Big Data and analytics (BDA) is often a response to change in business environments. Internal organizational changes and external market changes both mean that management need greater transparency into cause and effect, and ask for better information and analytics. IDC asked the survey respondents to indicate three drivers that were forcing their businesses to change and evolve.
The top driver in Europe (north and south) for business evolution is the need to improve operational efficiency (39%, 40%). Northern Europe's focus is on efficiency, removing costs, and optimizing business processes. Big Data can play a key role for businesses with this focus by improving visibility into business processes and demonstrating where costs can be eliminated.
Middle East's top driver for change is the increased level of competition in the market (33%). In line with the dynamic emerging markets, Middle East organizations are more focused on expansion-related drivers than on efficiency-related drivers. Big Data and analytics can be helpful when organizations are expanding, giving insight into customer behavior as it evolves, and exposing causal relationships between organizational activities and outcomes.
The top 2 drivers for business evolution in Africa are both consumer-centric reflecting the region's need to address rapidly changing consumer needs. Big Data and analytics is ideal to support organizations in becoming more customer-centric, supporting data collection, the observance of patterns, and ultimately the prediction of how individual customers will respond to marketing outreach.