The Business Value of Pervasive Analytics
The end goal of pervasive analytics is simple and will change the way in which the world operates today. By feeding individuals the right information, at the right time, analytics become invisible and embedded into every application and workflow of every user. It is a vision, a goal, a strategy that every individual across every industry can rally around in order to drive the business metrics that matter through the use of data.
Across every organization, business leaders are taking note of pervasive analytics. Last month in October, Gartner released their 2015 strategic technology trends and pervasive analytics made the list. Gartner commented, “Every app now needs to be an analytic app,” said David Cearley, vice president & Gartner Fellow. “Organizations need to manage how best to filter the huge amounts of data coming from the IoT, social media and wearable devices, and then deliver exactly the right information to the right person, at the right time. Analytics will become deeply, but invisibly embedded everywhere.” Because let’s face it, Big Data and the Internet of Things (IoT) isn’t a strategy on it’s own. Let’s take a look at IoT for example.
Sensors are powering the word of IoT, however, as sensors continue to be commoditized sensor data alone will become less of a differentiator. Organizations will derive true business value and company differentiation by being able to build value on top of all of this data. With only 12%1 of enterprise data being leveraged for analytics today, there is massive opportunity for organizations that look across their org chart to see where more data can be used to make a more valuable and predictable business. Imagine if Google didn’t use their web data to improve their search algorithm, or if Amazon sold their consumer purchasing data to make a quick buck 10 years ago? Would they be the same companies they are today just because they collected that data? Most likely not.
Leading organizations have already begun to see serious returns on deploying a pervasive analytics strategy. Boston Consulting Group surveyed 1,500 global senior executives in 2014 and found that information-driven enterprises that leverage analytics generate 12% higher revenues than their counterparts.2 As the underlying platform that facilitates pervasive analytics, Cloudera and our partner ecosystem have helped countless organizations reach these benefits by implementing an enterprise data hub to deploy a pervasive analytics strategy.
Pervasive Analytics Spotlight: Vivint3
Vivint is one of the largest home automation providers in North America. They collect and analyze 20-30 diverse sensor readouts from around 800,000 homes in order to supply intelligent home automation solutions. Before Cloudera, Vivint’s agility was limited by traditional technology hindering its ability to experiment and add new analytics and intelligence to it’s solutions. But not any more. “Vivint has been at the forefront of the connected home for decades, and now with the emergence of IoT, we are truly able to innovate by collecting and analyzing vast amounts of data from sensors embedded in our devices,” said Brandon Bunker, senior director, Customer Analytics and Insights, Vivint. “We’ve taken that one step further with Cloudera and can now look across many data streams simultaneously for behaviors, geolocation, and actionable events in order to better understand and enrich our customers’ lives. This platform has differentiated our business and given us a tremendous competitive advantage.”
By implementing an enterprise data hub, powered by Apache Hadoop, Vivint has now unlocked the flexibility they need in order to leverage all of their data to discover and deploy analytics across their organization. Whether that is additional product value for their customers or internal organizational value. “Hadoop is capable of producing value quickly, and for us the ability to look across data and track inferences brings immediate value to our customers,” said Bunker.
From Big Data to Pervasive Analytics
In order for us to make the societal impact that we are all after with Big Data and the IoT we need to change the way we are thinking about it. We need to shift our thought away from the data itself and back to the employees and customers that we aim to impact. With advancements in modern technology the questions can now move away from how I store, manage, and process this new data to what should I do with this newfound information. The new world of data and this paradigm shift requires that we start asking bigger questions. How are employees doing their job or interacting with our product today? What analytics do they need in order to make their lives easier? What data do I need to start collecting to power this change?
We understand that this is easier said than done. We recently had Forrester on a webinar to discuss the value of pervasive analytics and how information-driven enterprises have broken this overwhelming task down into bite size pieces. One key is having a long term strategic partner in order to help you through the process of implementing a pervasive analytics strategy, and we hope to be that partner.
1 “The Forrester Wave™: Big Data Hadoop Solutions, Q1 2014”
2 The 50 Most Innovative Companies of 2014: Strong Innovators are Three Times More Likely To Rely On Big Data Analytics
3 Vivant Standardizes on a Cloudera Enterprise Data Hub for Securing Automation of the Internet of Things