The document discusses the evolution of big data and its growing impact on business processes and decision-making over the past five years. It highlights the importance of having well-defined data-management strategies to fully leverage collected data, categorizing organizations into data wasters, collectors, aspiring data managers, and strategic data managers. Overall, it notes significant advancements in utilizing big data to improve customer service and identify new opportunities.

1. Big Data Evolution: March of Progress
How are big data currently being used? Impact of Data over Past Five Years
Passing 50% Tipping Point
50%
Substantiate business decisions
Improve business processes
Improve products or services
Improve customer service and experience
Identify new business opportunities
2011
2011 2015
2015
Collects data but severely
underuse them
60%
61%
88%
43%
57%
88%
18%
59%
88%
18%
56%
89%
20%
49%
85%
Understands value of data and
marshals resources to take
better advantage
Has well-defined data-management
strategies that focus on collecting and
analyzing the most valuable data
Collects data but do not
consistently maximize their value
Data waster Aspiring data manager Strategic data managerData collector
Data wasters & collectors Aspiring data managers Strategic data managers
Opportunities of Increased Amounts of Data
From Service to Experience
-9 -6 -3 0 3 6 9 12 15
15%
-4%
-3%
-8%
Strategic data
manager
Aspiring data
manager
Data collector
Data wasters
2011 to 2015
Tracking true progress
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It has completely
changed the way
we do business
It has had no impact
on our organisation
Better customer service
3% 6% 10% 33% 39%
48%
58%
9%
3% 7% 7% 25% 44% 14% Enhanced customer service
27%
20%
26%
22%