Actian Life

Leadership at Actian: Expert Advice for Women in STEM

Actian Corporation

March 8, 2023

Crowd of women of diverse age, races and occupation

Empowering women in science, technology, engineering, and math (STEM) is important year-round and can reap significant rewards for businesses and individual employees. These efforts are especially important today—International Women’s Day—and throughout March, which is Women’s History Month and Gender Equality Month.

Actian has a rich history of supporting women in the many types of jobs related to STEM. Actian celebrates women in STEM, including the women who contribute to Actian’s ongoing success. In honor of women in STEM—and those who will be stepping into these roles in the near future—female leaders at Actian offer advice to women to help them advance their careers.

Know That Leadership Entails Feedback and Teamwork

Successful leaders surround themselves with highly talented people who complement, challenge, and encourage each other. In STEM and in business, strong teams are essential to ongoing success and innovation.

“As you grow in your career, there will be many opportunities for 360° feedback. Take that feedback seriously but know that you do not have to be good at everything to be successful,” says Jennifer Jackson, Chief Marketing Officer. “A great strategy for success is to focus on doing more of the things that are your strengths and surround yourself with people who can fill the gaps that you know you have. In other words, when you start to manage and lead–hire well! Hire people who will challenge you, who do things differently than you do, and who are strongest where you are not.”

Pamela Fowler, SVP – Customer Success, agrees that leaders should surround themselves with inspiring people. Strong, successful coworkers help employees and teams do their best work.

“Stand tall and drive towards your aspirations and dreams and you can get there. Roadblocks may sometimes stand in your way but look for ways to build around them. Roadblocks are sometimes the building blocks to your success,” Fowler says. “As a leader always ensure you surround yourself with people you can inspire to be their best and who will help you be your best. It is the people we lead and the inspiration we gain from them that helps us be better leaders. Always work to build strong networks of people around you and people who inspire you to be and do your best! And always believe that you can because YOU can!”

Be True to Yourself—That’s the Best Foundation

Leaders say that being yourself is essential to success. This is true in STEM fields too.  Allowing people to be their authentic selves while doing inspiring work fosters innovation.

“My advice is to be yourself. I know it’s simple, but it’s the core of what I see from women in leadership who I admire and aspire to be,” says Kimmah Lewis, Senior Director, Digital and Demand Generation. “The intersectionality of being both black and a woman in tech can be either empowering or oppressive. But, like all things, I view life as a series of choices. In this, I chose to be empowered by my “otherness.” I embrace what makes me different and show up fully, truly, wholly, and authentically me. I spend zero time trying to “fit in” to ensure I can “stand out.” In doing so, I can bring my best self to everything I do and am a part of.”

Taking inspiration from others can help women build their career paths and set goals, but no two paths will be the same. That’s why it’s important for women in STEM to be comfortable and confident forging their own opportunities and achieving unique successes.

“You will be at your best when you are yourself–keep in mind you are shaping your own path,” says Romy Mager-Omphalius, SVP – Renewals Sales. “You are allowed to dream big, make mistakes, fail, stand up, try again, and learn. Always stay curious and surround yourself with people who challenge you.”

Realize That STEM is Competitive—and Mentors Can Help

STEM jobs are very competitive, yet they encourage innovation and allow people to utilize their skill sets. Emma McGrattan, SVP – Engineering, encourages women looking at a STEM career to have a mentor who can help navigate obstacles and opportunities.

“It has been my experience that the STEM world is a meritocracy and highly competitive. Being female will not be a hindrance but will also not be an advantage. Be prepared to have your ideas challenged, as this happens to everyone engaging in an innovative environment,” McGrattan points out. “View it as an opportunity to improve upon your original ideas or to reinforce your original thinking, not as a personal attack. Set career goals, build a plan to get yourself there, and work your plan to completion. Find a mentor and an ally willing to help execute your plan. Finally, never underestimate the power of networking and getting to know a diverse group of people. This will help you gain focus and perspective, which can be invaluable in the world of STEM.”

Becky Staker, VP of Customer Experience, also advises women to engage with mentors. She finds that helping women advance in their careers is personally rewarding.

