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2013 Predictions from the World of Data

Let me open by stating what I’m not: I’m not one of those psychic data scientists who can predict the future – although sometimes I wish I had gone to the same school that Nate Silver did! However, my hindsight has always been phenomenal!  It’s been a year of immense change and one thing I can predict with 100% certainty for 2013 – more change!

It’s become an annual tradition at this time of year to share technology predictions and trends that we should pay attention to in the coming year.  They have already started coming through thick and fast – see here for predictions relating to B2B Marketing, Social Media, IDC, Gartner, Tech and even Jim Cramer! I’ve been thinking about this lately and I want to share my top predictions. Read on and tell me what you think. I’d love to hear what your predictions are for 2013 too. Let’s see how close we are on what’s to come.

1. The CMO rules (the CIO!)

OK, so maybe a little far-fetched. But, as a CMO, I think it’s a cool prediction. There is no doubt a massive debate is raging about the CMO spending more on technology than the CIO.  Look at how much focus salesforce.com has on the CMO at their recent Dreamforce conference.  I wrote about this in my recent blog entitled “The CMO’s new BFF – Data”.  Many analysts such as Gartner have been extremely vocal about the fact that CMO’s will soon be spending more on IT than the CIO.

2. Marketing becomes the new black

Enterprises realize that the modern IT buyer is more intelligent than ever before, because they research online in order to self-select innovative solutions. The role of Marketing expands in order to engage with these buyers in both digital and inter-personal dialogs before, during and after the sales engagement.  The classic 4 P’s of marketing (Product, Place, Price & Promotion) are now joined by two new P’s (person to person).  Take a look at this great infographic from McKinsey showing the evolution of digital engagement.  Marketers look at leveraging new collaborative cloud apps and data to drive greater productivity and engagement through both digital and interpersonal dialogs. Technologies such as Master Data Management rise in importance to the CMO together with new analytical tools to deliver customised content into the end-user.  However, a word of caution – marketers must remain focused on the basics as per this article in the Harvard Business Review entitled “Marketers, go back to basics”.

3. However … Social enters the trough of disillusionment

OK, so this may cause people to sit up and debate!  I believe that social is an incredibly powerful tool when used well and we are all being pushed to re-think the customer journey in a social world – unfortunately many companies still need to understand and leverage it effectively.  As such, Enterprises look for hard quantitative metrics in using social media and pull back from the incessant drive to tweet, blog and talk online while getting nothing done.  They begin to realize that it is more important to actually get the job done by using new collaboration solutions than simply tweet because it feels good. A recent Black Friday report from IBM suggested that Twitter in fact referred absolutely zero of the Black Friday traffic – which I find rather surprising given how much focus is placed on “social”! So we are going to enter a trough of disillusionment brought about by “social fatigue” that will be short-lived.

4. Cloud becomes the new black

Salesforce.com seems to do no wrong as they continue to eradicate on-premise CRM and build out the Force.com platform. Workday seems to be on top of the world replacing on-premise HR. The next big thing will be intelligent collaboration across enterprises as old-fashioned technologies like SharePoint come under the gun. Underpinning all of this is the need for cloud data integration and cloud master data management. It is now interesting to see more and more articles looking at the business-IT relationship in driving cloud adoption – this one on ZDNET highlights how “the suits have taken over” in relation to cloud decisions.

5. However … Cloud drives IT governance into the shadows

Cloud applications are often adopted by shadow IT in business functions precisely because they’re so easy to use and business doesn’t want IT to slow them down. But as critical data and business processes are now shifting to cloud, IT must find ways to enforce some governance (e.g. providing centralized cloud-based data integration services to cloud apps) without squashing business agility. Welcome to the era of Hybrid IT!

