How companies can collect and evaluate data: Big data & the end of privacy? {Trend! Study}

According to IBM, 2,5 trillion byte data are produced daily worldwide. But the data gathering of Companys and authorities makes customers like citizens Anxiety. For companies, however, this "Big Data" offers great opportunities: How much corporate success in Future from the networking and evaluation of large data on the one hand, but also from Trust of the customer, on the other hand, is now shown by a study by the Zukunftsinstitut, which is also offered here as an excerpt.

Big Data - the raw material of the 21. century

With its new study “Power of Openness”, the Zukunftsinstitut is now also jumping on the digital bandwagon and once again wants to bring the end to the world in eight chapters Privacy herald Because in the Welt of “Big Data” is “Information” the raw material of the 21st century.

Manufacturers and traders become hunters and collectors again. Your loot: customer data. And winners of the hunt are those companies that manage not only to collect data, but also interpret it in order to use it profitably.

Data chaos or data-driven marketing?

The books on the subject (advertising)

Evaluating this data is the most important core task for companies in the future. In the “Open Economy” chapter, the authors of the study show that companies are no longer data-based Marketing come round.

The study also wants ways show how companies, but also state institutions, benefit from the huge flood of data and Problems, which result from the exploding amounts of data, can solve.

90 percent of the current global dataset has been generated in the last two years. To capitalize on the potential of Big Data to 2018, 1,5 millions of data mining managers and 190.000 data analysis specialists are needed in the US alone.

Online, offline or both at the same time?

Especially through social media, cloud computing and the everyday use of the smartphone, the amount of data grows to the limit. Mobile phones today enable numerous possibilities of lifestyle.

Apps tell us where the friends are, where to find the best bargain, or to get the next babysitter. We leave a lot of traces in the net and mostly tolerating and knowing.

Privacy or personal benefits?

Discounts for your success (advertising)!

Data protection is a highly sensitive issue, especially in Germany. But the data collection frenzy of companies like Facebook, Google and Co. shouldn't do any harm.

For the moment when the personal, short-term advantage of the user outweighs play for most privacy aspects a minor role - as the study authors to trend researcher Harry Gatterer, who is also the director of the Zukunftsinstitut observed.

Is the “skills shortage” slowing down data analysis?

But as a company who wants to use the sheer volume of data intelligently, must become a tracker. Qualified experts for data analysis are rare.

According to a recent study by EMC Germany, just a third of all companies worldwide can use the available data. "The focus of a big data expert of the future is on the management of large amounts of data and the creation of value from it," emphasizes Hans-Peter Kemptner from IBM in the study.

The reason for this: there is a lack of experts in this field. By 2018, the need for these experts will exceed the available labor force in the US by 60 percent, McKinsey predicts in the report: “Big Data: The Next Frontier for Innovation“Competition and Productivity”.

New opportunities for consumers too

With increasing networking, however, there are also new opportunities for consumers. They can jump in with each other much more easily Contact step. In addition to eBay, numerous new ones are developing Internet- Trading places where private individuals make their personal belongings available to other private individuals - and at significantly lower prices than commercial providers.

On http://www.airbnb.com let free rooms and apartments from Private to rent. Couchsurfing lets you stay with someone for free (www.couchsurfing.com). And cars can http://www.tamyca.de rented to private individuals, if you're not traveling yourself.

Renaissance of old forms of consumption

The world of consumption is changing. Consumers are becoming more and more providers and producers. The authors speak of a renaissance of old forms of commerce: forms of renting, sharing, exchanging and donating.

“Collaborative consumption” is developing into an alternative economic model, which is increasingly about using instead of owning. This creates a global community in which trust becomes a key factor in economic exchange relationships.

At the same time, the technological networking of the world increases transparency and more and more People become visible behind the data. This also shows what networking is ultimately about: human interaction, Communication and exchange.

Like in the mom and pop shop?

The comparison with a corner shop is not entirely wrong: I found out at the time Seller in a personal chat about the preferences and wishes of his customers, today digital data replaces this Background.