“One of the greatest career joys for me is to lift up the women in my organization and help them progress through their careers. Women face unique challenges in the workplace and need our support to seek out and go for those opportunities with confidence,” Staker says. “Early in my career, I was fortunate to have many wonderful women mentors and managers trust me with challenging assignments that would allow me the visibility and opportunity to show my impact and potential. I have never forgotten about the path they helped me blaze and continue to be a champion for women’s career development. I would encourage women to find those who want to lift others and make the time for mentorship.”

As XuanThu Pham, Senior Director of Product Marketing, notes, helping others even outside of mentorships is important.

“Seek to help those, especially from underrepresented communities, who you can connect with to share what has been given to us in our own careers—uplifting others along the way. Reach out. Remain humble in our own abilities, and share back without expectation of anything in return—whether it’s through sharing of your time or your experiences. The intention of what we do matters to make fundamental shifts in uplifting communities, culture, and mindsets,” Pham says. “The impact you help create will not happen overnight or be in big spurts—it’s the small moments that can compound over time that we celebrate—and what a feeling to know that we can change at least one person’s career or life trajectory.”

Career Opportunities at Actian

Interested in joining the data revolution and becoming part of a diverse, collaborative environment? Actian was named a top workplace and offers opportunities for people to contribute in an environment that values employees, a supportive culture, and the chance to thrive. Internship opportunities are also available at Actian.

 

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About Actian Corporation

Actian empowers enterprises to confidently manage and govern data at scale. Actian data intelligence solutions help streamline complex data environments and accelerate the delivery of AI-ready data. Designed to be flexible, Actian solutions integrate seamlessly and perform reliably across on-premises, cloud, and hybrid environments. Learn more about Actian, the data division of HCLSoftware, at actian.com.
Data Intelligence

Everything You Need to Know About Platform Engineering

Actian Corporation

March 8, 2023

Smart Male It Programer Working On Desktop Green Mock Up Screen Computer In Data Center System Control Room. Team Of Young Professionals Programming Sophisticated Code

To meet the challenges of your business, are you searching for a solution that enables a more available, scalable infrastructure at controlled costs? Would you like to increase your capacity to innovate? Then you need to get into Platform Engineering.

In this article, discover what Platform Engineering is and how it differs from adjacent concepts – including DevOps and SRE – as well as its benefits for your organization.

Designated by Gartner as one of the key trends of 2023, Platform Engineering is a little-known discipline. Yet, it is a crucial solution as companies increasingly move to the cloud. Platform Engineering aims to improve software development and delivery by streamlining and optimizing the process of planning and implementing tool chains such as CI/CD pipelines, test environment deployment, and infrastructure-as-code (IaC) configuration to automate cloud resource provisioning.

What is Platform Engineering?

Platform Engineering is a discipline that focuses on the design, development, and management of various technical platforms. It delivers a set of services and tools that enable developers to build, deploy, and manage applications and services efficiently and cost-effectively. Its mission? To build a robust, flexible, and automated IT infrastructure capable of meeting the needs of a wide range of applications and services.

The Platform Engineers in charge of building these infrastructures have the objective of delivering a high level of availability, scalability, and resilience, in order to absorb the ever-increasing traffic and data flows. There is a fine line between the teams in charge of platform engineering and the development and operational (DevOps) teams. They often work closely together to provide tools and services designed to accelerate development cycles, improve application quality, and facilitate continuous deployment.

What do Platform Engineering Teams do and how Does Platform Engineering Work?

Most commonly, Platform Engineering teams are responsible for the design, implementation, and management of the technical platforms that support an organization’s applications and services. To do this, they ensure in particular:

  • Developing and maintaining the platform infrastructure by managing the installation, and configuration of servers, storage, networks, and other components.
  • Automating the processes of deployment, configuration management, and system monitoring.
  • Platform security, identity, and access management, as well as certificate management, security audits, etc.
  • Technical support to the development and operations teams to solve platform-related issues.
  • Optimizing platform performance by monitoring performance metrics, identifying bottlenecks, and making improvements.
  • Platform capacity management by monitoring resource utilization trends and forecasting future needs.

