Data Analytics

Actian Data Platform Helps Deliver Real-Time Data Analytics

Actian Corporation

November 4, 2022

Cloud data warehouse representation of Actian Avalanche

Organizations need to put relevant, trustworthy, and actionable data directly into the hands of their front-line workers and decision-makers, in a manner that improves situational awareness, as change is happening. This empowers users to decide on the best courses of action in the moment. Here’s how you can use our Actian Data Platform (formerly Avalanche) to maximize the business value of your data.

How can the Actian Data Platform Help Your Business?

The Actian Data Platform provides a trusted, flexible, and easy-to-use data platform for real-time data analytics. This highly scalable platform can be deployed in any cloud, on-premises, and in hybrid and multi-cloud environments. With built-in data integration, businesses can quickly build pipelines to ingest and transform data from any source, providing accurate, complete, and timely data into the native data warehouse and/or other targets. Businesses grow revenue and improve customer experience by bringing together data from enterprise systems, third-party data sources, and SaaS applications.

Finally, data management is also built-in, enabling organizations to run operational and transactional workloads at scale and to meet enterprise service level agreements (SLAs) for scaling, availability, and usage monitoring. Together, these capabilities empower data consumers to be truly self-service in standing up their analytics solutions, in a single platform with common design-time and runtime experiences.

Delivering Today While Building for the Future

Actian Data Platform makes data easy so that businesses can connect, manage, and analyze their data to make the most informed, meaningful decisions. This data platform is designed to be the most trusted, flexible, and easy-to-use platform on the market. Here are ways it helps deliver on the promise of real-time data analytics:

Accelerated Data Modernization

Quickly ingest data into the platform with a single user interface for self-service integration, analytics, and data management. This enables anyone to be a data practitioner and helps build a data driven culture organization-wide.

Superior Price-Performance

Built to maximize resource utilization delivering unmatched performance and an unbeatable total cost of ownership.

REAL Real-Time

Patented technology allows real-time updates of a data set without impacting query performance and costs. This allows data consumers to analyze always up-to-date data, thus they are confident they are responding to current reality. This is critical when unpredictable changes impact customers, suppliers, and employees in real-time.

Single Platform

One solution for data integration, data management and data analytics lowers risk, cost, and complexity, while allowing easier sharing and reuse across projects than cobbling together point solutions.

Flexibility, Deploy Anywhere

Any cloud, hybrid, and on-premises – plus it is API-driven to embed analytics within applications and systems, so that relevant data is delivered in context.

Role-Based Security Policies

Reduce the time and effort to comply with data and privacy regulations without compromising the usefulness of data to intended consumers.

Accelerate Your Business With Real-Time Data Analytics

Learn how leading companies across industries use the Actian Data Platform to maximize business value.

Learn how a single platform for data analytics, integration and management can accelerate your analytics use cases.

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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

What is Data Modeling?

Actian Corporation

November 3, 2022

Data modelling

Data modeling is a central step of software engineering. A data-driven company’s objectives are to evaluate all data dependencies, to explain how the data will be used by the software, and to define the data objects that will be stored in the database for later use. Are you wondering about what data modeling is, its founding principles, and the different types of models? Follow this guide:

The life cycle of data, while it may seem technically complex, is conceptually quite simple. First, you need to collect the data. Then you need to clean and organize it. Finally, you need to understand how you can use it. This crucial phase is based on data modeling. The idea is to create a visual representation of an entire data portfolio (or certain segments of the data) to easily identify the different types of data available, the relationships that may exist between these different types of data, and how they can be grouped, split up, or in any case organized to interact and generate value.

Data modeling, therefore, plays a key role in knowing how to exploit your data. Data models are built to meet the needs of the business. So, while there are different types of data models, one should never lose sight of the company’s objectives for data modeling to be truly effective.

Some of the advantages of data modeling include: reducing the risk of error during database software development, saving valuable time during the design and creation of databases, and ensuring consistency in the design of data systems. Data modeling also promises to simplify the communication between data and business teams.

The Different Types of Data Modeling

To get started on the path to data modeling, you need to start by knowing the main types of data models. Very schematically, there are three types of models:

The Conceptual Data Model

The conceptual data model gives context and helps teams understand the data outside of the technical dimension. The conceptual model is for everyone in your company, even those who lack technical skills. The conceptual model describes the data contained by the system, its attributes and data constraints, the business rules that govern the data, and the data security and integrity requirements.

The Logical Data Model

Logical models deliver more detail about the concepts and relationships in a data domain. In other words, they describe entities and attributes to provide a clear representation of the purpose of data for the business. A logical data model is a model that is not specific to a database. It describes the data in as much detail as possible, regardless of how it will be physically implemented in the database. Characteristics of a logical data model include all entities and the relationships between them, the attributes of each entity, and the primary key of each entity, for example.

The Physical Data Model

The physical data model represents how the model will be built in the database. A physical database model displays the entire table structures, including the column name, column data type, column constraints, primary key, foreign key, and relationships between tables. A physical data model will be used by database administrators to estimate the size of database systems and to perform capacity planning.

How Data Modeling Works

Data modeling is based on three key models: the relational model, the hierarchical model, and the entity-association model. The relational model is both the oldest and the most commonly used. It deals primarily with numerical data and is used mainly in mathematical calculations such as sums or averages. There is also the option to move towards a hierarchical model, which is optimized for online queries and data warehouse tools. In this case, the data is classified hierarchically, in a descending structure. Finally, there is the E-R model, which is used to generate a relational database in which each entry represents an entity and has fields that contain attributes.

Guarantee the integrity of your data, make the use of your data assets more reliable, and facilitate the development of a data culture within your company. Data modeling will allow you to be part of a virtuous circle of data use.

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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

What is the Difference Between Data Fabric and Data Mesh?

Actian Corporation

November 3, 2022

At first, organizations were focused on collecting their enterprise data. Now, the challenge is to leverage knowledge out of the data to bring intelligent insights for better decision-making. Numerous technologies and solutions promise to make the most of your data. Among them, we find Data Fabric and Data Mesh. While these concepts may seem similar, there are fundamental differences between these two approaches. Here are some explanations.

It is no secret that the immense volumes of data collected each day have many benefits for organizations. It can bring valuable customer insights so companies can personalize their offers and differentiate themselves from their competitors, for example. However, the growing number of digital uses creates an abundance of information that can be hard to exploit without a solid data structure.

According to Gartner’s forecasts, by 2024, more than 25% of data management solution vendors will provide full data structure support through a combination of their own and partner products, compared to less than 5% today.

