Click here to close now.


@CloudExpo Authors: Elizabeth White, Liz McMillan, Ian Khan, Carmen Gonzalez, Pat Romanski

Related Topics: Microservices Expo, Java IoT, PowerBuilder, Microsoft Cloud, @CloudExpo, Apache

Microservices Expo: Article

From Efficiency to Effectiveness: The Role of Data

The excitement about Big Data is really about being able to take advantage of the data in which we are all awash

Efficiency may be the most commonly used term in enterprise software marketing - that or "ensure." And not without reason - efficiency is one of the key value propositions of most enterprise software, from collaboration tools, to productivity tools, to integration tools and beyond. At a certain point though, the gains to be achieved from efficiency become smaller and smaller and of lesser and lesser business significance.

This is resulting in a shift in focus from efficiency to effectiveness. At times, these goals are twin, but in many cases, they are not - the most effective allocation of resources may not be the most efficient - at least in the short-term. Managing an organization with an eye toward effectiveness can be a challenge, because business metrics are often tied to processes and other types of "discrete" pieces of work, and how quickly/efficiently they are completed. As a result, when an organization makes the shift to managing for effectiveness rather than efficiency, the metrics used to evaluate success typically have to be "leveled-up," that is, taken up to the level that really matters to the business. An example of this leveling up occurred several years back when customer service organizations changed their focus from shortening call times to increasing the rate of first call resolution. Resolving a customer issue on the first call may result in increasing the length of the call, but over the long term it is a more effective approach, because it may result in a shorter overall expenditure of the Customer Service Representatives' aggregated time, and will certainly result in more satisfied customers.

Operationalizing this "leveling-up" is not an easy task. Most of the greatest challenges associated with doing so relate to data. First, organizations must have an idea that their current efficiency-based metrics are not serving them well. The only way to know that your current practices are ill-serving you is to capture data to make that point. In the CSR example above, that means being able to find out that a customer has called multiple times. But the way that calls are typically handled, a case is created for each one, meaning that the data doesn't tell a story of a customer calling multiple times and taking the time of many different CSRs; instead, the data tells of ten individual calls, each of which lasted three minutes. The complexity of the problem is actually greater than this, because what happens more often than not in such cases is that a customer will try to resolve the problem by contacting the organization through multiple different channels - phone, Web, email, chat. Because the data is so often fragmented, organizations will typically find out about such broken practices through a series of irate letters and phone calls, or in the worst case scenario, in a drop-off in customers. Whatever the means of notification, at some point it becomes clear to the organization that they not only have a problem of misaligned incentives, but also a data problem. They then turn to the data to understand what has been going on in their organization and how to manage more effectively.

The story likely can be pieced together from the data, but the organization must still make sure they are asking the right questions - if "number of cold calls made" is not the right metric, what is? Once the right questions have been identified, then it's time to turn to the data. Because in most organizations the data to be captured was not set up with these higher-level goals in mind, getting the right answer from the data requires some work. The data across these various systems must be integrated and federated - all of the necessary data must be extracted from the various systems inside and out of the organization and loosely coupled so that the data is telling the whole story. It also requires cleansing the data and rationalizing it such that data about the same thing being captured in different systems is in sync.

It may be that even after having all of the data rationalized and accessible, the crucial data needed to manage the business more effectively is not currently being captured. This is a relatively small problem, with practically everything digitized and virtualized, there is very likely a way to capture the data an organization seeks. A common scenario is that the data is being captured, but in an off-premise cloud-based application or in a partner's application or it may be that the data is embedded in the activities carried out on social networks. In all of these cases, new technology makes the data accessible and manageable. As a result, so, too, are the answers to the real business questions of how to manage the business more effectively.

Data integration tools make it possible to integrate and federate data from cloud-based applications with on-premise systems, to incorporated data from third parties. The ability to use Hadoop MapReduce to take in and manage unprecedented volumes of data from social networks and other non-traditional sources makes it possible to truly have, manage and analyze all of your data. New social MDM technology means that you can tap into the data embedded in social interactions on social networks and use this to create an even more fully fleshed-out golden record for your customers.

In truth, it is the gains we have made in efficiency, in finding ever-more efficient ways to access, store and analyze data that make this turn towards effectiveness possible. Without being able to do all of the above in a time- and cost-efficient manner, it is not possible to use the data to manage more effectively.

In many ways, this is what the hype about Big Data is all about. The unarticulated and implicit excitement about Big Data is really about being able to take advantage of the data in which we are all awash and use it to manage our organizations more effectively than ever before. Managing for effectiveness looks different in every industry. In retail, managing for effectiveness is understanding customers - catering to them when, where, how and with what they want. In pharma, managing for effectiveness is limiting physician wash out, getting more clinical trial data more quickly, and being able to complete or pull the plug on trials faster based on the results of that data. In every industry, managing for effectiveness means using the power of data to make the best business decisions possible, getting a true return on data.