What are the Benefits of Platform Engineering?

Platform Engineering improves the productivity of the development teams by providing tools and services that accelerate development and deployment cycles. This optimized productivity also contributes to cost control through more efficient use of IT resources. If Platform Engineering improves the availability of the infrastructure, it also enables scalability and adaptability for the current (and future) needs of the company.

Finally, Platform Engineering helps to strengthen the security of the IT infrastructure by providing tools for identity and access management, security monitoring, and security incident response.

What are the Differences Between Platform Engineering and DevOps?

Platform Engineering and DevOps are two different but complementary approaches. To fully understand the differences between the two disciplines, note that DevOps encourages close collaboration between development and operations teams (Dev and Ops) to accelerate development cycles, improve code quality, and reduce deployment times.

So while DevOps aims to create a culture of collaboration and shared responsibility between Dev and Ops teams, Platform Engineering focuses on the design, construction, and management of technical platforms. While the two approaches share common company objectives, they focus on different aspects of managing an organization’s IT infrastructure.

What are the Differences Between Platform Engineering and SRE

Platform Engineering and Site Reliability Engineering (SRE) are two related fields. Both focus on the management of an organization’s IT infrastructure. SRE relies on engineering practices to maintain the availability, resiliency, scalability, and performance of services and applications. The mission of SRE teams is to ensure the availability of IT systems, monitor and measure the quality of service, resolve incidents, and provide long-term solutions for recurring problems. They, therefore, work hand in hand with the DevOps teams and the Platform Engineer.

The main difference between SRE and Platform Engineering is that SRE focuses on managing software products to ensure availability and quality of service, while Platform Engineering focuses on creating and managing a robust, flexible, and scalable IT infrastructure for applications and services.

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About Actian Corporation

Actian empowers enterprises to confidently manage and govern data at scale. Actian data intelligence solutions help streamline complex data environments and accelerate the delivery of AI-ready data. Designed to be flexible, Actian solutions integrate seamlessly and perform reliably across on-premises, cloud, and hybrid environments. Learn more about Actian, the data division of HCLSoftware, at actian.com.
Data Analytics

5 Ways to Optimize Behavior Analysis for CX

Becky Staker

February 28, 2023

depiction of client behaviors for customer experience

Customers are telling you what they want from your business. Are you listening? Do you even have the ability to listen so you can predict what they’ll do next? If not, it’s going to be very difficult to meet customer expectations by providing personalized and meaningful interactions.   

With the right platform and strategy, businesses can perform behavior analysis to ensure they’re providing the best customer experiences possible. This type of data analytics reveals insights about customers’ actions across websites, apps, social media, and other digital channels. The insights offer critical details about what customers like and dislike, what motivates their actions, and ways businesses can best engage with them to drive sales and loyalty.  

Unifying all customer data on a single connected cloud data platform for behavior analysis improves customer experiences in five specific ways: 

Learn and Understand Customers

Delivering the products, services, and experiences customers want is only possible when businesses understand everything about each customer, including what influences their behaviors, then meeting their most current needs. Behavior analytics plays an important role in learning about customers at an individual level and building 360-degree profiles to enable personalized experiences at scale.  

Have Awareness Across the Buyer Journey

Knowing where customers are in their journey allows businesses to determine the next best action, whether it’s providing information, a custom offer, a tailored message, or another type of interaction. Having a deep understanding of customer journeys can identify the most opportune time and entry points for engagement based on customer behavior analysis.  

Identify Ways to Nurture Customers 

Guiding customers throughout their buying journey is one way to encourage sales. Nurturing customers at every step of the journey requires data analysis to accurately predict what each customer will do next, then proactively engage them in a highly personalized manner. Integrated, easy-to-use customer data identifies the best ways to motivate customers to take specific actions.   

Build Customer Loyalty

Every brand aspires to build a fiercely loyal customer base. Behavior analytics uncovers insights at a granular level to reveal what customers actually want, allowing the business to craft offers that meet those wants and needs. Customer loyalty extends well beyond loyalty programs by evolving from learning customer behaviors to ultimately guiding their actions. This approach requires the ability to know not only where customers have been, but where they want to go.   

