The Data Ocean
Marketing Campaigns Manager
When I think about the data I create on a daily basis today compared to what I might have generated even just 10 years ago – its baffling. From tweets and LinkedIn posts, to emails and documents like this one I’m writing now. The list is endless – presentations, spreadsheets, and don’t even get me started on the data I store at home; music, photos, videos etc. I’m simply surrounded by data both at work and at home.
Yet I am just one person in 7.1 billion, most of whom are now contributing to a growing and strangely invisible data ocean. Imagine the average size UK business and how much data they might generate each day; gigabytes, terabytes, petabytes? I don’t know, but I can be sure that data generation is increasing and will keep increasing throughout our lifetime.
This is because of the changing way in which we use data today – getting up close and personal with consumers as they log on to free WIFI, personalising marketing messages through demographic insight, or even solving medical mysteries with biotech human samples. Data is insight and insight is knowledge and we all know what knowledge is!
Thankfully however, we no longer need to worry about our data taking up precious onsite storage space in rack upon rack in that secret room that only the IT person frequents. Instead that space can be used as a nicely decorated meeting room with a fancy coffee machine and beanbags for chairs.
The cloud is our data saviour – all hail the cloud I hear you say! But it’s true, they predict that by 2020, a third of all data will live or pass through the cloud. So the data ocean or data landfill or whatever you want to refer to it will keep getting bigger but I for one don’t see data as a problem, as a marketer I see it as an opportunity; obtain it, analyse it, store what you need and the benefits will flow in like a big data wave.