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From the desk of Big Data - Meet my new master

Nadhan on ‎01-24-2013 04:11 AM

Hello, enterprise IT:


This is Data. In my first post, I shared the steps you can take to realize the big picture. In this post, I share my perspective on my various masters over the years. I recently saw a presentation by Rich Vancil, Group VP of the Executive Advisory Group and Kathleen Schaub Research VP and CMO Advisory Service from IDC. They explained how and why I should start getting accustomed to being led by a whole new master. Someone I would not have thought about in the recent past. But then again, I’ve had so many masters; it’s hard to know whom to follow next! No matter. I always manage to adapt.


Let’s look at a few of those in IT who have served as my master over the years:


Data Administrator. During my initial years, the Data Administrator was in charge of housing me in the right format and had the supreme authority to move me around. They also (sadly) were in charge of getting rid of me. I viewed him as creator, preserver and destroyer.


Data Modeler. Then I followed the master who defined the Data Model, the framework of my existence. Physical databases were implemented in this framework. If we weren’t in the data model, we weren’t treated like first-class citizens in the physical layers.


Data Architect. Then the Data Architect emerged. They had an enterprise-wide view of our organization, migration, and integration across repositories. Our homes got a new name: Systems of Record.


Data Scientist. But, then something happened. Our population exploded. The world became a Big World for Big Data from Petabytes to Brontobytes. The Data Scientist emerged, and became known as the sexiest job of the 21st century. Data Scientists play a vital role in informationalizing us so that enterprises can realize a Return on Information (ROI). Our homes are more dynamic and interactive, and are now called Systems of Engagement.


But the presentation from IDC was the most revealing of all. Throughout my life, customers have always been the source of the most valuable among us.  Today, enterprises must leverage us to directly cater to market demands. Thanks to the self-educated buyer, and my pervasive presence and growth in social channels, enterprises are required to be as social as their customers. In many organizations, the Marketing division has first-hand visibility into my presence in these channels.


So the Chief Marketing Officer is now best positioned to drive the corporate business and IT objectives. They have become my new master.


Hello, CMO: This is Data. How goes it?


Don’t get me wrong. Every one of my earlier masters did their fair share, in line with the times. But I’m excited about my new leadership. I see the CMO as having the largest impact across the global enterprise—if they take their role seriously, and do the job right. Perhaps they should start by taking a look at the IDC presentation.


So, enterprise IT … how about you? How am I manifested within your enterprise? What is the role of my new master in your enterprise?


Like I mentioned in my earlier post, the best way to reach me is to follow this guy called Nadhan on Twitter, Facebook, Linkedin and his Journey Blog.


Got to go. I need to start marketing myself to my new master!




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on ‎01-28-2013 04:17 PM

Nadhan, Rich and I loved this!


What an astute observation of the evolution of business data as it moves from the sole realm of the tech specialist to becoming more accessible and more understandable to business leaders.  And you are also right with your hint of skepticism about the CMO's readiness to take on the mastery - at least at the moment.  But have faith and give it a little time. Marketers are smart, curious, and interested in new things. It will happen.


We look forward to a letter from "data" in  the future.

Thanks, Kathleen


on ‎02-01-2013 09:55 AM

Indeed simple and curious narration of 'data' evolution. I appreciate the skepticism about most CMO likely being unaware.



on ‎02-08-2013 06:12 AM

Kathleen (and Rich),


Thank you for the kind words.  Note that my thoughts were triggered by your presentation which had powerful messages that resonated with me.


In a related blog that I posted shorly after this one here, I have also explained the need for the CIO to work closely with the CMO.  CIOs need a System of Engagement with the CMOs.  Please checkout this post and let me know what you think.


Also, in response to your last comment, I must say Big Data has been pretty busy and has made it a habit to write a letter every week:


  1. From the desk of Big Data - Realize the big picture
  2. From the desk of Big Data - Changes to your job description
  3. From the desk of Big Data - Feels good to be secure


Connect with Nadhan on: Twitter, Facebook, Linkedin and Journey Blog.


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