What is new, and not to be downplayed, is the system used to query, evaluate and link these customer requests with one another today: anyone who used to tell the seller his secret wishes could assume that only a few people knew about them.

Whoever finds out today what we at Facebook writing down is not at all understandable for the individual. Quite apart from the possibilities of Tampering, which result from the latest results of brain research (keyword: neuromarketing), when our wishes are no longer just from the Eyes be read (e.g. from billboards with facial recognition) but almost drummed into them.

Honesty and trust as a competitive advantage

This is exactly where it is for me weakness of this study: The relatively uncritical handling of the dangers of data collection. No wonder, since the Zukunftsinstitut is addressing the marketing departments of large companies with the study, for which it is expensive Money sold.

The authors themselves know that Behavior must be viewed critically by companies. "Culture is what an employee does when no one is looking," said Martha Rogers, strategic management expert and founding partner of Peppers and Rogers Group.

And then comes whole fast the but, the ethical pointing finger: Because in her current book “Extreme Trust” Rogers shows how important the increasing Significance of the trust factor. And sketches Strategieshow honesty can be used as a competitive advantage in times of transparency.

Managers need to rethink

Because not only in the consumer but also in the labor markets, trust becomes a hard currency. Managers have to replace the old hierarchical model “Recruit, Train, Supervise, Retain” with “Initiate, Engage, Collabrative, Evolve”.

When it comes to social media use, too, there is no strict separation between professional and private use useful still effective and, more importantly, will not be sustainable in the future. Everyone already has smartphones anyway.

Honesty and transparency as a strategy?

Just whole Honestly: Honesty and transparency as a strategy? Can this work or is it just making my stomach turn? However, the authors see a difference in this contradiction Solution: Opaque (semi-transparent) structures that are located beyond black/white thinking.

They provide both employers and employees with greater insights, but not unlimited perspectives. Creating the right mixture of concealment and showing becomes the main task of the management of tomorrow.

Orientation and media literacy as a solution?

It applies after Opinions the authors Orientation to accomplish. internal Regulate and guidelines on how social media channels may be used must be established. Paradoxically, fixed standards help to enable flexibility and freedom. Objective it should be to establish a culture of sharing and collaboration.

Young people today need to be empowered to gain media literacy and deal with the new imponderables (eg cyberbullying). It is true resilience to mediate: so the ability to handle problems and unpleasant surprises sovereign.

This includes the Expertise, to do things on which no one Lust has. Learning is tedious and the importance of “knowledge learned by heart” is decreasing. Nevertheless, just a good general and background knowledge enables Boy People to put information in the right context. Therefore, perhaps the most important task is the Educationto convey curiosity.

Pirate Party as a role model?

So much transparency can bring young people again to be more interested in politics, as shown in recent months by the example of the Pirate Party, which interests a mostly young electorate for political processes.

The Idea behind it: The curious, digital citizen wants to be informed and have a say. He calls for transparency (open data) and freedom of information. The responsible citizen participates by becoming a political actor himself.

The Pirate Party has at least tried to do justice to this request. So it said programmatically on their website: “We have them Ask. You have the answers." It remains to be seen whether the attempt will continue.

Top books on the subject

Read text as PDF

Acquire this text as a PDF (only for own use without passing it on according to Terms and conditions): Please send us one after purchase eMail with the desired title supportberufebilder.de, we will then send the PDF to you immediately. You can also purchase text series.

4,99€Buy

Advice on success, goal achievement or marketing

You have questions about Career, Recruiting, personal development or increasing reach? Our AI consultant will help you for 5 euros a month – free for book buyers. We offer special ones for other topics IT services

5,00€ / per month   Book

Book eCourse on Demand

Up to 30 lessons with 4 learning tasks each + final lesson as a PDF download. Please send us one after purchase eMail with the desired title supportberufebilder.de. Alternatively, we would be happy to put your course together for you or offer you a personal, regular one eMail-Course - all further information!

29,99€Buy

Skate eBook as desired

If our store does not offer you your desired topic: We will be happy to put together a book according to your wishes and deliver it in a format of yours Choice. Please sign us after purchase supportberufebilder.de

79,99€Buy