Silicon.Fr: Co-Director of Cognizant’s Center for the Future of Work Talks About the Competitive Advantage of 'Code Halos'
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“Some companies record stronger growth than others in all economic sectors. During our investigation and interviews, we determined that these successes are largely based on the efficiency with which the company is able to use information about each of its customers and products,” says Paul Roehrig. “We choose to name these swarms of data encircling all these various entities ‘Code Halos’. Companies knowing how to collect and effectively treat these halos of data have a clear competitive advantage.”
Citing names such as Google, Apple, Amazon and Netflix, Roehrig says, “In all these companies, the halos of data are collected and analyzed to create value, offers or products. Another common point, information and data are disseminated and shared. Another interesting case is the American insurer Allstate, which inserts telematics elements in cars. By identifying and following more information about the driver's behavior, the insurer offers to reward good drivers by reducing the price of their insurance policy. Several hotel chains are also interested in halos of data to improve the services offered according the feedback on the experience of customers.”
Roehrig clarifies that Code Halo is not merely another name for Big Data or the use of unstructured data. “Code Halo includes technologies such as Big Data, but also specific algorithms. It extracts value, but also lowers the noise. That is one of the crucial points to achieve concrete results.” He adds that two types of new skills are needed and become inseparable: the “data scientists” and “behavior scientists”. According to Roehrig, there are three types of businesses: the “Meaning Makers” that anticipate the explosion of sales through analysis of data, the “Data Explorers” that do not generalize analytics functions and do not involve the entire process chain, and the “Data Collectors” that miss this major change with their small capacity to analyze data and highlight information with high added value.
Roehrig says Code Halos are not only for large businesses. “They are about understanding consumers or individuals at any time of their involvement or engagement in the process. That is why Code Halos apply to all public and private organizations wishing to serve their customers better, whatever their size. For example, more and more SMEs can introduce information analysis tools in their processes at various stages of the sales cycle.”
Click here to read the interview in French and click below to read the translation.
