Enhancement of Customer Experience drives Big Data Strategy

Big Data strategies are delivering key benefits to organizations, despite challenges in implementation, finds a global study by CA Technologies

The key elements of the study focused on the complexities and challenges organizations are facing with their Big Data infrastructure and environment. 

Respondents report that they are already seeing, or anticipating, benefits of increased revenue (19 percent), improved competitive positioning (14 percent), ability to provide new products or services (13 percent), and more effective targeted marketing campaigns (22 percent). The study found that 44 percent of the Indian respondents have already implemented a Big Data project, while 36 percent plan to implement one in the coming year. In addition to this, 12 percent of the Indian respondents state that they have implemented four Big Data projects to date.


Among the key findings about Big Data in Indian enterprises are:

* 68 percent of Indian respondents are investing in training existing resources on Big Data technologies.
* 33 percent of Indian respondents state that their Big Data tools provide them with sufficient data which enables them to make effective changes to their infrastructure.
* 45 percent of respondents believe that the major challenge lies in the complexity which emerges due to the large scale implementation.
The top five obstacles that are encountered by Indian organizations during a big data project implementation are: insufficient existing infrastructure (33 percent), organizational complexity (25 percent), security/compliance concerns (28 percent), lack of budget/resources (25 percent), and lack of visibility into information and processes (21 percent). Despite the challenges, majority of Indian organizations have or are in the process of adopting big data strategies since the benefits clearly outweigh the challenges.


Indian organizations have listed the following reasons for implementing Big Data strategy: 
* Improvement in customer experience (67 percent)
* Need to enter new markets (52 percent), and
* Need to get new customers (49 percent).
“There is a huge potential for Big Data technologies in India. This is a high growth economy and organizations depend on insights from raw data, to plan their future course. Our study indicates that organizations are increasingly investing or planning to invest in Big Data strategies in the future”, says Sunil Manglore, managing director , CA Technologies, India.


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