B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

14: The Big Data Landscape in a Fast-Changing Economy w/ Tom Mack

ABOUT THIS EPISODE

The data you collect should be speeding you up, not slowing you down.

The only way to make sure this is happening is to leverage the power of the cloud, but how do you keep up with all of the recent trends in this space?

Tom Mack is the RVP of Sales, EMEA at Qubole where he joined four years ago to build out a sales team in the Western United States.  Qubole provides big data as a service, so they understand this landscape well. They focus on allowing automation to handle the life cycle of data clusters so organizations can get insights and yield out of their data as opposed to managing the infrastructure associated with big data technology.

In the time since he joined the team, Tom and his family have moved to London and opened up Qubole’s European sales operation where the team is on track to keep expanding throughout Europe. Tom’s job is to drive sales and create new business opportunities.

Tom joined us for this episode of B2B Revenue Acceleration to talk about the Big Data landscape, different verticals and industries that are benefiting the most from this technology, and differences between the North American and European markets.

You're listening to be to B RevenueAcceleration, a podcast, dedicated t helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, welcome to be to be a revenueacceleration. My name is over me and I'm here today with Tommac from cebold.Are you doing todatem very well right how about yourself? I am doingfantastically well so today we want to talk about you about the big datalandscape in a fast changing economy as a big bictopic, probably a topickatis.I is very close to your hearts, pase on the world that you are doing at Cuboll,but before we go into the details, can you pleasetell us a little bit more about yourself, your role with in Cuboal, andI guess what Cubols does as an organization sure, so I joined K Wolout four years ago in the United States and built out the sales team in thewestern US and the management team...

...asked me to open up the Europeanoperation. So my family and I moved to London a year ago this time to open upthe office and drive and create the business here in Europe focused out ofLondon and we've since then built a team, and you know our on a track toreally expand that business and that opportunity throughout Europe. WhatPubil dies is. It does provide essentially big data as a service withthe idea of allowing automation to handle the life cycle of clusters, sothat organizations can focus on getting insight and yield out of the data, asopposed to managing the infrastructure associated with those big datatechnologies were on track for about three hundred customers and growingvery well. A couple of million queries executed against Cubil and we'reprocessing pedoway to data close to an exibative data per month, at behalf barclients, but that founds like a nowful...

...lot of DAA tat. So obviously, one ofthe conversation point to then- and the reason why we want you to have Veuto is-is to discuss about the big data landscape and we knew it big data, asbecame game changer in most modeln industries of othe lest els and whilethe technolgies have evolved, and there is a lots of data as well inorganization. So I think it's fair to say that organization of more and moredata they've got one more complex data. They probably have more and moresystems olding the data together. Could you please show with this a bit aboutour the actual big data? Lanscape is looking at at the moment or from yourperspective, but also, what do you believe are the trends for the future.I think I'd probably start with the major trend of is migration of big dataworkloads to the public cloud, we're seeing a significant number of clientshere in Europe already in the cloud or...

...having plans to migrate, Thir Dataworklodes to the cloud and that's for two reasons. A one is that the resources needed for big data aretypically quite elastic, so the whole ondemand elastticity of the club playsvery well for that, but there's also this separation of comput ind storage,so the object stores of the respective clouds were thats, aser, Google orAmazon. That's a very cost, effective way to store pedoboites of data andthen, which is very anexpensive relative to running it as hdfs in atraditional data center in a truditional data center, onexpensive,compute or expensive machine, and so what that means is that you're able toin a very cost effective way, stor your data and then use the Elesticty of the cloud and thevirtual machines in those cloud providers to then process that data onan as needed date basis. So it allows...

...you to scale up very quickly and then,with the changes within the cloud to per second builling allows you to bevery aggressive on the down scaling, so you're constantly trying to optimizethe current cluster based on you know the current need. So that's one trendthat we see the other one is that people are more and more interested inbes, treaming analytics. So as data is collected in real time to doas much analytics as possible and use cases for that are a lot aroundECOMMERCE pricing optimization. We see a lot of anomaly detection withinstreams to understand how the business is actually performme, and I guess thethird trend that we're seeing a lot is more of a nabling of selfserviceanalytic, so providing very broad access to a organizations but doing itin a very fine granned way as kind of that third trend. Okay, so it'sbasically doing more a for less for getting the advantage of the publiccloud is really around is cast saving...

...it woold believe, and also probably thepain of managing a that as enter because peole. You know that thatAsnento is not easy to manage you ned to deal with redendancy and all thatsort of things Buti also, it seems it seems from Tyou two, the ITINS thatyou've mentioned, that if it's about the changing conception of the data,it's about the change of what we use data for. How do we take that data tomake business decision? So it's really do you see also that the transitioninto the business intelligence, the way people are making decision based on thedata they collect or o? Would you say it's the same, but they just got moregrenularies now. I think it's very similar in that use case, but they dohave larger datasets that they want to use to whatevery company is goal, is to do asenable operating markets, or you know, decisions closer to the consumer canallow the organization to do that and what they're trying to do, as, ratherthan just you know, basic operation, Al...

Theyda they're, trying to append thatwith other social data and other analytics or data that they mightpurchase from third party providers to provide a better view of the world sothat they ultimately hun make better Buti better business decisions onbehalf of the consumer themselves or their consumers or their and customersdoes tat mean, then that you see new functions, O marketing, for example, orfinance O, but new function within organization asking for moreinterrigents asking for more of the data or requiring to use more big datasolution. In order to, I guess, create efficiency, O acserrate for Venu inDowon function. You see the splins of business consuming more. Definitely soI think that's one of the trends that organizations are trying to do isprovide a larger Dataset to be able to or datasets and doing, curiateddatasets, but at a much larger scale...

