trigger for action and provide context for a marketing interventions.