There’s a crisis in the Fortune 500: Data that is stuck in silos, hard to access, and unorganized, as well as poor interdepartmental communications, turf wars, and company structure focused around personnel are all factors that mean valuable data is not optimized. This leads to lost revenue opportunities and lackluster customer relations.

“I routinely run into companies who do not have their data model stitched,” said Praveen Kankariya (pictured), founder and chief executive officer at Impetus Technologies Inc. “The C-suite would not like to hear this, but they are flying partially blind.”

Kankariya spoke with Dave Vellante (@dvellante), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, at the BigData SV event in San Jose, California. They discussed the challenges facing household-name companies as they move to a data-driven business model.

Using big data infrastructure to create 360 visibility

Big data solutions have been Impetus’ focus for more than 10 years, and Kankariya has seen the industry evolve from the days of Hadoop and batch jobs to today’s real-time world. He is clear about his advice to executives who are debating how and when to address data issues: “If any CEO [is] listening to me, what I would like to tell them is just create a vision of your ultimate connected data model. And then start looking at how do you converge out of that vision,” he said.

A recent use-case from one of Impetus’ larger clients proves his point, Kankariya stated. “There’s a company not too far from here [who has] stitched every clickstream … and they can tell who’s buying, what happened, what is their support experience, who’s upgrading, who’s upgrading faster because they had a positive support experience, or not. So everything is tied. Any direction you want to look into your customer space, you can go and get visibility from every perspective you can think of. That’s customer 360,” he said.

There is no excuse for any company to delay updating its infrastructure and monetizing its data assets, especially since the future could depend on data management decisions made now, according to Kankariya. “If I had to go invest in the market, I mean, I would invest in companies who have their data act together,” he concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the BigData SV event.

Photo: SiliconANGLE