The use of it systems and technologies is then secondary to the supporting of key business processes that unify an organization. A solid organizational framework can save a company literally millions of dollars in bad it and technical systems by making sure every information asset and initiatives aligns to strategic plans and initiatives.
Big Data, Cloud Computing and Social Networks -- the Data Explosion
The last five years have seen the amount, variety and depth of information literally explode into terabytes, stored in data marts, databases and Master Data Management (MDM) platforms. The sheer magnitude of these data marts and the need for very high performance analytics applications including Hadoop to find insights within them are among the most-hyped technologies in the it industry today (Collett, 2011). At the center of this hype is the potential of using the sheer volume of data to gain greater insights into customer relationships, better understanding of supply chains, and also gain insights into who the true influencers are on social networks (LaValle, Lesser, Shockley, Hopkins, Kruschwitz, 2011). There is also the focus on how to create an even greater level of process efficiency based on the lessons learned from these data sets. With all of these benefits it is no surprise that the majority of companies today are concentrating on how to create the greatest value from their myriad data sets, databases and MDM platforms they have been invested in for decades (Greengard, 2012). These are the compelling factors forcing many companies to seriously look at how to standardize on Hadoop and other high-performance analytics applications deliberately designed for dealing with large-scale data sets (McKendrick, 2012). Certainly the hype surrounding Big Data, analytics and Business Intelligence (BI) has captured the interest of CIOs and their marketing counterparts, the Chief Marketing Officer (CMO) as well (Rogers, 2011). Ironically, these technologies show the greatest potential only when fully integrated into the broader strategic workflows, including social systems, of an enterprise. Only then will all these much-hyped technologies find...
Social networks have completed changing marketing, from initial prospect contact through customer service, not because of the data sets but because of the contextual intelligence
(Bernoff, Li, 2008). It is important to keep in mind that the overarching, strategic and over far more challenging goals companies must accomplish to survive must use this data a valuable fuel to get there. Data, like fuel, cannot get a company to its goals or strategic destinations, only framework and focus can.
References
Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36-42.
Bughin, J., Chui, M., & Manyika, J. (2010). Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. The McKinsey Quarterly, (4), 26.
Collett, S. (2011). Why big data is a big deal. Computerworld, 45(20), 18-20,22,24. http://library3.webster.edu/docview/908441225?accountid=14944
Daly, R. (2011, the key to big data mastery. Waters,, 22-25.
Greengard, S. (2012). BIG data UNLOCKS business VALUE. Baseline, (114), 20-23.
Henschen, D. (2011). Big data fast, complex, varied, costly. InformationWeek, (1311), 22-29.
Kalpic, B., & Bernus, P. (2006). Business process modeling through the knowledge management perspective. Journal of Knowledge Management, 10(3), 40-56.
LaValle, S., Lesser, E., Shockley, R., Hopkins, M.S., & Kruschwitz, N. (2011). Big data, analytics and the path from insights to value. MIT Sloan Management Review, 52(2), 21-32.
McKendrick, J. (2012). HADOOP enters the enterprise mainstream, and big data will never be the same. Database Trends and Applications, 26(1), 4-6,8.
Rogers, S. (2011). Big data is scaling BI and analytics. Information Management, 21(5), 14.
Strenger, L. (2008, Coping…