In this context, several avenues can be explored, but two stand out the most: Data Fabric and Data Mesh.

What is a Data Fabric?

The concept of a Data Fabric was introduced by Gartner back in 2019. The renowned institute describes a Data Fabric as the combined use of multiple existing technologies to enable metadata-driven implementation and augmented design.

In other words, a Data Fabric is an environment in which data and metadata are continuously analyzed for continuous enrichment and optimal value. But beware! A Data Fabric is not a finished product or solution – It is a scalable environment that relies on the combination of different solutions or applications that interact with each other to refine the data.

A Data Fabric relies on APIs and “No Code” technologies that allow synergies to be created between various applications and services. These solutions thus enable the data to be transformed to extract the quintessence of knowledge throughout its life cycle.

What is Data Mesh

The concept of Data Mesh was introduced by Zhamak Dehghani of Thoughtworks in 2018. It is a new approach to data architecture, a new mode of organization, based on meshing data. Data Mesh is based on the creation of a multi-domain data structure. Data is mapped, identified, and reorganized according to its use, its target, or its potential exploitation. Data Mesh is based on these fundamental principles: the data owner, self-service, and interoperability. These three principles enable the creation of decentralized data management. The advantage? Bringing about interactions between different disparate data domains to generate ever more intelligence.

The Key Differences Between Data Fabric and Data Mesh

To fully understand the differences between Data Fabric and Data Mesh, let’s start by discussing what brings them together. In both cases, there is no such thing as a “ready-to-use” solution.

Where a Data Fabric is based on an ecosystem of various data software solutions, Data Mesh is a way of organizing and governing data. In the case of Data Mesh, data is stored in a decentralized manner in their respective domains. Each node has local storage and computing power, and no single point of control is required for operation.

With a Data Fabric, on the other hand, data access is centralized with clusters of high-speed servers for networking and high-performance resource sharing. There are also differences in terms of data architecture. For example, Data Mesh introduces an organizational perspective, independent of specific technologies. Its architecture follows a domain-centric design and product-centric thinking.

Although they have different rationales, Data Mesh and Data Fabric serve the same company objectives of making the most of your data assets. In this sense, despite their differences, they should not be considered opposites but rather complementary.

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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

Don’t Rely on Outdated Advice for Digital Transformation

Teresa Wingfield

November 2, 2022

Digitally illustrated binary data tunnel to represent digital transformation

The road to digital transformation is not straightforward and has not rapidly accelerated over the past few years. As businesses modernize systems and processes to keep pace with technology innovation, they’re looking for insights and road markers to help guide them along their journey.

When seeking advice, business leaders often turn to industry peers for insights into their digital transformation efforts. This type of knowledge sharing helps leadership teams stay abreast of industry and market shifts, and how best to respond to them. However, given how quickly digital transformation moves today, coupled with an unpredictable market, leaders should consider carefully where they source their often outdated tips and tricks.

Referencing older digital transformation models not only hinders innovation in the enterprise, but it can also lead businesses to make poor strategic decisions that cut revenue and customer loyalty. We’ll share some advice that once held merit, which leaders should largely avoid in today’s fast-paced, digital-first world.

“Transform everything, and stop at nothing”

During the automation boom of the early 2010s, businesses deployed automation to many systems and processes with little regard for how over-automation might create inefficiencies. This is akin to the ‘shiny new toy’ effect when a new idea or innovation is announced; everyone wants what’s new even though they don’t know yet how it effectively fits into their systems.

Digital transformation is no different. In the early days of digitization, IT teams and leaders felt that every single element of an enterprise needed transformation – and fast. Companies would often invest too broadly in top-down transformation models which would have sky-high goals and minimal results.

Businesses that do too much too fast often find themselves underwater with systems that aren’t set up or functioning properly. Businesses that want to digitally transform today should draw on lessons from businesses that are over-automated and focus on one system and process to improve at a time. By taking this route, enterprises can test individual elements of a new solution, discern how that fits into the current stack, and then move to the next system.

“Create separate IT functions for the old and the new”

Historically speaking, digital transformation efforts often involved splitting the IT team into two groups; one to manage the maintenance of legacy systems and another to help drive innovation with new solutions.

While a business may be tempted to have separate, dedicated teams to perform these functions, they create division and silos. The team that’s tasked with maintaining legacy systems will be stuck working with technology that’s monolithic and outdated, and the other team will work with innovative new products. Working on new technologies and solutions helps IT professionals learn skills and understand how these systems will guide the future of the enterprise. Workers who focus on legacy technology will spend their time on systems that are fading out of favor, and this may make them feel left behind.

Rather than creating silos, companies should create IT teams that are agile and collaborative, with cross-functional groups that aren’t segmented by technology (new or old). This model means that all teams are trained on new technologies, while sunsetting legacy systems. This also allows for broader training on new processes, which democratizes the digital transformation process and rallies everyone to work together to accomplish the same goals.

“Build fast, measure later”

When new systems and technologies become available, businesses are often fast to adopt them, as outlined in the earlier ‘shiny new toy’ example. The same sentiment applies to IT teams rapidly building up solutions without measurable goals and outcomes.

It’s tempting to get a new solution up and running as fast as possible, but this method doesn’t allow for the necessary amount of time for successful adoption. Since digital transformation is a journey, not a destination, it would be a mistake to implement a solution before knowing how to measure and analyze its results. If an airplane quickly fueled up without assessing how much gas it needed to reach the destination, passengers may land earlier than expected. The same notion applies here. Brands must accurately assess if a new piece of technology will help achieve digital transformation goals. Foregoing this assessment can lead to undesirable outcomes and potentially stunted revenue growth.

What should businesses do then? They should begin the assessment process before building a new solution to gain a clear view of what they hope to measure, analyze, and achieve.

Want to learn how Actian can help your organization along its digital transformation journey, supported by data-driven insights? Learn more: https://www.actian.com/

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About Teresa Wingfield

Teresa Wingfield is Director of Product Marketing at Actian, driving awareness of the Actian Data Platform's integration, management, and analytics capabilities. She brings 20+ years in analytics, security, and cloud solutions marketing at industry leaders such as Cisco, McAfee, and VMware. Teresa focuses on helping customers achieve new levels of innovation and revenue with data. On the Actian blog, Teresa highlights the value of analytics-driven solutions in multiple verticals. Check her posts for real-world transformation stories.
Data Intelligence

How Does a Data Catalog Reinforce the Principles of Data Mesh?

Actian Corporation

November 2, 2022

actian data mesh and data catalog

Introduction: What is Data Mesh?

