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IBM Big Data Analytics Study 2013 - Annotated

IBM Big Data Analytics Study 2013 - Annotated

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Published by Paul Gillin
A version of IBM's 2013 Big Data Analytics Study marked up for use in marketer training
A version of IBM's 2013 Big Data Analytics Study marked up for use in marketer training

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Categories:Types, Business/Law
Published by: Paul Gillin on Jun 14, 2013
Copyright:Attribution Non-commercial


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IBM Global Business ServicesBusiness Analytics and Optimization
Executive Report
IBM Institute or Business Value
 Analytics: The real-world use o big data
 How innovative enterprises in the midmarket extract value fromuncertain data
In collaboration with
Saïd Business School at the University of Oxford 
IBM® Institute or Business Value
IBM Global Business Services, through the IBM Institute or Business Value, developsact-based strategic insights or senior executives around critical public and privatesector issues. This executive report is based on an in-depth study by the Institute’sresearch team. It is part o an ongoing commitment by IBM Global Business Servicesto provide analysis and viewpoints that help companies realize business value. You may contact the authors or send an email to
or more inormation. Additional studies rom the IBM Institute or Business Value can be ound at 
Saïd Business School at the University o Oxord
 The Saïd Business School is one o the leading business schools in the UK. The Schoolis establishing a new model or business education by being deeply embedded in theUniversity o Oxord, a world-class university and tackling some o the challengesthe world is encountering. You may contact the authors or visit:
ormore inormation.
IBM Global Business Services
“Big data”
– which admittedly means many things to many people – isno longer confned to the realm o technology. Today it is a business imperative. Inaddition to providing solutions to long-standing business challenges, big data inspiresnew ways to transorm processes, organizations, entire industries and even society itsel. Yet extensive media coverage and diverse opinions make it easy to perceive that big data is only or “big” organizations – what is really happening? Our newest research fnds that midsize organizations are just as likely to be using big datatechnologies to tap into existing data sources and get closer to their customers as any other company.
By Susan Miele and Rebecca Shockley
In industries throughout the world, executives are recognizingthe opportunities associated with big data. But despite what seems like unrelenting media attention on uses o big data, it can be hard to fnd in-depth inormation on what midsizeorganizations are really doing. So, we sought to betterunderstand how such organizations view big data – and to what extent they are currently using it to beneft their businesses. The IBM Institute or Business Value partnered with the SaïdBusiness School at the University o Oxord to conduct the2012 Big Data @ Work Study, surveying 1144 business and ITproessionals in 95 countries, including 555 “midmarket”businesses – those with annual revenues less than US$1 billion,82 percent o which reported revenue o less than US$500million. These survey results were combined with interviews o more than two dozen academics, subject matter experts andbusiness/IT executives, and an examination o dozens o IBMclient studies, to develop this report. More than hal o thesemidmarket respondents were rom business unctions, such as Marketing and Finance, in companies that spanned 12 macroindustry groups, and hailed rom around the globe with 37percent rom North America and 38 percent rom Europe. A deeper examination o their responses ound that midmarket companies were just as likely as large enterprises to beexploring big data eorts – creating business-driven strategiesand blueprints to move orward – and a quarter o themalready have big data pilots or an implementation underway. The volume o data may be smaller, but the technologies,analysis techniques and business value they are deriving are onpar with their large enterprise counterparts. Big data, weound, is not just or “big” organizations; smaller organizationscan apply the same principles to extract untapped value romdata sources both within and outside their organizations.

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