I’ve made a bunch of calls over the last few weeks with the VelociData team and I’m seeing a clear and consistent pattern emerge amongst prospects. Knowledge workers are pressing IT for analytics derived from as much data as possible, that is as complete as possible, that is as up-to-date as possible and that is delivered as fast as possible. This ever increasing, higher order demand, “Mission As Possible”, creates a new set of unsolved requirements in managing data volume variety and velocity. It’s not just “Big Data,” but “All Data” delivered real-time as actionable intelligence.
The business needs driving these requirements vary by customer and vertical, but you consistently hear examples such as understanding customer sentiment; customer experience immersion; identifying new prospects, uncovering new market trends; finding new opportunities to engage buyers; discovering new insights for products; uncovering new demographic patterns; and watching for new patterns of fraud. These are all critical factors for both improving strategic plans and execution effectiveness and it only makes sense that supporting decisions be guided by facts.
When these types of large-scale, high-velocity data gathering and associated analytics become the norm, as well as, the means of building competitive advantage, things start to get awfully interesting. At a certain point, all enterprise data becomes “production grade” (i.e., real time, actionable intelligence across all data sources). The labels of “Big Data”, “Small Data”, “Structured Data”, Unstructured Data”, “Production Data”, “Data Mart”, … will no longer be distinguishable by differences in service levels. It’s all just raw materials to make the real-time, actionable intelligence plant run that’s driven to ever-greater extremes by Mission As Possible.
I met with a Chicago based CIO a few months ago while doing some research and he explained that enterprise IT of the near future will resemble the models found in trading firms. At the time, I didn’t fully appreciate how right he was. I do now.