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Does Your Digital Content Play the Dating Game?

IDG Connect 0811 Does Your Digital Content Play the Dating Game?

There is a strong tendency to put the date of publication on digital content assets or mention a time period within them. Doing that changes an asset to have a limited shelf life as the assets time clock starts ticking. And tick it does, as B2B buying team members are less patient then in the past when it comes to assets they consider too old.

Four years ago IDG Connect conducted extensive buyer preference research among enterprise organizations. At that time, buyers stated that a asset was considered too old if it was 14 months or more past its offering or publication date. It’s important to note that once an asset went beyond 18 months, buyers stated that it negatively affected their perception of the vendor. The benchmark was clear, and content management required keeping content fresh enough for buyer needs.

Now that age baseline has shifted, compressing the acceptable limits of content before it is considered old. New global research conducted by IDG Connect among enterprise buyers in the US and United Kingdom reveal that in both markets content is considered old after 10 months and has negative impact on perception after 13 months. But there are some clear ways for vendors to avoid negative perception among buyers who prefer content currency.

1. Avoid Unnecessary Dating: Look at you asset portfolio and confirm your tendency to inadvertently highlight content that is dated with a limited shelf life. Those limitations can come from something as simple as the asset identification system you use. If the date of publication is part of your numbering and tracking method, consider making a change to something that is coded, so you understand from the system the date of the asset but that will not be clear to those that consume it.

2. Set Dated Asset Standards: Set standards for content that requires dating. This can include assets that present market research.  Some content types do require dating. One area is assets that include research where buyers want  assurance that they consume insight that reflects current sentiment or trends. For that type of content, insure that you have set refresh points to update the findings. Vendors should conduct research to periodically refresh their view of market conditions even if it is for internal purposes. But both in  cases for external thought leadership or internal strategy and planning, make it an annual event at a minimum.

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5 things that will remake big data in the next 5 years

Gigaom

Big data has evolved a lot of the past few years; from a happy buzzword to a hated buzzword, and from a focus on volume to a focus on variety and velocity. The term “big data” and the technologies that encompass it have been pored over, picked over and bastardized sometimes beyond recognition. Yet we’re at a point now where it’s finally becoming clear what all of this talk has been leading up to.

It’s a world of automation and intelligence, where it’s easier than ever to mine data, but also to build intelligence into everything from mobile apps to transportation systems. Big was never really the end goal, but the models driving this change generally feed on data to get smarter. Variety was never really a goal, it’s just that the more we can quantify, the more we can learn about the world around us.

It’s a world we’ll delve into in great detail at our Structure Data, which kicks off just a week from today (March 19) in New York. We have speakers from nearly every tech company that matters, as well from some of the biggest companies in the world and some of the smartest startups around. They’ll be talking about everything from fighting human trafficking to the future of Hadoop and the cutting edge in artificial intelligence.

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What Angry Birds Can Teach Enterprises About Critical Data

IDG Connect 0811 What Angry Birds Can Teach Enterprises About Critical Data

It’s true: that addictive little app you play in the palm of your hand can teach us a lot about managing massive amounts of critical data. What’s the connection between a mobile gaming app and a robust and effective enterprise infrastructure? Countless (and growing) amounts of critical data and the pressure to constantly meet high customer experience expectations.

Rovio (creators of Angry Birds) deals with more data than many enterprises. As of last year, Angry Birds experienced over two billion downloads, 263 million monthly users, and was downloaded on 50% of new mobile devices. Now, consider all the data these users bring (personal information, player stats, etc.). The numbers get big fast.

Gamers are arguably the most challenging audience – with extremely high expectations that demand low latency gameplay and 24/7 access to their accounts on all of their devices. Gaming companies like Rovio have nailed down critical data by focusing on the key factors—performance and availability—that affect business revenue, attrition rates, and user experiences.

The number one factor in gaming success is performance. A few seconds of downtime or latency can be disastrous: Do you think a gamer who has great skills but can’t shoot fast enough due to game latency will hang around? Not a chance.

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80% of Your Customer Data Will be Wasted

IDC PMS4colorversion 1 80% of Your Customer Data Will be Wasted

Larger and richer collections of customer data are increasing available. That’s the good news. But most of that data is wasted. That’s the bad news. Poor data practices remain one of the biggest hurdles to marketing success.

