Making Sense Out of All this Data!

Ok I admit it I am a bit of a data geek but I cant help myself when I see stats like this in a recent study titled How Much Information? 2009 Report on American Consumers

  • 3.6 zettabytes of total information used by Americans in their homes far exceeds storage or transmission capacity. (One zettabyte is one billion trillion bytes – which sounds like something my kids would say!)
  • The total is roughly 20 times more than what can be stored at one time on all the hard drives in the world.
  • Between 1980 and 2008, bytes consumed increased 350 percent, for an average annual growth rate of 5.4 percent.
  • The average American’s information consumption tops 34 gigabytes a day.

Holy Crap Batman – if this is any indication – marketers are standing on the beach that is about to be hit with a tidal wave of data!

So the question quickly becomes how can you take all this data (or at least the data that is relevant to you – lets say all your customers behavioral data) and make sense of it all?

Companies are starting to pop up that can take both structured and unstructured data and begin to give you a picture of their behavior. Firms like Atigeo allow Enterprises to become stewards of their own data, enabling advanced abilities to discover and understand data patterns which are revealed while maintaining absolutely private, portable, and personal experiences with the consumers they serve.

Technology may have given us access now to endless amounts of data from every corner of the world. But the real challenge will be to make sense of all this seemingly disconnected data. To cut through the clutter, make relevant associations, and transform raw information into true knowledge!


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