Deciphering data analytics demand

Forrester Research

Some markets and industry sectors in Asia Pacific (AP) were clearly early adopters of big data initiatives, but interest has now spread to almost all subregions and verticals. The reason is simple: More and more organisations now understand the value of data for not only addressing customer demands and expectations but also for responding to changing market dynamics and improving operational efficiency.

The common link across all big data initiatives is an interest in using more types of data, from more sources, to enable timelier, better-informed insights. With that in mind, we're seeing two common use cases driving big data awareness and investment across industries:

Demand-driven, customer relationship-oriented initiatives

These initiatives are a response to increasing customer expectations for more personalised service. Typically centred on improved customer insight and engagement, organisations are seeking ways to better access and leverage customer data to improve understanding, more effectively personalise relationships, predict behaviour, and ultimately deliver improved value via increased customer intimacy. Specifically, the sheer volume of readily available and increasingly accessible data that organisations can leverage — such as location data from mobile devices, apps and personal data on customer preferences and relationships from social networking sites — is driving big data initiatives. Early adopters typically include telcos, retailers, banks, insurance firms, and citizen-oriented eGovernment initiatives.

Supply-driven, efficiency-oriented initiatives

These initiatives are a response to market pressures for organisations — and entire industries — to better access and leverage a greater percentage of the data that is already being generated. The amount of data is increasing exponentially, but organisations' ability to access and interpret that data is not. Examples include smart grid technology and the expanded use of sensors to create more intelligent systems. But even among organisations with more traditional — albeit disparate — systems like patient monitoring, core banking, financial trading, and oil exploration, market pressures to improve efficiency and effectiveness are driving increased interest in big data. The industries most affected include oil and gas, utilities, healthcare, and financial services.

The following graphic shows the early big data use cases and applications being adopted by industry from our research.

My colleague John Brand and I analysed big data adoption trends in more detail in our recent report. But, as always, we'd love to hear what you're seeing within your own organisations.

Michael Barnes serves Vendor Strategy Professionals for Forrester Research. This post was originally published on Forrester Blogs on Febuary 15. Republished with permission.