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Forget Big Data, the value is in 'Big Answers'

Rob Enderle | March 4, 2013
CEOs aren't interested in the Big Data process, they want game-changing insights

Knowing this, EMC is able to better target products, services, software, support and executive relationships to maximize customer loyalty. The end result has been an increase in profitability and market share. This program is so successful that the guy who created it, Vice President of Quality Jim Bampos, is now selling it to partners and customers who demanded that EMC productize it.

EMC has taken this one step further by analyzing competitors' customers so it can turn those companies into EMC advocates and customers. This process mirrors the way Obama won the 2012 election, it's currently unmatched in the IT industry and, given the performance increases on display in the new Greenplum Pivotal HD platform, it may quickly become unstoppable.

Look for Big Answers in All That Big Data

To the executive funding the big data effort, the process of storing, managing, protecting and optimizing the data isn't interesting. Yes, it has to be done, but what the executive wants is a timely answer to win in the market and advance his or her career. Focusing on the data itself won't get that done. What will? Information the executive can actually use.

This is why Reed argues that the whole idea of big data focuses on the wrong thing. People don't want data; they want critical, accurate answers quickly. That's the nature of the Pivotal HD announcement, and that's why it's important to understand how Barack Obama won an election he was expected to lose. A similar focus on big answers, not big data, could better assure your own company's success.


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