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1、OCTOBER2011mckinseyglobalinstituteAreyoureadyfortheeraof‘bigdata’?BradBrown,MichaelChui,andJamesManyikaRadicalcustomization,constantexperimentation,andnovelbusinessmodelswillbenewhallmarksofcompetitionascompaniescaptureandanalyzehugevolumesofdata.Here’swhaty
2、oushouldknow.ThetopmarketingexecutiveatasizableUSretailerrecentlyfoundherselfperplexedbythesalesreportsshewasgetting.Amajorcompetitorwassteadilygainingmarketshareacrossarangeofprofitablesegments.Despiteacounterpunchthatcombinedonlinepromotionswithmerchandizi
3、ngimprovements,hercompanykeptlosingground.Whentheexecutiveconvenedagroupofseniorleaderstodigintothecompetitor’spractices,theyfoundthatthechallengerandeeperthantheyhadimagined.Thecompetitorhadmademassiveinvestmentsinitsabilitytocollect,integrate,andanalyzedat
4、afromeachstoreandeverysalesunitandhadusedthisabilitytorunmyriadreal-worldexperiments.Atthesametime,ithadlinkedthisinformationtosuppliers’databases,makingitpossibletoadjustpricesinrealtime,toreorderhot-sellingitemsautomatically,andtoshiftitemsfromstoretostore
5、easily.Byconstantlytesting,bundling,synthesizing,andmakinginformationinstantlyavailableacrosstheorganization—fromthestorefloortotheCFO’soffice—therivalcompanyhadbecomeadifferent,farnimblertypeofbusiness.Whatthisexecutiveteamhadwitnessedfirsthandwasthegame-ch
6、angingeffectsofbigdata.Ofcourse,datacharacterizedtheinformationagefromthestart.Itunderpinsprocessesthatmanageemployees;ithelpstotrackpurchasesandsales;anditofferscluesabouthowcustomerswillbehave.2Butoverthelastfewyears,thevolumeofdatahasexploded.In15oftheUSe
7、conomy’s17sectors,companieswithmorethan1,000employeesstore,onaverage,over235terabytesofdata—moredatathaniscontainedintheUSLibraryofCongress.Reamsofdatastillflowfromfinancialtransactionsandcustomerinteractionsbutalsocascadeinatunparalleledratesfromnewdevicesa
8、ndmultiplepointsalongthevaluechain.Justthinkaboutwhatcouldbehap-peningatyourowncompanyrightnow:sensorsembeddedinprocessmachinerymaybecollectingoperationsdata,whilemarketersscansocialmediaoruselo
