Investment in big data continues to increase in 2015, but not as rapidly as in previous years, according to Gartner.
A study by the analyst firm found that more than three-quarters of companies are investing or planning to invest in big data in the next two years, a 3% increase over 2014.
The survey, which was conducted in June 2015, included global organisations across all industries.
“This year begins the shift of big data away from a topic unto itself, and toward standard practices,” said Nick Heudecker, research director at Gartner. “The topics that formerly defined big data, such as massive data volumes, disparate data sources and new technologies are becoming familiar as big data solutions become mainstream.
“For example, among companies that have invested in big data technology, 70% are analysing or planning to analyse location data, and 64% are analysing or planning to analyse free-form text.”
Organisations typically have multiple goals for big data initiatives, such as enhancing the customer experience, streamlining existing processes, achieving more targeted marketing and reducing costs.
As in previous years, organisations are overwhelmingly targeting enhanced customer experience as the primary goal of big data projects (64%). Process efficiency and more-targeted marketing are now tied at 47%. As data breaches continue to make headlines, enhanced security capabilities saw the largest increase, from 15% to 23%.
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