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Data Fabrics: What CIOs Need to Know

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Data Fabrics: What CIOs Need to Know

In the enterprise, data is the fuel that generates insights. It drives faster fraud alerts, greater understanding of customers, and deeper dives into potential sources of value for the organization.

But harnessing the power of the ever-growing store of data has grown more complex and difficult as the data itself has grown. Today there are more data sources coming from many different places. Some of them may be real time. Some of them are structured and some are unstructured. They are stored on-premises or in the cloud. The data needs to be cleaned and validated and managed before it can be used in analytics and machine learning. It needs to be integrated with the applications that will use it on the front end. Also, all this work behind the scenes needs to be done super-fast.

Data fabric is emerging as an integration concept that could potentially come to the rescue. But just what is a data fabric?

What is a Data Fabric?

In simple terms, a data fabric is a layer of technology that sits between the big pile of all different kinds of data on the one side and the applications that consume that data on the other side and enables them to work together without the need for integrating each individual data stream with each application on the other side. Omdia analyst Bradley Shimmin describes data fabric as an API layer or a data-as-a-service layer.

“The fabric depends on a lot of things underneath it being done — the principles and practices of DataOps,” Shimmin says. “That’s the juice that makes the engines go.”

Maybe in the past, data scientists or data engineers managed and maintained multiple data pipelines to do the same kind of work. Data catalogs are currently shouldering the load here now, Shimmin says. But the growing complexity of enterprise data and the speed with which organizations want to work with that data has driven the demand for this idea of a layer in the middle to manage this work.

Great idea, but how real is the idea of data fabric for the typical enterprise organization right now? 

Hot or Hype?

While the concept may be at the top of technology-oriented C-suite executives’ minds right now, data fabric won’t arrive overnight.

In the Gartner Emerging Technologies Hype cycle report released Aug. 23, 2021, “data fabric” sits right at the “Peak of Inflated Expectations” (along with Nonfungible Tokens or NFTs, and decentralized identity).

Organizations recognize the value of the concept of data fabric. But it’s an emerging technology. Vendors are working on solutions and building components of the data fabric concept into their existing software. Some vendors may offer solutions that incorporate a lot of what data fabric is supposed to do.

However, Gartner predicts that data fabric will only reach the “Plateau of Productivity” in five to 10 years. In the meantime, vendors are refining their solutions and enterprises are testing them. It’s very likely that one of an enterprise’s existing vendors is developing some form of data fabric. Forrester identified several vendors in a report it issued last year.

Forrester called data fabric “a hot, emerging market,” in its Enterprise Data Fabric Forrester Wave report published in Q2 of 2020.

Forrester said the leaders in the market were Talend, Oracle, SAP, Denodo Technology, Cambridge Semantics, and IBM. Strong performers included Qlik, Cloudera, DataRobot, Syncsort, Hitachi Vantara, TIBCO Software, and InfoWorks. Challengers included Informatica and Solix Technologies.

In its 2020 Magic Quadrant for Data Integration Tools, Gartner named the following companies as leaders: Informatica, IBM, Talend, SAP, Oracle, Denodo, and SAS.

Data Fabric in the Cloud

Public cloud players are looking at the market, too. In May, Google announced the preview of Dataplex, which it describes as “an intelligent data fabric that allows organizations to centrally manage, monitor, and govern their data across data lakes, data warehouses, and databases, creating one integrated experience to help automate data management and power analytics at scale.”

All these organizations recognize just why that’s important. It’s not for the data itself. It’s about what the data can do for the enterprise.

As Gerrit Kazmaier, Google VP and GM for database, data analytics, and Looker, said at an event announcing the technology, “Turning data into ability is the key to digital transformation.”

What to Read Next:

Why You Need a Data Fabric, Not Just IT Architecture

The CIO’s Role in Innovation

Data and Analytics Salaries Heat Up in Recovery Economy

IT Pro Salary Survey: What You Earned in 2020

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The 2021 Digiday Awards Shortlist

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The 2021 Digiday Awards Shortlist

New audiences, inclusivity and reemergence from quarantine became the backbeat of this year’s Digiday Awards shortlist

In what is still a time of uncertainty, with some parts of the world navigating a great reopening and other parts grappling with COVID-19 variants and limited vaccine access (or adoption), the nature of consumer behavior is constantly changing. However, digital media and marketing persist, and the nature of the ecosystems in which they work is now a part of the everyday fabric of the job. As always, the creative teams that drive campaigns for publishers and advertisers adapt. 

The latest installment of the Digiday Awards acknowledges the evolution of an industry, one that has not only transformed because of the pandemic and quarantines but one that has shifted in other profound ways as well. The sweeping calls for advocacy and inclusion have also shaped what the Digiday Awards judges have before them, in October 2021, as does an ongoing industry-wide shift to represent — and reach — younger demographics in the developing spaces they work and play (specifically, mobile and online games). 