Retain Customers and Turn Them into Brand Advocates

Customers have high expectations and are accustomed to doing business on their terms. Keeping customers happy is an increasingly sophisticated challenge, prompting businesses to continually develop new products and services that customers want, deliver them the right way through the right channel, and make the experiences memorable. When this happens, it strengthens customer relationships, leading to customers for life and turning customers into brand advocates.  

Optimize Data Analytics to Know Customers Better

Behavior analysis is just one capability for businesses to know their customers better. This type of analytics is essential for industries like retail that rely on micro-segmentation and shopping behaviors to build a complete, real-time picture of products and customers.   

The Actian Data Platform easily connects, manages, and analyzes data. Businesses in any industry can benefit by using a single platform for data integration, transformation, and storage​ to reimagine customer experiences.  

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About Becky Staker

Becky Staker is Actian's Vice President of Customer Experience, focused on elevating customer outcomes across the business. Her diverse background spans marketing, sales, and CX leadership roles, including at Deloitte and EY, where she honed a customer-centric approach. Becky has led global CX projects that improved retention and satisfaction scores. She frequently speaks at industry events on CX trends and innovations. Becky's Actian blog articles cover how data can transform customer engagement and experiences. Explore her recent writings for strategies to boost loyalty and ROI.
Data Management

Embracing Customer Profiling and Data Management

Traci Curran

February 23, 2023

fingers showing customer data and management

Defining Exceptional Service

Organizations always aim to give their customers the best experiences. There are several interpretations of what constitutes good and excellent service, and sometimes these terms are used interchangeably. However, many companies fail to achieve exceptional service because they do not understand their customers. 

Delivering any level of service requires that we anticipate what the customer is expecting. Sometimes they do not know what they want – so businesses use insights to predict what might be most useful to them. There have been many good companies with great products that have failed because the customer experience was terrible. The need to understand customer expectations and deliver products and services that meet those expectations is what defines exceptional service.  

Profiling and Managing Data

To fulfill the needs of our customers before and after a purchase, we must gather all available data. This data must be structured in a manner that is tailored to the customer and the service. This requires an understanding of marketing, transaction, mobile, and organizational service data. Some examples of marketing data would be the customer’s name, demographic information, age, financial characteristics, and online activities. Transaction data can give us a deeper understanding of their buying preferences and behavior. Mobile data from devices like phones, which have sensors, may show us where the customer is located, their distance from us, as well as their pulse and motion. To maximize the effectiveness of the data, we must combine the marketing, transaction, and mobile data with the organizational service data. This includes service, applications, infrastructure, platform, and capabilities. The data must be sourced from a variety of places such as cloud, on-premises, and IoT devices, including third-party sources. It is essential for accurate customer profiling to collect data from all sources. 

Knowing your customers better requires you to surface patterns and information that help paint a picture of who our customers are in any moment of time. Understanding buying habits creates the ability to use analytics to predict customer behavior and move them through the journey. Predictive behaviors based on historical data analysis can inform decisions and these decisions can be used to influence and create trust with the consumer. 

Enhancing Data and Decision Support

To enhance data for profiling decision support, first, we collect the data from as many sources as possible. Across all clouds, on-premises, and any other data sources. Enterprise-wide data collection capabilities are a must-have  to capture the customer as completely as possible and profile them for your services or products.  

The data must be analyzed quickly so that you are engaging your customer with the right message at the right time. Everyone is mobile, so as data is collected, you need the ability to communicate and influence your customer as quickly as possible.  

The more you understand your collected customer-related data, the better you can use automation, machine learning, artificial intelligence, and other emerging technologies effectively. These emerging capabilities all begin with having a clear data strategy, the technology to support the strategy, and the enterprise’s daily data collection operations.  

Discover how the Actian Data Platform can empower your data-driven enterprise with its data management and data integration solutions. The Actian Data Platform delivers unparalleled analytics performance for the data-driven enterprise, no matter where your data resides. Built-in services connect and orchestrate data movement across all your applications, so you can make those real-time connections with your customers.  

