How do the potential insights from big data differ from what managers generate from traditional analytics?
DBB: “Very little of the information is formatted in the traditional rows and columns of conventional databases.”
Global Jackie: We need people who think in nontraditional ways, who are trained in fields beyond STEM
DBB says: Companies want “To understand their business environments at a more granular level, to create new products and services, and to respond to changes in usage patterns as they occur. In the life sciences, such capabilities may pave the way to treatments and cures for threatening diseases.”
Global Jackie: It’s not just business people and scientists who engage such processes! Jazz musicians understand their environments on a “more granular” level” every time they play the blues. Amidst the complexities of rhythm changes, time and key changes, audience cheers, applause and activity, bandstand dynamics, nightclub culture, and an assortment of randomly occurring disruptive forces, jazz musicians “respond to changes in usage patterns as they occur” and create classic if not legendary compositions and solos. (Listen to Louis Armstrong’s extended solo from 12s – approx 1:44)
DBB have three on-point recommendations for improving data-handling capabilities and since they, somehow, left out jazz musicians (gasp, shock, horror) and the associated culture, I’ll improvise on the changes they’ve laid out…
1. Pay attention to flows instead of stocks: In real-time monitoring contexts, organizations need to adopt a more continuous approach to analysis and decision-making based on a series of hunches and hypotheses. Social media analytics, for example, capture fast-breaking trends on customer sentiments about products, brands and companies.
Global Jackie: Jazz is social. Improvisation happens in real-time, there are no second chances, no do-overs. Musicians must process information continuously, coalesce it and articulate it in a way that makes sense (remember, they must respect time, key signatures) and sounds good. The “hunches and hypotheses” occur as musicians craft improvisations and new hunches and hypotheses are integrated into each new performance. These are skills that can be learned, honed, and performed in the corporate sector.
2. Rely on data scientists and process developers instead of data analysts: “Data scientists,” as these professionals are known, understand analytics, but they also are well versed in IT, often having advanced degrees in computer science, computational physics or biology- or network-oriented social sciences. DBB notes that this type of “upgraded data management skill set” also requires, “business acumen and the ability to communicate effectively with decision-makers.” DBB admits, “This combination of skills, valuable as it is, is in very short supply.”
Global Jackie: Wow, ya don’t say? A whole team of data scientists and traditional IT people with advanced degrees? Well, I guess I can see why this is an improvement over using only data analysts but geesh, no wonder business can’t swing. Great to train tech people to build social skills but why not also take those trained in design, the creative arts and culture and train them to adapt or apply their skills and ways of thinking, processing and evaluating information to analytics? Not only will you create the disruptions necessary for innovation to occur but you’ll integrate thought processes that can lead to more effective team building, and realize hidden talents within your team. Not to worry, your organization can be trained to build a culture of resilience, innovation, and swing.
DBB: Early users of big data are also rethinking their organizational structures for data scientists. Traditionally, analytical professionals were often part of internal consulting organizations advising managers or executives on internal decisions. However, in some industries, such as online social networks, gaming and pharmaceuticals, data scientists are part of the product development organization, developing new products and product features.
Global Jackie: I like this… a lot because there’s a great deal of integration happening. Rethinking organizational structures is fun for creative people; designers, musicians, and the like find this fascinating. Making data scientists “part of the product team” is a major step in the right direction. We’ve moved past racial segregation in the US (just go with me on this), let’s address the segregation of knowledge.
3. Move analytics from IT to core business and operational functions. The traditional role of IT— automating business processes — imposes precise requirements, adherence to standards and controls on changes. A key tenet of big data is that the world and the data that describe it are constantly changing, and organizations that can recognize the changes and react quickly and intelligently will have the upper hand.
Global Jackie: A key tenet of jazz is change. Musicians deal with uncertainty every day in every performance and in every articulation of a song. Musicians deal with pitches that vary, disagreeable reeds, sound boards affected by changing weather or internal climate conditions, etc. Constant change, uncertainty and all its associated anxiety, is an inextricable part of US cultural identity. Dudes, it’s called the blues and when individual angst is integrated into complex structures — like jazz, like corporations — we retain the “granular” even as we flow towards Six Sigma like efficiency, even as we swing.