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Krish Krishnan

"If we knew what it was we were doing, it would not be called research, would it?" - Albert Einstein.

Hello, and welcome to my blog.

I would like to use this blog to have constructive communication and exchanges of ideas in the business intelligence community on topics from data warehousing to SOA to governance, and all the topics in the umbrella of these subjects.

To maximize this blog's value, it must be an interactive venue. This means your input is vital to the blog's success. All that I ask from this audience is to treat everybody in this blog community and the blog itself with respect.

So let's start blogging and share our ideas, opinions, perspectives and keep the creative juices flowing!

About the author >

Krish Krishnan is a worldwide-recognized expert in the strategy, architecture, and implementation of high-performance data warehousing solutions and big data. He is a visionary data warehouse thought leader and is ranked as one of the top data warehouse consultants in the world. As an independent analyst, Krish regularly speaks at leading industry conferences and user groups. He has written prolifically in trade publications and eBooks, contributing over 150 articles, viewpoints, and case studies on big data, business intelligence, data warehousing, data warehouse appliances, and high-performance architectures. He co-authored Building the Unstructured Data Warehouse with Bill Inmon in 2011, and Morgan Kaufmann will publish his first independent writing project, Data Warehousing in the Age of Big Data, in August 2013.

With over 21 years of professional experience, Krish has solved complex solution architecture problems for global Fortune 1000 clients, and has designed and tuned some of the world’s largest data warehouses and business intelligence platforms. He is currently promoting the next generation of data warehousing, focusing on big data, semantic technologies, crowdsourcing, analytics, and platform engineering.

Krish is the president of Sixth Sense Advisors Inc., a Chicago-based company providing independent analyst, management consulting, strategy and innovation advisory and technology consulting services in big data, data warehousing, and business intelligence. He serves as a technology advisor to several companies, and is actively sought after by investors to assess startup companies in data management and associated emerging technology areas. He publishes with the BeyeNETWORK.com where he leads the Data Warehouse Appliances and Architecture Expert Channel.

Editor's Note: More articles and resources are available in Krish's BeyeNETWORK Expert Channel. Be sure to visit today!

Everyone is talking, writing and discussing about Social Analytics. There is an overwhelming presence of vendors, there are the usual mergers and acquisitions and much more. But are we just talking about "hype" or is this reality.

Press the "pause" button for a minute. Everything from your TV to your Cell-Phone has gone interactive, companies today exist in a virtual world and they need your business every minute of the day. In this mad race to gain "customer" confidence, everyone is just about "social" i.e. having a facebook page, twitter accounts, "buzz" ing around you, connecting on orkut and eventually in "my(your)space", interactive TV is just the beginning with 3D television. You are educated about anything by the company that wants your attention if not then your friend or an acquaintance who has more than 6 degrees of separation can influence your thoughts by being "linked-in" to your social network.

We need to measure all these events and calculate the "profitability" from being social (from an enterprise perspective). This is where Social Analytics becomes a "reality". The ability of a company to measure how much "customer-centric" they are from being a "product" vendor and link that move to bottom line revenues is what we call Social Analytics.

It all started with the "long tail effect" and measuring its impact. Today we have cool tools that can accomplish the task, but these tools will form a solution only when implemented as a platform. Every vendor and solution integrator has claimed that they have a perfect solution and soon we will see a "magic" quadrant from Gartner on this subject and its vendor ratings et al.

In the next generation of the Data Warehouse, the measures, metrics and KPI's for any company will be led by its "customer-centricity" which largely will be social analytics driven.  The new frontier of CRM+Marketing = Social Presence, will be accounted for in "Customer Revenue"+"Influencer Revenue" = Total Revenue, and Customer Profitability = Total Revenue / "Number of people influenced" (how many people did a customer influence to buy a service or product). Product and Service profitability will be driven by micro-segmented markets and neural networks will become a normal requirement to conduct business in that frontier.

The future is bright and the road to that future is being paved at a pace faster than your imagination.

Watch this blog for more information on this subject. 

Posted June 18, 2010 7:33 AM
Permalink | 1 Comment |

1 Comment

The biggest challenge with social media is establishing a meaningful game plan to use it well. Capturing influence revenues and profitability requires very high levels of customer identification mechanisms. And of course tools that can sift through the content for meaningful extraction of sentiment.

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