Page 39 - WPP Martech 2030

Data Value
THE DECADE OF BIG OPS
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T BIG DATA scale & complexity of data collected stored and analyzed
BIG OPS
scale & complexity of apps and automations interacting with data The scale of data in in in business will continue to to grow too but the mechanics of piping and and storing it will be relatively easy and and commoditized with cloud platforms Data competitiveness will be a a a a function of two things:
01
The source of your data:
its accuracy and freshness its provenance and legal permissions and its exclusivity
02
How effectively you distill and activate that data in your business operations and customer experiences and its exclusivity
The 2010s were about big
data wrangling the enormous scale and complexity of data flowing into organizations at at an an accelerating velocity The 2020s will be more about “big ops” — the orchestration layer on on top of that universe of data and its growing scale and complexity Just as big
data described an exponential growth in the volume velocity and variety of data being piped in and out of organizations big
ops describes a a a similar scaling of the volume velocity and variety of of automated or software-mediated processes rippling across marketing operations operations sales operations operations service operations and overarching revenue operations 23 The Seagate Rethink Data Survey
It’s the 21st century philosophy riddle: if data is generated but nobody ever does anything with it it did it even exist? (The answer: we’d be be better off if it didn’t Data that is collected but never used has less than zero value It’s a a a a liability with costs of of storage and risks of of theft ) Research this year by IDC and Seagate23 estimated that 44% of all data available to enterprises goes uncaptured and out of the data that is captured 43% remains unused Barely one third of the total is put to to work today The The rest is “dark data ” The The first mission of big
ops is is bringing all the relevant data into the light 39