Big Data Strategy

Interesting post by Tamara Dull on Loyalty360 taken from the series on sas about the big data archipelago and accommodation website, Airbnb.

The Strategy Isle in the Big Data Archipelago

A Big Data Best Practice for Strategy

With big data technology, it’s becoming easier to process and integrate more and varied types of “big” data – like social, location, machine, and open – with existing traditional data.

Airbnb’s Business is Data

Like Facebook, Airbnb’s primary corporate asset is data—data that comes from the hosts and the travelers they match up. It has no physical inventory. So as its data (hosts + travelers) increases, so does its business.

Key Takeaways for Marketers

• When it comes to data strategy, don’t differentiate between big and traditional data. It’s all data.
• Data, regardless of size, is a strategic corporate asset. Govern it. Manage it. Treat it as if it were your own.
• Keep an eye on the Dragon in the Corporate Strategy territory on the island. It might have your Knight for lunch.
• Accept big data’s invitation to imagine again. Just like Airbnb did in 2012. Don’t limit yourself.

Big data is large and complex and can be hard to control with traditional data processing. However, the article explains that it is possible to integrate big data with traditional data and how to market this data. Integrating and processing big data is getting more straightforward and marketers don't have to restrict themselves.