Issue link: http://cp.revolio.com/i/760098
12 | THE DATA CENTER JOURNAL www.datacenterjournal.com trend in modern data management is to reduce and in some cases even eliminate the friction between master customer and product profiles and their associated transactions/interactions, as well as to use technologies such as Apache Spark without having to syn- chronize disparate environments. With existing big data projects recognizing the need for a reliable data foundation, and with new projects being combined into a holistic data-management strat- egy, data lakes may finally fulfill their promise in 2017. 3. cloUd and data secUrity agility Will gain importance is prediction is rather obvious given the phobia of data breaches and the reticence of industries such as the financial sec- tor to use public-cloud technologies. Meanwhile, life sciences and retail, to name two industries, continue to forge ahead, realizing efficiencies while adhering to some of the strictest privacy and governance requirements that regulators set forth. With requirements such as the General Data Protection Regulation (GDPR), now in effect in Europe, that also address export of personal data outside the EU, companies must ensure not only that their data is physically housed in the right geo- graphic centers but also that the access complies with the most stringent regulations related to personal access and approvals for use of that data. Global events such as Brexit further complicate matters and demonstrate how a one-sized-fits-all on-premises data strategy can be more complicated than one in which data can reside in public-cloud data centers that have a wide geographical footprint. Of course you still face a challenge and must adhere to sovereign rules where public data centers don't yet exist, as in the case of Russia, which recently banned LinkedIn use. Many vendors are now taking steps to provide the most secure, validated and agile infrastructure possible. Partnerships and use of Amazon Web Services, Google Cloud and Microso Azure go a long way to providing the confidence and flexibility that many companies are looking for. Vendors offering platform- as-a-service (PaaS) products and tools must also comply with Service Organization Controls (SOC) types and, in the case of health-care data, HITRUST (Health Information Trust Alliance), which provides an established common security framework (CSF) for any organization that creates, accesses, stores or exchanges sensitive and regulated data. 4. data monetization strategies Will start to matUre For enterprises to derive new revenue from their business data, the data must be reliable, relevant, segmented, secure, anony- mous if necessary and audited to guarantee ownership. You would think data providers would have the technologies in place to meet such requirements, as well as a way to automate and enforce the governance and licensing of their data, but it's not the case. Data vendors, however, are starting to incorporate distribu- tion through data as a service (DaaS), creating a more efficient way to track and license their data directly to enterprises as well as to offer data at the point of engagement. Consider, for example, a sales rep needing to learn more about a new customer at the point of sale or in preparation for a big account meeting. Rather than resorting to randomly searching LinkedIn, Google and other public sites, a trusted data-as-a-service provider can offer real- time information that can immediately blend with internal and other external sources, delivering a 360-degree view. Companies that are managing their data as a strategic asset, and in fact have even hired a chief data officer (CDO) to report directly to the CEO, find themselves in the position of being able to monetize their data assets in reliable data lakes. Last year in an article titled "Understanding the Chief Data Officer Role," Gartner highlighted that only 10% of CEOs said they monetize information assets by bartering or selling them outright. at number, fueled by modern data-management technology, is sure to grow in 2017. 5. systems of record have a path to systems of engagement In the 2011 paper "Systems of Engagement (SoE) and the future of Enterprise IT," author Geoffrey Moore (Crossing the Chasm, e Gorilla Game and more) first defined the term systems of record (SoRs). In that paper, he contrasts how SoRs needed to evolve to focus on people, not processes. Forrester Research described it as "the perfect storm of mobile, social, cloud, and big data innovation to deliver apps and smart products directly in the context of the daily lives and real-time workflows of customers, partners, and employees." In 2012, a wave of SaaS apps that were replacing legacy of- ferings, such as Workday for HR, brought forth new engaging user interfaces. Lauded for their ease of use and ability to drive collabo- ration among workers, the era of SoE had arrived. But an overnight conversion to SoE would be impossible; many workers remain on legacy systems that are siloed and unable to join the party. So why might 2017 be the year more companies finally shi to SoE? Interestingly, it may be the investments in AI that will be the cause. Last year, Geoffrey Moore extended his thinking toward systems of intelligence (SoIs) combining AI with the big-data scale of the Internet of ings (IoT). To achieve a true SoI, companies are now pushing to accelerate SoEs in the form of data-driven applications for their workers. If you're a data-management professional or an end benefac- tor of reliable, relevant data, 2016 offered much to be thankful for. e increasing sophistication and power of modern data-man- agement platforms and data-driven applications point to an even more intriguing and bountiful 2017. n about the author: Ramon Chen is the Chief Marketing Officer at Reltio. He has 25 years of experience running marketing and product- management teams. Before joining Reltio he held positions at Veeva Systems, RainStor, Siperian, GoldenGate Software, MetaTV, Evolve Software, Sterling Software and Synon, Inc. He holds a BS in computer science from Essex University.