I am often asked about “Big Data”, its use cases, real-world business value and how it will transform various products, services and markets. This is one of my favorite topics, and I am fortunate in that I get to spend significant amounts of time with our amazing customers and partners who teach me a lot. I am actually writing this from a plane after a few recent customer meetings that inspired me to share a point of view.
“Big Data” is already having and will continue to have the most impact in products and services where there is an ability to capture information about usage, experience and behavior in a manner that is accepted, yet not disruptive by the consumer of that product or service. Data warehousing has been around for a long time with regards to retail transactions and purchasing behavior, but usage and experience measurement hasn’t had the same repository equivalent. It now does, and I believe this will lead to an exponential jump in the quality and variety of products and services that are delivered to consumers. In fact, this will not only improve existing solutions, but it will spawn entirely new products and services in industries as diverse as entertainment to medical treatments.
While the notion of experience analysis has been around for a long time through various manual observation efforts, focus groups, and survey methods- the results have been fragmented, small, and analyzed in what I’ll call a “basic” manner. Thanks to technology advancements and the resulting cost shifts, massive near real-time “feedback” collection can now be done through automation and sensor technology. While the prospect of having this information delights any product manager and merchandiser, the challenge of capturing, storing, and analyzing the information at this scale is still foreign to many.
There is one community who is embracing this feedback fire hose with greater ease and speed than most- software developers. Vertica has several ISVs, who are leaving “breadcrumbs” in their code to collect usage information that can be anonymously transferred back to headquarters for very specific feedback on how users of software are interfacing with it. Their users agree to this data collection and sharing, and the ISVs ensure that it has no impact on the operational performance of their software.
These “breadcrumbs” can measure how long someone spends on a screen, which buttons they clicked on to get there, how successful they were, etc. For instance, good development organizations analyze the time that a user should get from one place to another, that is, navigation within and between screens. If and ISVs software is the track, this is the laser measurement for precise timing.
Vertica is an ideal platform to store and analyze this information. Using Vertica’s advanced analytic and pattern matching capabilities, correlations of usage patterns can be identified and the developers can patch, redesign, or document accordingly to deliver a better experience to end users. For example, you could quite easily determine that users who spent 3 minutes on one screen, clicked a certain button, spent less than 1 minute on that screen, then quit might not be happy with their experience compared with users who started in the same place but stayed online longer. Further analysis could determine “why” through the more traditional interview techniques to improve the experience.
Why are software developers so eager to embrace this as the early adopters? Well, one reason is that it gives them direct feedback on their work, without having to get the sometimes editorialized version from sales, support, management and yes even product managers! Traditionally, most feedback to this community is sparse at best with highly anecdotal sentiment mixed in. This method can augment that sentiment, (which should still be captured through sales, support, and product management by the way) with very complete data sets. The product managers at these customers actually love this capability, and many of them are directly interacting and analyzing with the raw data collected.
Software developers also have the ability to make and control their own sensors- pretty cool when you think about it. The savvy developer is able to create these listening points at various places in their code. Savvy developers and product managers these days are spending time on these breadcrumbs because while they know they require more work (just as good quality assurance does), the payback is huge and ultimately can save them a lot of time. Recently I visited one of our customers that develops enterprise software and they are piloting a project in this area that already has 8 Billion rows of this type of information- now that’s bigger than a breadbox!
This capability is not limited to SaaS vendors (although they certainly have more control and an easier time collecting the data). Our online gaming customers are at the forefront, but we see all ISVs getting into this. There is so much we can learn from software developers. What is especially exciting is seeing how other physical sensors are being used in everything from automobiles to jet engines and even refrigerators to deliver the same type of feedback. There is no question, the sensor economy is upon us. In the end, this will lead to better products and services for you and me, the consumer, which is a good thing.