26 January, 2016
Without A Data-Driven Culture, Big Data Projects Will Fail
Tara Paider, associate vice president of IT architecture at Nationwide Insurance based in Columbus, Ohio, has some advice for data experts eager for big data project success: One of the biggest reasons big data projects fail is neither the technology nor the quantity of the data. It’s people.
Case in point: A regular part of the job for Nationwide’s insurance agents is to make sure customers don’t jump ship when their premiums are due to go up. Working from a list of premiums expected to change in the next 30 days, agents pick up the phone and connect with their best customers to explain the changes. Data from a new customer data analytics program, however, found that doing so sometimes had a negative effect: Rather than help agents hold on to customers whose premiums were changing, the calls actually caused attrition, Paider said.