Better, Cheaper, Faster

By July 28, 2017 Thinking No Comments

With these words still ringing in my ears from the latest AWS summit at ExCel London I think it’s worth saying a few words about the common patterns we are witnessing in enterprise environments. I have also linked to a couple of case studies below that I think really expose how the benefits of digital transformation in the cloud are big and immediate.

We are a brand agency in B2B so we create a lot of strategies for organisations large and small to help them go to market, raise awareness, build loyalty and link systems together to become more efficient and aware. As such, we use data to create the insights necessary to drive strategic and creative decisions at the communications level. Increasingly that blurs with how we can facilitate organisational efficiencies and/or cultural change.

The first observation then is ‘better, cheaper, faster’, a phrase used by BP’s CIO at the AWS Summit keynote in London this summer. Organisations facing operational challenges with their data and technology stacks have to address the increasing amounts of data they need to process and the need for real time insights. Some enterprises simply can’t process their data and can’t provide the business insights they need in a timely manner – not the position they want to be in. Moving into the cloud (whether it be AWS, Google Cloud Platform (GCP) or Azure) with a sensible architecture approach solves such challenges in startling ways. BP found that 1 Petabyte of data produced by their own infrastructure would take 7 days to process. Moving into AWS the same data is now processed in just under 3 minutes! Not only that, but there is a huge cost saving. This same challenge is being solved on GCP and Azure. The simple fact is that organisations that retool, retrain and embrace cloud technology are stealing a march on those that don’t.

Secondly, digital planners and marketers are thirsty for data to deliver increasingly complex but delightful experiences to audiences and business teams. Once an organisations data is set free it provides huge potential to correlate, observe and discover new insights (the data science bit) that can lead to engaging and interesting communications tools and better, integrated user experiences. This isn’t just for creative campaigns either, we can build digital tools to enable departments to engage with one another, do business better and reach critical insights faster ultimately making better decisions as a group. Google’s machine learning, now publicly available in beta allows organisations to unlock new potential for products, services and relations.

That’s a high level touch on the transformative effect of digital technology and positive cultural shifts. For more, try these interesting reads:

See how BP is improving efficiency
https://aws.amazon.com/solutions/case-studies/bp/

This financial regulator needs speed, security and scale – all available in the cloud (in this case AWS)
https://aws.amazon.com/solutions/case-studies/finra/

Airbus leverages Google Cloud Platform to solve decades old problems
https://cloud.google.com/blog/big-data/2016/09/google-cloud-machine-learning-now-open-to-all-with-new-professional-services-and-education-programs

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