The Knowledge Exchange / Customer Intelligence / Location and Big Data: Allow Data to Reside Where It Will Provide Value

Location and Big Data: Allow Data to Reside Where It Will Provide Value

This is the 5th post in the 10-post series, “A Marketer’s Journey Through the Big Data Archipelago.”

“We should all expect to see more specialized deployments in
the cloud, and we should be prepared to staff the cloud with smart analysts,
not just with big data centers and canned software applications.” – Jim
Davis, SVP and CMO, SAS Institute

The Location Isle in the Big Data Archipelago

There’s been a lot of buzz about the Location Isle for several years due to a strong interest in its cloud computing territories – private cloud, public cloud and hybrid cloud. Whereby this island is all about where to store the data, it works closely with the Data Security Isle to ensure that the data is protected, regardless of where it resides.

Despite the Location Isle’s popularity, and akin to the Processing Isle, you won’t find many marketers spending a lot of time here. They’re more interested in having secure and quick access to the data they need – big and small – and less interested in understanding the where’s and why’s of data storage.

Notwithstanding, we have traditionally centralized our data and platforms on-premises in our own data center(s). This has given us the most control over and provided the best security for our data. In the last few years, however, cloud computing has disrupted this strategy, providing additional storage options for both IT and the business at a fraction of the cost. And not that this conversation wasn’t interesting enough (relatively speaking), we now have big data.

A Big Data Best Practice for Location

The beauty with big data is that it provides a compelling use case for the cloud, while the cloud provides the resources needed to support big data. Instead of centralizing our data—big or small—we now want to allow data to reside where it will provide the greatest value.

We need to consider the cost of storing our data – especially with the growing volumes and varieties of data – and determine if it makes more sense to keep our data in the data center or outside the corporate firewall in the cloud. It’s generally cheaper to store data in the cloud, so it’s not surprising that many organizations are moving towards, or at least considering, a hybrid strategy of storing data both on-premises and in the cloud.

Unquestionably, data storage is a complex topic – even for the experts – but it’s a crucial component on the big data journey.

Key Takeaways for Marketers

  • Big data and the cloud go together. Like a marriage made in heaven.
  • The most secure location for your data is on-premises. The least secure is the public cloud.
  • If in doubt, consult with the Wizard. You will find him roaming On-Premises at the north end of the island.
  • Cloud computing has sex appeal. But it comes with a cost.
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