Click here to close now.



Welcome!

Microservices Expo Authors: Elizabeth White, Carmen Gonzalez, Pat Romanski, Yeshim Deniz, Liz McMillan

Related Topics: Microservices Expo, Java IoT, PowerBuilder, Microsoft Cloud, @CloudExpo, Apache

Microservices Expo: Article

From Efficiency to Effectiveness: The Role of Data

The excitement about Big Data is really about being able to take advantage of the data in which we are all awash

Efficiency may be the most commonly used term in enterprise software marketing - that or "ensure." And not without reason - efficiency is one of the key value propositions of most enterprise software, from collaboration tools, to productivity tools, to integration tools and beyond. At a certain point though, the gains to be achieved from efficiency become smaller and smaller and of lesser and lesser business significance.

This is resulting in a shift in focus from efficiency to effectiveness. At times, these goals are twin, but in many cases, they are not - the most effective allocation of resources may not be the most efficient - at least in the short-term. Managing an organization with an eye toward effectiveness can be a challenge, because business metrics are often tied to processes and other types of "discrete" pieces of work, and how quickly/efficiently they are completed. As a result, when an organization makes the shift to managing for effectiveness rather than efficiency, the metrics used to evaluate success typically have to be "leveled-up," that is, taken up to the level that really matters to the business. An example of this leveling up occurred several years back when customer service organizations changed their focus from shortening call times to increasing the rate of first call resolution. Resolving a customer issue on the first call may result in increasing the length of the call, but over the long term it is a more effective approach, because it may result in a shorter overall expenditure of the Customer Service Representatives' aggregated time, and will certainly result in more satisfied customers.

Operationalizing this "leveling-up" is not an easy task. Most of the greatest challenges associated with doing so relate to data. First, organizations must have an idea that their current efficiency-based metrics are not serving them well. The only way to know that your current practices are ill-serving you is to capture data to make that point. In the CSR example above, that means being able to find out that a customer has called multiple times. But the way that calls are typically handled, a case is created for each one, meaning that the data doesn't tell a story of a customer calling multiple times and taking the time of many different CSRs; instead, the data tells of ten individual calls, each of which lasted three minutes. The complexity of the problem is actually greater than this, because what happens more often than not in such cases is that a customer will try to resolve the problem by contacting the organization through multiple different channels - phone, Web, email, chat. Because the data is so often fragmented, organizations will typically find out about such broken practices through a series of irate letters and phone calls, or in the worst case scenario, in a drop-off in customers. Whatever the means of notification, at some point it becomes clear to the organization that they not only have a problem of misaligned incentives, but also a data problem. They then turn to the data to understand what has been going on in their organization and how to manage more effectively.

The story likely can be pieced together from the data, but the organization must still make sure they are asking the right questions - if "number of cold calls made" is not the right metric, what is? Once the right questions have been identified, then it's time to turn to the data. Because in most organizations the data to be captured was not set up with these higher-level goals in mind, getting the right answer from the data requires some work. The data across these various systems must be integrated and federated - all of the necessary data must be extracted from the various systems inside and out of the organization and loosely coupled so that the data is telling the whole story. It also requires cleansing the data and rationalizing it such that data about the same thing being captured in different systems is in sync.

It may be that even after having all of the data rationalized and accessible, the crucial data needed to manage the business more effectively is not currently being captured. This is a relatively small problem, with practically everything digitized and virtualized, there is very likely a way to capture the data an organization seeks. A common scenario is that the data is being captured, but in an off-premise cloud-based application or in a partner's application or it may be that the data is embedded in the activities carried out on social networks. In all of these cases, new technology makes the data accessible and manageable. As a result, so, too, are the answers to the real business questions of how to manage the business more effectively.

Data integration tools make it possible to integrate and federate data from cloud-based applications with on-premise systems, to incorporated data from third parties. The ability to use Hadoop MapReduce to take in and manage unprecedented volumes of data from social networks and other non-traditional sources makes it possible to truly have, manage and analyze all of your data. New social MDM technology means that you can tap into the data embedded in social interactions on social networks and use this to create an even more fully fleshed-out golden record for your customers.