As companies are becoming more aware of the importance of their data, they are rethinking their business strategies in order to unleash the full potential of their information assets. The challenge of storing the data has gradually led to the emergence of various solutions: data marts, data warehouses, and data lakes, to enable the absorption of increasingly large volumes of data. The goal? To centralize their data assets to make them available to the greatest number of people to break down company silos.

However, companies are still struggling to meet business needs. The speed of data production, transformation and the growing complexity of data (nature, origin, etc.) are straining the scalability capabilities of such a centralized organization. This centralized data evolves into an ocean of information where data management teams cannot respond effectively to the demands of the business and only a few expert teams can.

This is even more true in a context where companies are the result of mergers, takeovers, or are organized into subsidiaries. Building a common vision and organization between all the entities can be complex and time-consuming.

With this in mind, Zhamak Dehghani developed the concept of “Data Mesh“, proposing a paradigm shift in the management of analytical data, with a decentralized approach.

Data Mesh is indeed not a technological solution but rather a business goal, a “North Star” as Mick Lévy calls it, that must be followed to meet the challenges facing companies in the current context:

  • Respond to the complexity, volatility, and uncertainty of the business.
  • Maintain agility in the face of growth.
  • Accelerate the production of value, in proportion to the investment.

How the Data Catalog Facilitates the Implementation of a Data Mesh Approach

The purpose of a data catalog is to map all of the company’s data and make it available to technical & business teams in order to facilitate their exploitation, collaboration around their uses and thus, maximize and accelerate the creation of business value.

In an organization like Data Mesh, where data is stored in different places and managed by different teams, the challenge of a data catalog is to ensure a central access point to all company data resources.

But to do this, the data catalog must support the four fundamental principles of the Data Mesh which are:

  • Domain-driven ownership of data.
  • Data as a product.
  • Self-serve data platform.
  • Federated computational governance.

Domain Ownership

The first principle of Data Mesh is to decentralize responsibilities around data. The company must first define business domains, in a more or less granular way, depending on its context and use cases (e.g. Production, Distribution, Logistics, etc.).

Each domain then becomes responsible for the data it produces. They each gain autonomy to manage and valorize the growing volumes of data more easily. The quality of the data is notably improved, taking advantage of any business expertise as close as possible to the source.

This approach calls into question the relevance of a centralized Master Data Management system offering a single model of the data, which is exhaustive but consequently complex to understand by data consumers and difficult to maintain over time.

Via the Data Catalog, business teams are able to rely on it to create an inventory of their data and describe their business perimeter through a model that is oriented by the specific uses of each domain.

This modeling must be accessible through a business glossary that associated with the data catalog. This business glossary, while remaining a single source of truth, must allow the different facets of the data to be reflected according to the uses and needs of each domain.

For example, if the concept of “product” is familiar to the entire company, its attributes will not be of the same interest if it is used for logistics, design or sales.

A graph-based business glossary will therefore be more appropriate because of its flexibility and its modeling and exploration capabilities that its offers compared to a predefined hierarchical approach. While ensuring the overall consistency of this semantic layer across the enterprise, a graph-based business glossary allows data managers to better take into account the specificities of their respective domains.

The data catalog must therefore enable the various domains to collaborate in defining and maintaining the metamodel and the documentation of their assets, in order to ensure their quality.

To do this, the data catalog must also offer an suitable permission management system, to allow the responsibilities to be divided up in an unambiguous way and to allow each domain manager to take charge of the documentation of their scope.

Data as a Product

The second principle of the Data Mesh is to think of data not as an asset but as a product with its own user experience and lifecycle. The purpose is to avoid recreating silos in the company due to the decentralization of responsibilities.

Each domain is responsible for making one or more data products available to other domains. But beyond this company objective, thinking of data as a product allows us to have an approach centered on the expectations and needs of end users: who are the ones that consume data? in what format(s) do the users use the data? with what tools? how can we measure user satisfaction?

Indeed, with a centralized approach, companies respond to the needs of business users and scale up more slowly. Data Mesh will therefore contribute to the diffusion of the data culture by reducing the steps to take to exploit the data.

According to Zhamak Dehghani, a data product should meet different criteria, and the data catalog enables to meet some of them:

Discoverable: The first step for a data analyst, data scientist, or any other data consumer is to know what data exists and what types of insights they can exploit. The data catalog addresses this issue through an intelligent search engine that allows for keyword searching, typing or syntax errors, smart suggestions, and advanced filtering capabilities. The data catalog must also offer personalized exploration paths to better promote the various data products. Finally, the search and navigation experience in the catalog must be simple and based on market standards such as Google or Amazon, in order to facilitate the onboarding of non-technical users.

Understandable: Data must be easily understood and consumed. It is also one of the missions of the data catalog: to provide all the context necessary to understand the data. This includes a description, associated business concepts, classification, relationships with other data products, etc. Business areas can use the data catalog to make consumers as autonomous as possible in understanding their data products. A plus would be integration with data tools or sandboxes to better understand the behavior of the data.

Trustworthy: Consumers need to trust in the data they use. Here again, the data catalog will play an important role. A data catalog is not a data quality tool, but the quality indicators must be able to be retrieved and updated automatically in the data catalog in order to expose them to users (completeness, update frequency, etc.). The Data Catalog should also be able to provide statistical information on the data or reconstruct the lineage of the data, to understand the origin and the various its transformations over time.

Accessible Natively: A data product should be delivered in the format expected by the different personas (data analysts, data scientists, etc.). The same data product can therefore be delivered in several formats, depending on the uses and skills of the targeted users. It should also be easy to interface with the tools they use. On this point, however, the catalog has no particular role to play.

Valuable: One of the keys to the success of a data product is that it can be consumed independently, that it is meaningful in itself. It must be designed to limit the need to make joins with other data products, in order to deliver measurable value to its consumers.

Addressable: Once the consumer has found the data product they need in the catalog, they must be able to access it or request access to it in a simple, easy and efficient way. To do so, the data catalog must be able to connect with policy enforcement systems that facilitate and accelerate access to the data by automating part of the work.

Secure: This point is related to the previous one. Users must be able to access data easily but securely, according to the policies set up for access rights. Here again, the integration of the data catalog with a policy enforcement solution facilitates this aspect.

Interoperable: In order to facilitate exchanges between domains and to, once again, avoid silos, data products must meet the standards defined at the enterprise level to easily consume any type of data product and integrate them with each other. The data catalog must be able to share the data product’s metadata to interconnect domains through APIs.

