Come utilizzare i Big Data a proprio vantaggio (e non incorrere in errori!)


Fidarsi solo dei Big Data per prendere decisioni è una strategia veloce ma un po' rischiosa: come utilizzarli a proprio vantaggio, limitando gli errori?

Ti segnaliamo un interessante articolo scritto recentemente da colleghi internazionali, "Why Big Data can fail you and how to use it to your benefit". Di seguito i principali spunti di riflessione.


(...) Big Data, along with the analytics to process it, means better, faster, more-accurate forecasts and, therefore better, faster, more-accurate decisions. The business press (and Oracle, IBM, et al.) can provide Big Stories, Big Anecdotes, and Big Case Studies to show how Big Data allowed companies to more precisely target advertising and promotion, segment the customer base, plan production and inventory, and a horde of other applications across all internal operations from HR to marketing to R&D. (...)

Ironically, there’s little data on the value of Big Data. (...) So even though there’s no data on the value of Big Data, we can declare that using more data and better statistical techniques can only improve management. And that is actually the problem as much as the solution. The use of Big Data and analytics has been almost completely restricted to internal data or social media’s tactical information. Both belong to what Michael Porter called “operational effectiveness” but they have little or no effect on competing. (...)

Big data doesn't help strategy

(...) Speeding up the promotion cycle is nice, but it won’t stop the ship from sinking. Identifying strategic risks and strategic opportunities early, and acting on them before performance suffers, is what matters. That’s what it means to practice the skill of competing.

To address this core problem, Big Data (and the analytics to convert it to intelligence) need to migrate to the competitive environment with its multitude of high-impact players, thus helping the leader skilled in competing to outsmart other players. (...)

The issue of applying Big Data to competition and others in the market devolves into two simple questions:

  • What are the important questions that affect how you compete well in your market?
  • Do the exabytes, zettabytes, or haveanotherabytes help you answer those questions?

Numbers do not speak for themselves. Data is not wisdom; it is not even analysis. It is data. You, the maverick, the independent, critical thinker, must find the appropriate numbers, apply the appropriate analysis, and reach the appropriate conclusions.

Fonti: M.Chussil & B.Gilad, "Why Big Data can fail you and how to use it to your benefit",