The Next Big Thing
Posts about next generation technologies and their effect on business.

Data and decision latency expectations shifting

Analytics time.pngOne of the issues I’ve talked about many times over the year is the need to shift our understanding and expectation of latency and action. I came across this post: Analytics Time Lags Result in Lost Opportunities. It also discusses the fact that the data gathering and analytics that were great a short while ago are now viewed as insufficient, stating that “72% of analytics and business leaders surveyed were dissatisfied with the time it takes to get data-driven results”.

 

Unfortunately, it didn’t really do more than imply that solutions exist. Fact is most solutions deployed today are based on hindsight. There is little doubt that the vast amounts of data available are going to require an exceptional command of information, far beyond just hindsight. It will require a refocusing of skills and perspective that are based on generating value from the abundance of computing and data available. This will require new techniques for computing as well as data gathering and integration. The work going on in HP labs related to The Machine will help address these needs, when this platform is released.

 

We have data coming in from sensors and mobile devices creating an ever increasing amount of Dark Data where value can be generated. We can also build context from the other data about what happened when, who or what was involved or happened at the same time. This derived data or metadata can sometimes be more valuable than the raw data itself, since people don’t really make decisions off the data but the context the data describes. Organizations are recognizing that all this data will provide a depth of understanding about what happened in the past, present and future that we’ve not really taken advantage of before.

 

We can develop a greater depth of understanding about what is happening right now that can enable us to automate decisions or concentrate that rare resource – employee attention - on those areas that really need it. There are relatively new technologies that most teams have not even looked at like software defined networks… that can operate on data on the fly instead of just data at rest. This will eventually enable a more active, organizational approach to tackling opportunities.

 

Finally, over the years we’ve learned that getting to zero response time is very difficult. It may actually be easier to move to a negative response time, where you predict what is likely to happen and adjust to be ready to address it or even shift the outcome. Tools to address all these various perspectives of data and enabling right-time decisions are available to improve your ability to optimize time-to-action are available today.

Marketing in 2020

marketing.pngThere have been a number of industry specific version of HP’s 20/20 effort but I just saw the most recent one focused on marketing. The subtitle for the release is Welcome to a new reality of split-second decisions and marketing by the numbers.

 

When they were pulling together this release, they took a number of subject matter experts and allowed them to discuss the key issues they see in the marketing space. It has a number of articles and perspectives such as:

  • An overview of marketing macro trends
  • Real-time marketing
  • Buyers in control
  • Insights from information
  • Too much information
  • Challenges of marketing in 2020
  • The CMO of 2020

In any case one thing that is clear – as marketing becomes more information and context rich, it will become measured by actual and modeled performance more than ever before.

Why is the IoT viewed with such potential and confusion?

Internet of things.pngThere is a fundamental shift underway from dumb devices where organizations guess about how their being used, when and by whom. Now a physical product (from almost any industry) has the potential to be a first-class participant in its own value chain. It can talk back to its creators in engineering and manufacturing as well as those who service it, cutting downtime and improving its use. It has the potential to talk with (where everyone seems to be focused) those that actually use it, making their life better and more productive. There is also the potential to collaborate with sales and marketing to share what users are thinking based on where, when and how it’s used. Devices/products are becoming members of an environmental view of the context that surrounds them. Although it involves information technology, it is about a shift in business value.

 

This challenges the foundations of many of our existing products and services. Devices can have an active role in CRM and marketing. We can shift the analytics view from the past to the future. We can use the information to gamify processes and shift behaviors. As this understanding increases, what is measured and the decisions made will shift.

 

As I mentioned last month, the impact on our definition of services will shift as we understand and embrace the potential. This change will shift much of what exists (people, products and services) in our environment/industry.

Fluid.IT – turning BYOD inside out, to focus on me

fluid.jpgOne of the issues with efforts like BYOD and IoT is that it can easily add more complexity for the individual. Attention is one of the scarcest resources we have and these new approaches need to demand less from users not more and more. They need to recognize the context of what’s happening and filter or even act upon it – rather than cry out for attention.

 

There is quite a bit of press related to various approaches recently to shift how email is used, but most of these efforts still remain focused on email. Frankly, email is a conduit and most of us have many of these conduits feeding into our lives. Also, it is just one of many conduits, depending on your role. What I want is a digital butler on steroids that works on any device and makes sense of your e-life, e-work and e-history. It hides the complexities of the systems and provides a unified experience around me.

 

This is exactly the kind of research some of the individuals in HP Labs and PPS showed me the other day. A tool called Fluid.IT that shifts your focus from the various sources (e-mail, CRM systems…) to focusing your attention on what you’re really like to get done – no matter where it needs to happen. With Fluid.IT you don’t need to know where your services are (after the initial setup), you just know it’s doing what you need done. This is sort of like when you put your money in the bank. You know something is happening there with it, but you don’t really care. You just want to be sure you can take it out when you need it. Fluid.IT derives the context and aggregates what is important to me, providing more about what I need and less about the plumbing of addressing that need.

 

It includes concepts like liquid-talk that facilitates collaboration in the ideal method of the receiver not just the sender and allow for both enterprise-level and individual customization. The whole approach is delivered using platform independent techniques that allow you to consume wherever and whenever you need to. It is an examples of providing a customized approach in a standard way leveraging the tools that already exist in your personal and enterprise life.

 

Are there systems where you can see this approach applied? I can see it for sales (as I mentioned with CRM) or in the healthcare provider space where you’re pulling together information from a variety of systems and would like to have situational awareness with minimal distractions. They have implemented gamification techniques to facilitate the behavioral understanding and improvement from across a range of systems.

 

I see these kinds of systems as a stake in the ground for what we’ll all be expecting in the near future for our interactions.

What should be the goal of cognitive computing?

automated decisions.pngSome organizations think that cognitive computing is about getting better answers more quickly, typically using English to form the questions. There is no doubt that there is tremendous appeal to getting the answer to question in natural language, but is that really enough. In a world of data abundance, it can be difficult to know the right question to ask.

 

Unfortunately, many times it is the questions we never knew to ask, that turn into potential big gains or losses. One of my co-workers from HP labs mentioned that:

“It is interesting to note that change detection is a core competency (and survival property) of the visual cortex; it responds quickly because it constantly compares visual input with memories of what the world should look like. Thus, as we build next-generation systems based on large amounts of rapidly changing data, you want the data to self-organize, recognize similarities, detect changes, and help you assess anomalies so that these may be investigated.”

 

In addition to systems, we need services that enable the decision maker (human or machine) to react, respond and investigate based on the context of the information available, so that the entire ecosystem learns and adapts. It could be that having the future approach focus on better questions than better answers and how to display those questions and their answers more effectively should be the goal.

 

When I talk to leaders about where the future of services is headed, this is where my thoughts tend to go and it is going to take different techniques than organizations have deployed today.

Search
Showing results for 
Search instead for 
Do you mean 
Follow Us
Featured
About the Author(s)
  • Steve Simske is an HP Fellow and Director in the Printing and Content Delivery Lab in Hewlett-Packard Labs, and is the Director and Chief Technologist for the HP Labs Security Printing and Imaging program.
Labels
The opinions expressed above are the personal opinions of the authors, not of HP. By using this site, you accept the Terms of Use and Rules of Participation.