Zambiri, kuchulukitsa kwakukulu?

Pofika pa EyeforTravel's Smart Analytics Travel Show sabata yamawa, tikuwona zovuta zazikulu kwambiri zamabizinesi apaulendo mu 2013.
M'chaka chatha, mawu oti "deta yayikulu" adafanana ndi "big buzz" ndi "hype yayikulu." Chaka chino ikhala nthawi yovuta kwambiri kwa okonda maulendo chifukwa bizinesi ikudalira kwambiri deta ndi kusanthula mayankho. Kumapeto kwa 2012, malonda opambana oyenda bwino adayamba kumvetsetsa mwayi wa "deta yayikulu", pamodzi ndi kuzindikira komwe kukukula, komanso, kuti "deta yayikulu" imafunikira kusanthula kwakukulu kwa magwiridwe antchito.

Monga athu Smart Analytics Travel Show ku New York (Januware 17 ndi 18) ku New York akuyandikira mwachangu sabata yamawa, Mtsogoleri wa EyeforTravel wa Zochitika & Analysis Viwanda, Rosie Akenhead, akunena izi: "Palibe chosiyana. Mabizinesi oyendayenda akuyenera kusintha njira zawo zama data ngati akufuna kukhala patsogolo ndikupewa mpikisano. ”

Ndiye, ndi zovuta zotani zomwe zikupita patsogolo?

Sikuti deta paulendo ndi yatsopano. Makampani oyendayenda amadziwika kuti amasunga chirichonse ndi chirichonse: zitsanzo zamitengo, malipiro owonjezera, misika, njira zoyendetsa ndege, zopereka zapikisano, njira zogawa, zogulitsa, CRM, ndi zina zotero. Koma masiku ano, chidwi chaulendo wapaintaneti chakulitsa ubale wapayekha ndi makasitomala. Zovuta m'makampani onse zimakhalabe: kuphatikiza kuchuluka kwa magwero a data kukhala ogwirizana, ndikudula mwaluso deta kuti muwonetsetse zotsatira zabwino. Apita masiku akuti, "yesani kutsatsa uku," kapena "yesani kukwezedwaku," adatero Rosie Akenhead wa EyeforTravel. Ananenanso kuti: "M'tsogolomu tikuwona kuchuluka kwa zisankho zomwe zimatsogozedwa ndi mbiri yakale komanso zenizeni zenizeni."

Pascal Moyon, Director Digital and Brand Marketing ku Hertz - yemwe akuyankhula sabata yamawa ku New York - akuvomereza kuti zovuta zazikulu za 2013 zikuphatikizapo kupititsa patsogolo ntchito zamalonda kuti azitumikira makasitomala moyenera. Izi zimaphatikizapo kupeza zoyambira za data poyambira kenako ndikulowa mumayendedwe oyendetsedwa ndi analytics. "Chomwe chikusintha ndikuti pakufunika ukadaulo wowonjezereka pantchitoyo, motsogozedwa ndi obwera kumene." Anati, ndipo izi zimabwera ndi akatswiri ofufuza zaluso kwambiri.

Kupanga gulu loyenera:

Chimodzi mwazovuta zazikulu zomwe makampani akukumana nazo ndi kufinya talente. "Maluso akatswiriwa akadali ofala kwambiri, makamaka pakusanthula deta," atero a William Beckler, Mtsogoleri wa Innovation, Travelocity International, yemwe akulankhulanso ku New York sabata yamawa.

Komabe, amakhulupirira kuti ndizotheka kugwiritsa ntchito bwino "deta yayikulu" ngati mutha kupeza magulu oyenera omwe ali nawo. Izi zikuphatikizapo kukhala ndi kusakaniza koyenera kwa luso lomvetsera, scripting, ndi masamu apamwamba kwambiri. Pamwamba pa izi, makampani oyendayenda omwe akutsogolera mpikisano waukulu wa deta akudziŵa bwino kuti pakufunikanso kukhala membala wa gulu lomwe lili ndi luso lofewa, kuphatikizapo kumvetsetsa kwakukulu kwa bizinesi. Monga William El Kaim, Marketing Technology Director, Global Product Innovation Team ku Carlson Wagonlit Travel adauza EyeforTravel.com chaka chatha, gulu lake laukadaulo lili ndi wasayansi wodziwa zambiri komanso ena, monga iyeyo, omwe ali ndiukadaulo komanso omvetsetsa bwino. mbali zonse za bizinesi (Kupereka pa Data: pangani ndipo abwera, EyeforTravel, November 13, 2012).

