21 Oct Big Data: a change of paradigm can hide another – Opportunities and threats related to the emergence of new ecosystems
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National Academy of Technologies of France (NATF) 2015Big Data implies a revolution in IT, reaching from technology to applications and practices, enabling the analysis of vast pools of "digital traces" to know customer intentions with unmatched precision. Data manipulation from smartphones and connected objects opens up new service opportunities and significant cost reductions of information systems. While it is a major issue for sciences, politics and citizens, this report looks at the impact on businesses: mastering these methods permits a new immediacy in customer relationships and may leave enterprises less vulnerable to the GAFAs. Big data is: • a disruptive data-analysis methodology, in particular in marketing, replacing classic approaches by iterative loops in which detected patterns are immediately confronted with situations of implementation and judgement on operational effectiveness. • a new way of massive parallel data-centred programming and of designing algorithms, due to the: - treatment on a myriad of machines, - high-performance requirements and - need to develop algorithms through learning. • a major challenge and paradigm shift for Governments and companies, deserving strong support in terms of training and awareness. Technology and practice play key roles; new ways of working with an extremely wide scope need to be developed. Rapporteur : Yves Caseau, Director Digital Agency, Axa Group, and Fellow of NATF