Big Data Optimization: Does Cross-Functional Integration Hold the Key?

Ryan AyersResearcher
Edited by: Andrew Leniart

Big data encompasses the collection, storage, and analysis of massive stores of information. It’s helping users conduct research, create technological innovations, improve operational efficiency and drive organizations of all types toward their objectives. In conjunction with big data systems, enterprises are leveraging new technologies, such as advanced analytics, artificial intelligence (AI), the Internet of Things (IoT) and machine learning, to extract the value hidden in information. In the marketplace, these technologies are revolutionizing the way that enterprises conduct business. 

As big data implementation expands, a relatively new management technique called cross-functional integration allows firms to make operational adjustments in an information-driven market where time-sensitive revelations emerge quickly. The new management paradigm allows various business units to collaborate efficiently and make better decisions. As big data implementations grow increasingly prominent among the world’s enterprises, more business leaders are implementing cross-functional organizational structures to make the most of the insights provided by big data reporting. 

Big data will not, however, replace humans as strategic business advisors. Although there are astonishing new technologies that enterprise leaders can leverage to make informed decisions, there will always be a need for specialists who can interpret big data reports and determine what that information means for proprietors and organizations.

A Transformative and Disruptive Technology

Enterprises use big data systems to implement informed marketing operations and better understand their clients and consumers. It’s a powerful resource for improving the productivity and prosperity of businesses. Resultingly, enterprises are aggressively investing in digital marketing and new technology infrastructures.

Big data systems have allowed enterprises to make meaningful use of data that they’ve collected and stored for years, and as firms gain experience in deriving value from data, they will undoubtedly invest in more advanced architectures to extract increased value from their proprietary information.

Technology is changing how business leaders view the marketplace, and they are making adjustments accordingly. As a result, business leaders are rethinking management and organizational structures. The fast and powerful impact that big data has made across nearly all disciplines has left many business leaders unprepared to develop effective strategies to implement the technology. However, the innovation is at the forefront of thought of nearly all executives that seek new ways to improve the performance of their organizations.

New Ways to Steer the Ship With Data

Because of big data systems, there’ve been enormous improvements in important fields, such as education, healthcare, finance, and marketing. Depending on the organizational mission and market share, enterprises leaders are investing in different technologies. For the most part, big data analysis is currently the primary driver of change, and most big data implementations have taken place in marketing and operational capacities. 

However, as the big data market matures, enterprises leaders will discover new and powerful ways to leverage the technology. For instance, sentiment analysis is an emerging discipline within many fields and industries. Additionally, business leaders are making extensive use of predictive and structured data analysis to discover opportunities to improve operations and expand their clientele.

Automated video indexing is another relatively new and promising application for big data analytics systems. As more businesses and consumers create video content, big data will prove an invaluable resource for extracting meaningful information from video archives. Audio analytics and metadata content could further increase the value of this promising application.

In the retail sector, enterprises are using camera footage to analyze in-store foot traffic. The proprietors use the technology to analyze characteristics such as consumer movement patterns, checkout flow, and traffic volume. The businesses use this information to make improvements in areas such as product placement, promotional campaigns and store layouts. 

More advanced big data retail research involves the video analysis of group buying behaviour. This kind of study allows retailers to gather information about shopper buying patterns that go unnoticed at the cash register. Using video analytics, retail enterprises uncover missed opportunities by making a detailed analysis of this kind of group activity.

Big data analysts are also making great strides in the analysis of data generated by social media users. This field brings together fields that appear unrelated at first glances, such as anthropology, computer science, economics, physics, psychology, and sociology.

Big data is transforming the landscape of nearly all industries - and entire economies. Enterprise leaders will use the technology and other advanced analysis resources, as well as the IoT, to transform their brands, develop powerfully effective strategies and gain a competitive advantage in the marketplace. As time goes on, the early adopters of these technologies will reap rewards that will directly, and positively, impact their bottom lines.


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