Recently I had a conversation with Jack Androvich, who will be keynoting at our Customer Intelligence Forum in Los Angeles on April 18th. Here are a few key takeaways from this conversation. If you are a CI professional, a marketer who cares about the role of technology in your job, or a technologist serving marketers, you will find the conversation enlightening.
1. Jack, marketing operations functions tend to have a broad mandate; can you tell us the role of marketing operations at Autodesk and how you defined the mandate for this function?
We’ve all heard, spoken about, or at least mentioned big data as a key trend for the technology industry in the past year. While it’s a no-brainer that big data is definitely affecting businesses today, little has been said about its relevance and how it affects consumer engagement. In an effort to make sense of this hype and decode the impact of big data on organizations’ relationships with customers, I’ve decided to write a report entitled “The Big Deal About Big Data For Customer Engagement.” Yes, big data is definitely a big deal — in fact, it’s a bigger deal if not handled with prudence!
To better understand this space, I’m keen to engage with both vendors and senior decision-makers at organizations that are either currently grappling with big data or planning to launch a project to manage this situation.
Once I hear from you, I or one of my colleagues will reach out to you with a premise document that covers the main questions that I would like to discuss with you during the course of a 30-minute interview. Just to share with you, we are looking at conducting these interviews over the next month. It goes without saying — but it’s best when said — we will honor all requests for confidentiality and will send you a copy of the report when it is published.
Please leave a comment with your contact details or send me an email at sgogia (at) forrester (dot) com.
At IBM's Smarter Analytics event this week, clients and partners presented success stories about how organizations are driving business value out of big data, analytics, and IBM Watson technology.
- City of Dublin, Ireland using thousands of data points from local transportation and traffic signals to optimize public transit and deliver information to riders.
- Seton Healthcare mining through vast amounts of unstructured data captured in notes and dictation to get a more complete view of patients. Seton currently uses this information to construct programs that target treatments to the right patients with a goal of minimizing hospitalizations in the way that most efficiently optimizes costs with benefits. The ability to mine unstructured data gives a much more complete view of patients, including factors such as their support system, their ability to have transportation to and from appointments, and whether or not they have a primary care physician.
- WellPoint using Watson technology to improve real-time decision-making by mining through millions of pages of medical information while doctors and nurses are face-to-face with patients.
But, clients warned that as much as the technology is advancing, the biggest hurdles remained the internal ones. Clients stressed that they face a critical challenge in introducing, driving, and changing the organizational mindset to work in a new way that can take advantage of these great advances in technology. What did they suggest?
1) Executive sponsorship from the top (C-level)
2) Hiring or retraining for new roles like data scientists (schools like Syracuse are introducing and promoting new programs out of their iSchool, which can help with reskilling experienced talent from other areas)
The Indian government announced its 2012-2013 budget on March 16, 2012. While the announced budget does not contain direct incentives to promote the domestic ICT industry, there will be adequate indirect opportunities for vendors to explore. The excise duty will increase from 10% to 12%; this will have a marginal impact on the sale of PCs (desktops, laptops, and tablets), but the government’s focus on improving infrastructure, creating efficient delivery mechanisms, and improving e-governance will provide substantial indirect opportunities to IT vendors.
The latest budget aims to achieve long-term and inclusive growth for the economy and is in sync with my upcoming report, “India’s 12th National Five-Year Plan (2012-2017) Provides Massive ICT Opportunities.” The report answers questions such as why and how technology will act as a key enabler for the Indian government to achieve its growth target.
The 2012-2013 budget will provide adequate ICT opportunities for vendors, such as:
Packaged and industry-specific applications, e-governance, mobile apps, and analytics will support the strong need for sustainable revenue sources to fund investments. A common problem that India faces today is the significant imbalance between expenditures and revenues. The budget categorically highlights the need to deliver more with existing resources; we will witness increased demand for packaged and industry-specific applications, e-governance, and mobile apps to help generate sustainable revenue to fund investments. Also, the outlay for e-governance projects will increase by 210%, from the equivalent of US$62 million to US$192 million; applications from software vendors for e-governance initiatives will present some of the most exciting opportunities in India. And the government will use various analytical tools to improve revenue sources and take corrective actions by identifying gaps.
Join us at Forrester’s CIO Forum in Las Vegas on May 3 and 4 for “The New Age Of Business Intelligence.”
The amount of data is growing at tremendous speed — inside and outside of companies’ firewalls. Last year we did hit approximately 1 zettabyte (1 trillion gigabytes) of data in the public Web, and the speed by which new data is created continues to accelerate, including unstructured data in the form of text, semistructured data from M2M communication, and structured data in transactional business applications.
Fortunately, our technical capabilities to collect, store, analyze, and distribute data have also been growing at a tremendous speed. Reports that used to run for many hours now complete within seconds using new solutions like SAP’s HANA or other tailored appliances. Suddenly, a whole new world of data has become available to the CIO and his business peers, and the question is no longer if companies should expand their data/information management footprint and capabilities but rather how and where to start with. Forrester’s recent Strategic Planning Forrsights For CIOs data shows that 42% of all companies are planning an information/data project in 2012, more than for any other application segment — including collaboration tools, CRM, or ERP.
Consumers across Asia Pacific are using multiple touchpoints to obtain and share information and purchase products and services. Organizations — both public and private — are struggling to support and enhance these new customer experiences across rapidly evolving channels like application marketplaces and mobile devices that are increasingly contributing to revenue growth.
Customer relationships will continue to change faster than CRM tools. Organizations are unable to cater to non-traditional touchpoints using their legacy systems. They are beginning to understand how these new touchpoints are impacting engagement at every phase of the customer lifecycle and across multiple channels and touchpoints. Organizations that truly value customers will invest in social tools (and platforms) in 2012 to better manage relationships.
Organizations will increasingly be forced to evolve from "transactional" customer interaction methods to customer "engagement." Organizations across multiple industries like FMCG (fast-moving consumer goods), retail, professional services, and media & entertainment in Asia Pacific are already thinking about the customer lifecycle beyond legacy CRM tools — which were typically designed to support organizational processes, not customer ones. Over 2012, we expect organizations across Asia Pacific to expand their use of social technologies, mobility solutions, and analytics to improve engagement.