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100+ Amazing Marketing Stats You Need To Know In 2016

Michael Brenner

Curious about how marketing is shaping up in 2016? Or how your marketing strategy is performing against other companies? And what’s working for other marketers or is keeping them up at night?

Find the answers to these questions and many more in this collection of 100+ amazing marketing stats on everything from content marketing to digital advertising, mobile marketing, social media, marketing budget and spending, lead generation and customer experience.

I hope this will be a great reference tool and source of inspiration and insights to inform your marketing strategy this year. Did I miss any good marketing stats or facts you think others should know about? Please add them to the list in the comments section below!

Content marketing

  1. Content marketing will generate $300 billion by 2019. (Contently)
  2. 75% of marketers saw positive returns from their content marketing efforts. (Contently)
  3. Only 12% of marketers believe they have “high-performance” content marketing engines. (Contently)
  4. 77% of B2C marketers and 76% of B2B marketers expect to produce more content than they did last year. (Contently)
  5. Marketers who blog are 13 times more likely to generate ROI. (Contently)
  6. 74% of readers trust educational content from brands as long as it doesn’t push a sale. (Contently)
  7. Two-thirds of readers have felt deceived upon realizing a piece of content was sponsored by a brand. (Contently)
  8. 56% of marketers claim personalized content drives higher engagement. (Contently)
  9. 88% of B2B companies use content marketing. (Forbes)
  10. B2B brands that connect with their buyers on an emotional level earn twice the impact over marketers who are still trying to sell business or functional value. Buyers feel a much closer personal connection to their B2B brands than to consumer brands. (LinkedIn Pulse)
  11. Potential B2B buyers who feel a “high brand connection” are 60% more likely to consider, purchase and even pay a premium than “low brand connection” competitors. (LinkedIn Pulse)
  12. 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. (Forbes via Marketo)

Marketing measurement

  1. 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)
  2. Less than 30% of small businesses use website analytics, call tracking, or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)
  3. One-third of marketers say they don’t know which digital marketing channel has the biggest positive impact on revenue. (MarketingProfs)

Marketing budget and spending

  1. CMOs plan to increase their overall digital marketing spending by 14.7% over the next year, and to raise social media’s share of total marketing spending to 13.5% in the next twelve months (from 9.9% currently), and 22.4% five years from now. (MediaPost)
  2. Digital marketing spending is predicted to grow 12% in the next year, while budgets for traditional advertising will fall to 2%. (The CMO Survey)
  3. B2B digital ad spending has increased 15% to $5.8 billion in 2014 — due largely to growth in native advertising, while display advertising is becoming less important. (MediaPost)
  4. Digital marketing spend is forecast o account for 35% of total budgets in 2016. (Business2Community)
  5. After SEM, which is at 47% of total digital marketing spend, online display advertising (banner ads, re-marketing, and re-targeting) is expected to nab the second biggest share of digital spend at about 34% of total online spending, and about 10% of the total marketing budget. (Business2Community)
  6. The top four channels for increases in digital marketing spend last year were email marketing (61% of marketers increasing spending on this channel), social media (49%), mobile marketing (40%), and SEO/PPC (38%). (Relevate)
  7. The top three responsibilities of B2B marketers, in order of importance, are brand and positioning, lead generation and brand communications. But two years from now B2B marketers expect the top three will be understanding buyers, marketing technology tools and market/competitor analysis. (eMarketer)
  8. B2B product marketing budgets are expected to increase on average 3.1% this year, but budgets for B2B services marketing are projected to grow nearly 7%. (The CMO Survey)
  9. Spending on digital marketing specifically is projected to rise 14% for B2B products and 20% for B2B services this year. (The CMO Survey)
  10. Marketing accounts for 10% of total B2B company spending on average, and 6% of total revenue. (The CMO Survey)
  11. In B2B product companies, marketing staff on average account for about 3% of total employees. But they make up 11% of the workforce in B2B services. (The CMO Survey)
  12. For B2B media companies, the biggest share of revenue comes from events, totaling $12.2 billion in 2014. In proportional terms that’s just over 44% of the industry total. (MediaPost)
  13. A majority of B2B marketers plan on investing more money in programmatic advertising this year. Nearly two-thirds (65%) are set to spend more money on programmatic advertising in 2016, with 78% of B2B marketers devoting up to 50% of their digital ad budgets on programmatic this year. (MediaPost)
  14. While marketers are spending more on programmatic advertising, 44% of B2B marketers say they don’t understand, or have a small amount of knowledge, about how programmatic works. “Lack of understanding” was cited as the top challenge in using programmatic for 47% of B2B marketers. (MediaPost)

Display advertising

  1. Standard banner ads have a 0.12% click-through rate. (Contently)
  2. 56% of display ads are never seen by actual humans. (Contently)
  3. The average click-through rate of display ads across all formats and placements is 0.06%. (HubSpot)
  4. 54% of users don’t click banner ads because they don’t trust them. (BannerSnack)
  5. Mobile banner ads have a 0.14% click-through rate. (Contently)
  6. Ad blocking grew by 41% year over year in the past 12 months. (Contently)
  7. 45 million U.S. web users have enabled an ad blocker as of late 2015. (MediaPost)
  8. In Europe, around 77 million people now block ads, representing a 35% increase from 2014. (MediaPost)
  9. Ad blockers resulted in nearly $22 billion of lost ad revenue in 2015 for publishers, with U.S. accounting for about half of the total (roughly $11 billion). (MediaPost)
  10. 28% of users say they try to hide their activities from advertisers – second only to criminals. (Contently)
  11. Native ads are viewed 53% more than banner ads. (HubSpot)

Mobile marketing

  1. 80% of internet users own a smartphone. (Smart Insights)
  2. 56% of all online traffic comes through a mobile. (comScore)
  3. 59% of B2B buyers use smartphones to research B2B products and services. (Panvista Mobile via SCORE Philadelphia via PureB2B)
  4. Less than 8% of total B2B product sales are closed directly online, versus 15% for B2C products. (The CMO Survey)
  5. Social ad spending has doubled over the past two years. (iMedia Connection)
  6. By 2019, mobile advertising will represent 72% of all U.S. digital ad spending. (Payfirma)
  7. Digital video ad spend will exceed TV ad spend for the first time this year. (Contently)
  8. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. (Vidyard)
  9. Prospects who are retargeted to are 70% more likely to convert. (HubSpot)
  10. Programmatic advertising currently represents nearly two-thirds (62%) of the digital display advertising market (online, social and mobile) and is expected to grow to 82% by 2018. The size of the programmatic marketing is expected to more than double over the next three years. (MediaPost)
  11. Total spending on Internet advertising is predicted to grow 12.9% next year. Ahead of TV, Internet will become the largest medium for advertising this year. (MediaPost)
  12. In the U.S. alone, digital media consumption has increased 49% since 2013. (Contently)
  13. 68% of companies have integrated mobile marketing into their overall marketing strategy. (Salesforce)
  14. 71% of marketers believe mobile marketing is key to their business. (Salesforce)
  15. 58% of companies surveyed have a dedicated mobile marketing team. (Salesforce)
  16. 40% of all online shopping purchases now happen on mobile devices. (IMRG)
  17. 66% of people subscribed to mobile marketing have made a purchase after receiving a text message. (Responses)
  18. Apple’s Safari makes up 55% of the mobile browsing share. (Contently)
  19. Only 45% of businesses are conducting mobile marketing with mobile websites (70%), mobile applications (55%), and QR codes (49%) as the most common tactics. (StrongView via PureB2B)
  20. About 50% of B2B vendors sell through mobile (including stores and applications). (MarketingCharts via PureB2B)
  21. Mobile apps play a significant role in content marketing, according to 83% of B2B marketers. (e-Strategy Trends via PureB2B)
  22. Half of B2B buyers are using smartphones for business purchases — with 40% of these purchases directly influenced by such devices. Conversely, the allocation for mobile in digital marketing only amounts to 3%. (Webbiquity via PureB2B)

Website, search, and email marketing

  1. Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo via PureB2B)
  2. 49% of B2B buyers prefer using consumer websites for work-related purchases and expect to be given the same array of omni-channel buying options they have as consumers. (The Future of Commerce via PureB2B)
  3. 93% of B2B buying processes begin with an online search. (Pinpoint Market Research and Anderson Jones PR via PureB2B)
  4. Before finalizing a product purchase, 94% of B2B buyers research online. (Marketing Profs via PureB2B)
  5. 76% of B2B buyers use three or more channels when researching a potential purchase. (Blue Nile Research via PureB2B)
  6. The three most commonly used B2B lead generation strategies are email marketing (78%), event marketing (73%), and content marketing (67%). (Demand Metric Research Corporation via Direct Marketing News via PureB2B)
  7. Email ranks as the third most influential information source for B2B audiences, behind colleague recommendations and industry-specific intermediaries. (BaseOne via Imagination via PureB2B)
  8. 59% of B2B marketers say email is the most effective channel for generating revenue. (BtoB Magazine via PureB2B)
  9. It is expected that by 2017, the number of emails sent daily will reach approximately 297 billion. (The Wonder of Tech via PureB2B)

Lead generation and lead nurturing

  1. 85% of B2B marketers say lead generation is their most important content marketing goal in 2016. (Content Marketing Institute)
  2. Content marketing is used for lead generation by 83% of B2B marketers. (Content Marketing Institute)
  3. 68% of B2B companies are still struggling with lead generation. (CSO Insights via Lattice Engines via PureB2B)
  4. Only 5-10% of qualified leads successfully convert for marketers. (B2B Technology Marketing Community via PureB2B)
  5. Lead generation strategies were only successful for 13% of business in accomplishing their main objectives. (Ascend2 Lead Generation Benchmark Report via PureB2B)
  6. Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). (B2B Technology Marketing Community via PureB2B)
  7. 68% of B2B marketers ranked “generating high-quality leads” as their top priority last year, with 59% also said that was their biggest challenge. (MediaPost) Another study confirmed this fact and found that 61% of B2B marketers surveyed find high-quality lead generation as their biggest challenge. (B2B Technology Marketing Community via PureB2B)
  8. Most marketers are not satisfied with the effectiveness of their lead-generation programs. 80% report their efforts are only “slightly” or “somewhat” effective, and only 16% rate their efforts as “very” or “extremely” effective. 4% say their lead-generation programs as not effective at all. (MediaPost)
  9. A CRM system is believed by 84% of companies to be beneficial in determining the quality of leads. (Demand Metric Research Corporation via Direct Marketing News via PureB2B)
  10. 25% of marketers don’t have any idea of their conversion rates. (B2B Technology Marketing Community via PureB2B)
  11. Verifying business leads before passing it to the sales team is conducted by only 56% of B2B companies. (MarketingSherpa via PureB2B)
  12. With 61% of B2B marketers immediately forwarding leads to sales, qualified leads only amount to 27%. (MarketingSherpa via PureB2B)
  13. Lead generation outsourcing is 43% more efficient than generating leads in-house because of their expertise. (Fearless Competitor via PureB2B)
  14. Only 57% of B2B firms consider converting leads into paying customers as their top priority when devising their marketing campaigns. (HubSpot via PureB2B)
  15. Through the success of content marketing, 49% of B2B marketers follow up with quality sales leads for further assessment. (Content Marketing Institute)
  16. Between 28% and 35% percent of B2B leads come from marketing, while 45% to 52% on average are generated by sales teams. (Direct Marketing)
  17. Live events, including conferences, trade shows and forums, remain the top lead generation source for B2B marketers. (MediaPost)
  18. Marketers cite white paper and eBook downloads as the top producers of B2B leads. Other top calls to action included contact forms (39%), webinars (37%) and free trials (35%). (MediaPost)
  19. 67% of B2B marketers who use lead nurturing see a 10% or greater increase in sales opportunities throughout the funnel, and 15% see opportunities increase by 30% or more. (Iconsive)
  20. Expertise in lead nurturing results in a 50% increase in sales-ready leads, along with a 33% decrease in its cost. (Forrester Research via PureB2B)
  21. More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. (MarketingSherpa via PureB2B)
  22. Outbound leads cost 39% more than inbound leads. (HubSpot via PureB2B)

Marketing automation

  1. B2B marketers who implement marketing automation software see their contribution to the sales pipeline increased by an average of 10%. 63% of companies that are growing faster than their competitors use marketing automation. (Iconsive)
  2. 68% of best-in-class companies use lead scoring (a marketing automation feature), in comparison with 28% of laggard organizations. (Iconsive)
  3. 37% of marketers state that budget constraints hinder them from conducting an efficient marketing automation strategy. (Pepper Global via PureB2B)

Customer experience

  1. B2B marketers believe customer experience, personalization, and big data hold the most promise over the next five years. 22% of B2B marketers surveyed named customer experience as the greatest opportunity.(Econsultancy and Adobe via PureB2B)
  2. 83% of CMOs stated that their organizational culture is crucial in the team’s productivity and quality of services they deliver. (Spencer Stuart via PureB2B)
  3. Approximately 90% of B2B companies are likely to switch partners even with just one single bad experience. (CMO.com via PureB2B)
  4. Only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity. (FierceCMO via PureB2B)

Social media

  1. There are 3 billion activesocial media users worldwide. (We Are Social)
  2. Internet users have an average of 54 social media accounts. (GlobalWebIndex)
  3. Social media users have risen by 176 millionin the last year. (Social Media Today)
  4. 12 new active mobile social users are added every second. That’s 1 million every day. (Social Media Today)
  5. There are 65 billionactive mobile social accounts globally. (Jeff Bullas)
  6. B2B product marketers plan to increase the proportion of overall marketing budgets spent on social media from 8% today to 18% within the next five years. B2B services marketers plan to increase the share allocated to social media from 12% to 25% over that period. (The CMO Survey)
  7. Just 6% of B2B product marketers—but 17% of B2B services marketers—say they are able to quantitatively prove the impact of social media on the business. (The CMO Survey)
  8. 76% of B2B technology marketers use social media to market their products. (MarketingProfs)
  9. Asked to identify their top social media platforms for product launch, 81% of B2B technology marketers cited LinkedIn. 71% said Twitter, while 54% mentioned Facebook and YouTube. One out of six responded Google+ or SlideShare. (MarketingProfs)
  10. When making a purchase, 75% of B2B buyers use social media for their decision-making. (International Data Corporation via PureB2B)
  11. 80% of B2B decision makers visit vendor-independent communities, vendor-sponsored forums, and LinkedIn at least monthly for business purposes. (Marketing Think)
  12. 81% of B2B decision makers use online communities and blogs to help make purchasing decisions. 74% use LinkedIn and 42% use Twitter. (Marketing Think)

Let’s take a closer look at some social media stats for these specific channels below:

Facebook

  1. 71% of all Internet users are on Facebook, with more than half (56%) of all online adults 65 and older use Facebook. (Pew Research)
  2. There are 968 million active daily users on Facebook. Users spend on average 20 minutes per day on the site. (Infinit Datum)
  3. 91% of millennials (aged 15-34) are on Facebook. (Infinit Datum)
  4. 70% of Facebook users engage with the site daily, and nearly half (45%) do so several times a day. (Pew Research)
  5. Just 28% of Internet users say they use only one social networking site. But of those users, 79% are on Facebook. (Pew Research)
  6. Facebook’s mobile user base increased by 15% in 2014 and the number of mobile-only users increased by 34%. (Twelveskip)
  7. 93% of small business owners/marketers use Facebook, ahead of Twitter at 79%. (Social Media Examiner)
  8. While 92% of small businesses agree that social media is important for their business and that the majority use Facebook for their social media marketing, most also report that they don’t know whether their Facebook activities are working or not. (Social Media Examiner)
  9. 96% of B2C and 88% of B2B companies use Facebook for marketing. (Statistica)
  10. Most B2C marketers (56%) say Facebook has generated some revenue for their business. (MarketingProfs)
  11. 7% of U.S. companies with 100 employees or more used Facebook for marketing activities in 2015. That share is projected to rise to 85.3% this year and 85.8% next year. (MediaPost)
  12. Among the 50 largest global companies, none of their CEOs are active on Facebook. (MarketWatch)
  13. Globally, 30% of people have liked a brand’s Facebook page. (Link Humans)
  14. Facebook users “like” almost 4.2 million posts every minute. (DR4WARD)
  15. 21% of consumers say they unfollow brands that post repetitive or boring content. 19% say they would unfollow a brand on Facebook if the brand posted too often (more than six times a day). (SocialTimes)
  16. For every 100k followers on Facebook, only 130 people will click on an organic post. (Contently)
  17. 78% of marketers are satisfied with their Facebook ads. (Contently)

LinkedIn

  1. LinkedIn is the largest professional network, with more than 380 million members in 200 countries and territories. The heaviest users are aged 30-64. (Infini Datum; Link Humans)
  2. 57% of LinkedIn users are male. (Link Humans)
  3. Even though Facebook is the most important social network to marketers overall, LinkedIn is the top choice for B2B marketers—41% say it’s the most important network they use. (V3 Broadsuite Blog)
  4. 81% of B2B marketers use LinkedIn to help launch new products. (Infini Datum)
  5. 74% of B2B decision makers use LinkedIn to help make purchasing decisions. (Marketing Think)
  6. Just 18% of B2B SMB marketers are using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%. (Social Media Examiner)
  7. 73% of Fortune 500 CEOs with only one social network listed LinkedIn as their preferred choice. (MarketWatch)
  8. There’s an average 45% increase in engagement when a LinkedIn post contains a link, a 50% increase in comments when a post contains a question, and a 98% increase in comments when the post contains an image. (DMR)

Twitter

  1. Twitter has 302 million active users per month, with 36% of Twitter users who visit the site daily. (Pew Research; Link Humans)
  2. Every minute, Twitter users post more than 347,000 tweets. (DR4WARD)
  3. 23% of adult Internet users are on Twitter. (Infini Datum)
  4. 25% of Twitter advertising budgets are dedicated to mobile, and 89% of Twitter’s Q1 revenue in 2015 came from mobile. (Infini Datum)
  5. 88% of B2B marketers in North America use Twitter for content distribution. (DMR)
  6. 46% of Twitter users follow news organizations, reporters or commentators. (Infini Datum)

Pinterest

  1. Pinterest has 47 million active monthly users worldwide. (Infini Datum)
  2. Women still dominate Pinterest – 42% of online women now use the platform, compared with 13% of online men. (Pew Research)
  3. 80% of Pinterest users are women, and they account for 92% of all pins. (Link Humans)
  4. Every minute, Pinterest users pin more than 9,700. (DR4WARD)
  5. The most popular topic on Pinterest is food, which accounts for 57% of all pins. (DMR)

Instagram

  1. There are more than 400 million active monthly users on Instagram. (Infini Datum)
  2. 75% of users live outside the US. (Infini Datum)
  3. 30% of all U.S. social media users are on Instagram. (DMR)
  4. 90% of Instagram users are under age 35, and about a third of all U.S. teens consider Instagram to be their favorite social network. (DMR)
  5. Roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily. (Pew Research)
  6. Every minute, Instagram users “like” more than 1.7 million photos. (DR4WARD)
  7. There are 3.5 billion “likes” on Instagram daily. (Infini Datum)
  8. 32% of U.S. companies with 100 employees or more used Instagram for marketing activities last year. That number is predicted to increase to nearly 49% this year and 70.7% next year. (MediaPost)
  9. B2C marketers are more likely (49%) than B2B marketers (32%) to say they plan to increase activities on Instagram this year. (Infini Datum)

Google+

  1. Google+ has 300 million active monthly users worldwide, but less than 6 million made any public posts in 2015. (Infini Datum)
  2. 64% of North American B2B marketers use Google+ to distribute content, but just 17% use it for new product launches, as opposed to 81% who use LinkedIn. (Infini Datum)
  3. Google+ is most used in Indonesia (83% of the online population), India (82% of the online population) and Vietnam (80% of internet users). (Digital Information World)

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Photo Source: flickr

The post 100+ Amazing Marketing Stats You Need To Know In 2016 appeared first on Marketing Insider Group.

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About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.

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About Sunny Popali

Sunny Popali is SEO Director at www.tempocreative.com. Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

Social Media Matters: 6 Content And Social Media Trend Predictions For 2016 [INFOGRAPHIC]

Julie Ellis

As 2015 winds down, it’s time to look forward to 2016 and explore the social media and content marketing trends that will impact marketing strategies over the next 15 months or so.

Some of the upcoming trends simply indicate an intensification of current trends, however others indicate that there are new things that will have a big impact in 2016.

Take a look at a few trends that should definitely factor in your planning for 2016.

1. SEO will focus more on social media platforms and less on search engines

Clearly Google is going nowhere. In fact, in 2016 Google’s word will still essentially be law when it comes to search engine optimization.

However, in 2016 there will be some changes in SEO. Many of these changes will be due to the fact that users are increasingly searching for products and services directly from websites such as Facebook, Pinterest, and YouTube.

There are two reasons for this shift in customer habits:

  • Customers are relying more and more on customer comments, feedback, and reviews before making purchasing decisions. This means that they are most likely to search directly on platforms where they can find that information.
  • Customers who are seeking information about products and services feel that video- and image-based content is more trustworthy.

2. The need to optimize for mobile and touchscreens will intensify

Consumers are using their mobile devices and tablets for the following tasks at a sharply increasing rate:

  • Sending and receiving emails and messages
  • Making purchases
  • Researching products and services
  • Watching videos
  • Reading or writing reviews and comments
  • Obtaining driving directions and using navigation apps
  • Visiting news and entertainment websites
  • Using social media

Most marketers would be hard-pressed to look at this list and see any case for continuing to avoid mobile and touchscreen optimization. Yet, for some reason many companies still see mobile optimization as something that is nice to do, but not urgent.

This lack of a sense of urgency seemingly ignores the fact that more than 80% of the highest growing group of consumers indicate that it is highly important that retailers provide mobile apps that work well. According to the same study, nearly 90% of Millennials believe that there are a large number of websites that have not done a very good job of optimizing for mobile.

3. Content marketing will move to edgier social media platforms

Platforms such as Instagram and Snapchat weren’t considered to be valid targets for mainstream content marketing efforts until now.

This is because they were considered to be too unproven and too “on the fringe” to warrant the time and marketing budget investments, when platforms such as Facebook and YouTube were so popular and had proven track records when it came to content marketing opportunity and success.

However, now that Instagram is enjoying such tremendous growth, and is opening up advertising opportunities to businesses beyond its brand partners, it (along with other platforms) will be seen as more and more viable in 2016.

4. Facebook will remain a strong player, but the demographic of the average user will age

In 2016, Facebook will likely remain the flagship social media website when it comes to sharing and promoting content, engaging with customers, and increasing Internet recognition.

However, it will become less and less possible to ignore the fact that younger consumers are moving away from the platform as their primary source of online social interaction and content consumption. Some companies may be able to maintain status quo for 2016 without feeling any negative impacts.

However, others may need to rethink their content marketing strategies for 2016 to take these shifts into account. Depending on their branding and the products or services that they offer, some companies may be able to profit from these changes by customizing the content that they promote on Facebook for an older demographic.

5. Content production must reflect quality and variety

  • Both B2B and B2C buyers value video based content over text based content.
  • While some curated content is a good thing, consumers believe that custom content is an indication that a company wishes to create a relationship with them.
  • The great majority of these same consumers report that customized content is useful for them.
  • B2B customers prefer learning about products and services through content as opposed to paid advertising.
  • Consumers believe that videos are more trustworthy forms of content than text.

Here is a great infographic depicting the importance of video in content marketing efforts:
Small Business Video infographic

A final, very important thing to note when considering content trends for 2016 is the decreasing value of the keyword as a way of optimizing content. In fact, in an effort to crack down on keyword stuffing, Google’s optimization rules have been updated to to kick offending sites out of prime SERP positions.

6. Oculus Rift will create significant changes in customer engagement

Oculus Rift is not likely to offer much to marketers in 2016. After all, it isn’t expected to ship to consumers until the first quarter. However, what Oculus Rift will do is influence the decisions that marketers make when it comes to creating customer interaction.

For example, companies that have not yet embraced storytelling may want to make 2016 the year that they do just that, because later in 2016 Oculus Rift may be the platform that their competitors will be using to tell stories while giving consumers a 360-degree vantage point.

For a deeper dive on engaging with customers through storytelling, see Brand Storytelling: Where Humanity Takes Center Stage.

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About Julie Ellis

Julie Ellis – marketer and professional blogger, writes about social media, education, self-improvement, marketing and psychology. To contact Julie follow her on Twitter or LinkedIn.

Data Lakes: Deep Insights

Timo Elliott, John Schitka, Michael Eacrett, and Carolyn Marsan

Dan McCaffrey has an ambitious goal: solving the world’s looming food shortage.

As vice president of data and analytics at The Climate Corporation (Climate), which is a subsidiary of Monsanto, McCaffrey leads a team of data scientists and engineers who are building an information platform that collects massive amounts of agricultural data and applies machine-learning techniques to discover new patterns. These analyses are then used to help farmers optimize their planting.

“By 2050, the world is going to have too many people at the current rate of growth. And with shrinking amounts of farmland, we must find more efficient ways to feed them. So science is needed to help solve these things,” McCaffrey explains. “That’s what excites me.”

“The deeper we can go into providing recommendations on farming practices, the more value we can offer the farmer,” McCaffrey adds.

But to deliver that insight, Climate needs data—and lots of it. That means using remote sensing and other techniques to map every field in the United States and then combining that information with climate data, soil observations, and weather data. Climate’s analysts can then produce a massive data store that they can query for insights.

Meanwhile, precision tractors stream data into Climate’s digital agriculture platform, which farmers can then access from iPads through easy data flow and visualizations. They gain insights that help them optimize their seeding rates, soil health, and fertility applications. The overall goal is to increase crop yields, which in turn boosts a farmer’s margins.

Climate is at the forefront of a push toward deriving valuable business insight from Big Data that isn’t just big, but vast. Companies of all types—from agriculture through transportation and financial services to retail—are tapping into massive repositories of data known as data lakes. They hope to discover correlations that they can exploit to expand product offerings, enhance efficiency, drive profitability, and discover new business models they never knew existed.

The internet democratized access to data and information for billions of people around the world. Ironically, however, access to data within businesses has traditionally been limited to a chosen few—until now. Today’s advances in memory, storage, and data tools make it possible for companies both large and small to cost effectively gather and retain a huge amount of data, both structured (such as data in fields in a spreadsheet or database) and unstructured (such as e-mails or social media posts). They can then allow anyone in the business to access this massive data lake and rapidly gather insights.

It’s not that companies couldn’t do this before; they just couldn’t do it cost effectively and without a lengthy development effort by the IT department. With today’s massive data stores, line-of-business executives can generate queries themselves and quickly churn out results—and they are increasingly doing so in real time. Data lakes have democratized both the access to data and its role in business strategy.

Indeed, data lakes move data from being a tactical tool for implementing a business strategy to being a foundation for developing that strategy through a scientific-style model of experimental thinking, queries, and correlations. In the past, companies’ curiosity was limited by the expense of storing data for the long term. Now companies can keep data for as long as it’s needed. And that means companies can continue to ask important questions as they arise, enabling them to future-proof their strategies.

Prescriptive Farming

Climate’s McCaffrey has many questions to answer on behalf of farmers. Climate provides several types of analytics to farmers including descriptive services, which are metrics about the farm and its operations, and predictive services related to weather and soil fertility. But eventually the company hopes to provide prescriptive services, helping farmers address all the many decisions they make each year to achieve the best outcome at the end of the season. Data lakes will provide the answers that enable Climate to follow through on its strategy.

Behind the scenes at Climate is a deep-science data lake that provides insights, such as predicting the fertility of a plot of land by combining many data sets to create accurate models. These models allow Climate to give farmers customized recommendations based on how their farm is performing.

“Machine learning really starts to work when you have the breadth of data sets from tillage to soil to weather, planting, harvest, and pesticide spray,” McCaffrey says. “The more data sets we can bring in, the better machine learning works.”

The deep-science infrastructure already has terabytes of data but is poised for significant growth as it handles a flood of measurements from field-based sensors.

“That’s really scaling up now, and that’s what’s also giving us an advantage in our ability to really personalize our advice to farmers at a deeper level because of the information we’re getting from sensor data,” McCaffrey says. “As we roll that out, our scale is going to increase by several magnitudes.”

Also on the horizon is more real-time data analytics. Currently, Climate receives real-time data from its application that streams data from the tractor’s cab, but most of its analytics applications are run nightly or even seasonally.

In August 2016, Climate expanded its platform to third-party developers so other innovators can also contribute data, such as drone-captured data or imagery, to the deep-science lake.

“That helps us in a lot of ways, in that we can get more data to help the grower,” McCaffrey says. “It’s the machine learning that allows us to find the insights in all of the data. Machine learning allows us to take mathematical shortcuts as long as you’ve got enough data and enough breadth of data.”

Predictive Maintenance

Growth is essential for U.S. railroads, which reinvest a significant portion of their revenues in maintenance and improvements to their track systems, locomotives, rail cars, terminals, and technology. With an eye on growing its business while also keeping its costs down, CSX, a transportation company based in Jacksonville, Florida, is adopting a strategy to make its freight trains more reliable.

In the past, CSX maintained its fleet of locomotives through regularly scheduled maintenance activities, which prevent failures in most locomotives as they transport freight from shipper to receiver. To achieve even higher reliability, CSX is tapping into a data lake to power predictive analytics applications that will improve maintenance activities and prevent more failures from occurring.

Beyond improving customer satisfaction and raising revenue, CSX’s new strategy also has major cost implications. Trains are expensive assets, and it’s critical for railroads to drive up utilization, limit unplanned downtime, and prevent catastrophic failures to keep the costs of those assets down.

That’s why CSX is putting all the data related to the performance and maintenance of its locomotives into a massive data store.

“We are then applying predictive analytics—or, more specifically, machine-learning algorithms—on top of that information that we are collecting to look for failure signatures that can be used to predict failures and prescribe maintenance activities,” says Michael Hendrix, technical director for analytics at CSX. “We’re really looking to better manage our fleet and the maintenance activities that go into that so we can run a more efficient network and utilize our assets more effectively.”

“In the past we would have to buy a special storage device to store large quantities of data, and we’d have to determine cost benefits to see if it was worth it,” says Donna Crutchfield, assistant vice president of information architecture and strategy at CSX. “So we were either letting the data die naturally, or we were only storing the data that was determined to be the most important at the time. But today, with the new technologies like data lakes, we’re able to store and utilize more of this data.”

CSX can now combine many different data types, such as sensor data from across the rail network and other systems that measure movement of its cars, and it can look for correlations across information that wasn’t previously analyzed together.

One of the larger data sets that CSX is capturing comprises the findings of its “wheel health detectors” across the network. These devices capture different signals about the bearings in the wheels, as well as the health of the wheels in terms of impact, sound, and heat.

“That volume of data is pretty significant, and what we would typically do is just look for signals that told us whether the wheel was bad and if we needed to set the car aside for repair. We would only keep the raw data for 10 days because of the volume and then purge everything but the alerts,” Hendrix says.

With its data lake, CSX can keep the wheel data for as long as it likes. “Now we’re starting to capture that data on a daily basis so we can start applying more machine-learning algorithms and predictive models across a larger history,” Hendrix says. “By having the full data set, we can better look for trends and patterns that will tell us if something is going to fail.”

Another key ingredient in CSX’s data set is locomotive oil. By analyzing oil samples, CSX is developing better predictions of locomotive failure. “We’ve been able to determine when a locomotive would fail and predict it far enough in advance so we could send it down for maintenance and prevent it from failing while in use,” Crutchfield says.

“Between the locomotives, the tracks, and the freight cars, we will be looking at various ways to predict those failures and prevent them so we can improve our asset allocation. Then we won’t need as many assets,” she explains. “It’s like an airport. If a plane has a failure and it’s due to connect at another airport, all the passengers have to be reassigned. A failure affects the system like dominoes. It’s a similar case with a railroad. Any failure along the road affects our operations. Fewer failures mean more asset utilization. The more optimized the network is, the better we can service the customer.”

Detecting Fraud Through Correlations

Traditionally, business strategy has been a very conscious practice, presumed to emanate mainly from the minds of experienced executives, daring entrepreneurs, or high-priced consultants. But data lakes take strategy out of that rarefied realm and put it in the environment where just about everything in business seems to be going these days: math—specifically, the correlations that emerge from applying a mathematical algorithm to huge masses of data.

The Financial Industry Regulatory Authority (FINRA), a nonprofit group that regulates broker behavior in the United States, used to rely on the experience of its employees to come up with strategies for combating fraud and insider trading. It still does that, but now FINRA has added a data lake to find patterns that a human might never see.

Overall, FINRA processes over five petabytes of transaction data from multiple sources every day. By switching from traditional database and storage technology to a data lake, FINRA was able to set up a self-service process that allows analysts to query data themselves without involving the IT department; search times dropped from several hours to 90 seconds.

While traditional databases were good at defining relationships with data, such as tracking all the transactions from a particular customer, the new data lake configurations help users identify relationships that they didn’t know existed.

Leveraging its data lake, FINRA creates an environment for curiosity, empowering its data experts to search for suspicious patterns of fraud, marketing manipulation, and compliance. As a result, FINRA was able to hand out 373 fines totaling US$134.4 million in 2016, a new record for the agency, according to Law360.

Data Lakes Don’t End Complexity for IT

Though data lakes make access to data and analysis easier for the business, they don’t necessarily make the CIO’s life a bed of roses. Implementations can be complex, and companies rarely want to walk away from investments they’ve already made in data analysis technologies, such as data warehouses.

“There have been so many millions of dollars going to data warehousing over the last two decades. The idea that you’re just going to move it all into a data lake isn’t going to happen,” says Mike Ferguson, managing director of Intelligent Business Strategies, a UK analyst firm. “It’s just not compelling enough of a business case.” But Ferguson does see data lake efficiencies freeing up the capacity of data warehouses to enable more query, reporting, and analysis.

Data lakes also don’t free companies from the need to clean up and manage data as part of the process required to gain these useful insights. “The data comes in very raw, and it needs to be treated,” says James Curtis, senior analyst for data platforms and analytics at 451 Research. “It has to be prepped and cleaned and ready.”

Companies must have strong data governance processes, as well. Customers are increasingly concerned about privacy, and rules for data usage and compliance have become stricter in some areas of the globe, such as the European Union.

Companies must create data usage policies, then, that clearly define who can access, distribute, change, delete, or otherwise manipulate all that data. Companies must also make sure that the data they collect comes from a legitimate source.

Many companies are responding by hiring chief data officers (CDOs) to ensure that as more employees gain access to data, they use it effectively and responsibly. Indeed, research company Gartner predicts that 90% of large companies will have a CDO by 2019.

Data lakes can be configured in a variety of ways: centralized or distributed, with storage on premise or in the cloud or both. Some companies have more than one data lake implementation.