Self-Serve Data Infrastructure

In a Data Mesh organization, the business domains are responsible for making data products available to the entire company. But to achieve this objective, the domains must have services that facilitate this implementation and automate the management tasks as much as possible: These services must make the domains as independent as possible from the infrastructure teams.

In a decentralized organization, this service layer will also help reduce costs, especially those related to the workload of data engineers; resources that are difficult to find.

The data catalog is part of this abstraction layer, allowing business domains to easily inventory the data sources for which they are responsible. To do this, the catalog must itself offer a wide-range of connectors that support the various technologies used (storage, transformation, etc.) by the domains and automate curation tasks as much as possible.

Via to easy-to-use APIs, the data catalog also enables domains to easily synchronize their business or technical repositories, connect their quality management tools, etc.

Federated Computational Governance

Data Mesh offers a decentralized approach to data management where domains gain some sovereignty. However, the implementation of a federated governance ensures the global consistency of governance rules, the interoperability of data products and monitoring at the scale of the Data Mesh.

The Data Office acts more as a facilitator, transmitting governance principles and policies, than as a controller. Indeed, the CDO is no longer responsible for quality or security but responsible for defining what constitutes quality, security, etc. The domain managers take over locally for the application of these principles.

This paradigm shift is possible via the automation of the application of governance policies. The application of these policies is thus accelerated compared to a centralized approach because it is done as close to the source as possible.

The data catalog can be used to share governance principles and policies that can be documented or listed in the catalog, and linked to the data products to which they apply. It will also provide metadata to the systems responsible for automating the setting up of the rules and policies.

Conclusion

In an increasingly complex and changing data environment, Data Mesh provides an alternative socio-architectural response to centralized approaches that struggle to scale and meet business needs for data quality and responsiveness.

The data catalog plays a central role in this organization, providing a central access portal for the discovery and sharing of data products across the enterprise, enabling business domains to easily manage their data products, and deliver the metadata to automate the policies necessary for federated governance.

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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

How to Make Your Analytics Journey More Data-Driven

Actian Corporation

October 31, 2022

The word Analytics with a man taking notes

Your future as a successful business depends on being more data-driven. A successful analytics journey transforms an organization from using its data to understand what happened in the past, to using real-time data to help users decide on the best course of action at the moment. To complete this journey, your culture, your vision, and your way of thinking about data will likely need a facelift.

Data-Driven Culture

According to PricewaterhouseCoopers (PwC), 86% of C-Suite executives believe culture is critical to their organizations’ success. You’ll have to kick a few old habits, such as relying on your limited supply of data engineers and data scientists for everything users need and finding ways to enable others to self-serve. Bottlenecks lead to missed opportunities to increase revenue, reduce costs, improve customer experience, operate more efficiently, and more.

How real-time data analytics helps create a data-driven culture:

  • Self-service gives users insights faster so businesses can realize the value of data faster.
  • Enterprise-wide collaborative iteration engages talent at all levels across an organization to improve decision-making.
  • Analytics embedded within day-to-day tools and applications deliver data in the right context.
  • Inclusion of employees in decision-making helps attract and retain talent.

Data-Driven Vision

Your future of data analytics hinges on your data-driven vision (what you hope real-time analytics will deliver). You’ll never be able to collect and analyze all data and you shouldn’t even try. Always start with business goals in mind, then work back from there to determine what data is needed to achieve them.

For example, if your objective is to improve customer experience, you need to zero in on data that will help you build a 360-degree view of your customers so that you know what times are right to engage with them. Then, you can provide meaningful actions and experiences that build their loyalty for the long run. Supply chain resiliency should be your focus. You’ll benefit from data on supply and demand, inventory, transportation, warehouse operations, labor utilization and more.

Data Product Thinking

Many data practitioners make the mistake of focusing first on making data available to the organization, and then figuring out how to make it align with various stakeholders’ needs. This is like having a hammer and looking for nails. The data sets you give users are often not what they were expecting, frustrating your data consumers. Instead, you should operate the other way around: first understand your stakeholders’ needs, then work to identify and deliver data that meets those needs.

This is similar to how software product managers think, applied to the world of data. You can apply “Product” thinking that first understands user needs and then designs functionality to address them throughout your analytics journey. Just like a product that needs new feature development to keep its customers happy, you can identify and address gaps in your user’s data experience. Understanding your users’ needs to be a fundamental real-time data analytics design rule.

Here are a few pointers:

Know Your Users. With product data thinking, users are your customers. You probably already know the needs of your traditional data engineers and data scientists very well. But what about your line-of-business users? These are important stakeholders who deal with solving business challenges daily. Provide them with easy access to data that is relevant to their business specialties. Examples include financial analysis, sales and marketing operations, supply chain and distribution, customer service and customer success, healthcare and spend management, and fraud and risk management.

Know Their Pain. Persistent problems with a product or service can cause inconveniences to customer’s data analytics software, access and user experience and needless friction for usability. Think of data meaning and relevance as product benefits to satisfy user needs. Present your data product on time and in the right context.

Know How They Measure Success. You will need to prioritize data that will help users meet their goals in the same way you prioritize features that customers find most value in. This often depends on how users measure their performance. Are users trying to improve customer satisfaction (CSAT) and Net Promoter Score (NPS) data? How are they measuring operational excellence? What financial metrics are important to them?

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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

Digital Transformation is a Journey, Not a Destination

Traci Curran

October 27, 2022

Digital illustration of a disc with the words "Digital transformation at the center"

Enterprises have had to adjust their business strategies to account for the rapid pace of change and transformation of the last few years. Factors such as technological innovation, decentralized work, and data volume have triggered an acceleration of digital transformation (DX) plans. For many, the COVID-19 pandemic and subsequent lockdowns also sped up the pace of digitization as businesses rushed to establish continuity plans for their distributed workforces.

As a result, this caused organizations to take a step back and assess their digital transformation initiatives and strategies to ensure they keep pace with today’s changing business environment. Customer expectations have changed as well over the past few years, as shoppers increasingly engage with brands online for their shopping needs, in addition to brick-and-mortar stores.

As such, customers expect seamless user experiences that keep them engaged and have reasons to keep interacting with the brand. Businesses today need to take stock of systems, processes and data within the enterprise to ensure they’re in place for an always-on digital transformation journey.

What to Consider Along Any Digital Transformation Journey

Digital transformation is about breaking down barriers between technology and the users who are engaging with it. These barriers commonly create inefficiencies that can slow businesses down, which have a cascading impact on their market competitiveness.