Traci Curran headshot

About Traci Curran

Traci Curran is Director of Product Marketing at Actian, focusing on the Actian Data Platform. With 20+ years in tech marketing, Traci has led launches at startups and established enterprises like CloudBolt Software. She specializes in communicating how digital transformation and cloud technologies drive competitive advantage. Traci's articles on the Actian blog demonstrate how to leverage the Data Platform for agile innovation. Explore her posts to accelerate your data initiatives.
Data Security

Embracing Customer Profiling and Data Management

Traci Curran

February 23, 2023

fingers showing customer data and management

Defining Exceptional Service

Organizations always aim to give their customers the best experiences. There are several interpretations of what constitutes good and excellent service, and sometimes these terms are used interchangeably. However, many companies fail to achieve exceptional service because they do not understand their customers.  

Delivering any level of service requires that we anticipate what the customer is expecting. Sometimes they do not know what they want – so businesses use insights to predict what might be most useful to them. There have been many good companies with great products that have failed because the customer experience was terrible. The need to understand customer expectations and deliver products and services that meet those expectations is what defines exceptional service.  

Profiling and Managing Data

To fulfill the needs of our customers before and after a purchase, we must gather all available data. This data must be structured in a way tailored to the customer and the service. This requires understanding marketing, transaction, mobile, and organizational service data. Some examples of marketing data would be the customer’s name, demographic information, age, financial characteristics, and online activities. Transactions data can give us a deeper understanding of their buying preferences and behavior. Mobile data from devices like phones, which have sensors, may show us where the customer is located, their distance from us, as well as their pulse and motion. To maximize the effectiveness of the data, we must combine marketing, transaction, and mobile data with the organizational service data. This includes service, applications, infrastructure, platform, and capabilities. The data must be sourced from a variety of places such as cloud, on-premises, and IoT devices, including third-party sources. It is essential for accurate customer profiling to collect data from all sources. 

Knowing your customers better requires you to surface patterns and information that help paint a picture of who our customers are at any moment in time. Understanding buying habits creates the ability to use analytics to predict customer behavior and move them through the journey. Predictive behaviors based on historical data analysis can inform decisions that can be used to influence and create trust with the consumer by reaching them at the right moments with the right messages. 

Enhancing Data and Decision Support

To enhance data for profiling decision support, first, we collect the data from as many sources as possible. Across all clouds, on-premises, and any other data sources. Enterprise-wide data collection capabilities are critical to capture the customer as completely as possible and profile them for your services or products. The data must be analyzed quickly so that you are engaging your customer with the right message at the right time. Everyone is mobile, so as data is collected, you need the ability to communicate and influence your customer as quickly as possible.  

The more you understand your collected customer-related data, the better you can use automation, machine learning, artificial intelligence, and other emerging technologies for effective customer engagement. These emerging capabilities all begin with having a clear data strategy, the technology to support the strategy, and the enterprise’s daily data collection operations.  

Discover how the Actian Data Platform can empower your data-driven enterprise with its data management and data integration solutions. The Actian Data Platform delivers unparalleled analytics performance for the data-driven enterprise, no matter where your data resides. Built-in services connect and orchestrate data movement across all your applications, so you can make those real-time connections with your customers.  

Traci Curran headshot

About Traci Curran

Traci Curran is Director of Product Marketing at Actian, focusing on the Actian Data Platform. With 20+ years in tech marketing, Traci has led launches at startups and established enterprises like CloudBolt Software. She specializes in communicating how digital transformation and cloud technologies drive competitive advantage. Traci's articles on the Actian blog demonstrate how to leverage the Data Platform for agile innovation. Explore her posts to accelerate your data initiatives.
Data Analytics

9 Essential Blog Articles to Help You Know Your Customer Better

Actian Corporation

February 21, 2023

globe showing screens with articles and information about knowing your customers better

Competition for customers is more intense than ever. And landing customers is only half the battle. Keeping them happy is the other half. Creating customers for life entails nurturing relationships and predicting changing needs, or risk losing customers to competitors. 

Innovative marketers understand the importance of knowing their customers so they can meet their needs and exceed their expectations. The barrier to achieving this often lies in an organization’s inability to easily integrate and utilize all relevant data to build comprehensive customer profiles.  

