In addition to the data from the various digital assets such as websites, mobile apps etc, digital enterprises also generate data from their physical properties across geographies.
It is in the charter of every CIO/CDO that within the first year, they consolidate their assets and their investment buckets in order to generate a single view of the customer across the group.
The key driver to engineer such Big Data initiatives is to understand the customer engagement throughout the group, across the buying cycle i.e from lead to cash. This, in turn, would help to target the customers effectively and facilitate the achievement of business objectives - ensuring brand stickiness and increased top line, even at the time of consolidation.
This feat is definitely not trivial. The key activities include:
While building such a system, some of the challenges that one can encounter are:
It’s certain that such initiatives will lead to higher campaign or conversion efficacy and improve the engagement score. But, within a year, it would lead to cost overruns, become people dependent and result in yet another bespoke Big Data implementation.
Thus it's imperative for organizations to consider a platform-centric approach rather than commissioning such one-off initiatives. The DaaS platform can be leveraged across the organization to (from lowest importance to greatest):
The key tenets and building blocks of the platform include:
The platform-centric approach certainly helps in:
DaaS in the organization is viewed under two lenses: for business and technology. Platform-centric approach will not only provide flexible and useful service layer across business applications but render a clear road-map for the stakeholders to provide desired output to their customers. HARMAN has been in the forefront in implementing platforms that serve the various needs of the enterprise. Drop us a note here for more information.
NOTE: Each of the above-mentioned points will be covered in detail every fortnight as a part of this series.