More Stories By Emily Burns

Emily Burns is responsible for Platform Product Marketing at Informatica. In that capacity, she has two principal roles. First, she evangelizes the benefits to be achieved from managing data as a key corporate asset, especially using the Informatica Platform. Second, she works to identify and communicate best practices and methodologies that demonstrate how to manage data as a corporate asset.

Prior to Informatica, Emily worked at Pegasystems and at TIBCO. While at Pegasystems, she led their case management product initiative. At TIBCO she was responsible for product marketing for the BPM suite. Emily holds a BS with majors in biochemistry and music, with an emphasis on piano performance. She is an avid reader, cook, and triathlete. Emily lives in Boston with her husband and two young sons.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

@CloudExpo Stories
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
The web app is agile. The REST API is agile. The testing and planning are agile. But alas, data infrastructures certainly are not. Once an application matures, changing the shape or indexing scheme of data often forces at best a top down planning exercise and at worst includes schema changes that force downtime. The time has come for a new approach that fundamentally advances the agility of distributed data infrastructures. Come learn about a new solution to the problems faced by software organ...
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
You have your devices and your data, but what about the rest of your Internet of Things story? Two popular classes of technologies that nicely handle the Big Data analytics for Internet of Things are Apache Hadoop and NoSQL. Hadoop is designed for parallelizing analytical work across many servers and is ideal for the massive data volumes you create with IoT devices. NoSQL databases such as Apache HBase are ideal for storing and retrieving IoT data as “time series data.”
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driv...
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. Migration to cloud shifts computing resources from your data center, which can yield significant advantages provided that the cloud vendor an offer enterprise-grade quality for your application.
As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ability. Many are unable to effectively engage and inspire, creating forward momentum in the direction of desired change. Renowned for its approach to leadership and emphasis on their people, organizations increasingly look to our military for insight into these challenges.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, will explore the current state of IoT connectivity and review key trends an...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Bryan Forrester, Senior Vice President of Sales at eFolder, will present how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He will also demonstrate how easy it is to search and restore cloud application data using Cloudfinder.
Saviynt Inc. has announced the availability of the next release of Saviynt for AWS. The comprehensive security and compliance solution provides a Command-and-Control center to gain visibility into risks in AWS, enforce real-time protection of critical workloads as well as data and automate access life-cycle governance. The solution enables AWS customers to meet their compliance mandates such as ITAR, SOX, PCI, etc. by including an extensive risk and controls library to detect known threats and b...
SYS-CON Events announced today that Key Information Systems, Inc. (KeyInfo), a leading cloud and infrastructure provider offering integrated solutions to enterprises, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Key Information Systems is a leading regional systems integrator with world-class compute, storage and networking solutions and professional services for the most advanced softwa...
Achim Weiss is Chief Executive Officer and co-founder of ProfitBricks. In 1995, he broke off his studies to co-found the web hosting company "Schlund+Partner." The company "Schlund+Partner" later became the 1&1 web hosting product line. From 1995 to 2008, he was the technical director for several important projects: the largest web hosting platform in the world, the second largest DSL platform, a video on-demand delivery network, the largest eMail backend in Europe, and a universal billing syste...
The enterprise is being consumerized, and the consumer is being enterprised. Moore's Law does not matter anymore, the future belongs to business virtualization powered by invisible service architecture, powered by hyperscale and hyperconvergence, and facilitated by vertical streaming and horizontal scaling and consolidation. Both buyers and sellers want instant results, and from paperwork to paperless to mindless is the ultimate goal for any seamless transaction. The sweetest sweet spot in innov...
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and Containers together help companies to achieve their business goals faster and more effectively.
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll sha...
Overgrown applications have given way to modular applications, driven by the need to break larger problems into smaller problems. Similarly large monolithic development processes have been forced to be broken into smaller agile development cycles. Looking at trends in software development, microservices architectures meet the same demands. Additional benefits of microservices architectures are compartmentalization and a limited impact of service failure versus a complete software malfunction....
For almost two decades, businesses have discovered great opportunities to engage with customers and even expand revenue through digital systems, including web and mobile applications. Yet, even now, the conversation between the business and the technologists that deliver these systems is strained, in large part due to misaligned objectives. In his session at DevOps Summit, James Urquhart, Senior Vice President of Performance Analytics at SOASTA, Inc., will discuss how measuring user outcomes –...
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool for visual control over the...
Manufacturing has widely adopted standardized and automated processes to create designs, build them, and maintain them through their life cycle. However, many modern manufacturing systems go beyond mechanized workflows to introduce empowered workers, flexible collaboration, and rapid iteration. Such behaviors also characterize open source software development and are at the heart of DevOps culture, processes, and tooling.