Before any digital transformation journey can begin, it’s crucial to understand your company’s desired goals and outcomes and what that means against the backdrop of the wider business strategy. Having complete alignment on what the organization hopes to get out of digital transformation will ensure that most everyone in the company, across levels and lines of business, understands their role in driving the business forward. To accelerate this effort, businesses should make efforts to educate the appropriate teams on how these changes will directly impact those who work for them. This helps drive buy-in and trust.

The process of identifying digital transformation goals and outcomes looks different for every organization. For many, it can involve assessing internal systems and mapping new technological solutions to them to achieve better business outcomes. It’s crucial that leadership takes a step back and conducts a thoughtful review, ensuring that each department and team’s needs are accounted for, and that the proposed technological solution underpins business goals. Shoehorning new solutions without a meaningful assessment of needs, goals and outcomes can kill digital transformation before it even begins.

Digitally Transformed Data

Digital transformation also seeks to knock down barriers between datasets and those who need access to the data. Silos like these impact effective customer outreach strategies and hinder a great customer experience (CX). The need for interoperability between where data is stored and those who need access to it is a critical driver of digital transformation and is one that must be prioritized.

Enabling easier access to data through digital transformation gives businesses the ability to make real-time decisions based on up-to-date data points and analytics. Given the breakneck speed of digitization, the need for agility means everything today. Whether it’s the pandemic, technological innovation, or other disruptors, the ability to react effectively to a market shift is essential. When built thoughtfully, digital transformation offers improved visibility and provides a path toward acting on timely decisions to keep pace with change.

Digital technology can drastically course-correct a business struggling with efficiency and data silos, but it should be practiced periodically, reviewed and re-assessed. Digital transformation is an ongoing journey, and not just a destination. Digital transformation truly never ends, it only continues to grow and advance alongside a business. Now is the time to take stock of digital needs, map measurable and reasonable outcomes to them, and use the power of technology to drive innovation.

We welcome you to get a consultation on your digital transformation strategies and learn how Actian can help supercharge them with data. Connect with us today.

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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

How to Increase Loyalty and Brand Sentiment Through Data

Teresa Wingfield

October 25, 2022

icons representing the importance of increase loyalty and brand sentiment

A great customer experience (CX) can lead to more customers choosing you over your competitors. However, getting CX right can be a tricky task, especially as buyer personas and behaviors rapidly evolved because of the COVID-19 pandemic. Consumers have pivoted the way they shop, and, given the uptick in digital selling options businesses are offering, there’s more consumer choice than ever. It’s about assessing how you use data in your systems to prevent customer churn and to prioritize a superior CX.

To realize these benefits, invest in building churn prevention strategies, such as nurturing stronger long-term relationships with customers and improving forecasts. Analyze root causes behind churn and deploy surveys such as customer satisfaction (CSAT) or net promoter score (NPS). These can provide a real-time sense check on how new CX initiatives are playing out, as well as how they’ve impacted customer sentiment.

Overcome The Churn Challenge

To prevent churn, it’s helpful to understand what churn is, where it comes from, and how to measure it to better inform CX.

Customer churn is a one-time customer not coming back to a business as a repeat buyer. Unfortunately, for most businesses, some level of customer churn is going to be inevitable. Often, customers who have churned are the ones not engaging regularly with the business. Disengagement can be a direct indicator that a customer is about to hop over to a competitor.

People will also churn out of the sales funnel if products or services they’ve purchased are buggy, when there’s no adequate support, or if the customer experience was poorly executed. Additionally, customer needs constantly pivot alongside market changes and technological innovation, and customers are often eager to take their business elsewhere to try something new.

The cost of acquiring new customers is significantly higher than the cost of maintaining relationships with current customers. By not paying attention to what keeps customers happy during their lifecycle, you run the risk of having to constantly acquire new customers because you can’t hold onto the ones you have. You also risk diluting your brand in the market and weakening the sense of customer trust that you once captured.

This is why the notion of nurturing is so important for businesses to keep their customers happy and brand loyal. Taking a data-driven approach that leverages segment analysis and predictive analytics will do the trick.

Use Data to Up-Level CX

Stop guessing when making investments in customer marketing and instead tap into the wealth of data you have to build accurate profiles. Without using data that already exists on audience segments for analysis, marketing dollars can end up spent on campaigns based on old or irrelevant data.

Data sets such as previous customer touchpoints and inquiries, purchase histories, and prior service logs are all important to build a better CX. Given the importance of these data sets work to aggregate and connect them.

Traditional data analysis capabilities are limited by the volume and types of data that they can analyze, which can lead to irrelevant or inaccurate results. Data sets that inform churn prediction, such as the ones listed above, must be combined to develop a true understanding of where customers sit.

Aggregated customer profile data can also help you uncover new classifications and segments. You can use data to build churn scores that clearly indicate which customers are most vital to maintain, and how to better reach them. Businesses can also use data to develop more relevant and customized experiences for customers, as well as to offer them better support if they run into an issue.

Additionally, predictive analytics tools are instrumental to help identify customer behavioral trends and market changes early on. This gives CX teams a jump start when creating experiences that are relevant to customers, right at the needed moment in time, during their lifecycle and buying journey.

The Actian Data Platform makes data easy so that businesses can connect, manage, and analyze their data to make the most informed, meaningful decisions. The Actian Data Platform is trusted, flexible, and easy to use. One solution for data integration, data management and data analytics lowers risk, cost, and complexity, while allowing easy sharing and reuse across loyalty and brand initiatives.  Creating a superior CX through team collaboration helps drive greater loyalty and create customers for life.

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About Teresa Wingfield

Teresa Wingfield is Director of Product Marketing at Actian, driving awareness of the Actian Data Platform's integration, management, and analytics capabilities. She brings 20+ years in analytics, security, and cloud solutions marketing at industry leaders such as Cisco, McAfee, and VMware. Teresa focuses on helping customers achieve new levels of innovation and revenue with data. On the Actian blog, Teresa highlights the value of analytics-driven solutions in multiple verticals. Check her posts for real-world transformation stories.
Actian Life

Actian is a Timmy Awards Finalist

Rae Coffman-Bueb

October 21, 2022

Digital trophy hovering over an iPad representing the Timmy Awards Finalists

Source: Timmy Award submission

We have exciting news to share: Actian has been named a finalist in two categories for Tech in Motion’s 8th Annual Timmy Awards! We’ve been selected as top contenders in both the “Best Tech Enterprise Employer” and “Best Tech Work Culture” categories.

