These are the three common flawed approaches that information technology teams take when undertaking big data and business information projects, according to Jennifer Zeszut
Zeszut, is the former CEO and co-founder of Scout Labs a social media monitoring firm acquired by Lithium Technologies three years ago.
She is now CEO and co-founder of software-as-a-service company, Beckon.
said these three approaches create a bottleneck and complexity which slowdown or doom most projects.
Typically, the results are complaints from user that IT persists on providing them with reports that have no bearing on their business, said Zeszut
And ironically, the information marketing teams need is often locked away in data that is difficult to access even if user need them now and not in six months or a year.
The three approaches mentioned above illustrate, IT instinctual behaviours, Zeszut
said, but in order to avoid the situation users need to resist common default attitude of
"If you start there, it makes it super clear what data sources matter and which don't," said Zeszut
This is data that's difficult for IT to access - the data warehouse doesn't have anything labeled TOFU (top of the funnel) or MOFU (middle of the funnel) or BOFU (bottom of the funnel), said Zeszut
IT must strive to have data appropriately tagged as it comes in so that BI analysts do not have to conduct time sucking data forensics, she