Finalists found their gamers in 2021 campaigns

Take, for example, Excedrin, a double Digiday Awards finalist for Best Multi-Platform campaign and Best Strategy Pivot. Working with Weber Shandwick, the pain reliever’s program in 2021—  “Game Over for Headaches” — broke through to a new audience by leveraging influential streamers in the gaming space. Excedrin partnered with Twitch to create original content that spoke authentically to gamers. The outcome for the campaign was heightened earned coverage and positive consumer attention, and ultimately “Game Over” became the start of meaningful business results. 

To be sure, Mtn Dew is no stranger to gamers, with its “Game Fuel” slogan securely a part of console culture. As the PepsiCo brand worked with OMD, the media agency fused the caffeinated beverage with game influencer messaging that foregrounded authenticity and premium content. John Cena, professional wrestler and actor, helmed the launch of Mtn Dew Major Melon, the brand’s first new flavor in more than a decade, driving interest in the runup to the 2021 Super Bowl and highlighting in-game sweepstakes across every major social media channel. The campaign drove significant sales in Q1 and garnered OMD triple-finalist status in the Digiday Awards — Best Use of Influencer Marketing, Best Product Launch Campaign and Most Innovative Media Agency. 

Brands and media companies maintained the inclusivity beat

From deodorants to swimwear, from soft drinks to cinema, advertisers, media companies and their partners continued to push for expanded representation in their 2021 campaigns.

Degree showcased inclusive design that made its deodorant product accessible to people with different upper-limb abilities and differently sighted individuals. Their campaign told truthful and courageous stories and highlighted how other brands and companies could successfully implement similar changes to their product designs. The ‘Degree Inclusive’ campaign is shortlisted for Best Product Launch Campaign.

Amazon Studios connected with Imprint Projects and put voter suppression in the spotlight in 2021. ‘All In for Voting’ included documentary films, an experiential roadshow, and a multi-platform awareness campaign. It touched down at 55 brand-hosted voter registration events and 21 outdoor film screenings in disenfranchised communities. The effort earned Amazon and Imprint a spot among the finalists for Best Multi-Platform campaign.

Body inclusivity and alternatives to hyper-sexualized swimwear were the driving themes behind Summersalt’s ‘Every Body is a Summersalt Body’ campaign. Featuring two dozen accomplished women, the messaging showcased a spectrum of sizes, different sizes, backgrounds, ethnicities, ages, and sexualities to demonstrate that every single body belongs in a suit of its choosing. Summersalt is shortlisted for best Branding Campaign B2C in the Digiday Awards.

Finally, The Coca-Cola Company activated its Sprite brand to make a statement supporting social justice and Black Lives Matter. Partnering with Havas Atlanta, Moxi, and industry influencers, the program gave $50,000 to influencers to give to the causes of their choice. The brand also hosted a series of virtual performances by artists called “Sprite Way” — the shows also gave back, donating funds to independent performance venues via Save Our Stages. The campaign stands among finalists for Best Strategy Pivot.

As cities and travel reopened, campaigns centralized support and safety

With storefront businesses deeply impacted during quarantines, as HBO Max brought on-site film productions back online, they did so with an eye on helping local vendors benefit from having their locales featured on audiences’ screens. Dropping giant purple pins with QR codes near the stores filmed on and around locations for its film “In the Heights,” customers could scan the codes and redeem rewards from the local businesses. Complete with a micro-site to help people find the pins, the campaign wrapped with a spot on the Digiday Awards shortlist for Best Multi-Platform Campaign.

Expedia knows travel, and as the world cautiously returns to the roads, the air and destinations, the full-service travel site provided inspiration and tips to give travelers confidence in their plans. They also replicated superstar Joe Jonas’s hand and distributed 500 of the exact replicas for those who might need a little actual hand-holding on their first trip after quarantine. The campaign, in turn, handed Expedia a finalist spot for Best PR Campaign.

Check out the full shortlist below as we wait for the judges’ decisions on all the Digiday Awards finalists.

