If you think you can do big data in-house, get ready for a lot of disappointment. If the data you want to analyze is in the terabytes in size, comes from multiple sources -- streams in from customers, devices or sensors -- and the insights you need are more complex than basic trending, you are probably looking for a data scientist or two. You probably have an open job requisition for an Hadoop expert as well and have hit the limit on what your capital budget will let you buy to house all this data and insights. Thus you are likely taking a hard look at some cloud-based options to fill your short term needs.
If you think Big Data is something only B2C marketers need worry about, you’d be wrong.
As business buyers turn to the digital world to help them explore and solve pressing business problems, marketers will find that the data needed to propel their firms into the digital future is increasingly big.
The challenges we face in closing the gap between the amount of data available and our ability to get value from it are equally big. Nevertheless, to become customer obsessed requires understanding your buyers much better and data is the key to that understanding. During Forrester’s Forum for Marketing Leaders last week, I told B2B marketers that it’s time to make a date with their big data destiny. (The prior link is to our forum coming up in London -- you can also listen to my April 30 webinar to learn more on this topic.)
My colleague Brian Hopkins believes that - to exploit the business opportunity hiding in big piles of data - marketers must understand that data is increasingly: