It seems we read daily about the increasing role and importance of information, data analysis, and data security on politics, national security, and global economies.
More data is being generated than ever before, and successful companies are investing in business analytics and Big Data solutions to mine it for competitive advantages. There is a new sense of urgency today as businesses realise data has a shelf life, and the value of it diminishes rapidly over time. In an always-connected world where consumers and their needs are transient, timing is everything, and a special type of data is needed: real-time data. In order to capture competitive advantages and contextual relevance before data expires, enterprises must deploy information logistics systems (ILS) that deliver on the potential fast enough to exploit it.
Mobile consumers are impatient and demand instant results. IT infrastructures must be able to support real-time mobile and Internet of Things (IoT) interactions, and this requirement will increase as mobile commerce is predicted to grow to 47% of all e-commerce by 2018. Supporting real-time information requires not only real-time IT environments, but also digital transformation across the entire organisation. In order to succeed, businesses must react to location-based and time-sensitive information while it is still contextually relevant.
Data is the lifeblood of e-commerce, mobile commerce, and increasingly physical stores where the digital and physical worlds are rapidly converging. As commerce rapidly shifts online and to mobile, the success of products, brands, and companies are increasingly dependent on data and systems that consume it in order to support the demand for more personalised digital experiences. How an organisation makes sense of data, protects it, and disseminates it is a complex and challenging issue.
Data strategies and the execution of them will determine the market winners of the future, and the future is now. Businesses are learning from Amazon, Google, Facebook, Netflix, and others that effective data and analytics strategies are the secret to success in digital markets. Information dominance is now the strategic business goal.
In the book Code Halos, authors Malcolm Frank, Paul Roehrig, and Benjamin Pring describe how the revolution today in data and analytic strategies are impacting industry structures in “consistent and violent patterns.” In another recent study, 82% of investors and equity analysts believe industries are being disrupted by innovations in data and analytics. They believe these innovations will alter competitive dynamics.
In addition to investments in IT, achieving real-time operational tempos in a enterprise takes rethinking business models, organisational structures, and business processes. It requires new ways of thinking and employee training. Supporting the tempo of real-time operations is a daunting task many will fail to prioritise, and they will suffer as a consequence.
The winners of a digital tomorrow will invest in four key areas:
- the quality and speed of their information logistics systems
- supporting real-time operational tempos
- business agility
- the ability to use real-time contextually relevant data to personalise digital user experiences
Businesses that embrace digital transformation will optimise their organisational structures and business models to support the operational tempos required by a mobile and connected world. Increasingly mobile and connected device users demand real-time responses. To support real-time responses requires an enterprise to move beyond “human time” and into the realm of “digital time.” Humans as biological entities operate at a pace governed by the sun, moon, and the physical requirements to keep our carbon-based bodies alive. These requirements and mental limitations make scaling humans beyond these time-cycles impossible without augmentation. Augmentation takes the form of intelligent process automation, artificial intelligence, and algorithms. These types of augmentation technologies have the advantage of being able to work 24/7, 365 days a year, and don’t (as yet) ask for holidays off.
Once an organisation is capable of supporting real-time tempos, and can support the personalised interactions mobile users demand, the challenge becomes business agility.
Agility is the speed at which a business can recognise, analyse, react, and profit from rapidly changing consumer demands in a hypercompetitive market. Businesses that can accurately understand customer demand and their competition, and then respond faster, will soon dominate those that are slower. The military strategist John Boyd called these competitive advantages, “getting inside of your competitor’s decision and response curves.” This means your actions and responses are occurring at a pace that surpasses your competitions’ ability to comprehend it.
Sub-optimal information logistics systems and the glacial operational tempos of yesteryear will not succeed in today’s or tomorrow’s world, and company valuations have already begun to reflect this. One-third of investors and equity analysts surveyed believe that good data and analytics strategies are rewarding companies with higher valuations. Gartner’s Douglas Laney has even coined the phrase “infonomics” to describe how information, as a new asset class, can be measured to estimate its impact on company valuations.
To succeed in the digital future, CIOs must implement innovative data strategies and information logistics systems capable of winning in a real-time world where contextually relevant, instant, and personalised experiences are required. They must develop company cultures where change is viewed as an opportunity. They must digitally transform their businesses to operate at real-time tempos and move beyond “human-time” limitations to algorithm supported “digital-time.” They must understand that rapidly changing digital consumer behaviours mandate companies operate in a more agile manner capable of rapid responses to new opportunities and competitive threats.
For more insight on aligning your digital and in-store sales and marketing (and why it’s essential to your customers’ satisfaction), see Our Digital Planet: See It, Click It, Touch It, Buy It.