Best Creative

Tapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential Campaign

Comedy Central

Verizon and Madwell – The Reset

Land Rover and Outside

twelvenote

Known and Shift4 – Inspiration4

Best Collaboration

SHISEIDO and Dentsu Inc. – “Camellia” The brand film we didn’t shoot

Pepsi, NFL and Roc Nation – Super Bowl LV Halftime Show

Genero and Nespresso – Nespresso Talents

Fox News Media and Tunnel to Towers Foundation – Memorial Day Special Branded Content

INNOCEAN USA and Hyundai Motor America – The Un-Adventurers

Digital Dominance and ResMed – Changing lives with every breath

Best Use of Social

Nomadic Agency – Capcom Resident Evil Village Alternate Reality Game

Courageous Studio – AT&T Forces of Change

Initiative – Gen Z chooses Rexona

eos products and Mischief @ No Fixed Address – Cooch Blessings Campaign

Febreze and M Booth – Bedazzling Millennials with a Kardashian Brand Fan

Campfire and The INKEY List – #AskINKEY Campaign

Best Use of Mobile

Buzzer

Tapjoy and Bully Pulpit Interactive – The Biden/Harris 2020 Presidential Campaign

Aki Technologies and Family Dollar

Insider – Rebranding with New Mobile App Launch

(General Mills) Nature Valley & Mindshare – Sensory Ads by RUMBLE

NTWRK

Best Use of Video

Known and TikTok – It Starts On TikTok

CarMax – “Pinch Me”

TV Land

CONVICTS

XX Artists – Ancestry’s Kidsplaining Series

Edelman and TAZO Tea (Unilever)

Best Use of Influencer Marketing – NEW

MG Empower and Bumble – #MyLoveIsBlackLove

Collab, OMD and PepsiCo – Late Night Tastebuds

eos products and Mischief @ No Fixed Address – Cooch Blessings Campaign

Zeno Group and Crest – Crest Whitening’s Beauty Breakthrough

MTN DEW GAME FUEL – 2020 Gaming Influencer Campaign

Known and TikTok – It Starts On TikTok

Best Product Launch Campaign

Barbarian and Fenty Beauty –  Fenty Eau De Parfum Ghost Stores

NYX Professional Makeup – Shine Loud High Shine Lip Color Launch

Accompany Creative – Launch of Nespresso Premium Single-Origin Coffee Portfolio

Signia & Griffin360 – Signia Active X hearing aid launch

Degree – Launch of Degree Inclusive

OMD and PepsiCo – Launch of Mountain Dew Major Melon

Best Branding Campaign B2B

Insider and ING – Transforming Business/Changemakers’ Playbook campaign

Oracle – Wall Street Journal Brand Advertising Campaign

Lycored – Nourishing connections

IDG and Domo – State of the CIO Data Dashboard

Trelleborg

Wistia – Show Business

Best Branding Campaign B2C

Movement Strategy and Klarna

SEEN Connects and Simply Be – Fit For An Icon

GSG and ASICS

Pepsi – Match Me if You Can

InvestingChannel – IG US CONTENT SERIES AWARD

Summersalt – “Every Body Is A Summersalt Body” Campaign

Best Multi-Platform Campaign

ViacomCBS

HBO Max – On Location

Movement Strategy and Looney Tunes

Evoke and Foundation Consumer Healthcare, Plan B One-Step

Imprint Projects and Amazon Studios – “All In For Voting”

Weber Shandwick & Excedrin (GSK Consumer Healthcare) – Game Over for Headaches

Best Search Campaign

Goodway Group and Anytime Fitness

Investis Digital and Happy Valley

In The Know Glossary

Terakeet and Leading Mortgage/Lending Company

January Digital for David’s Bridal

Adtaxi

Best Strategy Pivot – NEW

American Century Investments – #ACCFantasyGolf

Weber Shandwick & Excedrin (GSK Consumer Healthcare) – Game Over for Headaches

Havas Atlanta, Social Center (The Coca-Cola Company – North America), Moxie

Warm Street

Atlassian

Hubilo

Best Audio Campaign

Edelman & Good Humor (Unilever)

Velocity, ViacomCBS and LEGO® – Lego Friends Podcast

Nickelodeon and iHeartRadio – Avatar: Braving the Elements podcast

CBS News – My Life Of Crime Podcast

In The Know – We Should Talk

Best PR Campaign

Edelman & Dove (Unilever)

Expedia & Zeno Group – Lend A Helping Hand to Anxious Travelers

Weber Shandwick, Chicago – “Swim Heard Round the World”

Weber Shandwick, Chicago – American Pecans – Super Safe Pecan Debate

Movers+Shakers & e.l.f. Cosmetics – Chipotle Mexican Grill & DayOne Agency

The Martin Agency – UPS and J Balvin #JuntosImparables

Most Innovative Publisher

The Dodo

BDG

WAVE.tv

Dotdash

In The Know

Courageous Studios

Best Gaming/esports Campaign

In The Know Bowl

SHISEIDO, Dentsu Inc. – “Camellia” The brand film we didn’t shoot

BEN Group, Electronic Arts, and Velan Studios – Launch of “Knockout City”

Viral Nation – PUBG MOBILE Version Update Launch

Edelman & Edgewell Personal Care (Schick)

