But I think we need to analyse the context, define a realistic scenario and an action plan, both globally and within each company.
We are experiencing a new wave of passion for data culture (it's funny that I say this when I'm the first to defend it, but let me explain) and its different applications.
As has happened on so many other occasions, the problem lies in managing expectations and the market context .
We have a bad habit of anticipating reality.
Whatever the innovation, we tend to talk about it as a reality, as something that is already here and something that you should have been involved in for a long time. You're already late! But the reality is that it will take years for this innovation to reach our daily lives (whether in the company or in our personal lives).
We see it in certain presentations within companies, in blogs, in specialized media, in social networks,... articles are beginning to be published non-stop about new trends.
In addition, experts in the field appear everywhere. Some really know what they are talking about, but the vast majority 'play it by ear'.
It is a mix between a healthy curiosity about the new, some sensationalism and the desire to stand out from the rest in whatever way.
It is perfectly logical that we talk about it, the problem is when it is done as if it were a reality, something that you can already apply. Today we already have indonesia number real cases in many of the cases, but they are still very far from being a generalized reality, something that reaches our daily lives.
Some people might start to think, “Well, I know of a case of a company that…”, “I don’t agree because there are already X cars in…”,… I think we shouldn’t confuse the existence of real cases with the widespread adoption of innovations .
If we were to represent these innovations as a technology adoption curve, many of them are in the first two phases, where the most innovative people are, but few are those that manage to jump over that chasm ( chasm ) and reach that first majority that makes the innovation be adopted by a representative percentage of the population (whether we are talking about people or companies).
Innovation adoption curve
Innovation adoption curve
That is, we are treating an innovation that is in its first two stages as if it were in the third.
The reality of the data revolution in companies
We have already talked about the general scenario that is painted from blogs and events. Now we are going to focus on what is happening in the environment of the ' data culture ' and its use within companies in the context of marketing .
We have been talking about big data and data science for some time , now we are talking about blockchain , the application of cognitive technology to marketing and digital analytics, cloud computing , data centers , ... (to give some examples).
As in the general context, these are things that are already happening. We can cite some real cases of each of them.
Now let's put it in the context of business. How does the reality we read about resemble the reality we live in? How far is one reality from the other?
There is a small percentage of companies that are leading in this area and doing very interesting things. They have data centers, advanced digital analytics, very powerful optimization tools, etc., but in my opinion they are only in the early stages of big data .
Let's remember that big data is not just about handling a lot of data (for example, mentions on social networks), but also about handling data sources beyond the standard ones, processing unstructured data that is generated at a high speed, and applying it to make better business decisions. Very interesting things are also coming
from the solution providers side that will make us get closer and closer to those leaders.
So far, the big companies are fully committed to their marketing strategy. But what about the tens of thousands of companies that are still a long way from achieving this? What is their reality?
They are the basis of the economy, they have a high turnover, branches throughout Spain, etc. (to clarify that I am not talking about mini SMEs) and they are still beginning their second stage of digital maturity (they already have digital activity, but they realize that they need to take the next step to start getting results).
As for the data , this second stage of digital maturity means that they are (in the best case):