Hadoop was one of the most-searched terms on Gartner’s website in 2011 through 2012, spiking to 601.8% over the last twelve months alone. Additional insights from the Search Analytics on Hadoop include the following:

  • 27% of all inquiries are from banking, finance and insurance industries, followed by manufacturing (14%), government (13%), services (10%) and healthcare (8%).
  • North America (75.9%) and EMEA (13.5%) are the two most dominant geographies in terms of query volume.
  • Here is the trend line from Gartner Search Analytics:

Hadoop’s rapid increase in searches is fueled by a mix of industry excitement around big data, CIOs focusing on Hadoop distributions that reduce time and risk while providing value, and Amazon’s key role in moving Hadoop to the cloud. Currently, Amazon provides Elastic MapReduce as a Web Service that uses a hosted Hadoop framework operating on the Elastic Compute Cloud (EC2) along with Amazon Simple Storage Service (S3).

Microsoft made a big hiring gain this week by announcing that Raghu Ramakrishnan, who was the chief scientist for three divisions at Yahoo, has joined the company. Raghu is now a technical fellow in the Server and Tools Business (STB). He will concentrate on big data and integrating it into STB platforms. With him on board, big data on Azure will speed up.

Hadoop’s Potentially Galvanizing Effect on CRM and Social CRM Analytics

The quickening pace of Hadoop adoption in the enterprise is good news for CRM and especially social CRM. Analytics and Business Intelligence (BI) are the “glue” that unify CRM and keep it in context. One of Hadoop’s greatest potential contributions is the analysis, categorization and use of unstructured content. Marketing and sales won’t have to run three or four systems to gain insights into customer data, they can run a single analytics platform that fuels the entire selling cycle and lifetime customer value chain of their businesses. Hadoop has the potential to make unstructured content more meaningful while also reporting the impact of customer insights on financial performance, profitability and lifetime customer value.

Translating terabytes of customer, sales, services and partner data into meaningful analytics and business intelligence (BI) is emerging as a priority for CIOs, who are sharing responsibility for driving top-line revenue growth. Hadoop shows potential to be the “glue” or galvanizing technology base that unifies all CRM and Social CRM strategies.

To get a perspective on how fast Hadoop is being evaluated and adopted it’s useful to look at the Hype Cycle for Data Management, the latest edition published July, 2011. This is another indicator of how quickly Hadoop and big data are gaining in terms of CIO mindshare. Big Data and extreme information management are on the technology Trigger area of the hype cycle. The Hype Cycle for Data Management is shown below:

Bottom line: CRM and Social CRM will benefit more than any other area of an enterprise as Hadoop’s adoption continues to accelerate. CIOs are increasingly called upon to be strategists, and with the ability to translate terabytes of data into strategies that deliver dollars, look for Hadoop’s contributions to drive top-line revenue growth.