¿Cual es el futuro y la apuesta real de las empresas por el Big Data?

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El big data es una de las realidades que va a cambiar el mundo de la empresa si no es que la está cambiando ya. Los datos se han convertido en una nueva manera de conocer mejor que nunca a los consumidores y de saber qué es lo que quieren antes incluso de que ellos lo sepan. Las posibilidades que el big data abre a las compañías son muy elevadas y los campos que las conclusiones basadas en esa información de primera mano permiten modificar muy variados. Desde diseño de producto a campañas altamente personalizadas, el big data permite tocar muchos y muy variopintos campos.

Pero ¿qué compañías están ya sacando partido de esta información o preparándose para poder hacerlo? Según una estadística de Tech Pro Research, solo el 30% de las empresas ha iniciado un proyecto de big data. Es decir, solo 3 de cada 10 compañías encuestadas a la hora de elaborar su estudio están ya recogiendo datos para modificar así su estrategia de negocio. Los números son ligeramente mejores que los recogidos en una encuesta similar elaborada por la misma compañía un par de años atrás, aunque la variación no es todo lo elevada que se podría esperar teniendo en cuenta que el big data se ha convertido en uno de los temas habituales en los medios de comunicación especializados y en los foros sobre innovación y cómo esta cambia y mejora la estrategia de las empresas.

Fuente: Tech Pro Research
Fuente: Tech Pro Research

Al igual que no todas las compañías se han lanzado ya de cabeza al big data, no todos los sectores muestran la misma respuesta ante los nuevos retos impulsados por esta tecnología. Algunos segmentos de negocio están mucho más lanzados en la carrera del big data y, por tanto, mucho más preparados para convertir los datos en un elemento positivo de su negocio.

Entre los sectores que mejor están respondiendo al big data están los más bien tecnológicos. El mercado de las telecomunicaciones es el que están usando ya más los datos: un 58% de las empresas de este mercado asegura que ya ha implementado proyectos de big data. Le siguen construcción e ingeniería (un 45%), gobierno (un 38), TI (un 36) y el terreno de la banca, los seguros y las finanzas (33). Sorprendentemente, y aunque el big data en el campo de la salud suele ser uno de los temas recurrentes en los artículos sobre el potencial del análisis de datos, el mercado de la salud es el que cierra el listado (con un 13).

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El internet de las cosas

Una de las principales fuentes de datos con las que las empresas se tendrán que enfrentar en el futuro inmediato es el internet de las cosas. El 80% de las empresas está, de hecho, convencida de que el internet de las cosas se va a convertir en un elemento disruptor y va a ser lo que marque la década. De entrada, el internet de las cosas va a revolucionar el marketing y va a cambiar cómo las marcas se relacionan con los consumidores, aunque este no va a ser el único cambio que impondrá a los usuarios y a las compañías. No solo va a ser el canal para los mensajes sino también la fuente para crear la base para esos contenidos.

Según los datos del estudio de Tech Pro Research, un 29% de las empresas está ya usando el internet de las cosas y un 26% lo va a usar en el futuro inmediato.

Pero no solo las compañías ven con buenos ojos el futuro del internet de las cosas, sino que los consumidores también tienen altas expectativas con respecto a estos dispositivos. El estudio The Impact of the Internet of Things: The Connected Home, de KRC Research y GSMA Intelligence que acaba de ser presentado al hilo del Mobile World Congress (MWC) de Barcelona, señala que el internet de las cosas ya está transformando la vida familiar y convirtiéndose en elementos clave a los que los consumidores echan mano para ahorrar dinero o conseguir un estado de “paz mental. Así, los contadores de la luz inteligentes o los sistemas de seguridad smart empiezan a ser cada vez más habituales.

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El 89% de los encuestados señala, además, que quieren que en el futuro su hogar esté conectado y esperan que desde las lavadoras o la nevera hasta los termostatos estén conectados a internet y sean más inteligentes de lo que los son ahora. Los consumidores ven en el internet de las cosas un buen aliado para cuestiones como el ahorro (de hecho, un 70% asegura que esa es la clave para tener un sistema energético smart en casa) y en la mejora de ciertas condiciones de vida, como puede ser la salud.

El internet de las cosas puede sonar como un término futurista, pero está ya aquí mejorando nuestras vidas“, señala Alex Sinclair, Chief Technology Officer en la GSMA. “Este estudio confirma que aunque el mercado es aún relativamente reciente, hay una gran demanda de estos servicios en el hogar conectado”, añade.

Y, a medida que estos servicios conectados vayan invadiendo los hogares, más y más datos se generarán sobre los usuarios, se podría añadir.

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