Data is the key to Marketing Automation


One topic every company is currently discussing on high level is the topic of marketing automation. It is a key factor to digitalisation of the marketing approach of a company. With Marketing Automation, we have the chance that marketing gets much more precise and to the point. No more unnecessary marketing spent, every cent spent wise – and no advertisement overloading. So far, this is the promise from vendors if we would all live in a perfect world. But what does it take to live in this perfect marketing world? DATA. One disclaimer upfront: I am not a marketing expert. I try to enable marketing to achieve these goals by the utilisation of our data – next to other tasks. Data is the weak point in Marketing Automation. If you have bad data, you will end up having bad Marketing Automation. Data is the engine or the oil for Marketing Automation. But why is it so crucial to get the

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Hadoop where are you heading to?


One of my 5 predictions for 2019 is about Hadoop. Basically, I do expect that a lot of projects won’t take Hadoop as a full-blown solution anymore. Why is that? Basically, one of the most exciting news in 2018 was the merger between Hortonworks and Cloudera. The two main competitors now joining forces? How can this happen? Basically, I do believe that a lot of that didn’t come out of a strength of the two and that they somehow started to “love” each other but rather out of economical calculations. Now, it isn’t a competition between Hortonworks or Cloudera anymore (even before the merger), it is rather Hadoop vs. new solutions. These solutions are highly diversified – Apache Spark is one of the top competitors to it. But there are also other platforms such as Apache Kafka and some NoSQL databases such as MongoDB, plus TensorFlow emerging. One would now argue that all of that is included in a Cloudera

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My top 5 Analytics and AI predictions for 2019


This is the last post of my series about the topics I care most about. This time, I will focus on Analytics and AI. Especially the last topic (AI) has been a major buzz-word this year, so it is interesting to see what might happen in 2019. Therefore, my predictions for 2019 are: 1. Governance will be seen as major enabler – or blocker – for self-service analytics. Self-service Analytics will become a key goal for most companies Let’s stay on the ground: a “deal-breaker” for Advanced Analytics and Data Science is often the inability to access data (fast) or bad data quality. Both topics can be handled well if data governance is treated with major investments within enterprises. I often see data scientists waiting for days or weeks to access data. Once they have access to data, they only figure out that the quality is very bad. Let’s face it: data governance wasn’t important in enterprises nor attractive. Nobody

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My top 5 Cloud predictions for 2019


Another year has passed and 2018 has been a really great year for the cloud. We can now really say that cloud is becoming a commodity and common sense. After years of arguing why the cloud is useful, this discussion is now gone. Nobody doubts the benefits of the cloud anymore. The next year, most developments that already started in 2018 will continue and intensify. My predictions for 2019 won’t be revolutionary but the trends we will see in the short period of this year. Therefore, my 5 predictions for 2019 are: 1. Strong growth in the cloud will continue, but it won’t be hyper growth anymore In the past years, companies such as Amazon or Microsoft saw significant growth rates in their cloud business. These numbers will still go up by a large, double digit, growth rate for all major cloud providers (not just the two of them). However, overall growth will be slower than previous years as the

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