6. Data becomes the new black

Enterprises realize that everything comes down to data – whether that be for new analytics, driving customer acquisition, enhancing customer service or driving go-to-market strategies. Data roams everywhere—different applications, inside and outside your firewall, in the cloud, across social networks, the World Wide Web, in enterprise systems, on mobile devices and in mainframes. Harnessing this data and extracting relevant meaning from it all will become like the proverbial search for the needle in the haystack.  Data Integration grows in importance as Enterprises seek to bring meaning from this mass of data, no matter where it roams. Enterprises will realize that the traditional world of Application silo’s no longer provides competitive differentiation (whether on-premise or in the cloud) and will understand that it is the data held inside the applications that provides the only clear competitive differentiation of value.  Focus on unlocking the value of this data will rise as CIO’s increasingly realize that they Need to Take Control of Customer Data in order to deliver to the business a trustworthy and authoritative view of enterprise data.

7. However … Hadoop won’t make the tea!

Hyperbolic claims that Hadoop will replace databases, or ETL, will be tempered with the reality that Hadoop isn’t a hammer and that all data isn’t a nail. Hadoop is undoubtedly a great innovation in Analytics, but that’s all it is. 2013 will be the year in which enterprises realize that the world of traditional data will continue and Hadoop will simply augment reality with complementary capabilities.

8. Big Data Solves Crime & Enhances Society

Big Data use cases will explode during 2013 as enterprises move from the theory of Big Data to the practical use of Big Data to make the world a safer place and a healthier place. This will include the analysis of vast amounts of data to better track down cyber-criminals while leveraging data to enhance border security and cut-off channels through enhanced anti-money laundering techniques.  Big Data will play a pivotal role in driving health initiatives as well as enhancing the delivery of new and safer drugs.

9. However … Big Data moves beyond data scientists

Big data becomes democratized as tooling evolves to make it more accessible to the masses, instead of being dependent on a scarce group of expensive data scientists. Especially since 80% of the work isn’t the analysis—it’s the basic data integration and data quality.

10. Finally … ”    ”

I wanted to leave the last one to you.  What do you think is missing and what should the final tenth prediction be?  We will give a $25 Starbucks gift voucher to a randomly selected prediction.  So please put on your thinking caps and add a prediction here in the comments section.  I’ll let you know who wins in a couple of weeks time!

 

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8 Responses to 2013 Predictions from the World of Data

  1. Pingback: Re-Imagining the Future of Software and Technology as We Know It « In(tegrate) the Clouds

  2. Sathish says:

    The last prediction should be how to handle and manage the big data, in a proper manner.
    It need the technology and infrastructure to effectively manage the ever growing data.

  3. sandrinea says:

    The Big Data phenomenon should not be only individual and personal interactions but also things interactions. As seen during “leWeb 2012″ in Paris : the internet of things will induce a real growth of Data and the Big Data will take all its sens. The ** right ** relations between all ideas will create a real added value for business and it will be critical to get the right information on time to be competitive.

  4. The “suits” realize that cloud innovation requires governance and IT.

    To get the most out of features (license fees) and keep cloud applications aligned to business goals, the smartest companies will find ways to bring governance out of the shadows to enable innovation.

  5. Loraine says:

    Analysts will predict in 2013 that this is the year Informatica will be acquired!

  6. Loraine says:

    In 2013, analysts will predict that Informatica will be acquired!

  7. Prashanta C says:

    Surprised to see none of the predictions are about mobile computing..
    May be it was kept purposely for the 10th spot.. So here it is..

    “Mobile devices will drive IT spending bigger than ever”.. at the expense of PC I promise. No wonder Informatica has pioneered on creating Mobile MDM iPad App.

  8. Kubilay Tsil Kara says:

    Data will reign free of premise! It will escape from premise systems and distribute itself everywhere in the cloud. It will acquire intelligence by relating itself to other data, to mobile, to social media and data generating machine systems – the cells will join. But governance will be hard/impossible to achieve for premise IT as data will have travelled into systems beyond the reach of local IT. Governance will be transferred to machines in the cloud (OK apps) and Cloud MDM hubs which will enforce integrity and semantics of originators data. Our reports and dashboards will be smarter and richer, we will understand things better. Systems integrators like Informatica will be very busy.

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