Here are four ways that companies squander data and recommendations about how to stop the waste:

Data is Missing: A huge amount of customer data is available but is just not collected. Your ultimate goal should be to capture interaction and behavioral data at every touch point.

What to do: Acquire the data. Invest in marketing technology and services that capture data and in data management technology to store it for analysis. IDC finds that tech marketing leaders invest more than three times the amount of funds in marketing technology than their laggard cousins.  Big data is the marketer’s friend.  Providing lots of data to your analysts will enable them to predict the next best offer, discern buyer preferences, determine marketing program attribution, improve conversion rates, and much more.

Data is Unavailable: Some customer data is captured in company systems, but is trapped where marketing can’t access it. Marketing needs information on customers from a broad array of sources from both inside and outside the enterprise. Sales data, purchasing data, and customer service data, are examples of internally available data critical to seeing the full customer picture.

What to do: Aggregate the data. C-Suite executives must rush to the aid of marketing if they want to get full value from the function. To stop measurement at the MQL or even sales “closed loop” is insufficient for the full customer picture. Pay particular attention to converting unstructured data into structured data so it can help drive the content customization and delivery process.

Data is Junk: Sometimes customer data is captured, but is meaningless.

What to do: Analyze the data. You must be able to separate the signal from the noise. The first step is to gain a baseline understanding of the journeys taken by your best customers.  This point of view will give you a filter. CMOs need to invest in the tools and skills needed to gain insight from the data and tell a relevant business story.

Data is Late: Some meaningful data is captured, aggregated, analyzed – but the whole process takes too long for any relevant action to occur.

What to do: Act on the data. The point of data investment is to develop a rich understanding of the customer’s context so the most relevant response (typically content) can be delivered to them. In a digital dialog, a response is expected on the other side of every click.  Data needs to be made readily available to decision engines and content management systems so that they can take action.

For more IDC technology marketing blogs, click here

How Social, Mobile, and Data Will Change the Marketing and Media Worlds

IDG Global Solutions

IDC predicted the impact of The Third Platform a few years ago. Today, the effects of the Third Platform, social, mobile, data, and the cloud, are felt across vendors, users, media, and marketers.

To gain insights into how those elements will play out over time, IDG Communications Director Howard Sholkin interviewed Matthew Yorke, CEO, IDG Enterprise, who saw the power of social in 2008…

InfoWorld Announces the 2014 Technology of the Year Award Recipients

InfoWorld  InfoWorld Announces the 2014 Technology of the Year Award Recipients

35 winning products represent the best in information technology today, from cloud to data center to mobile computing
 
Framingham, Mass. – January 15, 2014 – IDG’s InfoWorld, the technology media brand devoted to modernizing enterprise IT, has announced the winners of its 2014 Technology of the Year Awards (click to Tweet). Selected by InfoWorld Test Center editors and product reviewers, InfoWorld’s annual Technology of the Year Awards celebrate the best and most innovative products across the IT landscape.

The 2014 awards recognize 35 products from nearly every corner of information technology including application development, Web and database technologies, cloud computing and software-as-a-service, business intelligence and big data analytics, mobile computing and desktop productivity, and data center hardware. These winning products represent not only the best hardware and software available to IT professionals, but the most important information technology innovations to businesses today.

“InfoWorld’s Technology of the Year Award winners are the best products we know, but they’re more than great products,” said Doug Dineley, executive editor of InfoWorld’s Test Center. “These are the tools that point the way to the data centers, clouds, and applications of tomorrow. They’re the innovations that are changing the way we work and do business.”

InfoWorld’s 2014 Technology of the Year Recipients

2014 IDG Enterprise Big Data Research

IDGE 2014 IDG Enterprise Big Data Research

The 2014 IDG Enterprise Big Data research was completed with the goal of gaining a better understanding of organizations’ big data initiatives, investments and strategies.

