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Do you have an information management strategy?
Do you have an information management strategy?
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The
progressive digitization of our environment has led to the generation
of a huge amount of data on our habits, uses, customs and actions of all
kinds. On the net, it is clear that everything we do, the pages we
visit, the clicks that direct our browsing, our purchases, etc. are
collected in a log file and associated well to our identity, if we have
carried out a login process, or to a system that allows the preservation
of the session between different actions, such as cookies or digital
fingerprinting.
But
the constant generation of data begins to encompass much more than the
time spent in front of the screen. More and more people begin to use
regularly – or even consistently – devices that allow to quantify
various variables ranging from location to multiple parameters usually
associated with physical activity. The simple use of the mobile phone,
associated with the "most common lie in the network" that implies the
simple click with which we claim to have read the terms of service of an
app, (something that we usually do because they are not usually written
in English, but usually in a "legalés" that few fluently dominate), can
allow the developer of the app can monitor sensors that evaluate from
our location to the ambient noise level , temperature, displacement in
different sense (three-dimensional accelerometers and gyroscope),
moisture, light or proximity to the body.
Devices
such as Fitbit, Jawbone Up, Misfit Shine and similar allow to measure
parameters such as the steps we give, the floors we climb, the activity
we develop, or even, connected with other accessories such as a scale,
our weight and percentage of fat. A small device such as Scanadu Scout
allows to evaluate in ten seconds supported in our temples a variety of
parameters such as body temperature, blood pressure, respiratory rate,
blood oxygen level, pulse and stress level, and store all readings in
the corresponding application. The smartwatches, more and more common,
allow to evaluate constants like the body temperature, the pulse, etc.:
At its last conference for developers, Apple, which is rumored to be on
the verge of putting in the market its iwatch with a special
relationship with health, presented a platform that allows integrating
all the information generated by all our devices and wearables of all
kinds , so that it can be managed by physicians and other providers of
health and wellness-related services.
The
smart home is another huge field of data generation: to be able to
control parameters like temperature, the security, lighting or content
of our pantry using devices such as Nest, Canary, Philips Hue, Amazon
Dash and many others has a clear counterpart: to allow all these data to
be managed by the service providers in ways that, on many occasions ,
we didn't even get to imagine.
To
develop its value proposition, many companies begin to consider the
exploitation of the data that their users generate. The idea may seem
interesting and tempting: getting to know your client can generate a
sustainable competitive advantage, since it allows you to offer your
product or service in conditions of adaptation that that customer
values, that come to generate a positive bias in their choice of the
product or service according to that adaptation, and that difficult that
a competitor that knows less to your client can match. And new tools
that dramatically reduce entry barriers to sophisticated analytical and
machine learning techniques are fueling the trend.
But
the difference between the companies that carry out this type of
exploitation and those that do it badly can become noticeable. Hence,
the development of a data management strategy is fundamental: it is not a
matter of accumulating useless data, let alone alienate the client by
making him think that we are the private equivalent or even the foolish
cousin of the NSA who watches all his movements.
What
data do we really need? What is the minimum set of data that we must
generate, what we must obtain explicitly – by to the client – and which
implicitly – Derivándolos the use that the customer makes of our
products or services? What do we want this data for? Do we really intend
to exploit them in order to offer your client a better value
proposition, or rather to harass and persecute it more efficiently, or
to sell access to such data to third parties that we are not clear what
they intend to do with them? What treatment do we intend to give to this
data? Are we going to be obscurantist, hide the customer what we know
about it, how we use them or who we share it with.
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