Big data is the key to everything. Here are four ways to improve how you use it Posted on : May 07 - 2021

Companies with a strong awareness of customer trends and business priorities have been able to stay competitive during a challenging year. Now CIOs must use data and digital technologies to grow their businesses.

The past year has been a sharp reminder to CIOs about the importance of data. At a time of crisis, companies with a tight grip on their treasure trove of information were able to embrace digital transformation quicker than others.

CIOs with a strong awareness of customer trends and preferences could shift their business models effectively, such as embracing ecommerce, delivering online learning and exploring new markets. What's more, with the use of emerging technologies like artificial intelligence (AI) and the Internet of Things (IoT) on the rise, analyst Gartner says the demand to do more with data will only increase.

So how can CIOs help their business to make the most of their information in the post-COVID age? Four digital leaders give their best-practice tips.

1. Focus first on the unglamorous part of big data

Nitin Chaturvedi, chief digital and technology officer at KFC Global, says that there are two key elements to data: the exciting part, which might include technologies like AI, VR and IoT, and the less exciting part, which includes infrastructures and standards.

While most companies want to focus on the exciting bits, it's the infrastructure that matters. "I think it's almost like a bamboo tree; unless your roots are strong, your tree won't shoot up 90 feet. So for me, the focus on roots is super important," he says.

When the foundation is right, you can then start to explore some of the interesting elements of data. During the past 12 months, for example, KFC has strengthened its own digital channels in response to the coronavirus pandemic. Traffic to the web app increased significantly through 2020 as click-and-collect and curb-side pick-up became more popular.

Chaturvedi says many of these innovations are likely to remain important in the post-COVID age. He says CIOs making explorations into new digital areas must ensure data use is integrated to create a consistent, single view of customers.

"They you need to think about how you integrate data across all these different touchpoints with the consumer, because the touchpoints have proliferated to build a better view of the consumer. And to serve them better, you need to integrate data across all of them," says Chaturvedi. View More