Add in the problem of a growing number of data and analytic tools, causing silos instead of enabling holistic customer views, and it’s easy to see why businesses have difficulty in truly knowing their customers. That’s why having the right platform is essential.   

We’ve collected the following articles in one place – offering expert advice and proven approaches that empower marketing teams to better know their customers and deliver the right experiences: 

Personalize CX

Personalization is the key to superior customer experiences. This presents a stark challenge for today’s businesses—deliver customized experiences across every interaction, or the customer may jump to a competitor that does. Find out why data-driven personalization can be the difference between “a customer for a moment and a customer for life.”

Connect Data for Easier CX

Ensuring consistent and outstanding customer experiences can be tricky because data is often spread out across disparate systems or hidden away in silos. Data must be integrated into a single platform and easy to use across the organization to deliver optimal value. See how connected data makes CX easier and more predictable. 

Prioritize CX

Creating an effective customer experience strategy is one critical step in an organization’s mission to connect with customers in meaningful ways. The strategy must include a way to understand the many dimensions of the customer and build 360-degree views at scale. Discover how prioritizing a CX strategy can drive business growth. 

Solve CX Challenges for Small Businesses

Engaging customers is business-critical for organizations of all sizes, but small and medium businesses face unique challenges. That’s because they have fewer technology resources to integrate all relevant data from all sources. Learn how the right platform lets businesses, even those with less than 1,000 employees, solve CX pain points and ensure success. 

See the Relationship Between CX and Cloud Data Integration

One downside of having so many customer experience tools now available is that they lead to data silos. Barriers to data integration lead to blind spots in the organization. Here’s a great read on how a cloud data platform offers a single solution for integrating and transforming all data, including data stored in the cloud, to tailor customer experiences and reach desired outcomes

Understand the Importance of a CX Strategy

Taking a proactive approach to customer experiences often requires less time and effort than reacting to negative feedback. Customers need positive interactions for the good to outweigh the bad. Delivering these interactions is increasingly important because unhappy customers are far more likely to write reviews and be vocal than happy customers. See how the right strategy can help guide the customer experience. 

Boost CX Through IoT and Edge Computing

Businesses are using more of the data they create at the edge—outside of the traditional data center or cloud infrastructure. Edge computing is revolutionizing the way businesses collect, process, and store data, which is opening doors to better customer experiences. Find out how data from edge computing and internet of things (IoT) devices will transform the way businesses and customers interact.

Deliver Impactful CX

Ensuring the right customer experiences starts with having accurate data that’s easy to access, manage, and use. “For businesses today, that data is the lifeblood for CX,” according to a blog. Too often, data management challenges limit access to current data, which negatively impacts customer experiences. See how to solve the challenge and modernize CX.

Increase Loyalty and Brand Sentiment

Providing the right experience to every customer, during every interaction, can be tricky. No surprise there. But what may be surprising is that data is not easy to access at many businesses. Easily accessible data can mitigate customer churn and enable superior experiences, among other benefits. Follow a data-driven approach to up-level customer experiences, build loyalty, and boost customer sentiment.  

 Start Delivering Enhanced Customer Experiences Today

As the articles point out, data optimization is essential to delight customers with impactful experiences. Businesses must be able to easily connect, manage, and analyze their data in a consistent way to understand customers, then predict and nurture their journeys. We hope these provide concrete examples for you to aid you in your journey in delivering the best in your customer experiences. 

The Actian Data Platform simplifies data usage. It allows marketers and others throughout the business to utilize data to ensure strategies are successful. Organizations can reimagine experiences that meet fast-changing customer needs and accurately determine the next best offer, while building and sustaining customer loyalty.  

actian avatar logo

About Actian Corporation

Actian empowers enterprises to confidently manage and govern data at scale. Actian data intelligence solutions help streamline complex data environments and accelerate the delivery of AI-ready data. Designed to be flexible, Actian solutions integrate seamlessly and perform reliably across on-premises, cloud, and hybrid environments. Learn more about Actian, the data division of HCLSoftware, at actian.com.
Data Integration

Ethics and Data Integration

Actian Corporation

February 21, 2023

person researching ethics and ai data integration

I collect articles on data integration. I do this for my ongoing education, as well as to gain new and interesting perspectives on a technology that I’ve been involved with since the early 90s.