...for the lines of business and a D,their internal customers, so that people can make a very informeddecision. You know tactical and strategic within an organization, so it is definitely a situation where boththe internal customers are asking for more data ses to be included, whichmeans the infrastructure has to change, and that's where products like oursplay a role and we typically in most cases, will sit next to existinginvestments, but providing that broader access to larger datasets, because it'sfocused on big data technologies as opprosed to traditional ardmasses orrelational databases, enerprise Dato, Hor houses, okay, that makes sense yeah.I think I think we see a lot of that in the market ourself. So so ask you thequestion about the functions and the line of business and wathes peoplewithin the organization that coms you...

...more of that big data, an inmove thatintelligence refine indivigens from big data. Do you see any specific verticlesor specific industries? Also that have more o? That requirement forMPLEMENTING, big DETA solution and and also it's kind of a two sedet question?You have comments Ot, you have examples of the kind of resorts they can expectfrom implementing thig big data solutions. I think one of the trendsthat we see across the company and Tnot just in Europe put London especiallybeing a heavy retail environment as a lot of mobile application and well documented that more and morepeople are fending and buying to the mobile experience, but that's an ItonnIPAD, some sort of device like that ith the laptop itself, and so what we seeout there is more under of really understanding the user journey withinthe applications themselves. A lot of...

AB testing that goes along with that aswell and then really once they solidify that executing quickly on priceoptimizations based on competitors and competitive analet aalysis as well. Soit could be across the board wave several companies that are in thetravel industry that are really focused on obviously maintaining margin, buthaving a very aggressive pricing strategy to win that business and thesame thing Combe said on consumer retail as well. So in certainsituations you know with Ab testing some of the metrics that we've seenfrom one client in particular is about a seven percent UPLIPD in revenue as aresult of better decisions around how content is serviced within their mobileapplication. That's wonderfully so thank you, ver much for showing or thatabout the big data market and other things I evolving at the moment is veryuseful, tratum. One final question that have got for you, so we know that cubolorganization is growing fast spending...

...into Nour region. We underson from yourintrodiction that you came from North America from San Francisco. I believeto be tobit to be accurate to London. If I remember correctly the first timewe met you actually fresh of the plane and we met for cofee in London, so Iguess my next question is morly a bit of of a personal question to you andI'd like to Ileke Toe son, which is your experience. If you can share yourexperience as an American coming into the UK and what you've seen as the maindifferences between the American market, we obviously you've been successful andthat's the reason why your management wanted you to come to Europe, and youknow, use that expience to push the European market and Genter to take off,but from your pospective. So I guess it's more of a pors question was on thebusiness question where I alwas interested to underson the chilce oredifferences that you've seen the way business is done so yeah you got to getto get yourself on that sure. I think...

...to be fair. When I first tarted a Cubo,we were very new and we ere very targeted towards specific verticals andthen, as we grew, we started to expand and what I'm seeing is that we have todo more of that here. So I think it's. I think the answer is kind of two fold.One. Is that there's a lot more education that has to happen herebecause the market his changed in the four years I've been with Cubol,there's a lot of people that and companies that y? U Know, are coming out or have beenout for a while, and you know everybody's mixing marketing messagespromising the world when it comes to analytics and big data. So I think thecustomers are a little more conservative here in London and inEurope, but they also have you know much more to look at these days andreally kind of do a lot of fetting. So the process is a little bit slower andpeople making a decision for or against, because there's much more to look atright now and there's a lot to weed through in the actual market itself, alot of different players out there. So...

...that's one of the challenges that we'veseen it's a. We still win business, but it just seems to take a little bitlonger and the education seems to take a little bit longer. The other issue N.I didn't talk about it in one of the trend, conversations that you talkedabout, but the pace at which these open source technologies are moving andemolling and Het promise that goes along with them is substantial. So youknow you have this trend to go from machine learning, to deep learningright now with all the tensorflom Caris mx nat ind, the different librariesaround for the data science world and those are really challenging to keep upwith, and the decisions how to use those in the most appropriate mannerare really tough as well, and the skill set needed for those is very difficult.So you have to have setting the proper expectations with clients to say thatit's not going to be. You know a very quick use of these deep learningtechnologies, there's a learning cur...

...associated with it and then there's thewhole migration to production. That goes along with it as well, soexpectation settings for results is INSEADIN. Those properly for clients issomething that we're really trying to be very specific around, given the pacewith technologies and the evolution of those technologies as well, so its okay,Great Wut, es, that's good. Well, thank for your Insidt, I'm sure your audiencegot lot of takings from from the different things that you discuss today.What we do every single time we ask our guest to give us away or give a way toour listener, to get in touch with them or to get in teuch with their company.They want to have a bit more of a conversation with you as an individual.If they want to engage with you to discuss about your solution in inNewyour case, they would be discussing about Ceboald so Tom. What is the bestway to get in touch with you sure best way is just Tom at qbelcom ubolecom andjust paying me a email and happy to...

...respond and answer any questions thatpeople may have best onderfor. Thank you very much really appreciate yourpaymen in Sig. Today, it's great speaking with you eas always realy.Thanks for the time, operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years, companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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