“A lot of my clients try their best to go centralized for obvious reasons. It’s much simpler to manage and to gather your data in one place,” says Ferguson. “But they’re often plagued somewhere down the line with much more added complexity and realize that in many cases the data lake has to be distributed to manage data across multiple data stores.”

Meanwhile, the massive capacities of data lakes mean that data that once flowed through a manageable spigot is now blasting at companies through a fire hose.

“We’re now dealing with data coming out at extreme velocity or in very large volumes,” Ferguson says. “The idea that people can manually keep pace with the number of data sources that are coming into the enterprise—it’s just not realistic any more. We have to find ways to take complexity away, and that tends to mean that we should automate. The expectation is that the information management software, like an information catalog for example, can help a company accelerate the onboarding of data and automatically classify it, profile it, organize it, and make it easy to find.”

Beyond the technical issues, IT and the business must also make important decisions about how data lakes will be managed and who will own the data, among other things (see How to Avoid Drowning in the Lake).

How to Avoid Drowning in the Lake

The benefits of data lakes can be squandered if you don’t manage the implementation and data ownership carefully.

Deploying and managing a massive data store is a big challenge. Here’s how to address some of the most common issues that companies face:

Determine the ROI. Developing a data lake is not a trivial undertaking. You need a good business case, and you need a measurable ROI. Most importantly, you need initial questions that can be answered by the data, which will prove its value.

Find data owners. As devices with sensors proliferate across the organization, the issue of data ownership becomes more important.

Have a plan for data retention. Companies used to have to cull data because it was too expensive to store. Now companies can become data hoarders. How long do you store it? Do you keep it forever?

Manage descriptive data. Software that allows you to tag all the data in one or multiple data lakes and keep it up-to-date is not mature yet. We still need tools to bring the metadata together to support self-service and to automate metadata to speed up the preparation, integration, and analysis of data.

Develop data curation skills. There is a huge skills gap for data repository development. But many people will jump at the chance to learn these new skills if companies are willing to pay for training and certification.

Be agile enough to take advantage of the findings. It used to be that you put in a request to the IT department for data and had to wait six months for an answer. Now, you get the answer immediately. Companies must be agile to take advantage of the insights.

Secure the data. Besides the perennial issues of hacking and breaches, a lot of data lakes software is open source and less secure than typical enterprise-class software.

Measure the quality of data. Different users can work with varying levels of quality in their data. For example, data scientists working with a huge number of data points might not need completely accurate data, because they can use machine learning to cluster data or discard outlying data as needed. However, a financial analyst might need the data to be completely correct.

Avoid creating new silos. Data lakes should work with existing data architectures, such as data warehouses and data marts.

From Data Queries to New Business Models

The ability of data lakes to uncover previously hidden data correlations can massively impact any part of the business. For example, in the past, a large soft drink maker used to stock its vending machines based on local bottlers’ and delivery people’s experience and gut instincts. Today, using vast amounts of data collected from sensors in the vending machines, the company can essentially treat each machine like a retail store, optimizing the drink selection by time of day, location, and other factors. Doing this kind of predictive analysis was possible before data lakes came along, but it wasn’t practical or economical at the individual machine level because the amount of data required for accurate predictions was simply too large.

The next step is for companies to use the insights gathered from their massive data stores not just to become more efficient and profitable in their existing lines of business but also to actually change their business models.

For example, product companies could shield themselves from the harsh light of comparison shopping by offering the use of their products as a service, with sensors on those products sending the company a constant stream of data about when they need to be repaired or replaced. Customers are spared the hassle of dealing with worn-out products, and companies are protected from competition as long as customers receive the features, price, and the level of service they expect. Further, companies can continuously gather and analyze data about customers’ usage patterns and equipment performance to find ways to lower costs and develop new services.

Data for All

Given the tremendous amount of hype that has surrounded Big Data for years now, it’s tempting to dismiss data lakes as a small step forward in an already familiar technology realm. But it’s not the technology that matters as much as what it enables organizations to do. By making data available to anyone who needs it, for as long as they need it, data lakes are a powerful lever for innovation and disruption across industries.

“Companies that do not actively invest in data lakes will truly be left behind,” says Anita Raj, principal growth hacker at DataRPM, which sells predictive maintenance applications to manufacturers that want to take advantage of these massive data stores. “So it’s just the option of disrupt or be disrupted.” D!

Read more thought provoking articles in the latest issue of the Digitalist Magazine, Executive Quarterly.


About the Authors:

Timo Elliott is Vice President, Global Innovation Evangelist, at SAP.

John Schitka is Senior Director, Solution Marketing, Big Data Analytics, at SAP.

Michael Eacrett is Vice President, Product Management, Big Data, Enterprise Information Management, and SAP Vora, at SAP.

Carolyn Marsan is a freelance writer who focuses on business and technology topics.

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About Timo Elliott

Timo Elliott is an Innovation Evangelist for SAP and a passionate advocate of innovation, digital business, analytics, and artificial intelligence. He was the eighth employee of BusinessObjects and for the last 25 years he has worked closely with SAP customers around the world on new technology directions and their impact on real-world organizations. His articles have appeared in articles such as Harvard Business Review, Forbes, ZDNet, The Guardian, and Digitalist Magazine. He has worked in the UK, Hong Kong, New Zealand, and Silicon Valley, and currently lives in Paris, France. He has a degree in Econometrics and a patent in mobile analytics. 

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Artificial Intelligence: The Future Of Oil And Gas

Anoop Srivastava

Oil prices have fallen dramatically over last few years, forcing some major oil companies to take drastic actions such as layoffs, cutting investments and budgets, and more. Shell, for example, shelved its plan to invest in Qatar, Aramco put on hold its deep-water exploration in the Red Sea, Schlumberger fired a few thousand employees, and the list goes on…

In view of falling oil prices and the resulting squeeze on cash flows, the oil and gas industry has been challenged to adapt and optimize its performance to remain profitable while maintaining a long-term investment and operating outlook. Currently, oil and gas companies find it difficult to maintain the same level of investment in exploration and production as when crude prices were at their peak. Operations in the oil and gas industry today means balancing a dizzying array of trade-offs in the drive for competitive advantage while maximizing return on investment.

