The collection, analysis, and strategic application of data have become fundamental elements for companies seeking to understand and meet the needs of their customers.
The world is undergoing constant changes, especially in this last century, marked by exponential technological advancement. In this sense, in an increasingly competitive and dynamic business environment, data analysis proves to be a fundamental tool for boosting and growing the market, maintaining its relevance.
As we approach the end of 2023, it is essential to be attentive to the trends that shape the strategic use of data for the coming year. In fact, the outlook for 2024 is shaping up to be a period that will be marked by a significant change in the field of data.
In fact, according to data released by Gartner, a renowned research and consultancy company in information technology, based in the United States, it is estimated that by 2024 around 60% of government investments in artificial intelligence (AI) and data analysis will have a direct impact on real-time decision-making and operational results.
According to Cloudera's vice president for Latin America, Rubia Coimbra, there are some trends that should permeate the market, considering the significant growth of hybrid cloud and generative artificial intelligence. In the contemporary world, marked by modernity and technical devices in its purest sense, data proves to be a valuable currency in the era of digitalization.
Still in accordance with Rubia, "the market is constantly evolving, and companies need to be attentive to new technologies in order to remain competitive, without losing sight that everything starts with data. While artificial intelligence has been a hot topic in recent years, little is said about the hierarchy of needs of data-driven organizations, which goes through several phases before reaching AI."
Artificial intelligence and machine learning
According to PricewaterhouseCoopers, one of the largest and most renowned professional services firm networks in the world, by the year 2030, artificial intelligence is expected to increase the global GDP by 14%. This percentage, in turn, shows that artificial intelligence plays a prominent role in the future of data and the business market itself.
In short, the application of artificial intelligence and machine learning should continue to be an upward trend. Companies that invest in these technologies in their operations can optimize processes, predict market trends, and offer personalized experiences to customers.
The ability to analyze large volumes of data in real time puts leaders ahead, providing a more accurate and proactive view. However, this movement must be accompanied by training in AI ethics, given the exponential development of such technology. Promoting ethics in artificial intelligence requires constant training of human resources.
It is essential to cultivate a culture of continuous learning and implement training programs to stay aligned with rapid technological evolution. This approach is crucial to ensure that artificial intelligence is developed and employed appropriately, considering factors such as algorithmic bias, privacy, and transparency.
The future of data will be hybrid
According to Rubia Coimbra, the future, especially regarding data, will be hybrid. The incorporation of hybrid and multi-cloud reflects the understanding of the current complex demands of information technology infrastructure.
The hybrid cloud involves the combination of public and private cloud within a single architecture. As for multi-cloud, it involves the use of cloud services from multiple providers, which can be all public, all private, or a combination.
This movement will allow companies to have greater flexibility to balance their costs, performance, and security, opting for a more suitable infrastructure in relation to their goals and objectives. In this perspective, according to projections, the trend is for this infrastructure to be composed of a combination of various clouds, in addition to the on-premise environment.
Data quality, predictive and prescriptive analysis, and decision-making
When it comes to data, the emphasis of the analysis should focus on their quality, therefore surpassing the importance in terms of quantity. In the market, it is of little use to collect a significant amount of data if only a fraction of them proves to be truly useful for the business strategy.
Therefore, the trend is for the accuracy of the collected information to be the focus of companies. The more robust the database is, the easier it will be to guide actions aimed at improving sales more effectively.
In this conception, predictive and prescriptive analysis will allow companies not only to understand what happened, but also to anticipate what is to come. This is essential to adjust business strategies, optimize the supply chain, and anticipate market needs.
The influence of the consumer and the focus on personalization
In the contemporary world, in addition to buying products, consumers also seek personalized experiences, values aligned with their gains, as well as convenience when purchasing a product or service. The data market, in turn, plays a fundamental role in the consumer experience.
The collection, analysis, and strategic application of data have become fundamental elements for companies seeking to understand and meet their customers' needs more effectively. The smart and ethical use of data will enhance companies' ability to offer personalized products and services, significantly improving consumer satisfaction and loyalty.
Business ecosystems and data collaboration
In the world today, a growing trend that is redefining business structures and relationships lies in data collaboration. By securely and efficiently sharing insights through data ecosystems, companies can create strategic partnerships, innovating through collaboration.
In this context, the creation of a marketplace The sharing of data, in which companies can exchange information in a controlled and beneficial manner, proves to be a promising idea, a strong trend for teams operating in the same market niche.
In the end, the next business era will be shaped by significant advances in data analysis. Companies that embrace these trends will be well positioned to thrive in an ever-evolving business environment.
Taking advantage of the opportunities offered by artificial intelligence, hybrid cloud, data quality, predictive and prescriptive analysis and decision-making, customer focus and ecosystems, and data collaboration will be crucial to ensure competitiveness and relevance in the coming years.