Big Data: Systems of Insight
October 6, 2015
I read “All Your Big Data Will Mean Nothing without Systems of Insight.” The title reminded me of the verbiage generated by mid tier consulting firms and adjuncts teaching MBA courses at some institutions of higher learning. Malarkey, parental advice, and Big Data—a Paula Dean-type recipe for low-calorie intellectual fare.
Can one live on the outputs of mid tier consulting firm lingo prepared to be fudgier?
The notion of a system of insight is not particularly interesting. The rhetorical trip of moving from a particular to a more general concept fools some beginning debaters. For a more experienced debater, the key is to keep the eye on the ball, which, in this case, is the tenuous connection between Big Data and strategic management methods. (I am not sure these exist even after reading every one of Peter Drucker’s books.)
But I like to deal with particulars.
Computerworld is a sister or first cousin unit of the IDC outfit which sold my research on Amazon without asking my permission. My valiant legal eagle was able to disappear the report. I was concerned with the connection of my name and the names of two of my researchers with the IDC outfit. I have presented some of the back story in previous blog posts. I included screenshots along with the details of not issuing a contract, using content in ways to which I would never agree, and engaging in letters with my attorney offering inducements to drop the matter. Wow. A big company is unable to get organized and then pays its law firm to find a solution to the self created problem.
The report in question was a limp wristed, eight pages in length and available to Amazon’s eager readers of romance novels for a mere $3,500. Hey, the good stuff in our research was chopped out, leaving a GrapeNut flakes experience for those able to read the document. I am a lousy writer, but I try to get my points across in a colorful way. Cereal bowl writing is not for me.
What does this have to do with Big Data and a system of insights?
Aren’t Amazon’s sales data big? Isn’t it possible to look at what sells on Amazon by scanning the company’s public information about books? Won’t a casual Google search reveal information about Amazon’s best selling eBooks? Best sellers’ lists rarely feature eight pages of watered down analysis of a search vendor with some soul bonding with the outstanding Fast Search & Transfer operation. How many folks visiting the digital WalMart buy $3,500 reports with my name on them?
Er, zero. So what’s the disconnect between basic data about what sells on Amazon, issuing appropriate contractual documents, and selling research with my name and two of my goslings on the $3,500, eight page document. That’s brilliant data analysis for sure.
The write up explains:
Businesses want to use data to understand customers, but they can’t do that without harnessing insights and consistently turning data into effective action.
That sort of makes sense except that the company which owns Computerworld, under the keen-eyed Dave Schubmehl, appeared to ignore this step when trying to sell a report with my name on it to the Amazon faithful. Do the folks at Computerworld and the company’s various knowledge properties connect data with their colleagues’ decisions?
No contract. No permission to resell on Amazon. No checking with me to see if the researchers wanted to have their relationship with me let out into the big wide WalMart-type world.
The write up attempted to convince me with mid tier consulting speak of a better, more productive world:
Systems of Insight — the business discipline and technology to harness insights and consistently turn data into effective action — deliver on what all the big data noise can’t promise: tested insight at the point of action and continuous learning. In Forrester’s research, we identified a type of digital predator, the insights master, which has built entirely new business models around systems of insight. Amazon and Google were pioneers; more recently, Facebook, LinkedIn, Netflix and Uber have fit this profile.
Yep, you read in this paragraph the word “Amazon.” Awareness does not mean paying attention to basic data about a vendor’s customer base.
I noted this statement. Pay attention to the phrase “digital predators.” I will pick up the concept after you read this passage:
Digital predators create new experiences that competitors cannot easily replicate.
I suppose a company and “expert” operating in a Schubmehl-type mode are not “digital predators.” It is tougher to prey on an old person like me than some 20 something working for minimum wage or less. I speak up.
I find the disconnect between what large companies do (sell reports with my name on them via Amazon) and pontificating about the need to get management synced up with Big Data part of the technology landscape.
I don’t agree with the premise of management having any connection to the Big Data referenced in the article. I think the disconnect is within organizations who put the pursuit of revenue at the top of their to do lists. As a retired person watching the mine drainage improve the ecosystem in Harrod’s Creek, my hunch, gentle reader, is that most folks will ask, “Who cares?”
I do.
For those who are uncomfortable with the goose feathers I thrash into the air, stick with the “real journalist” news in the IDC-type publications. The write ups come with mid tier consulting firm sauce too. I like the pinch of parentalism adds a certain kick to the content.
Stephen E Arnold, October 6, 2015
Comments
2 Responses to “Big Data: Systems of Insight”
-
- Subscribe to Beyond Search
Feature archive
News archive
-
Hey There. I discovered your blog using msn. That is a really well written article.
I’ll be sure to bookmark it and return to read more of your useful information. Thanks for the post.
I will definitely return.
Just wish to say your article is as surprising. The clarity in your post is just nice and i
could assume you’re an expert on this subject.
Fine with your permission allow me to grab your feed to keep updated with
forthcoming post. Thanks a million and please
continue the enjoyable work.