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RESEARCH, ANALYSIS & TRENDS

rather than noise,” she says. Digital transformation demands agility so that compa-
nies can quickly identify and adapt to ever-fluid busi-
Valentine further recommends they should also demon- ness conditions to both survive and thrive. Having the
strate an aptitude for key requirements of an alternative ability to adeptly procure and process alternative data
data platform, such as rapid and efficient onboarding of provides a tremendous advantage . . . especially for
data sources; combining structured, semi-structured those needing to pivot in the short term. This, whether
and unstructured data sets; and data preparation and to reconfigure a strategy, structure, process, team or
normalization, among others. technology to better assure value-creating—or value-
protecting—opportunities. To empower an organization
“Data mastering is fundamental to gleaning insight from to expand quickly and cost-effectively. To save costs by
this seemingly limitless universe of information,” notes realizing it is more profitable to outsource non-critical
Christian Robertson, CEO of Datasynthesis. “It means functions to expert providers. To utilize cutting-edge
tracking the data lifecycle from its source—be it real- cloud, cybersecurity and data science tools to increase
time or historical, structured or unstructured—through a productivity. The profit promoting outcomes are seem-
strict rules-based validation process generating action- ingly endless.
able data used to feed the various business intelligence
tools used in decision making. However, to distill No matter the industry in which you operate, now is the
meaning from so much information one must adopt an time to architect a sound and scalable alternative data
active data mastering approach, which can only be plan ensuring your company can keep pace in the 21st
achieved by leveraging the latest open-source technol- Century Digital Age. ◊
ogies with capabilities that far exceed anything possible
with existing legacy systems.” By Merilee Kern, MBA

Preconditions and complexities aside, AlphaMille Chief Forbes Business Council Mem-
Revenue Officer Rick Lutz is keeping an optimistic eye ber Merilee Kern, MBA is an
on the big picture. “Alternative data hasn’t nearly internationally-regarded brand
reached critical mass as of yet and there is tremendous analyst, strategist and futurist
growth ahead in this space,” he says. “The big winners who reports on noteworthy in-
will be those that onboard the right ‘kind’ and caliber of dustry change makers, movers,
experts who can adeptly navigate this highly special- shakers and innovators across
ized and ever-changing field. Done right, the financial all B2B and B2C categories.
upside is stratospheric.”

10 May 2022: Security & Data Privacy in Marketing