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Surdak - Data crush how the information tidal wave is driving new business opportunities

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The Internet used to be a tool for telling your customers about your business. Now its real value lies in what it tells you about them. Every move your customers make online can be tracked, catalogued, and analyzed to better understand their preferences and predict their future behavior. And with mobile technology like smartphones, customers are online almost every second of every day. The companies that succeed going forward will be those that learn to leverage this torrent of informationwithout being drowned by it. Balancing examples from giants like Amazon, Home Depot, and Ford with newer players like Rovio, Groupon, and scores of niche-market winners, Data Crush examines the forces behind the explosive growth in data and reveals how the most innovative companies are responding to this challenge. The book clarifies the key drivers: the proliferation of big data generated by a never-ending range of online activities (and the mobility that enables much of it)...

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data crush

how the information
tidal wave is driving new
business opportunities

CHRISTOPHER SURDAK

Bulk discounts available For details visit - photo 1

Bulk discounts available. For details visit:
www.amacombooks.org/go/specialsales
Or contact special sales:
Phone: 800-250-5308
Email:
View all the AMACOM titles at: www.amacombooks.org
American Management Association: www.amanet.org

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Library of Congress Cataloging-in-Publication Data

Surdak, Christopher.

Data crush : how the information tidal wave is driving new business

opportunities / Christopher Surdak.

pages cm

Includes bibliographical references and index.

ISBN-13: 978-0-8144-3374-4

ISBN-10: 0-8144-3374-X

1. Information technologyManagement. 2. Marketing researchData processing. 3. Business intelligenceData processing. 4. Big data. I. Title.

HD30.2.S87 2014

658.4'038dc23 2013035087

2014 Christopher Surdak.

All rights reserved.

Printed in the United States of America.

This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019

The scanning, uploading, or distribution of this book via the Internet or any other means without the express permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions of this work and do not participate in or encourage piracy of copyrighted materials, electronically or otherwise. Your support of the authors rights is appreciated.

About AMA

American Management Association ( www.amanet.org ) is a world leader in talent development, advancing the skills of individuals to drive business success. Our mission is to support the goals of individuals and organizations through a complete range of products and services, including classroom and virtual seminars, webcasts, webinars, podcasts, conferences, corporate and government solutions, business books, and research. AMAs approach to improving performance combines experiential learninglearning through doingwith opportunities for ongoing professional growth at every step of ones career journey.

Printing number

10 9 8 7 6 5 4 3 2 1

This book is dedicated to
my wife Jeanne and my daughter Ryleigh.
You are my motivation and inspiration,
and I appreciate your love and support.

I would also like to dedicate this book
to the memory of my friend and colleague
Thomas Bookwalter Sr.
Thomas had a tremendous, positive impact upon
everyone he met, and we lost him far too soon.

CONTENTS
FOREWORD

As President and CEO of the Association of Information and Image Management (AIIM), I get the chance to interact with thousands of information management experts on a daily basis. AIIM is a key resource for its more than 100,000 members, who are at the forefront of the struggle to manage information sprawl.

In this role, Ive worked with Chris Surdak for several years, including coauthoring an ebook on social media and collaboration management. Through these interactions, it is clear that Chris has deep experience with the challenges of managing data and information in our daily lives, while trying to maintain some semblance of control.

A range of market forces are bringing dramatic changes in our world, including mobility, cloud computing, social media, and online commerce. While each of these forces is a powerful driver of both data growth and business change, it is their interdependence and mutual feedbacks that will truly transform the business landscape. Collectively, they are bringing about changes in our world that will impact nearly every aspect of global business.

Both companies and individuals will be affected by these changes, and it is critical to understand what the new business environment will look like and what might be your place in it. Part of this understanding is to ensure that your business remains relevant in a world awash in digital devices and the data that they create; part of this understanding is to figure out new ways to thrive in this world through transforming both your organization and yourself.

In Data Crush, Surdak provides specific insights into what the future of our deeply connected, highly digitized world will look like and what needs to be done to compete effectively in the near future. Chris discusses how data has become the currency of business and will be the basis of every effective business decision as the world grows more interconnected and complex.

For years, organizations have had systems and strategies for managing their moneytheir financial assets. They also usually have systems to manage their employeestheir human assets. They often have ERP systems for managing their physical assets. But far too few organizations have systems and strategies for managing their most important assets in a digital worldtheir information assets. However, it is these information assets that will determine the future winners and losers in a global battle for the ever-shortening attention span of digitally addicted consumers.

I believe youll find this book both entertaining and useful. I know that I did, and I find that the advice that the author provides can lessen the impact data overload will have on your sanity, and possibly, help keep your company on top of the data crush, instead of beneath it!

John Mancini, CEO, Association of Information
and Image Management (AIIM), March, 2013

INTRODUCTION

As a technology consultant, I am motivated to stay up-to-date on the latest and greatest new technologies and trends. During the past decade, Ive come to recognize an undercurrent in the world of technology and the Internet, a force that was both an enabler of new technologies and a potential barrier to their advancement: data growth.

If youre like most connected people, you start your day by logging into one or more email accounts to see how your day is going to go. If youre an average person, youre wading through about 150 emails each day, trying to determine what deserves your attention and what can be deleted. Perhaps youve noticed that over the last decade the amount of email you get every day has been slowly and steadily increasing. You may also have noticed that many of these emails show that some third parties seem to know an awful lot about what you do or do not like, where you shop, where you eat, and so on.

Further, if you also work in or with information technology, youve probably noted that more and more of your work involves dealing with an ever-growing mountain of data. Regardless of what you do professionally, our world is becoming flooded with data and the more we use it and depend upon it, the more we seem to generate.

Prepare to Be Crushed

My aim in Data Crush is to make some sense of this explosion of data in our world. Well be looking at where all of this data growth comes from, what is driving it, the impacts that this growth will have on your business, and how business must respond to succeed in a world awash with information.

Six major trends are driving the growth and significance of online data for both individuals and organizations. As they converge upon and reinforce each other, they lead to increasingly complicated information management issues. The trends are:

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