http://www.capgemini.com/insights-data Our study of 1,000 senior business leaders demonstrates the extent to which big data sources and technology are being adopted across different sectors and regions of the world. We explain the impact on businesses and markets and how the acquisition of data is breaking down traditional industry boundaries. We identify how businesses are adapting to deal with this and what organizations need to do to make big data work for them. Here we take a closer look at the findings from North America.

1. Big & Fast Data:
The Rise of Insight-Driven Business
Capgemini view
The big data market in North America is experiencing a tremendous amount
of upward momentum, including both interest and ideation around the “art of
the possible”. IT and business executives alike are seeking ways to deepen
their knowledge around the application of emerging technologies in this
domain, while also defining achievable business value. Those companies
that have invested in advancing their big data initiatives are seeing immediate
value and payback.
The consumer products market is rapidly adopting big data because
companies understand the value of being able to perform real-time analytics
for the purposes of influencing buyer behaviors, deepening customer
intimacy, and understanding customer sentiment to engage at the point
of sale. We are also seeing major adoption in the telco and manufacturing
industries, which are connected in many ways to the consumer products
markets as providers or suppliers.
The adoption of big data is creating fierce competition and major opportunity
across all markets. It is giving companies access to regional markets
anywhere in the world, and allowing them to increase the precision with which
they market to, capture, and engage with target audiences.
The adoption of big
data is creating fierce
competition and major
opportunity across all
markets
North America

2. About
Capgemini
With almost 145,000 people in
over 40 countries, Capgemini
is one of the world’s foremost
providers of consulting,
technology and outsourcing
services. The Group reported 2014
global revenues of EUR 10.573
billion.
Together with its clients,
Capgemini creates and delivers
business and technology
solutions that fit their needs and
drive the results they want. A
deeply multicultural organization,
Capgemini has developed its own
way of working, the Collaborative
Business ExperienceTM
, and draws
on Rightshore®
, its worldwide
delivery model.
Learn more about us at
www.capgemini.com/insights-data
or contact us at
insights@capgemini.com
The information contained in this document is proprietary. ©2015 Capgemini.
All rights reserved. Rightshore®
is a trademark belonging to Capgemini.
Perception of big data as a disruptor
Although they had experienced, and were expecting, disruption from big data at
only average levels overall, US respondents were more likely than average to expect
disruption from new competitors moving into their industry from other industries
(38% versus average 27%) – perhaps a reflection on the aggressive nature of
competition in the US.
Canada, too, reported disruption at about average frequency, but was less likely
than the average to expect it in future (44% of respondents anticipated no significant
disruption compared with an average of 38%). Given the more aggressive approach
of the US towards information as competitive advantage described below, there is a
possibility that Canadian businesses are underestimating the threat of disruption.
Awareness of big data opportunities
Our findings confirm the country’s status as an innovation leader; US respondents
were more likely than average to agree strongly that big data provides new business
opportunities – the proportion (39%) was not as high as that in China (50%) but
comparable with Brazil (41%). Canadians on the other hand are close to the average
with 32% strongly agreeing with this proposition.
Furthermore, the findings confirmed that the US is ahead of other non-BRIC
countries in seeing the commercial possibilities of big data. Respondents were more
likely than average to agree strongly with propositions about the importance of big
data to effectiveness, competitiveness and boundaries between industries, and
about the business value of big data and the ability to exploit it. Canadians were
less enthusiastic though they were interested in certain aspects, 73% agreeing that
big data is becoming as valuable to their organization as products and services
compared with an average of 62%.
Implementation approach
US respondents were mostly well advanced with implementing big data technology.
Around 84% (73% in Canada) said that they had implemented big data technology,
were in the process of implementing it, or would do so in the next 12 months versus
a global average of 71%. In this regard the US was second only to China (94%).
In the US, we find that the dialog often starts with IT but moves quickly into the
business. Our US respondents were more likely than those in other countries to
identify business strategy as the driver of the big data agenda, though IT was named
even more often as a driver.
The US expects to increase investment in big data over the next three years
compared with past investment in information management (66% said this versus
average 56% – a level second only to China). In Canada, by contrast, only 49% said
investment would increase. In our opinion, the fact that Canada lags behind the US
could pose a risk for the former, given the low barriers to cross-border enterprise
between the two countries.
84%of respondents said
they had implemented
or were implementing
big data technology
or would do so in
the next 12 months
compared with an
average of 71%.