Big data
The Big Data still emerging technology with more presence in
the business sphere, although its vocation is reoriented technological tool
support to pass regarded as a key technological knowledge for the development
and competitiveness of business.
Not surprisingly, IDC78 expects companies to increase
investment in this item by 30% in 2015 (estimated at $ 14 trillion).
Specifically, two streams are distinguished at the core of
Big Data:
1. On the
one hand, it is pointed out that the potential added value of this technology
is based on the application of algorithms ( machine learning , algorithms that
allow machines to learn from the data they process and generate more
information from these without having to be scheduled). This computation allows
not only to analyze and process large volumes of data but also to predict and
anticipate user needs and suggest personalized information in real time that
may be of interest to them (think for example in areas such as electronic
commerce or search engines. At the same time, the profile of the Chief Data
Officer is beginning to be seen , a figure on which the strategic direction and
data management of organizations rests.Gartner , one hundred large companies
have already incorporated this figure into their organizational structure
(double that of the previous year), and estimates that by 2015 25% of large
corporations will have these professionals.
2. On the
other hand, according to Juniper, the strong point of Big Data will be its
application in the field of mobility. In this sense, its exploitation on mobile
devices will provide them with added functionalities, giving rise to companies
having new ways of approaching consumers.
E-commerce
The most important trends related to electronic trading are
selected in an environment contextualized by the new dimensions of conceiving
user purchases:
1. Mobile
Commerce . Increase in sales through mobile devices. An escalation of order
traffic through these channels is expected, derived from the uptake of mobile
devices. Virtual stores must be properly displayed on all devices.
Consequently, a growing number of badges are expected to launch new web portals
and applications specifically tailored to the screens of each of the devices.
2. Marketplace
. The virtual store itself is no longer enough and companies will have to sell
on the electronic trading mediation platforms where consumers are present. In
this sense, it is predicted that brands will turn to marketplaces to extend
their online presence and boost their sales.
3. Social
Commerce . The popularity of social networks is changing users' information
search patterns. Not surprisingly, more and more online shoppers are using
their accounts to search for information about a product and service and to
consult the opinion of other consumers. According to Roca Salvatella , the
growth experienced by search traffic corresponding to the five main social
networks is 111%. Companies are not unaware of this trend: they no longer only
conceive social networks as a key tool to boost their online sales, but they
will also incorporate them as their own sales channel (especially for the
launch of special offers and promotions).
4. Social
login . It is a new authentication and authorization system that allows the
user to use their access data to their social network and their profile
information to identify themselves and access the website of a third party
without the need to create a new account (without prejudice to the fact that
the web portal prompts you for an additional information field). The functionality
of the social login displays all its positive effects in electronic commerce,
ostensibly improving the consumer's shopping experience on a web page, by
eliminating the obligation to register to be able to make the purchase (for
example, from an online store you only have to press the icon of the social
network you want to use to load your profile data). According to Monetate, 40%
of consumers prefer to use a social login to create a new account.
5. Merger of
the offline and online channel . Mobility, social networks and new technologies
have made the purchasing process more complex. In this sense, consumer patterns
adopt new formulas. For example, an emerging nucleus of those who buy in the
virtual store and pick it up in the physical store is appearing. Alternatively,
there is the inverse phenomenon represented by the rise of showrooming :
consumers go to the physical store to see and try the product to buy it later
on the Internet at the price they find cheaper. Consequently, companies will tend
to integrate their commercial strategies derived from the coexistence of the
physical store and the online channel, which will have to complement each
other.
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