Description

In Chapter 12 of 12, business analytics expert Ken Rona highlights how innovative storage solutions, in particular information appliances, and cloud computing are redefining how marketers analyze human and consumer behavior. On-demand cloud computing serv

Transcript

How Storage and Cloud Technologies Improve Marketing Erik Michielsen: How does technology innovation reshaped your expectations and what is possible understanding human behavior and daily analytics? Kenneth Rona: Yeah, it’s a good question too. I was attending a conference and I asked somebody to answer my question and I said to them so these are all a bunch of agency folks and I said, “Have you guys adapted any technology recently that has empowered you to do things anyway?” And I asked it because I recently kind of experience it at the time. One of the things that has happened in the last four or five years is that data storage. I mean the price of data storage has been dropping precipitously forever, right? But what’s happened is not only has the price drop but the speed of access has gone up dramatically. So there are these solutions now they called the informational appliances that let you store and retrieve data very, very fast. So an analysis that would take three days would all of a sudden take four hours. So your ability to do stuff, I mean there’s a big difference between three days and four hours because it means like you can almost iterate, right? If you didn’t do it right, you could do it again the same day. And it let you start to think about doing things real time that you could never do before. So in my mind, that’s an enormous driver. Another interesting thing that’s happened I think is the cloud computing. So there’s a challenger on cloud computing in the world I live, a lot of the day we handled are insensitive, so to put the data in the cloud somewhere and not be able to like you’ve never past the security on it for somewhere of the clients. If you say, “Well, the data is over in the cloud somewhere, you go there and find it.” It’s secure I promise right. I think that increasingly, the ability to turn on servers to have access to computing power on demand will be lead to some really cool stuff down the road. I think that’s going to dramatically drop the cost. I think that it’s going to allow us to do things faster because you’re going to throw more boxes at them which are tough if you have to forget to chunk the problems in the small or smaller parts. And there are people in this advertising world. I spoke to one today who literally migrated from their own data center to the Amazon Cloud. That’s literally how they’re going there. So I think that is second very interesting channel.