Since the Timmy Awards launched in 2015, their mission has been to celebrate the best places for tech professionals to work. Today, the Timmy’s honor excellence across six best-in-tech award categories: best tech startup, manager, work culture, enterprise employer, workplace for diversity, and tech for good. The program has become a highly sought-after recognition for companies of all sizes, celebrating the continual evolution of the technology industry and the gold standard for employee experience.

The “Best Tech Work Culture” award is claimed by companies that successfully uncover employee potential through community and shared mission. These companies also inspire high-performance levels and recognize valuable contributions at every level. Recipients boast an exemplary tech work culture – across office, in-person, and hybrid – that encourages diversity, inclusivity, technical creativity, learning and meaningful recognition. One of Actian’s initiatives that displays our unique and truly special culture – and helped us stand out from the competition – is our IMPACTIAN program. We kicked off IMPACTIAN earlier this year to drive impact at Actian and beyond, focusing on corporate social responsibility (CSR) and doing good in our communities. We are specifically committed to improving food security as well as climate sustainability.

Additionally, the “Best Tech Enterprise Employer” award celebrates enterprise-level employers that foster technological growth, inclusion, and invention at all levels. This may be demonstrated through a high volume of hires, top notch employer satisfaction ratings, impressive employee retention levels, or unanimous leadership approval. Key to each top contestant of this award is that employers go above and beyond to engage their employees. Our IMPACTIAN initiative once again set us apart from other companies in this category. The program emphasizes our commitment to the fields of science, technology, engineering and mathematics (STEM), and our passion to train others in these areas. This serves as a testament to our prioritization of using innovative technology, encouraging professional growth and creative thinking, and promoting diversity, equity and inclusion.

We are incredibly honored and thrilled to be named finalists in multiple categories and to take part in this wonderful program recognizing technological innovation, work environments that value employees and their satisfaction levels, and organizations emphasizing corporate social responsibility. We couldn’t do it without our fearless leadership team and dedicated employees, who all make up Actian’s encouraging, inclusive, diverse, one-of-a-kind culture.

The finalists of the Timmy Awards will be reviewed by a panel of judges this Fall and winners will be announced on November 10. Follow along with us as we await the results of the Timmy Awards, and thank you to those who voted for us! We’re thrilled to be considered a top employer for company innovation and culture and can’t wait to see what’s next for Actian!

Are you ready to make an impact on the world and change the face of data management and integration? Join our team of enthusiastic, talented minds in a diverse, collaborative environment where you can thrive and grow. Learn more about our career openings at https://www.actian.com/company/careers/.

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About Rae Coffman-Bueb

Rae Coffman-Bueb is Director of Employee Experience at Actian, dedicated to enhancing organizational culture. With a background in People Operations, Rae has implemented global best practices that empower teams and streamline HR processes. She provides guidance on talent development, onboarding, and cross-functional collaboration. Rae's blog posts focus on employee engagement, internal communications, and HR innovations. Check them out for tips on boosting workplace satisfaction.
Data Analytics

Personalization’s Role is Key to Success in the CX Game

Traci Curran

October 19, 2022

Conceptual people network linking and personalization

A recent McKinsey study found that over 70% of consumers expect a personalized interaction with the brands they engage with, and 76% have said they’re frustrated when this doesn’t take place. This represents a razor-thin edge for businesses, who can risk losing those frustrated customers to direct competitors if their personalization efforts aren’t met.

Businesses are doing more than ever to create exceptional experiences for customers to drive and nurture loyalty and prevent them from slipping away to the competition. Businesses in heavily consumer-driven industries, such as retail, must face the fact that many different marketing and buying channels exist and that customers have more options to choose from when it comes to how and where they spend their money.

As a result, a renewed focus on making authentic, direct connections with customers and engaging with them in meaningful ways is a critical piece of the customer experience strategy. That’s why it’s important to establish strategies to meet customers where they are and give them what they need along the customer lifecycle. A personalized customer experience approach that’s at the front and center of an organization’s marketing and sales strategy sets them up for long-term success.

Personalization isn’t just an important piece of customer experience (CX), it’s the element that could make the difference between a customer for a moment and a customer for life. As products continue to move toward subscription pricing, customer longevity is the key to a company’s success. Let’s take a look at the ways personalization can be woven into the fabric of CX strategies for any business.

The Role of Personalization in CX Today

The McKinsey study also unpacks a particularly crucial reason why personalization must be prioritized: 75% of consumers have either switched stores, tried a new product, or tried out a new buying method during the COVID-19 pandemic. This spotlights just how important it is for brands to get CX right. With the overwhelming majority of shoppers saying they’re happy to try out new avenues for their purchases, brand loyalty now comes at a premium.

Consumers either expect their behavior and preferences to be known to the organizations they do business with or it becomes a subconscious expectation which translates to an experience they’ve grown accustomed to, but don’t realize it. As such, the onus is on CX and marketing teams to have a complete picture of who their customers are, learn what their needs and wants are, and how to personalize connections with them in memorable ways. Critical data points like prior purchase history and communication touchpoints are all needed to paint a 360-degree view of buyers, and this data must be sifted through and analyzed in a way that can point the arrow to their needs.

Businesses must ask themselves if they have this data, if it’s easily accessible, and if they have the systems in place to turn the data into a personalized, relevant experience for their customers. Doing this takes a well-architected tech stack and a CX team with the creativity and experience required to deliver impactful experiences.

Acting on Data

Over three-quarters of respondents (78%) to the McKinsey study said that personalized communications on their buying journey made them more likely to go back and repurchase from the brand.

This seems obvious, but it’s something that brands can often forget, especially when taking a ‘spray and pray’ approach to customer communications. Simply adding a customized first and last name to an email announcing a sale that’s being blasted out to an entire customer base is not going to come across as “personalized.” Rather, these approaches tend to leave customers feeling like they’re just a number in a spreadsheet and don’t offer them anything new in their buyer journey.

To avoid these situations, businesses must dig ixnto the data to create a narrative for more selective segments of customers. In the example above, rather than blasting every customer in the database with an email about a sale, the business could target those who have shown tendencies to convert on purchases made during price reductions, or they could target an audience who routinely buys specific products. In addition, an affinity analysis can be performed to learn customer behavior and predict a customer’s next move. Purchase history and buying patterns can help inform pricing strategies and optimize future engagement.

From a technology standpoint, this can come in the form of SaaS-based solutions that offer ways to easily create tailored customer experiences. Actian Data Platform offers a Next Best Offer recommendation engine, which combs through the customer data to make better suggestions around offers that customers would likely want to receive after certain purchases. Tools like this increase engagement among customers, and subsequently drive loyalty and brand affinity.

