12 Types Of Data IT Can't Afford To Overlook - InformationWeek

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Data Management // Big Data Analytics
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7/27/2016
07:06 AM
Lisa Morgan
Lisa Morgan
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12 Types Of Data IT Can't Afford To Overlook

Regardless of how much data your company has -- and how much your business leaders are asking for -- you're likely missing some hidden gems. Here are 12 examples of what you might be overlooking, and why it matters to IT professionals, and to your business at large.
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Coherent Customer Data 

Enterprises struggle with the quality of customer data within their own walls and among channels. Essentially, there's no single view of the customer, because customer IDs are locked in applications and on different third-party sites. According to a recent Boxever survey of 500 customers of travel services, 70% of Millennials polled said they prefer to receive travel offers from brands via email, 19% prefer mobile offers, and 32% prefer social media offers.  
However, Millennials, Gen Xers, Boomers, and even forward-thinking members of the Eisenhower generation are interacting with travel brands across multiple channels, and the way they're engaging with brands is constantly shifting. While the study is specific to the travel industry, it's not hard to imagine how it applies to other sectors. 
'The question often becomes where to start, and it can be overwhelming to unpackage the myriad ways data can be interpreted to unleash its potential,' said Dominik Dahlem of Boxever 
Many businesses have difficulty keeping pace with their evolving customer expectations because their corporate cultures and technological capabilities can't keep up. As organizations add more types of data to the mix in order to stay relevant, they become overwhelmed. 
(Image: oneinchpunch/iStockphoto)

Coherent Customer Data

Enterprises struggle with the quality of customer data within their own walls and among channels. Essentially, there's no single view of the customer, because customer IDs are locked in applications and on different third-party sites. According to a recent Boxever survey of 500 customers of travel services, 70% of Millennials polled said they prefer to receive travel offers from brands via email, 19% prefer mobile offers, and 32% prefer social media offers.

However, Millennials, Gen Xers, Boomers, and even forward-thinking members of the Eisenhower generation are interacting with travel brands across multiple channels, and the way they're engaging with brands is constantly shifting. While the study is specific to the travel industry, it's not hard to imagine how it applies to other sectors.

"The question often becomes where to start, and it can be overwhelming to unpackage the myriad ways data can be interpreted to unleash its potential," said Dominik Dahlem of Boxever

Many businesses have difficulty keeping pace with their evolving customer expectations because their corporate cultures and technological capabilities can't keep up. As organizations add more types of data to the mix in order to stay relevant, they become overwhelmed.

(Image: oneinchpunch/iStockphoto)

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LisaMorgan
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LisaMorgan,
User Rank: Moderator
8/5/2016 | 4:32:33 PM
Re: Nuggets
Yes.  That's important too!
shamika
50%
50%
shamika,
User Rank: Ninja
7/31/2016 | 8:17:24 AM
Re: Nuggets
With all these type of different data don't you think it is also important to have employee data. This will help in analyzing the turnover ratios, cost per hire as well the gender equity in companies.
shamika
50%
50%
shamika,
User Rank: Ninja
7/31/2016 | 8:16:47 AM
Re: Nuggets
Understanding human habits is an important aspect. As the article rightly says it will be more useful for the healthcare industry. 
shamika
50%
50%
shamika,
User Rank: Ninja
7/31/2016 | 8:16:20 AM
CRM Data
CRM data is more important for any organization. It is important to have perfect CRM system in order capture the data correctly. Most of the organizations prefer to have perfect CRM system since it will be the direct link to the core business.
PeterF028
50%
50%
PeterF028,
User Rank: Moderator
7/27/2016 | 12:44:03 PM
Nuggets
It's all about finding nuggets of value that have the ability to shine a light on where the organization can make meaningful changes -- impacting the customer relationship, changing operations or strategically modifying new offerings.  In many instances, this type of information comes from combining data already within the organization (whether structured or unstructured) with social data that presents the organization with real time insights. Peter Fretty, IDG blogger for SAS Big Data Forum. 
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