Key Findings Include:

  • Organizations are seeing exponential growth in the amount of data managed with an expected increase of 76% within the next 12-18 months.
  • Companies are intensifying their efforts to derive value through big data initiatives with nearly half (49%) of respondents already implementing big data projects or in the process of doing so in the future; however, enterprise organizations are ahead of the curve in implementation plans compared to SMB organizations.
  • CEOs are focused on the value of big data and are partnering with IT executives who will purchase/manage/execute on the strategies.
  • Organizations are investing in developing or buying software applications, additional sever hardware, and hiring staff with analytics skills in preparation for big data initiatives.
  • Organizations are facing numerous challenges with big data initiatives and limited availability of skilled employees to analyze and manage data tops the list.
  • In the next 12-18 months, organizations plan to invest in skill sets necessary for big data deployments, including data scientists (27%), data architects (24%), data analysts (24%), data visualizers (23%), research analysts (21%), and business analysts (21%).
  • Half of respondents indicated there is no clear thought leader in the big data solution space.

For more information on this study and to view our sample slides, please click here.

 

Worldwide Big Data Technology and Services Forecast Shows Market Expected to Grow to $32.4 Billion in 2017

IDC PMS4colorversion 1 Worldwide Big Data Technology and Services Forecast Shows Market Expected to Grow to $32.4 Billion in 2017

FRAMINGHAM, Mass., December 18, 2013 – In a newly released study, International Data Corporation (IDC) forecasts that the Big Data technology and services market will grow at a 27% compound annual growth rate (CAGR) to $32.4 billion through 2017 – or about six times the growth rate of the overall information and communication technology (ICT) market. Although there are multiple scenarios that could unfold and many demand and supply variables remain in flux, IDC expects the market to exhibit strong growth over the next five years.

“The Big Data technology and services market represents a fast-growing multibillion-dollar worldwide opportunity,” said Dan Vesset, Vice President for IDC’sBusiness Analytics and Big Data research. “The Big Data market is expanding rapidly as large IT companies and start-ups vie for customers and market share.”

Additional findings from IDC’s forecast include the following:

  • The growth of individual segments of the market varies with cloud infrastructure having the highest CAGR of 49% through 2017.
  • Decision automation solutions based on Big Data technology will increasingly begin to replace or significantly impact knowledge worker roles.
  • A significant amount of data that can be described as Big Data in the datacenters will either get disposed of or archived to the cloud, which will result in lower revenue for traditional storage in the datacenters.

“Because of the rapidly developing nature of this market, IDC continues to review the methodology and forecast assumptions on an ongoing basis,” said Ashish Nadkarni, Research Director, Storage Systems and Big Data research at IDC. “IDC made a number of changes to the Big Data market sizing and forecast presented in this document, including the addition of infrastructure software, such as security and datacenter management, and high performance data analysis (HPDA), which the company considers to be a portion of High Performance Computing (HPC) market that fits within IDC’s Big Data definition.”

The IDC study, Worldwide Big Data Technology and Services 2013-2017 Forecast (IDC #244979), examines the Big Data technology and services market for 2012–2017 and describes IDC’s definition of Big Data and the criteria and methodology for sizing the market. Further, the study segments the Big Data market into server, storage, networking, software, and services.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 100 countries. For more than 49 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world’s leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.

View the original release 

Why First Party Data is Valuable to Marketers

IDG Global Solutions

Learn what some of the key sources of data are and how marketers should use this first and third party data for maximum return.

How Soon Will Big Data Yield Big Profits?

Forbes

Big Data is “the next frontier for innovation, competition, and productivity,” says McKinsey & Company. But companies and executives rushing into data collection and analysis expecting immediate payoffs are bound to be disappointed. Most companies are years away from being able to effectively profit from data—and not simply for a lack of technology. Instead, at least three entrenched challenges need to be addressed before Big Data can have real impact.

First is the gut-driven approach to strategy that pervades the business world. Leadership by the “highest paid person’s opinion” is a common organizational weakness that should ultimately be remedied by Big Data. But that will happen only when the mindset also shifts so that this person’s decisions are based on real data, not gut assumptions. Simply having more data will not be enough to overturn this mentality and could even make the transition more difficult.

A second challenge is the talent shortage. Currently, not enough people have the necessary skills to make rigorous use of data. A recent survey of IT professionals by SAS and IDG Research found that 57 percent of respondents said they lacked the skills and experience to properly analyze data. And this lack of confidence in analysis is only part of the deficiency. Those working with data must also be skilled in collecting the appropriate metrics with adequate precision.

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