One of the most thought-provoking articles was a recent article by Anne Buff, discussing the ethics behind data, including big data and data integration. “There has been a lot of hype around the introduction of social media data and big data to the worlds of data integration and master data management. After all, isn’t more data – capable of helping us identify and understand our customers better – invaluable to the business? Perhaps, but along with its infinite value could come some highly unexpected, extensive costs and liabilities if not handled appropriately.”

As Anne points out, as we integrate external data sources with other data sources, we must certainly be aware of the governing laws and regulations in how we handle that data. What is missing, however, is an understanding of the responsibility of data management with ethics in mind. We must do no harm as we keep and leverage data from many different sources, including our own. “We are consistently seeing more news reports about brand-damaging situations companies are facing because the ethical implications of their actions were just not considered.”

Most of us don’t think about ethical responsibility around data integration and the general use of data. These days, to have data is to have understanding, and to have understanding is to have power, and to have power there is a potential for abuse.

Data integration has always been a powerful tool to drive understanding, typically intra-enterprise. By having applications and databases that share data, enterprises can react upon near-perfect information.

For instance, the ability for a sales order system to check a customer’s credit rating, and dynamically adjust the price based upon the risk of not getting paid. Moreover, the ability for the sales information to automatically inform the production systems to begin building and delivering a product, then the information moves to accounting, and perhaps to a data warehouse. All of this occurs within seconds.  Back in the day, we called this the “real-time enterprise.”

Today we have a few new concepts today that make data even more powerful, including:

  • The rise of big data systems that allow for the easy analysis of both structured and unstructured data with quick response times.
  • Better and more scalable data integration technology that’s able to replicate data across systems and databases.
  • The rise of cloud-delivered data from many different sources, including social media, government, and commercial organizations.
  • An increasing desire to leverage this information to enhance revenue.

So, a well-integrated enterprise can actually have access to many different data points, both inside and outside of the enterprise. The ability to see that data, and place it into context, provides insights not available in the past, such as the ability to determine human attributes, even if the direct data is not there, such as marriage status, sexual orientation, income, criminal records, political leanings, credit, hobbies, affiliations, etc. .

Much of this data is derived from seemingly innocuous data, such as posting a picture of your new motorcycle on Facebook, or stating your support for gay marriage on twitter. Even if you don’t put this information out on social networks, certain conclusions can be reached based upon whom you allow into your virtual social circles, or by tracking your smart phone. The ability to draw these conclusions from data is the core concept behind data science, which is a rising discipline.

Other more business-oriented sophisticated data analysis can occur as well. An example would be the ability to determine if a company will meet their quarterly numbers based upon thousands of unrelated data points, and trading on that information. Or, another example would be government entities using data gathered with GPS systems leveraged by motorists to issue speeding tickets. The list goes on.

So, what are the ethics around using data, and gathering data using data integration technologies and approaches? As we discussed above, with data comes knowledge, and with knowledge comes power, and with power comes responsibility.

As we learn how to leverage data to understand more about the data that we manage, as well as leverage other outside data to define a better pattern of context, we actually have to ask the question: What do we really need to understand to support the business? What information is relevant? What are the legalities around management of certain data? What information is too invasive?

This does not mean we just protect the company from criticism, or avoid PR issues. This is about a fundamental set of policies that guide the use of information that has become far more complete and detailed than it was just a few years ago. This is about the ethical use of data, and the continued ability to leverage data integration approaches and technologies for the good of the company.

actian avatar logo

About Actian Corporation

Actian empowers enterprises to confidently manage and govern data at scale. Actian data intelligence solutions help streamline complex data environments and accelerate the delivery of AI-ready data. Designed to be flexible, Actian solutions integrate seamlessly and perform reliably across on-premises, cloud, and hybrid environments. Learn more about Actian, the data division of HCLSoftware, at actian.com.