Personalization can be tricky to get right, especially as most businesses are trying whatever they can to be unique and relevant to their customer base. However, marketing campaigns need to be optimized to get the most engagement out of audience segments to nurture them at each step of their buying journey. Without optimizing these campaigns, businesses run the risk of not getting ROI for their marketing campaigns.

With a renewed focus on optimized marketing campaigns and personalization, businesses can leverage their customer data to create more impactful experiences that drive loyalty and keep people coming back for more, following satisfying and personalized brand experiences.

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 Intelligence

The Guide to Becoming Data-Driven by Airbnb

Actian Corporation

October 19, 2022

Airbnb Data Driven

Since 2008, Airbnb has grown tremendously with over 6 million listings and 4 million hosts worldwide – becoming a viable alternative to hotels.

With the collection of extensive information on hosts, guests, the length of stay, the destinations, etc., Airbnb produces colossal volumes of data every day! In order to be able to clean, process, manage, and analyze all this data, the leader in accommodation had to implement a solid and rigid data culture in its organization.

In this article, discover the best practices implemented at Airbnb to become a data-driven company – all based on the intervention of Claire Lebarz, Head of Data Science, at the Big Data & AI Paris 2022.

The 3 Levels of Maturity of a Data Organization According to Airbnb

The term data-driven is very well-known and commonly used to describe a company that makes strategic decisions based on the analysis and interpretation of data. In a truly data-driven company, all employees and leaders harness data naturally and integrate it into their daily tasks.

According to Claire Lebarz, however, the term “data-driven” is often overused: “I prefer to think in terms of three levels of maturity that characterize a data organization: Data Busy, Data Informed, Data Powered.”

At the “Data Busy” level, a company has implemented data-centric people such as Data Analysts, Data Scientists, or Data Engineers in the organization. However, the analysis time is not quick enough, or there is no return on investment for the Data Scientists.

“At this level, there aren’t any rules in place about the quality of the data, the data is not trusted. Or it represents a bottleneck for the organization,” explains Claire.

At the “Data-Informed” level, the organization has implemented data governance and strategic decisions are increasingly based on the company’s KPIs and metrics rather than on the instincts of top management.

Finally, at the “Data-Powered” level, the highest level of the maturity matrix, data is on the critical line of the organization and becomes a key driver for business growth.

“Above all, data is no longer reserved for a group of data experts but for the entire organization – all employees are in tune with data,” explains the Head of Data Science.

The 6 Steps to Becoming Data-Driven According to Airbnb

Step 1: The Scientific Method

In ‘Data Science’, there is above all ‘Science’, explains Claire. So the first step is to take ownership of the scientific approach in the organization. “The idea is not to build a big R&D team, but rather to put on paper all the hypotheses we operate with and find ways to validate them or not.”

This approach implies testing, testing, and… more testing! And one of these levers is through A/B Testing. The Head of Data Science explains that it was crucial for Airbnb during the COVID-19 crisis to think about different assumptions about the world of today and that of tomorrow to make the right strategic pivots for the company.

One example that highlights the importance of A/B testing at Airbnb is the implementation of a maximum and minimum price filtering system on its booking site. Indeed, Claire explains that user experience feedback was better when travelers could indicate their maximum budget to book a stay. Without this little addition, travelers spent a lot of time on average listings and decided not to book.

Step 2: Strategic Team Alignment

For Claire L., setting up OKRs (Objectives & Key Results) is essential to align the different teams internally. Indeed, the data teams of an organization often tend to focus only on their own data metrics. Yet, it is imperative to put in place common company objectives to truly infuse a data culture in the company: “strategy must come before metrics.”

And the global leader in short-term rental experienced a lack of alignment. In the example below, we can see the negative consequences of this on the Airbnb site’s search experience in 2017. In this illustration, the query “los angeles” was yielding results in multiple categories without really making sense to the user.

Each team here was responsible for a decorrelated KPI. The “experience” team was responsible for company objectives to suggest things to do in the city, while another team was responsible for the cities closest to the search, etc. All were pushing multiple pieces of information to increase their own performance and drive traffic to their section of the website.

Users would get lost and end up not booking anything because the teams weren’t pulling in the same direction.

Step 3: Measuring Uncertainty

For Claire L., “Uncertainty is inherent in running a business and making decisions.” Sometimes the best analysis does not equal the best decision. We need to have organizational discussions, such as: What level of confidence do we need to make decisions? What signals do we need to consider to change decisions?

In the context of OKRs, there is often a temptation to avoid initiatives whose ROI is difficult to measure. However, just because a metric is difficult to measure does not mean that the initiative that depends on it is not the best one. An example that the Head of Data Science gives us is the branding campaigns carried out by Airbnb during the Super Bowl between 2017 and 2021.

“Branding campaigns are the hardest to measure, you can almost never know their ROI. But given our indirect results, building a great branding strategy and moving away from reliance on paid channels like SEM, was perhaps the best marketing strategy to boost organic and direct traffic.”

Step 4: Centralized Governance

Governance, according to Claire L., must be centralized. Indeed, she noticed at Airbnb that as soon as you decentralize the data teams, and they report to the business, you quickly lose the objectivity of the data in the company. She explains: “Data must be considered as a common asset in the organization, and it is essential to make investments centrally and at the highest level of the organization. Data should be managed as a product with the employees as the customers.”

Indeed, Conway’s law also applies to data: “organizations that design systems inevitably tend to produce designs that are copies of their organization’s communication structure.” If applied to data, this law refers to the various departments in the organization creating their own tables, analytics, and features – based on their own definitions – that are not always aligned with those of other departments.

Step 5: The Right Communication

Claire L. shares one of the best decisions Airbnb has made – that of hiring Data Scientists who are not only very good technically, but also good at communicating. Indeed, the company grew very fast in 2017-2018. And to get familiar with how Airbnb works, you sometimes had to read between 15 and 20 analyses for Scientists or take a lot of time to educate yourself on the company’s positioning for design teams – all of which could quickly become costly.

So Airbnb changed its approach to analytics. Instead of making traditional memos that tend to get stale over time and need to be constantly updated, the company started building “living documents.” “We set up “states of knowledge”, aggregations of all the knowledge of a team on a subject – updated according to the frequency of research on a question” Claire details.

The Head of Data Science also explains the importance of communication during the COVID crisis. Since the Airbnb teams in San Francisco were no longer face-to-face, it became essential to work on new communication formats: “We observed a great deal of email and screen fatigue in general. So we looked for more effective ways to communicate, such as via podcast or video formats, so that our employees could get information away from their screens. We needed to simplify and make information available in a simple and visual way so that all employees can appropriate the data.”

