Cultural challenges impact success of Big Data initiatives

          Cultural challenges impact success of Big Data initiatives

Harnessing cultural change will harvest greater adoption, according to TCS
global trend report

- 79% of leaders in Big Data are doing analysis outside of business units,
with 42% using their existing IT function and 37% creating a separate Big Data
function.

- US shows widest adoption of Big Data initiatives (68%), followed by Latin
America (51%), Europe (45%) and Asia Pacific (39%).

- Retailers predict greatest levels of ROI (50%).

PR Newswire

MUMBAI, India, March 21, 2013

MUMBAI, India, March 21, 2013 /PRNewswire/ --The toughest challenges for
businesses implementing Big Data initiatives is getting different business
units to share information across organisational silos and determining what
data to use for different business decisions according to The Emerging Big
Returns from Big Data global trend report. These two cultural challenges were
being closely followed by the technological challenge of being able to handle
the large volume, velocity and variety of Big Data^1. Commissioned by Tata
Consultancy Services (TCS) (BSE: 532540, NSE: TCS), the leading IT services,
consulting and business solutions firm, the research also reveals how the Big
Data leaders^2 differ from the laggards^3 and the returns business are
expecting.

Satya Ramaswamy, Vice President and Global Head of Mobility and Next Gen
Solutions in TCS comments: "Big Data has enormous potential and early adopters
are projecting a high ROI on investments. However, overcoming the
technological challenges is only part of the story. Businesses need to
carefully think where Big Data initiatives should sit within the organisation,
how to break down internal silos and look beyond just internal and structured
data sets. To realise the full potential of Big Data, businesses also need to
consider the potential cultural changes within the organisation to speed-up
its adoption."

Leaders and laggards
Leaders in Big Data differ most from the laggards in three main ways – where
they analyse and process Big Data, the mix of data they use and their Big Data
spend.

  oLeaders in Big Data are doing analysis outside of business units (BUs),
    79% of them are using the IT function or a separate Big Data team, with
    only 21% doing the analysis in BUs. The laggards on the other hand are
    doing only 68% of their analysis outside of the BUs.
  oThe leaders are also using more unstructured and semi-structured data
    (55%), and external data (37%), than the laggards who are using 46%
    unstructured and semi-structured data, and 26% external data.
  oThe most marked difference is that leaders spent $24 million in 2012 and
    expect to spend $26 million by 2015, whereas the laggards spent $7 million
    in 2012 and expect to spend $13 million by 2015.

Regardless of whether they're leaders or laggards, nearly half (44%) of Big
Data investments are going to business functions on the revenue side: sales,
marketing and R&D/new product development. Much less (24%) is going to
back-office functions: IT, finance and HR.

US shows widest adoption of Big Data initiatives
A regional breakdown shows that US companies are leading adoption of Big Data
initiatives (68%), followed by Latin America (51%), Europe (45%) and Asia
Pacific (39%).

Retailers lead the pack in Big Data
Despite the challenges and disparity in success, many businesses are confident
of high ROIs from Big Data. Of those that had programs in 2012, 43% predicted
an ROI of more than 25% in 2012. Retail businesses have the greatest number of
leaders in Big Data with 35% of respondents expecting ROIs greater than 50% in
2012. They were closely followed by energy & resources (33%), banking and
financial services (33%), high tech (27%), and media and entertainment (25%).
In last place were consumer goods businesses with just 17% expecting ROIs
greater than 50% in 2012.

Aside from the vertical disparity, geographies also differ greatly in their
ROI predictions. Asia-Pacific expected the highest ROI (71%), followed by
Latin America (64%) and Europe (43%). The lowest expect ROI was in the US
(37%).

For more information please visit www.tcs.com/BigDataStudy

Footnotes:

^1 When participants were asked, "what are the greatest challenges to
capitalizing on Big Data?" the top four responses were:

1.Getting business units to share information across organizational silos
2.Being able to handle the large volume, velocity and variety of Big Data
3.Determining what data (both structured and unstructured, and internal and
    external) to use for different business decisions
4.Building high levels of trust between the data scientists who present
    insights on Big Data and the functional managers.
5.Finding and hiring data scientists who can manage large amounts of
    structured and unstructured data and create insights

^2  Leaders = Businesses that expected an ROI of greater than 50% from their
Big Data programs in 2012.

^3  Laggards = Business that expected an ROI of negative to + 25% from their
Big Data programs in 2012.

About Tata Consultancy Services Ltd. (TCS)
Tata Consultancy Services is anIT services,consultingand business solutions
organization that delivers real results to global business, ensuring a level
of certainty no other firm can match. TCS offers a consulting-led, integrated
portfolio ofIT,BPO, infrastructure,engineeringandassurance services. This
is delivered through its uniqueGlobal Network Delivery Model™, recognised as
the benchmark of excellence in software development. A part of the Tata group,
India's largest industrial conglomerate, TCS has over 263,000 of the world's
best-trained consultants in 44 countries. The company generated consolidated
revenues of US $10.17 billion for year ended March 31, 2012 and is listed on
the National Stock Exchange and Bombay Stock Exchange in India. For more
information, visit us atwww.tcs.com.

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SOURCE Tata Consultancy Services

Website: http://www.tcs.com
Contact: Global, pradipta.bagchi@tcs.com, +91 22 6778 9999, or Europe,
abhinav.kumar@tcs.com, +32 22821927, or UK, ashish.babu@tcs.com, +44207245
1800, or India, h.ramachandra@tcs.com, +91 22 6778 9078, or shamala.p@tcs.com,
+91 22 6778 9081, or USA / Canada, m.mccabe@tcs.com, +1 646 313 4594, or Asia
Pacific, sean.davidson@tcs.com, +65 9139 3668, or Australia and New Zealand,
alex.goldrick@tcs.com, +61 (2) 8456 2800
 
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