In the 80 years since the Turing Machine saved the world, the computer - and the data it creates - has become ubiquitous in almost all corners of the globe. By the end of 2014, more than half the world's population - 3.6 billion people - were subscribers to some form of digital technology service, a rise of 30% in just ten years. Smartphones alone account for 60% of all connections in developed countries. Emerging countries will create the next wave of connected citizens, with an expected 2.9 billion smartphone connections coming online by the end of 2020. That's an immense amount of data.
Internal Big Data Explodes, Too:
In just the past five years, the activity of "marketing" has evolved from projects and campaigns to one that requires constant learning and engagement with new technologies and the ever-expanding scope of critical information gathered by those technologies. Data enters the corporate sphere through proprietary software and applications, analytics tools, data warehouse searches, the Internet of Things (IoT), the cloud, and thousands of internal and external devices. At the same time, customer and consumer data flows in through websites, social media channels, email, apps (proprietary and otherwise), phones, tablets, even appliances and robots. The accumulated data is collected and stored to create immense vaults of raw data, available for mining and analysis to inform corporate strategy, investment, merger, and other critical enterprise decisions.
Complex Data Requires Complex Analysis:
Unlike prior iterations of digital technology, the current opportunities and challenges presented by the sheer volume of digital options requires a broader and deeper depth of comprehension. The "Leader of the Free World," U.S. President Barack Obama, determined that the comprehensive grasp and utilization of this enormous data pool required the appointment of the country's first "Chief Data Scientist and Deputy Chief Technology for Data Policy," Dr. DJ Patil. Clearly the White House is invested in optimizing the data it collects to better manage the country and its immense resources.
Dr. Patil has experience in several Silicon Valley operations (LinkedIn, PayPal, Skype) and has advised the U.S. Department of Defense in their analysis of social media to anticipate emerging threats to U.S. security. He will answer to U.S. Chief Technology Officer, Megan Smith (formerly of Google). The two "Digital Scientists" are part of a growing crowd of technology executives in Washington that have been lured away from the tech sector to bring the country's IT and information services into the 21st century. In fact, it was Dr. Patil who coauthored the 2012 Harvard Business Review article that identified "Data Scientist" as the sexiest job of the new century. His life's mantra: "If you can't measure it, you can't fix it."
"Data Scientists" Emerge from Big Data:
Like all scientific exploration, technology evolution also requires a human interpreter of its facts and realities, to harness its full potential. Yes, analytics tools are available to connect data to corporate goals and activities, but the vast complexity of today's Big Data universe requires an even deeper understanding of how the elements of enterprise data work together. Most significantly, today's analytics place the "user experience" at the top of the list of relevant inputs and "data driven marketing" collects the data relevant to that metric to drive corporate decision making. Accordingly, today's Data Scientist should be looking at how end users respond to and access the corporate digital presence, to ensure that their preferences and needs receive accurate and satisfactory responses.
As an individual person or a team of several technology experts, the "Data Scientist" connects the external data to internal data to create a fully integrated whole picture of the enterprise, where it currently sits, what it is doing well, and where it should redirect resources to avoid losses and improve performances. External data consists of the overall universal data that is constantly streaming into corporate portals: raw statistics, social network, mobile and fixed machine analysis, IoT inputs, domain knowledge and market actions. Internal data consists of all the information that has been, and is being, created daily by enterprise activity: corporate goals, finances, budgeting, human resources, asset management strategies and trajectories, competitors, materials, supply chains, etc.
More than just analysis, the Data Scientist offers strategic guidance and foundational information upon which the Executive Suite can build a sound, justifiable and profitable enterprise structure. The Data Scientist connects the available data to the corporate aspects that can best profit from its information and direction.
Today's Enterprises Benefit from Data Scientist Input:
More and more, today's global conglomerates are using insights derived from Big Data and the Scientists who interpret it to make significant and successful corporate decisions. A Dell survey released earlier this year indicated that entities that intentionally access and implement technological strategies based on cloud, mobility, security and big data inputs saw a 53% higher growth rate than their industry colleagues who did not adopt the technological advances. The study also noted that entities that use mobile apps for proprietary purposes saw a 44% higher return that those entities that did not make the app investment. Finally, the report also recognized the internal metric of improved performances and efficiencies in enterprises that utilized the technologies throughout their corporate structure.
Harness the Power of a Big Data Scientist by Out-Sourcing the Service:
Just like you go to a dentist for dental services, and an ophthalmologist for eye surgery, so should you consider accessing the services of a trained and skilled Data Scientist to accurately and profitably harness your corporate "big database." Unless your business is in the business of technological analysis, your current staff, no matter how well trained they are in their specific roles, are most likely not proficient in mining all the value out of your data that presently exists.
Not Data Magic, but True Data Science:
At the time, Alan Turing may have been considered a magician, since his creation sprang completely from his imagination and had no existing comparisons for his community to review. Today's Data Scientists rely on the full scope of the technological advances of the past 80 years to bring every enterprise to the top of its industrial sector. Consider joining the good company of the U.S. government and contact us today to discuss how Data Scientists can help you make more data-driven decisions, regardless of the size of your business.
The User Guided Group can help you design, build and/or validate products and services. We partner with leading teams providing diverse Technology, BPO and Analytics services and solutions that are uniquely tailored to meet the needs of global clients. With the technical resources to develop your product roadmap, the marketing expertise to help you reach your customers, and the data-driven insights to let you know what's working, we can help your product succeed from the first step to the last.