In truth, it is the gains we have made in efficiency, in finding ever-more efficient ways to access, store and analyze data that make this turn towards effectiveness possible. Without being able to do all of the above in a time- and cost-efficient manner, it is not possible to use the data to manage more effectively.

In many ways, this is what the hype about Big Data is all about. The unarticulated and implicit excitement about Big Data is really about being able to take advantage of the data in which we are all awash and use it to manage our organizations more effectively than ever before. Managing for effectiveness looks different in every industry. In retail, managing for effectiveness is understanding customers - catering to them when, where, how and with what they want. In pharma, managing for effectiveness is limiting physician wash out, getting more clinical trial data more quickly, and being able to complete or pull the plug on trials faster based on the results of that data. In every industry, managing for effectiveness means using the power of data to make the best business decisions possible, getting a true return on data.

More Stories By Emily Burns

Emily Burns is responsible for Platform Product Marketing at Informatica. In that capacity, she has two principal roles. First, she evangelizes the benefits to be achieved from managing data as a key corporate asset, especially using the Informatica Platform. Second, she works to identify and communicate best practices and methodologies that demonstrate how to manage data as a corporate asset.

Prior to Informatica, Emily worked at Pegasystems and at TIBCO. While at Pegasystems, she led their case management product initiative. At TIBCO she was responsible for product marketing for the BPM suite. Emily holds a BS with majors in biochemistry and music, with an emphasis on piano performance. She is an avid reader, cook, and triathlete. Emily lives in Boston with her husband and two young sons.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@MicroservicesExpo Stories
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
Gartner is now treating algorithms like they are some kind of innovative addition to the modern digital discussion. Presumably the brilliant minds there have some novel insight into algorithms and, yes, the Algorithm Economy that CIOs should sit up and take notice of. Not only are algorithms nothing new, but much of what Gartner is saying about them is obvious. The bigger picture here is that software continues to improve, and enterprises are becoming increasingly software-driven, in part bec...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound...
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
SYS-CON Events announced today that Catchpoint Systems, Inc., a provider of innovative web and infrastructure monitoring solutions, has been named “Silver Sponsor” of SYS-CON's DevOps Summit at 18th Cloud Expo New York, which will take place June 7-9, 2016, at the Javits Center in New York City, NY. Catchpoint is a leading Digital Performance Analytics company that provides unparalleled insight into customer-critical services to help consistently deliver an amazing customer experience. Designed...
@DevOpsSummit taking place June 7-9, 2016 at Javits Center, New York City, and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2016' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on June 7-9, 2016, at the Javits Center in New York City, New York. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the g...
Korean Broadcasting System (KBS) will feature the upcoming 18th Cloud Expo | @ThingsExpo in a New York news documentary about the "New IT for the Future." The documentary will cover how big companies are transmitting or adopting the new IT for the future and will be filmed on the expo floor between June 7-June 9, 2016, at the Javits Center in New York City, New York. KBS has long been a leader in the development of the broadcasting culture of Korea. As the key public service broadcaster of Korea...
SYS-CON Events announced today that Addteq will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Addteq is one of the top 10 Platinum Atlassian Experts who specialize in DevOps, custom and continuous integration, automation, plugin development, and consulting for midsize and global firms. Addteq firmly believes that automation is essential for successful software releases. Addteq centers its products a...
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
SYS-CON Events announced today that FalconStor Software® Inc., a 15-year innovator of software-defined storage solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. FalconStor Software®, Inc. (NASDAQ: FALC) is a leading software-defined storage company offering a converged, hardware-agnostic, software-defined storage and data services platform. Its flagship solution FreeStor®, utilizes a horizonta...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
SYS-CON Events announced today that Column Technologies will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a global technology solutions provider with over 400 employees, headquartered in the United States with offices in Canada, India, and the United Kingdom. Column Technologies provides “Best of Breed” technology solutions that automate the key DevOps principal...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
SYS-CON Events announced today that Anexia will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Anexia offers high-quality customized managed hosting solutions for SaaS and IaaS companies. The company was founded in 2006 in Klagenfurt, Austria. Today, it has additional offices in Vienna, Graz, Munich, Cologne and New York City to serve numerous international customers.
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...