Mabungwe ena, omwe adamangidwa mozungulira deta, monga makampani akuluakulu osakira deta Ulendo wa Hopper, kungakhale sitepe patsogolo. Makampaniwa nthawi zambiri amayamba ndi chidziwitso champhamvu komanso ma algorithms, ndipo tsopano amatha kugulitsa ntchito zamtambo kapena kupanga zida zawo, atero Moyon waku Hertz.

Kwa ena, chopunthwitsa chachikulu ndikukhazikitsa chikhalidwe choyenera chamakampani mkati mwa bungwe. "Apa, zida nthawi zambiri zimakhala zomaliza," adatsindika, ndikugogomezera mphamvu za anthu poyamba. Makampani akuyenera kuyang'anira chikhalidwe chamakampani, chithandizo cha kasamalidwe ndi kuyendetsa, ndikuyika ndalama mwa anthu aluso owunikira kuti ayendetse kusintha.

Kusankha wopereka ukadaulo woyenera:

Ngakhale makampani ena amalankhula zopambana zawo ndi data yayikulu, zenizeni sizovuta. Pamndandanda wofuna za Khrisimasi wa mkulu wina wamkulu wapaulendo anali kuti Santa azitha kudziwa momwe angagwiritsire ntchito deta yayikulu kwa iye. "Ngati atha kutero, mwina tsiku lina tonsefe tidzazindikira," adauza EyeforTravel.com poyankhulana. Mwinanso njira yake yobweretsera yomwe ilipo ikonzedwanso kuti ikhale yodziwika bwino munthawi yeniyeni.

Beckler wa Travelocity anavomereza kuti: “Pali njira zambiri zochitira cholakwika kuposa kuchichita bwino, ndipo ngati kuli kovuta kuchichita bwino, n’kovutanso kudziŵa ngati wina akuchichita bwino.

Ponena za zoopsa zomwe makampaniwa akukumana nazo, adati makampani amayenera kusamala posankha opereka mayankho oyenera. "Makina akuluakulu a data hype apanga makampani ofananirako omwe amapereka mayankho, ena okha omwe amawonjezera phindu," adatero, "ndipo aliyense azivutika kulekanitsa tirigu ndi mankhusu."

Komabe, monga Tom Bacon, VP wakale ku Frontier Airlines adanenera, "Kuopsa koyesa china chake ndi kocheperako poyerekeza ndi kusungitsa momwe zinthu ziliri."

Kwa a Martin Stolfa, Wachiwiri kwa Purezidenti, Kusanthula kwa Revenue Management ku Hilton Hotels, zofunika kwambiri kuchokera kwa omwe amapereka mayankho ndi:

1. Pangani zitsanzo za data zogwira mtima pogwiritsa ntchito data yayikulu ndi ma analytics kudutsa ma data angapo.

2. Perekani luso lojambula ndi kuyankha kwa ogula mu nthawi yeniyeni.

Kumbukirani kuti deta yonse siyofanana; chifukwa chakuti muli ndi zambiri sizikutanthauza kuti ndi zothandiza. Chifukwa chake, makampani ayenera kukhala ndi cholinga chosanthula deta yoyenera, ndipo kuti achite izi ayenera kudziwa cholinga chake. "Yang'anani kwambiri pabizinesi yomwe ikukuvutitsani - mwina kuchepetsa kufooka, kapena kuchulukitsa kwa otembenuka, kapena chilichonse chomwe mukukumana nacho - ndikuyang'ana kwambiri zinthu zomwe zingakuthandizeni kusonkhanitsa deta yoyenera ndikugwiritsa ntchito ma analytics pankhaniyi," atero Keith Collins, Wachiwiri kwa Purezidenti ndi CTO. SAS, kampani yaukadaulo. Adalimbikitsanso kuyanjana ndi IT muzoyeserera za ""big data". "Tekinoloje imathandizira kukonza zomwe kasitomala amakumana nazo: kuyambira pakuwongolera magwero angapo a data, kuphatikizira ma analytics ndi zidziwitso, kulumikizana ndi kasitomala," adatero, ndikuwonjezera kuti, "Kupambana kwakukulu kudzabwera chifukwa cha malonda ndi IT kugwirira ntchito limodzi panjira ndi njira."

Kwa Beckler wa Travelocity, komabe, chinthu chimodzi ndi chodziwikiratu: 2013 idzakhala chaka chomwe aliyense amayesa kukolola mwayi wa "data lalikulu".

Amene adzapulumuke adzafunika kuchitapo kanthu tsopano.

Osataya nthawi. Lowani nawo EyeforTravel's Smart Analytics Travel Show ku New York (Januware 17 ndi 18) sabata yamawa pomwe tikhala tikudula mawu ndi nthabwala zokuthandizani kuti mupindule kwambiri ndi zoyeserera zanu za data ndi analytics mu 2013.