Cloud

Informatica Predicts Changes in Cloud and Big Data in 2012

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Editor’s Note: We asked Informatica to share their predictions about changes in cloud and Big Data solutions coming in 2012.

SandHill.com: How will buyers’ mindsets toward cloud solutions change in 2012?

Darren Cunningham: First, cloud will move out of the consideration phase and into implementation more broadly in the enterprise including within the federal government. And more IT organizations will make the shift from cost center to profit center, in part due to the adoption of cloud computing.

In addition, ‘rogue’ cloud integration efforts and point-to-point application integration will be displaced by more strategic, company-wide data integration strategies that span on-premise and cloud environments to give a single, unified view of a company’s data – even for mid-sized companies.

SandHill.com: Will we see increasing adoption of the public cloud in 2012?

Darren Cunningham: Gartner predicts that cloud computing will grow to 20 percent or more of the total IT budget by 2013 and by the end of 2016 more than 50 percent of Global 1000 companies will have stored customer-sensitive data in the public cloud. At Informatica, we believe that in 2012, hybrid environments will be the norm, and organizations will need to access and analyze the data in these IT environments, spanning traditional on-premise and private and public cloud holistically.

SandHill.com: What impact will the cloud have on Big Data solutions in the coming year?

Darren Cunningham: We believe that as more and more customer data “lives” in disparate cloud environments, companies will face more challenges with the quality of their data. Despite the bounty of valuable customer insights that sit in the cloud, it will get harder rather than easier to get the much-desired single view of their customers to inform customer-centric marketing strategies.

SandHill.com: In what new ways will companies exploit Big Data solutions to achieve greater competitive advantages next year?

Chris Boorman: Regulatory compliance, risk management and a push for customer-centricity will continue to be drivers of organizations understanding and improving the state of their data. However, Gartner predicts that, “Through 2015, more than 85% of Fortune 500 organizations will fail to effectively exploit big data for competitive advantage.” We at Informatica believe that despite continued hype about big data, the majority of organizations will still struggle to realize one percent of the potential value of the data to which they have access.

SandHill.com: How will Big Data solutions affect customer service and relationships in 2012?

Chris Boorman: Gartner predicts that, “The need to access, and the ability to identify, individual customers, products and suppliers referenced in “big data” sources such as social networks, and to link them to internally authored master data, will provide new opportunities to improve marketing, sales and customer service.”

Informatica believes that organizations will move from theory and planning to practical implementation of data governance and master data management (MDM) best practices.

Unprecedented understanding of customers underpinned by analysis of social and location data will allow more organizations to abandon mass marketing in favor of not only more personalized marketing to individuals, but also more personalized marketing to the individuals who influence others’ purchases.

SandHill.com: How will upcoming changes in Big Data affect IT groups?

Chris Boorman: As organizations continue to seek higher return on their data, the role of Data Steward will move into the mainstream, combining many of the data-related responsibilities business analysts and IT pros have held unofficially into a formal job function.

Also, Hadoop developers will be in high demand, and the skills shortage will continue and most likely increase. Hadoop will continue to gain traction over the next year but will not reach true mainstream status until 2015.

Darren Cunningham is Vice President, Marketing at Informatica. Chris Boorman is Chief Marketing Officer and Senior Vice President of Enablement and Education at Informatica.

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