Step 6: A More Human-Like Machine Learning

Since its beginnings, Airbnb has used search-matching algorithms between guests and hosts. But it took time for the company to build them in volume – on the one hand, to improve the user experience – and on the other to help cross-functional teams get comfortable discussing modeling decisions.

Claire Lebarz explains that in order to have machine learning algorithms without defects, you have to look at the problem backwards: “Instead of saying that we have to solve a problem through automation and machine learning, we wanted to focus on the opposite: What kind of user experience do we want to create? And then go and inject machine learning where it makes sense to improve those processes.”

The addition of category-based searches on the Airbnb platform illustrates this. Indeed, it was about offering an alternative way to search for a place to stay: by asking the traveler what they would like to do. “Here we’re moving away from our basic model where we propose to enter dates and the place you want to go. Now we can ask you what you want to do or have, like surfing lessons, a nice beach view, or even a pool.”

These algorithms are labor-intensive because they depend on documentation provided by hosts. To avoid having to ask hosts several questions a week, it’s the machine learning that “searches” for this information and pulls it up into the right categories on the site via algorithms.

Conclusion: The 3 Data-Driven Talents According to Airbnb

To ensure a true data culture, hiring the right talent is crucial. According to Claire, here are the three essential data roles of a data-driven enterprise:

  • Analytics Engineers: They are the guarantors of data governance and quality. They position themselves between Data Engineering and Analytics to focus on insights and questions.
  • Machine Learning Ops: This is a new profession that focuses on the operation and evolution of machine learning algorithms.
  • Data Product Managers: They are the ones who instill the way to manage data as a product and professionalize the data approach in the organization. They provide transparency on roadmaps, and new data features and they serve as a liaison with other functions.

“It is critical to bring these three emerging professions into the organization to truly become Data Powered.”

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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

What Exactly is Data Visualization?

Emma McGrattan

October 17, 2022

Digital illustration of data representing data visualization

Every day, 2.5 quintillion bytes of new data are created worldwide – giving businesses access to new sources of information that they can use to create better experiences for their customers and confirm for many that big business knows pretty much everything about you.

Last week, I was in Boston for sales training and sampled Jameson Orange for the first–and last–time. The choice of something so sweet is out of character for me and not part of my normal shopping patterns. Ten minutes later, when I got my phone out of my pocket to book my Uber ride back to the hotel, pretty much every internet ad that I saw was for Jameson Orange. Spooky, or some near real-time analytics at work?

To get any value out of their collected data, businesses must build internal data pipelines to perform a series of steps. They must collect the data, validate and potentially enrich it, store it, and make it available in a usable format before they can even think about heavy-duty analytics.

However, in most cases, even these steps are not enough. Because data comes in so many different forms and formats – text, numbers, charts, graphics, video – it can be hard to reconcile it and to present it in a way that tells a story that is easily understood. And because of the rate at which data changes, the value of your data diminishes unless your infrastructure can keep up because it is delivering yesterday’s news.

The tool that pulls all of the data together to tell a detailed and coherent story, reflective of this instance in time, is real-time data visualization.

A little over a century ago, English illustrator Frederick Barnard first voiced the phrase, “A picture paints a thousand words.” Today, the idiom has taken on new life with the rise of powerful new data visualization tools that help business analysts make sense of the chaotic mishmash of information flooding into their data ecosystem.

Data visualization tools are valuable facilitators for human brains that process visuals 60,000 times faster than they do text. They are also valuable productivity tools: visual data discovery tools are significantly more likely to unearth valuable nuggets from the data than managed reports and dashboards.

Data visualization benefits organizations in a number of ways:

  • It Uncovers Hidden Insights: Real-time data visualization enables businesses to create outreach plans using up to the second data about customers’ purchasing preferences.
  • It Reveals Hidden Connections: Putting the data in a visual format makes it easier to determine how different data points are connected to each other. This helps determine patterns and trends that would be hard to extract from siloed data stores. For example, I recently spoke to our District Attorney about the correlation between crime patterns and phases of the moon; this hunch was validated when the two datasets were presented together, and they saw a consistent upswing in crime in the period surrounding a full moon.
  • It Speeds Up Decision-Making: Real time data visualization provides insights that help decision-makers make better decisions faster. Without visualization tools, analysts would spend more time cross-referencing reports, looking for information and responding to requests.
  • It Encourages Customization: Visualization tools give analysts the ability to present the same data to different audiences in different ways.
  • It Makes Data Exploration More Fun: The ability to categorize, correlate and group data encourages analysts to expand the scope of the datasets that they are working with, leading to richer insights and better and faster decision-making.

In addition, real-time data visualization creates opportunities for companies to generate value they never could have without it.

Real-time insights can also help increase sales. Using real-time analytics, retailers can offer customers contextual suggestions while they are shopping. I have noticed that when I shop for a home improvement project online, the store’s website will make suggestions to ensure that I have everything I need to complete the project. Whereas when I shop in-store, I typically have to do two or three trips to Home Depot before I can complete the project.

For companies that purchase large amounts of commodities for their operations, being able to visualize market trends can make a big difference to their bottom line. They can pick out patterns, buy oil at its cheapest point, or maximize overseas investments based on currency changes.

Companies that need to respond to developing crisis situations can use real-time visualization to mitigate risk. If a storm is coming, a retailer can react on the fly to changes in weather patterns to shift safety products to stores that need them most.

Real-time data visualizations can also help with security and fraud prevention. They enable security officials to reduce day-to-day risk by pulling data from different sources and consolidating insights into graphical forms in one place.

Data volumes are growing at rates that were inconceivable 10 years ago. The variety, velocity, and volume of data that organizations generate make prudent, thoughtful data analysis more challenging every day. Having the right tools to analyze and apply data can completely shift how you make, measure, and scale your business processes across your organization. Request a consultation to make managing your data easier and get the most out of your data management systems. to make managing your data easier and get the most out of your data management systems.

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About Emma McGrattan

Emma McGrattan is CTO at Actian, leading global R&D in high-performance analytics, data management, and integration. With over two decades at Actian, Emma holds multiple patents in data technologies and has been instrumental in driving innovation for mission-critical applications. She is a recognized authority, frequently speaking at industry conferences like Strata Data, and she's published technical papers on modern analytics. In her Actian blog posts, Emma tackles performance optimization, hybrid cloud architectures, and advanced analytics strategies. Explore her top articles to unlock data-driven success.