The Internet used to be a tool for telling your customers about your business. Now its real value lies in what it tells you about them. Every move your customers make online can be tracked, catalogued, and analyzed to better understand their preferences and predict their future behavior. And with mobile technology like smartphones, customers are online almost every second of every day. The companies that succeed going forward will be those that learn to leverage this torrent of information-without being drowned by it.
Balancing examples from giants like Amazon, Home Depot, and Ford with newer players like Rovio, Groupon, and scores of niche-market winners, Data Crush examines the forces behind the explosive growth in data and reveals how the most innovative companies are responding to this challenge.
The book clarifies the key drivers: the proliferation of "big data" generated by a never-ending range of online activities (and the mobility that enables much of it); the seemingly infinite array of digital commerce and entertainment pathways; and the rising growth of Cloud computing. These and other factors combine to create an overwhelming universe of valuable information-all constantly updated in real time with billions of mouse clicks each day. It's daunting, but with this onslaught of information comes tremendous opportunity-and Data Crush will help you make sense of it all.
CHRISTOPHER SURDAK is a recognized expert in collaboration and content management, information security, regulatory compliance, and Cloud computing with over 20 years of professional experience. He is the senior manager for storage technologies for Accenture.
CONTENTS Foreword vii Introduction 1 Part One: What's Driving the Data Crush? 7 1 Mobility: Smartphones, Tablets, and the "Internet of Things" 9 2 Virtual Living: The Rise and Growing Dominance of Social Media 23 3 Digital Commerce: Infinite Options for Buying Goods and Services Online 35 4 Online Entertainment: Millions of Channels, Billions of Actors 48 5 Cloud Computing: The Death of Dedicated Infrastructure 58 6 "Big Data": Learning from the Flood 68 Part Two: The Impact on Business 77 7 Contextification: Responding to the Market of One 79 8 Socialfication: The Intimacy Imperative 98 9 Quantafication: The Building Blocks of Business 113 10 Appification: Instant Customer Gratification 128 11 Cloudification: Everything as a Service 142 12 Thingification: Objects as Participants 157 Pa rt Three: How Successful Businesses Will Respond 171 13 Polarize: Know Thyself 173 14 Accelerate: Your Only Business Imperative 185 15 Data Enable: Leveraging Your Most Valuable Asset 196 16 Quantification: Big Data, Bigger Results 206 17 Gamify: Getting What You Pay for 215 18 Crowdsource: Putting Your Audience to Work 224 Summary: A Few Days in Life, Circa 2020 235 Notes 269 Index 273