So wird heute Big Data eingesetzt

13
Jun

Der Anteil der Unternehmen, die auf Big-Data-Analysen setzen, ist in den vergangenen zwei Jahren um mehr als zehn Prozentpunkte gestiegen. Marketing ist dabei ein zentrales Einsatzfeld.

Immer mehr Unternehmen in Deutschland treffen relevante Entscheidungen auf Basis von Datenanalysen und schaffen es auch, die entsprechenden Erkenntnisse nutzbringend anzuwenden. Das hat eine repräsentative Umfrage von Bitkom Research im Auftrag von KPMG unter 704 Unternehmen und 102 Verwaltungen mit mehr als 100 Mitarbeitern ergeben. Gut ein Drittel der Unternehmen in Deutschland nutzt bereits Big-Data-Analysen für die Auswertung großer Datenmengen. Zum Vergleich: Vor zwei Jahren waren es erst 23 Prozent.

In der Umfrage geben vier von fünf Unternehmen an, dass relevante Entscheidungen zunehmend auf Erkenntnissen aus der Analyse von Daten basieren. Gut zwei Drittel sagen, dass Datenanalysen ein zunehmend entscheidender Baustein für ihre Wertschöpfung sind. Allerdings ist nur ein Viertel aller Big-Data-Projekte auch rentabel, wie eine andere Studie ergeben hat.

Dabei kommen verschiedene Auswertungsmethoden zum Einsatz. Knapp die Hälfte der Unternehmen verwendet beschreibende beziehungsweise deskriptive Analysen, die Informationen über eine aktuelle Situation liefern. 39 Prozent setzen vorausschauende Analysen ein, die Aussagen über zukünftige Entwicklungen machen.

Laut Umfrage sammeln und analysieren alle befragten Unternehmen Stammdaten, die Basisinformationen wie Name und Anschrift eines Kunden oder Spezifikationen eines Produktes umfassen. 86 Prozent werten Kundendaten aus, 79 Prozent analysieren systemisch erstellte Daten, zum Beispiel Sensor- oder Standortdaten, und 70 Prozent nutzen öffentlich verfügbare Daten, beispielsweise Informationen zur ökonomischen Entwicklung.

Big Data auch im Marketing

Nach den Ergebnissen der Umfrage kommen in 85 Prozent der Unternehmen Datenanalysen in der Produktionsplanung beziehungsweise Projektabwicklung zum Einsatz. Im Marketing nutzen 69 Prozent Datenauswertungen für die Kundenanalyse. Ein wichtiges Einsatzgebiet ist der Bereich Finanzen und Controlling:  91 Prozent der Unternehmen nutzen Datenanalysen im Risikomanagement, also bei der Identifikation und Bewertung potenziell geschäftsschädigender Entwicklungen. So sagen 70 Prozent der Befragten, dass sie Geschäftsrisiken durch den Einsatz von Datenanalysen verringern konnten. 54 Prozent konnten eine individuellere Gestaltung von Produkten oder Services erreichen und 51 Prozent ein gezielteres Marketing.

Die größten Hemmnisse für den Einsatz von Datenanalysen sind nach Aussage der befragten Unternehmen Rechts- und Sicherheitsbedenken sowie ein Mangel an Ressourcen. 60 Prozent der Unternehmen scheuen davor zurück, eigene Daten für Analysezwecke an einen externen Dienstleister weiterzugeben. 55 Prozent der Befragten haben ein unzureichendes Budget und 50 Prozent nicht genügend Datenanalyse-Spezialisten. 41 Prozent sagen, es gibt Unklarheiten hinsichtlich der Rechtslage. Vor allem der Durchführung fortgeschrittener Analysen von Daten unterschiedlicher Struktur und Herkunft stehen laut Umfrage Datenschutzbedenken im Weg. Fast ein Drittel (29 Prozent) der Befragten äußert die Sorge vor öffentlicher Kritik als einen Grund, auf Datenanalysen zu verzichten.

Am weitesten in Sachen Big Data sind der Maschinen- und Anlagenbau sowie die Automobilindustrie. Öffentliche Verwaltungen sind dem Thema gegenüber deutlich weniger aufgeschlossen.

Ein Drittel der befragten Unternehmen verfügt über eine Big-Data-Strategie. Zwischen den Branchen gibt es dabei Unterschiede : 56 Prozent der Medienunternehmen und 46 Prozent der Versicherungen haben eine Big-Data-Strategie, während es in der Automobilindustrie nur 34 Prozent sind.

www.adactus.de

Quelle: impulse.de
Bild: Corbis

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