Enthusiast Gaming and TikTok – TikTok Gamers Greatest Talent

Most Innovative Media Agency

Known

Kyra Media

Canvas Worldwide

Sela, a PCA Group Company, and OZNaturals

m/SIX

OMD Worldwide

Most Innovative Brand

Pepsi – PepsiCo Beverages North America

Reverb – The Pedal Movie

Lycored – Nourishing Connections

Noom

NTWRK

Known and Shift4 – Inspiration4

Most Innovative Technology Platform

VidMob

Iterable

STN Video

Truthset

Intowow Yieldbooster

Premion

Most Innovative Independent Agency

Movers+Shakers

B-Reel

Imprint Projects

Klick Health

We are Rosie – Welcome To A New Way To Work

SEEN Connects

Leader of the Year

OS Studios – John Higgins, CEO

SEEN Connects – Sedge Beswick, Founder and Managing Director

Bev – Alix Peabody, Founder and CEO

Collectively – Ryan Stern, CEO

PepsiCo Beverages, North America – Greg Lyons, CMO

HUM Nutrition – Walter Faulstroh, Co-founder & CEO

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Adobe Photoshop finally comes to the browser, and Chromebooks

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Adobe Photoshop finally comes to the browser, and Chromebooks

Note: When you purchase something after clicking links in our articles, we may earn a small commission. Read our affiliate link policy for more details.

Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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The Rundown: Amazon steps up its courtship of brand advertising dollars at Unboxed

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The Rundown: Amazon steps up its courtship of brand advertising dollars at Unboxed

October 26, 2021 by Max Willens

As it continues to hunt for brand advertisers’ dollars, Amazon will try to act more like a social network while continuing to think like a marketplace.

The ecommerce giant today announced a clutch of new additions to its advertising ecosystem at Unboxed, the company’s third annual advertising conference. Many of the changes seem explicitly aimed at helping advertisers who are focused on driving brand awareness or consideration, rather than strictly sales. 

The key details:

  • The company launched Brand Metrics, a “self-service measurement solution” that allows advertisers to track how many people are considering their brand and how they stack up to competitors. It also launched a brand lift tool that allows marketers to create studies within Amazon DSP, then send them to a panel of opted-in Amazon shoppers. 
  • Amazon is also expanding the availability of its marketing cloud to all of its DSP customers. Those customers now have the ability to upload pseudonymized data sets to query alongside Amazon ad campaign data, using either custom queries or by choosing from a library of queries Amazon supplies DSP users.  
  • The Unboxed announcement included several ad formats that could help performance marketers too, including more interactive ads. For example, customers that hear an ad on Amazon Music through any Alexa-enabled device can ask the assistant software to send them more information about the product advertised; customers that see an ad on IMDBtv through Fire TV can now ask Amazon to send them more information.
  • Advertisers can now also buy sponsored display ads within Twitch livestreams.

Seeking trust signals

Many of the changes Amazon is making seem designed to boost its customers’ engagement with ads and brands.

In addition to the new ad products, Amazon’s announcement also included fresh promotion of its “follow” button, which Amazon began testing about six months ago in the U.S. Customers that follow brands within Amazon get notifications when the brand does things like stream live — brands may also have deals for followers surfaced to them on Amazon’s homepage. Amazon said there are 20 million follow relationships in place within its ecosystem; as of 2019, there were more than 2 million brands selling on Amazon, according to Marketplace Pulse.

While Amazon will need more people to actually begin following brands, it potentially solves for problems that many kinds of advertisers have long had with Amazon as a marketplace. “What Amazon does really well is drive down customer acquisition cost, but their lifetime value is atrocious,” said Ryan Flannagan, the CEO of Nuanced Media, a performance-focused media agency. “Playing with these types of things could improve that.”

If follower features and follower counts become more visible within Amazon over time, it should help customers and advertisers begin to think about brands within the platform differently.

“They’re layering on these brand metrics because they also want another gauge of credibility,” Flannagan said. “Right now, [shopping on] Amazon is a price play. If it becomes a brand play, that changes things.”

The store(front) of the future

The addition of the follow button also opens the door for merchants and brands to start treating their storefronts differently. “It’ll allow them to treat Amazon stores like their websites,” said Peter Vasilakos, director of digital marketplaces at Assembly. “They’re going for a social approach.”

Amazon’s embrace of social sends it back in the direction that large tech platforms are heading, albeit from the opposite direction, with Facebook, Instagram and Pinterest are all adding more native commerce opportunities, and large retailers, including Walmart, looking to do more to grow their advertising ecosystems. “Everything is turning into a marketplace,” Vasilakos said. 

https://digiday.com/?p=430102

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