Getting a market edge is main driver of big data, shows research

The top driver of big data adoption in organisations is the desire to increase competitive edge, according to research.

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The top driver of big data adoption in organisations is the desire to increase competitive edge, according to research.

Of those surveyed at the Talend Connect London 2013 event, which polled the views and opinions of directors, department heads, IT managers and data architects, 34 percent said staying ahead of their competitors is big data’s biggest benefit. Driving revenue growth was stated by 29 percent of those polled.

Tactical drivers of big data adoption like product and service development costs and growing data volumes lagged far behind, with 12 percent referencing them.

Yves de Montcheuil, vice president of marketing at Talend, said: “Organisations increasingly appreciate that the value data can bring to their business is not just in managers meeting tactical goals through carrying out specific projects, important though that is.

"More critical still is the ability of the business to leverage data to meet overarching strategic objectives such as driving business advantage or delivering enhanced profitability."

He said some businesses use big data to gain insight into the behaviour of customers and prospects, thereby increasing productivity and generating more revenue.

Others are using big data to inform everything from marketing and brand strategy, social media outreach and analysis, fraud detection, or even to assist in evidence-based talent management decisions, said de Montcheuil.

The survey however also indicates that while good progress has been made over the past year, much work remains to be done in translating this improved understanding of big data into a coherent and fully integrated data management approach.

In this year’s survey, just 33 percent of respondents said their business was well prepared to manage growing data volumes, although this was significantly up on the 24 percent who claimed this to be the case in a similar survey carried out at the same event last year.

This year, 20 percent said their business was either poorly prepared or not prepared at all to deal with rapid data growth, markedly down on last year’s figure of 37 percent, but still a cause for concern.