TECHNOLOGY
“DECISION-MAKERS ARE HUNGRY FOR NEW INSIGHTS . MARKETING TEAMS WANT TO OPTIMISE CAMPAIGNS AND ENSURE AN ROI ON AD PLACEMENTS ”
JENNIFER BELISSENT PRINCIPAL DATA STRATEGIST AT SNOWFLAKE
Belissent adds that this does not end at big , small and wide data : “ In addition to big data , small data , wide and diverse data , qualitative data will continue to have a place in generating insights – particularly about customers . For example , recommendation engines trained on transaction data will be complemented with focus groups to test customer responses to specific offers . Ad placement algorithms will be combined with A / B testing to determine the impact of specific messages . Panel surveys will capture sentiments to complement textual sentiment analysis . Qualitative research enables the capture of feelings , and compliments research that predicts actions .”
There is no doubt that the amount and type of data businesses have access to will continue to grow as IoT devices and cloud data platforms become more readily available .
With such a diverse range of data sources , it is now vital that businesses develop a data strategy that guarantees useful and actionable insights . “ Whether it ' s big , small or wide data we ’ re talking about , adopting a data strategy centred on a data fabric architecture is essential to convert that data into business value ,” notes Gilfix .
He concludes : “ A data fabric connects different types of data across silos — be it on-premises or across multiple clouds — without ever having to copy or move any data . It can also democratise information while still helping to ensure an organisation can maintain the level of governance and privacy required .” aimagazine . com 111