Mittwoch, 1. Dezember 2010

Datenanalyse als Schlüsselfaktor für Erfolg

Auf dem O'Reilly-Radar-Blog hat Mike Loukides eine ausführliche und bestechende Analyse zur Bedeutng von Datenanalysen geschrieben. Das Thema geht auch Verlage an - und zwar elementar. Unter Daten versteht Loukides Nutzungsdaten aller Art, die in Zusammenhang mit dem Internet gewonnen werden können:

"The web is full of "data-driven apps." Almost any e-commerce application is a data-driven application. There's a database behind a web front end, and middleware that talks to a number of other databases and data services (credit card processing companies, banks, and so on). But merely using data isn't really what we mean by "data science." A data application acquires its value from the data itself, and creates more data as a result. It's not just an application with data; it's a data product. Data science enables the creation of data products."

Die Fähigkeit zur Datenanalyse ist für den Autor eine der zentralen Erfolgsfaktoren:

"The question facing every company today, every startup, every non-profit, every project site that wants to attract a community, is how to use data effectively -- not just their own data, but all the data that's available and relevant. Using data effectively requires something different from traditional statistics, where actuaries in business suits perform arcane but fairly well-defined kinds of analysis. What differentiates data science from statistics is that data science is a holistic approach. We're increasingly finding data in the wild, and data scientists are involved with gathering data, massaging it into a tractable form, making it tell its story, and presenting that story to others. "

Entsprechend prognostiziert Lourike der Datenanalyse eine glänzende Zukunft: "The future belongs to the companies who figure out how to collect and use data successfully. Google, Amazon, Facebook, and LinkedIn have all tapped into their datastreams and made that the core of their success. They were the vanguard, but newer companies like bit.ly are following their path. Whether it's mining your personal biology, building maps from the shared experience of millions of travellers, or studying the URLs that people pass to others, the next generation of successful businesses will be built around data."

Für Verlage bietet das Thema ein enormes Potential, denn durch Datenanalyse können sie u.a.:
  • Trends erkennen
  • Kunden besser kennenlernen
  • Produkte kundengerecht entwickeln
  • Den eigenen Shop permanent optimieren
  • Autoren und Multiplikatoren identifizieren (z.B. durch Community-Analysen
Doch das ist Zukunftsmusik: Aus eigener Erfahrung weiß ich, dass viele Verlage weder die schon jetzt bestehenden Möglichkeiten der Google-Analyse nutzen (z.B. Keyword-Tool), noch ihre eigenen Webstatistiken richtig auswerten, interpretieren und verarbeiten.

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