“The alter-ego of ‘pragmatism’ is ‘caution’,” said Rebecca Shockley during a recent podcast about the research study “Analytics: The real-world use of big data.” Shockley is a Global Research Leader for the IBM Institute for Business Value, which teamed with the Saïd Business School at the University of Oxford Based on the survey of over 1100 professionals from 95 countries across 26 industries.
“There’s a lot of hype around social media use cases for big data,” she added. “What we found, though, is organizations are taking a very pragmatic approach to big data. They know there’s a lot of untapped insights buried in what they already have.”
That is what lies behind key finding #1 in the report: Customer analytics are driving big data initiatives. In fact, 49% of respondents to this survey cited “customer-centric outcomes” as their key big data objective – nearly two-and-a-half times the next highest objective.
In this podcast, Shockley lists the four other key findings from the report, along with five recommendations for organizations considering a big data project or looking to derive additional value from an existing project.
Other resources on this report
- Download the full report Analytics: The real-world use of big data”
- View an executive summary presentation