Mind the Gap In Big Data Needs and Capabilities
February 28, 2012
There is significant chatter about the power of Big Data and cloud computing and what it could mean for ad agencies trying to create more targeted digital marketing based on consumers’ online behavior. Researchers and brands alike are discussing the possibility of tailoring display ads, social media messaging and other advertising materials by gathering information on transactional data and internet browsing.
However, a study from LogLogic and Echelon One found that many companies’ desires to make Big Data and cloud computing work for them are much more ambitious than their current capabilities to utilize the technology…
Bob West, founder and CEO of Echelon One, said the findings showed that there were "significant inconsistencies" between how different firms were handling their data, adding that there was a large group of respondents who were inadequately dealing with their cloud needs, compliance requirements and Big Data.
"It’s fascinating to see the rift, and the overwhelming percentage of companies surveyed are not prepared to manage big data properly, monitor cloud environments effectively, or report network and device activities properly," said West.
When it comes to cloud computing, 72 percent said they don’t have the right tools necessary to manage data for their current and future cloud setups. Respondents also said they were focusing on trying to develop a log management solution because of compliance, security and IT operational efficiency.
"These companies are leaving themselves exposed to attacks, making less-than-informed business decisions, and even risking fines from the federal regulatory agencies, for not complying with their requirements," he warned.