Ready for the data economy? Meet Data as a Product (DaaP)

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Discover what Data as a Product is all about and why it will impact the way you treat data and the value you can extract from it.
Where is your organization's data? In CRM databases? In the administrative system for sales or purchasing management? In any after-sales customer service application? Do you have online applications - web portals, mobile apps - with services for logged-in customers ? Do you use email marketing systems with pre-registration for sending information? In production equipment, what software do you use? On the other hand, are the different databases of all these systems on the same servers? Or dispersed in local equipment ( on premise ) and in one or more clouds contracted to have everything online?

Many questions need to be answered in the self-botim database of each case to identify where the organization is to become a data-driven company , that is, driven by the use of data.




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According to IDC , 7 pentbytes per second will be generated worldwide by 2026. It is a difficult figure to assimilate, but the most important thing is that the projection indicates that only 10% of the information generated each year will be "original", while the remaining 90% will arise from reuse. This is a wake-up call for CDOs ( Chief Data Officers ) because maintaining information in different repositories, especially if it is duplicate information, is costly, unproductive and slows down the operation.

It is important to keep two perspectives in mind when approaching effective data management: there are companies that, due to their characteristics, put the customer at the center and seek to adopt a 360º vision of them, and others that put the products they manufacture in the same position.



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In the first case, achieving a complete vision allows us to better understand the consumer, improve the offer, personalize marketing messages, streamline customer service, and all of this results in a better experience, greater loyalty, and better business.

For production-focused organizations, an integrated view of business process information enables them to minimize waste, detect anomalies in a timely manner, take preventive action on maintenance and optimization issues, reduce downtime and, ultimately, achieve better products that boost sales and customer satisfaction.

Both cases are examples of data as products.



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Thinking of data as a product
Every data-forward business , which advances based on the exploitation and monetization of data, has the challenge of moving to another level once it identifies its situation, or answers the initial questions, which are just a starting point for a survey work.

Considering data as a product ( DAAP ) implies conceiving them as "blocks" that can be reused either to deliver information when a business process requires it, or to provide relevant and significant information when it is necessary to analyze some aspect of the business or make decisions.