El futuro del Marketing está marcado por el Big data

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Claves:

  • La transformación digital de las empresas va de la mano del Big data.
  • Las empresas más comprometidas con proyectos Big data han reportado importantes beneficios.
  • Mejorar su competitividad y la experiencia del cliente son algunos de los beneficios proporcionados.

La aplicación de los Big data al ámbito del marketing está llevando a la realización de campañas más efectivas en 9 de cada 10 organizaciones tal como se expone en el informe “The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance” patrocinado por CA Technologies.

Aunque el 92% de los encuestados en el informe ha encontrado algún tipo de problema en el desarrollo de sus actividades de Big data, el 88% de los mismos cree que el uso de los mismos le repercutirá en importantes beneficios.

Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

Para superar estas pequeñas contrariedades el informe presenta los 5 focos a los que se debe prestar atención para alcanzar con éxito la implementación de un buen proyecto Big Data:

  • Infraestructura existente insuficiente: 32%
  • Complejidad de la organización: 27%
  • Preocupación por la seguridad y el cumplimiento de la normativa: 26%
  • Falta de presupuesto y recursos: 25%
  • Falta de visibilidad de procesos e informaciones: 25%
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

A pesar de estos datos los obstáculos no suponen una barrera para los grandes beneficios percibidos. Así, el 84% de las grandes empresas encuestadas ya tienen o pretenden iniciar proyectos de Big data a lo largo el próximo año.

Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

Si nos acercamos a la visión que los directivos de estas grandes empresas poseen sobre los Big data destaca su percepción los factores impulsores del negocio, entre los que destacan: mejorar la experiencia del cliente, adquirir nuevos clientes o el mantenimiento de su competitividad.

Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

Los resultados que se obtienen analizando este estudio son un claro ejemplo de los resultados alcanzados por aquellas empresas que se han comprometido con el desarrollo y gestión de estrategias Big data. Una vez superados los desafíos iniciales relacionados con la implementación de los proyectos se observará el éxito y los beneficios asociados a la economía de aplicaciones. Así, en palabras de Rufino Honorato, CTO y Director de preventas de CA Technologies Iberia, la aplicación de Big data se podrá realizar sobre una amplia gama de aspectos prioritarios para las empresas.

Para la mayoría de las organizaciones participantes en el estudio la transformación digital en la economía de las aplicaciones viene de la mano del Big data:

  • Para el 88% la importancia parte de su creencia en el aumento de los beneficios.
  • La mejora competitiva es el aspecto más interesante para el 92%.
  • El 90% dirige sus perspectivas a la capacidad para realizar campañas de marketing más efectivas.
  • Finalmente, para un 94% la importancia del Big data radica su capacidad para proporcionar nuevos productos y/o servicios.

El informe muestra que casi todos los encuestados (98%) creen que se necesitan mayores inversiones para el correcto desarrollo de este tipo de proyectos, para ello, más de la mitad creen que ampliar su red de fuentes de datos es primordial en el desarrollo de negocio.

Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

Aunque la cantidad de datos propiedad de las empresas se ha incrementado ya en un 16%, se espera que alcance tasas del 24% en los próximos dos años.

Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
Fuente: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

No podemos finalizar sin destacar la independencia de los proyectos de Big data: una de cada cinco empresas limitan los mismos a un área o departamento. A pesar de esto, el 21% de los empresarios han observado mejoras derivadas del éxito de sus proyectos Big data.

Documento completo: The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.
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The State of Big Data Infrastructure Management: Benchmarking Global Big Data Users to Drive Future Performance.

 

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