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for ward. It is what we do with this information and how we analyze it that will create the next level of personalized customer experience. We are inundated with data points daily. Ever y device, product and platform we touch wants to gather or give information. At times, I find myself struggling to tread water in a deluge of data. Perhaps it’s time for a swimming lesson. Over my career leading the AV experience at several large companies, I have learned that using data helps direct and enhance product lines and ser vices. There was some rough sailing in the beginning—to say the least—but, as I have grown in this space, I’ve learned a lot along the way and want to share some lessons. Before I go on, I will add that, to keep this shorter than a Tolkien chapter, I’m skipping over the legal/governance/privacy issues and focusing on data. That’s not to say that those issues are not important—trust me,

they may become your biggest challenge. But rather than focus on those, today I am simply sharing my roadmap and examples of how I am using data to enhance the customer experience in both physical and virtual meeting spaces. Ready? Let’s jump in and learn how to swim.

Lesson One: Don’t Be Scared To Get Wet: Product-Usage Data And Where To Put It

We need to start swimming somewhere. Where better to start than a data lake? The simple definition of a “data lake” is a storage repositor y that holds a large amount of data in its native format. In this context, let’s just say it’s a big hole where we can dump water (or data). Unlike a data warehouse that uses a hierarchical structure like files or folders, a data lake is flat. Having no waves makes it easier to swim, right? Keeping this analogy going, looking

at a large body of water can seem intimidating when one is new to swimming. So, we should probably build a dock. What’s great about having a flat lake is that we can build any kind of dock we want. Let’s define the dock as the tools and technology that enable the analysis and aggregation of data across products and platforms in an attempt to understand the user experience. Simply said, we can use this data to develop a better product. Why is this construct important in the AV world? Let’s break it down. In my opinion, we need manufacturers to build telemetr y into their products. From face detection in cameras to AI chipsets in media players, we are seeing this become a reality. However, issues continue to exist centered on retrieving the data in a useable format. Many times, the data can only be retrieved using a proprietar y or third-party platform. This might be useful at first, but it quickly becomes a roadblock. As more companies bring on data scientists

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Spring 2019

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Profile for Sound & Communications

IT/AV Report Spring 2019  

Topics featured in this issue include Understanding AV Over IP, 2019: The Do or Die Year for Enterprise Team Chat Solutions, The Changing Fa...

IT/AV Report Spring 2019  

Topics featured in this issue include Understanding AV Over IP, 2019: The Do or Die Year for Enterprise Team Chat Solutions, The Changing Fa...