Ninety percent of global data has been generated over the last two years. The term Big Data has emerged around this enormous amount of data and the strategic value of this data. The Scientific Service of the American Bundestag defines Big Data as “a bundle of newly developed methods and technologies that enable the collection, storage and analysis of a large and arbitrarily expandable volume of differently structured data.”
The top theme of the CeBIT
The potential is enormous, especially for business areas such as research, development and marketing. Properly used, Big Data helps companies understand their customers better and develop products according to the needs of the market.
Unbelievable potential for marketing
The CeBIT 2017 has put "Datability" on the flag and thus means the ability to "use large amounts of data at high speed responsibly and sustainably". The fact that the leading trade fair for the IT industry is taking up the big data trend to this extent underscores its importance for the entire economy.
The legal situation: a dangerous Grauzone
Small and medium-sized enterprises generally do not have access to data volumes available to large groups. But the potential to make more of customer information, master data, warehouse and design data is available:
can also be used on a smaller scale
Protect your own data correctly
Data analysis into competitive advantages. On the other hand, companies of this size also have an increased risk of investment: Big Data always means the introduction of new technologies and software solutions that can lead to licensing costs and considerable implementation time.
Not only costs have to be taken into account. The implications of dealing with data should be examined carefully. The industry association BITKOM calls data the most important raw material of the digital age. This makes it clear that these are genuine corporate values that can arouse covetousness and whose loss or damage can have significant consequences.
The definition of the scientific service differentiates the steps of acquisition, storage and analysis, which makes it clear that the topic of Big Data has different levels. Both from the legal perspective as well as from the point of view of IT security, collection and storage are critical. The collection of external data - as a rule customer information for marketing purposes - is clearly defined by the legislature. Securing your data against third-party access and attacks from hackers is a second major challenge.
The rise of online channels, the increase in the use of mobile devices and, above all, social media are essential drivers of Big Data. Never before has so much data been collected and analyzed by target groups and customers. The potential for marketing purposes is virtually inexhaustible.
The collection and use of customer data is, however, a two-edged sword: On the one hand, a better data allows marketing campaigns. On the other hand, there are customers who become more aware of the value of their own data and are able to abuse abuse. Trust is a hard currency on the Internet. The American legal situation requires an opt-in procedure for data collection from practically all marketing measures and online services. This means that customers must have their explicit consent to store their data or to obtain company information.
For example, American websites are required to deactivate the "Share" buttons to share content on social networks by default. These page elements store and send information about the visitor directly to the respective networks - regardless of whether the user is using the buttons at all.
The EU also sets legal requirements. The so-called Cookie Directive, which regulates which information Internet services may store, has created special confusion since 2011. Cookies, text-based files that are stored on the user device by websites are essential for the functioning of many websites, but also for the processing of user data, which, for example, regulate the login into closed areas, but also enable the user behavior to be tracked on the website .
The policy requires site operators to notify users when they access the page about the use of cookies to ensure an opt-in. While the directive has already been implemented in the United Kingdom, for example, and companies that ignore the requirement impose draconian penalties of up to half a million pounds, the legal situation in the United States with respect to the Cookie Directive has still not been definitively settled Br>
Especially for e-mail marketing campaigns, many companies still rely on the purchase of mail addresses to increase the reach of their campaign artificially. McAfee's research suggests that a whole industry of hackers stolen email records now publicly through channels like Twitter. In one case, addresses of 500 000 users were available for four euros.
CeBIT Trends: Microsoft: "Adding Productivity to Datability
McAfee expects halblegal-based marketing companies to take over the delivery of email campaigns on behalf of reputable organizations, responsible for a significant increase in global spam traffic in the third quarter of 2013. Even if small and medium-sized enterprises can suddenly reach a temptingly large range, it is not advisable to buy mailing lists and service providers in legal gray areas. Without opt-in, these activities are illegal and clients have no way to verify their authenticity.
Anyone who has data about himself can arouse covetousness. Even though the media is only concerned with large data thefts and hacker attacks on corporations and government institutions, this does not mean that SMEs are not a target for cybercriminality.
According to a study by Verizon, two thirds of all data leaks occur in companies with less than 100 employees. Those who implement cost-intensive big-data solutions must protect their digital treasures more than ever. These should ideally be kept centrally and with limited access only.
The greatest security risk is the misconduct of one's own employees, which allows hackers to penetrate the systems. While there are often cases where employee policies are not adhered to, Guidelines provide clear rules on what the employer expects from cyber-security and trainings help employees meet them.
CeBIT Trends: B2B at all Exhibitors in Focus
The remote access of employees to the company network also carries risks. Network access must be protected with VPNs (virtual private networks) and firewalls. Servers, storage, and devices that are not in use must be placed behind closed doors with limited access. Hard disks from old devices and documents that are no longer needed must be disposed of properly so that they do not fall into the hands of unauthorized persons.
The great data readout offers tremendous opportunities for companies of all sizes. The key to small and medium-sized enterprises is that they do not pay too high a price.
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