Today’s mobile users expect always-on services, instant delivery of new apps, and mobile outreach based on location and preference. The only way enterprises can provide these types of advanced capabilities is by harnessing incoming information about their end users’ activities and preferences to deliver individually targeted engagement.
But doing so is not a simple task. It requires the complex correlation of specific pieces of information within a huge mass of critical data—so large that it can only be described as “big.”
Big Data refers to the enormous growth of all kinds of information that has become easy to digitize and record—everything from sensor data to consumer purchases to social media interactions. To understand the scale of Big Data, consider that, according to Fortune, from the beginning of recorded time until 2003, about 5 billion gigabytes of data were created. In 2011, the same amount was created every two days. This year, that time will shrink to a mere 10 minutes.
For enterprises, the only way to truly realize Big Data’s potential is sifting through the massive volumes to find something much more important: information that is relevant, actionable and therefore valuable. While the exact pieces of data that constitute relevant information vary based on industry and the particular marketing, customer care, security or other type of outcome desired, each enterprise must be able to instantaneously filter and access the precise information it needs to deliver the personalized, always-on connections that today’s mobile consumer requires.
In addition to volume, another complexity in accessing pertinent information about mobile end users is that it can come from many different sources. For example, mobile network operators are privy to data that would benefit enterprises in targeting their mobile outreach, so working together is a natural fit. With the number of operators and enterprises in the mobile space, both sides can benefit from working with a third-party intermediary that can efficiently and securely help them work together by facilitating access to information, thus avoiding the complexities of managing multiple connections. Choosing the right partner to fulfill this role is essential to protect potentially sensitive data and avoid compromising customer privacy.
Beyond providing secure access, enterprises planning to execute a successful mobile strategy should engage a third-party with extensive knowledge of the mobile landscape and the ability to analyze and deliver actionable, relevant information as it is recorded—the concept of real-time experience management.
Via solutions that enable real-time experience management, enterprises can take customer care, security and outreach to new heights, especially when the instantaneous analysis is coupled with location. With this combination, businesses are able to pinpoint locations of mobile devices to present special offers, reward loyal clients, protect against fraud and more. By addressing their customers where and when it means the most, enterprises can dramatically increase consumer engagement.
The possible uses cases for Big Data to drive enterprise success are nearly unlimited—so long as that data is transformed into meaningful, actionable, real-time information. With solutions that provide immediate access to pertinent mobile data, enterprises can fully reap the benefits of real-time experience management and mobile engagement with target audiences.Alfred de Cárdenas discusses how all types of service providers should work together to provide high quality end-user experiences.