The result is a dire need to optimize performance and optimize the cost of production per barrel. Companies have many optimization opportunities once they start using the massive data being generated by oil fields. Oil and gas companies can turn this crisis into an opportunity by leveraging technological innovations like artificial intelligence to build a foundation for long-term success. If volatility in oil prices is the new norm, the push for “value over volume” is the key to success going forward.

Using AI tools, upstream oil and gas companies can shift their approach from production at all costs to producing in context. They will need to do profit and loss management at the well level to optimize the production cost per barrel. To do this, they must integrate all aspects of production management, collect the data for analysis and forecasting, and leverage artificial intelligence to optimize operations.

When remote sensors are connected to wireless networks, data can be collected and centrally analyzed from any location. According to the consulting firm McKinsey, the oil and gas supply chain stands to gain $50 billion in savings and increased profit by adopting AI. As an example, using AI algorithms to more accurately sift through signals and noise in seismic data can decrease dry wellhead development by 10 percent.

How oil and gas can leverage artificial intelligence

1. Planning and forecasting

On a macro scale, deep machine learning can help increase awareness of macroeconomic trends to drive investment decisions in exploration and production. Economic conditions and even weather patterns can be considered to determine where investments should take place as well as intensity of production.

2. Eliminate costly risks in drilling

Drilling is an expensive and risky investment, and applying AI in the operational planning and execution stages can significantly improve well planning, real-time drilling optimization, frictional drag estimation, and well cleaning predictions. Additionally, geoscientists can better assess variables such as the rate of penetration (ROP) improvement, well integrity, operational troubleshooting, drilling equipment condition recognition, real-time drilling risk recognition, and operational decision-making.

When drilling, machine-learning software takes into consideration a plethora of factors, such as seismic vibrations, thermal gradients, and strata permeability, along with more traditional data such as pressure differentials. AI can help optimize drilling operations by driving decisions such as direction and speed in real time, and it can predict failure of equipment such as semi-submersible pumps (ESPs) to reduce unplanned downtime and equipment costs.

3. Well reservoir facility management

Wells, reservoirs, and facility management includes integration of multiple disciplines: reservoir engineering, geology, production technology, petro physics, operations, and seismic interpretation. AI can help to create tools that allow asset teams to build professional understanding and identify opportunities to improve operational performance.

AI techniques can also be applied in other activities such as reservoir characterization, modeling and     field surveillance. Fuzzy logic, artificial neural networks and expert systems are used extensively across the industry to accurately characterize reservoirs in order to attain optimum production level.

Today, AI systems form the backbone of digital oil field (DOF) concepts and implementations. However, there is still great potential for new ways to optimize field development and production costs, prolong field life, and increase the recovery factor.

4. Predictive maintenance

Today, artificial intelligence is taking the industry by storm. AI-powered software and sensor hardware enables us to use very large amounts of data to gain real-time responses on the best future course of action. With predictive analytics and cognitive security, for example, oil and gas companies can operate equipment safely and securely while receiving recommendations on how to avoid future equipment failure or mediate potential security breaches.

5. Oil and gas well surveying and inspections

Drones have been part of the oil and gas industry since 2013, when ConocoPhillips used the Boeing ScanEagle drone in trials in the Chukchi Sea.  In June 2014, the Federal Aviation Administration (FAA) issued the first commercial permit for drone use over United States soil to BP, allowing the company to survey pipelines, roads, and equipment in Prudhoe Bay, Alaska. In January, Sky-Futures completed the first drone inspection in the Gulf of Mexico.

While drones are primarily used in the midstream sector, they can be applied to almost every aspect of the industry, including land surveying and mapping, well and pipeline inspections, and security. Technology is being developed to enable drones to detect early methane leaks. In addition, one day, drones could be used to find oil and gas reservoirs underlying remote uninhabited regions, from the comfort of a warm office.

6. Remote logistics

As logistics to offshore locations is always a challenge, AI-enhanced drones can be used to deliver materials to remote offshore locations.

Current adoption of AI

Chevron is currently using AI to identify new well locations and simulation candidates in California. By using AI software to analyze the company’s large collection of historical well performance data, the company is drilling in better locations and has seen production rise 30% over conventional methods. Chevron is also using predictive models to analyze the performance of thousands of pieces of rotating equipment to detect failures before they occur. By addressing problems before they become critical, Chevron has avoided unplanned shutdowns and lowered repair expenses. Increased production and lower costs have translated to more profit per well.

Future journey

Today’s oil and gas industry has been transformed by two industry downturns in one decade. Although adoption of new hard technology such as directional drilling and hydraulic fracturing (fracking) has helped, the oil and gas industry needs to continue to innovate in today’s low-price market to survive. AI has the potential to differentiate companies that thrive and those that are left behind.

The promise of AI is already being realized in the oil and gas industry. Early adopters are taking advantage of their position  to get a head start on the competition and protect their assets. The industry has always leveraged technology to adapt to change, and early adopters have always benefited the most. As competition in the oil and gas industry continues to heat up, companies cannot afford to be left behind. For those that understand and seize the opportunities inherent in adopting cognitive technologies, the future looks bright.

For more insight on advanced technology in the energy sector, see How Digital Transformation Is Refueling The Energy Industry.

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Anoop Srivastava

About Anoop Srivastava

Anoop Srivastava is Senior Director of the Energy and Natural Resources Industries at SAP Value Engineering in Middle East and North Africa. He advises clients on their digital transformation strategies and helps them align their business strategy with IT strategy leveraging digital technology innovations such as the Internet of Things, Big Data, Advanced Analytics, Cloud etc. He has 21+ years of work experience spanning across Oil& Gas Industry, Business Consulting, Industry Value Advisory and Digital Transformation.