The ever-increasing flood of data, and how we manage it, is one of the greatest opportunities facing businesses and governments in the 21st century. The challenge with big data, other than the obvious fact that it is big, is that so much of it is unstructured. Today, at least 90% of business data – approximately 35 Zettabytes – is unstructured. By 2020, we will be able to fill 8 trillion DVDs with new data each year.
“The struggle among businesses to extract meaningful information from unstructured data is universal,” said Siddhartha Bhattacharya, vice president, Global Marketing, Kodak Alaris’ Information Management (IM) division. “Data is ubiquitous and is embedded in countless formats. It’s in our email, paper documents, online posts, videos and more. Most of the time it’s free form, in every format except the neatly organized rows and columns of a database. We refer to this as ‘data chaos’ -- the point where the size and growth of unstructured data vastly outpaces structured data, presenting significant obstacles to operational efficiency, responsiveness to customers and profitable growth.”
New business narrative articulates power and purpose of digital transformation
To raise awareness about the newest ways to combat data chaos, Kodak Alaris has launched a series of high-impact marketing initiatives. “First, we carefully crafted a business narrative describing The Era of Data Chaosto articulate the challenges and opportunities for organizations attempting to make sense of the tsunami of information, which continues to grow exponentially,” said Bhattacharya. “The systems and strategies designed to manage structured data are insufficient to capitalize on the opportunity presented by unstructured data,” said Bhattacharya. “The exploitation of unstructured data represents too great an opportunity for businesses to ignore.”
Business narratives are critical for organizations to create a clear purpose that resonates with what the market needs. For Kodak Alaris’ IM division, that purpose is to provide the science, technology, services and partner ecosystem needed to drive business growth for customers in the era of data chaos.
“Our new business narrative, revamped website and targeted global campaigns differentiate Kodak Alaris Information Management and reposition our brand as we meet data chaos head on,” concluded Bhattacharya. “It gives us a message that is highly relevant to senior decision makers across finance, operations, sales, marketing, manufacturing, logistics, human resources, and more. And it’s the foundation of all of our communications, as we help educate customers about improving efficiency, agility, speed and profitability through the effective use of unstructured data.”
