|By Mark van Rijmenam||
|May 19, 2013 08:00 AM EDT||
In the coming years, Big Data will change the way organizations and societies are operated and managed. Big data however, is not the only trend that will impact significantly how organizations operate. Another major trend at the moment is gamification. Gamification will change the way organizations connect with consumers and it will provide extremely valuable big data that can be turned into insights.
Let's first look at what gamification exactly is. Gamification is the use of game elements in non-game contexts. It can be used externally, to interact with customers and improve marketing efforts that lead to increased sales. Gamification is also used internally, where gamification can lead to increased employee productivity as well as internal crowd sourcing activities. Finally, gamification can be used to change behaviour of consumers. A great example of this is the quantified-self movement that get people to engage and change their behavior.
The game elements that are often used in gamification are points, challenges, awards, leader boards, levels, avatars and badges. As such, gamification can motivate users to perform certain tasks. More over, it can be used to learn something, to achieve something, to stimulate personal development / health. The goal is to make real life experiences better and make people more willing to do something. It must be clear that gamification is not a game; it is merely game elements used in a different context.
Because of the many different aspects that are generally built in a gamification context, it provides a lot of data that can be analysed. Users can be compared to see how they perform and why some group is performing better or worse than the other group. Especially when users have to sign-in via the social graph, a lot of public data can be added to provide context around the gamification data. Apart from the different elements that provide direct viewable insights, gamification can also be used to better understand how consumers behave and perform the tasks at hand. For example, it can be noticed how long different groups take to achieve a certain challenge or how they use certain products. This information can be used to improve products and / or services.
Gamification is all about motivating people to act as well as to motivate them to share the right information in the right context. In fact, gamification should be viewed as a catalyst to share and the more engaged users are, the more they will share. Resulting in more attention to the company.
The success of a gamification concept depends on the quality and speed of the information that is returned to the user. The better this content reflects the user's interest, the more involved the user will be. This personalized content can be created using big data. Clicking behaviour, time needed to perform certain challenges, interaction levels at the platform with others can be combined with public data such as tweets or posts shared on social networks as well as the profiles of those users on those social network. When properly stored, analysed and visualized, this will generate a lot of insights. However, users do expect instant feedback and results. Thus real-time processing, analysing and visualizing of the data are extremely important.
Gamification has the potential to become more and more integrated with our lives. When gamification becomes an integral part of our lives, even more data will be generated. A great, futuristic video shows the possibilities of a gamified society. Just think of the massive amounts of data it will generate and the new insights this can provide to organisations.
With big data we will get to know much better how and why someone behaves in a gamified context and as such it gives us insights in how that person behaves in real-life. That information is very valuable for advertisers that want to reach consumers with the right message in the right context at the right moment.
Big Data and Gamification
The right design of gamification is very important for it to deliver the desired results and insights. Gartner predicts that 80% of the gamification solutions will fail to reach its objectives due to poor design. Poor design could lead to poor data quality and no insights. As with big data, visualisations and great design are really important.
There are several advantages that can be achieved when combing big data and gamification:
First of all, big data provides transparent, real-time and personalized feedback to the user. Using this data the user can receive various rewards, loyalty and/or social awards;
Personalized gamification elements will increase the involvement of the end-user with the product. More interaction could lead to more sharing and thus online reach for the company. With big data, the gamification elements become more engaging and, more importantly, more fun too;
Big data will provide insights into the behaviour of users, on an aggregated level as well as an individual level. This data can be used to improve the products and services offered;
With big data it is important that the insights derived from the massive amounts of data are actually used. Gamification can help to turn an organisation into an information-centric organisation by applying game elements in the dashboards that visualize the data;
Roman Rackwitz states that gamification can advance big data into smart data. Personalized and relevant feedback based on the choices made in the gamified context will increase the interaction and draw a user more into the big data dashboard. This will result in more involvement and interest in data-driven insights and thus better decision-making.
There are a lot of similarities between big data and gamification. One could even say that gamification is the friendly scout of big data, gathering data from literally 1000s of potential actions that can be measured, but in a user friendly and engaging manner. The insights that come from any good gamification platform are enormous and, if visualized correctly, it can provide valuable insights to organisations as well as help to create an information-centric organisation.
This story was originally posted on BigData-Startups.com.
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
Jan. 20, 2017 07:15 AM EST Reads: 2,965
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Jan. 20, 2017 07:00 AM EST Reads: 6,850
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Jan. 20, 2017 07:00 AM EST Reads: 9,067
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...
Jan. 20, 2017 06:15 AM EST Reads: 1,619
"Plutora provides release and testing environment capabilities to the enterprise," explained Dalibor Siroky, Director and Co-founder of Plutora, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Jan. 20, 2017 06:15 AM EST Reads: 3,638
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
Jan. 20, 2017 06:15 AM EST Reads: 5,477
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 20, 2017 05:00 AM EST Reads: 2,475
Choosing the right cloud for your workloads is a balancing act that can cost your organization time, money and aggravation - unless you get it right the first time. Economics, speed, performance, accessibility, administrative needs and security all play a vital role in dictating your approach to the cloud. Without knowing the right questions to ask, you could wind up paying for capacity you'll never need or underestimating the resources required to run your applications.
Jan. 20, 2017 04:00 AM EST Reads: 3,944
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Jan. 20, 2017 03:00 AM EST Reads: 866
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
Jan. 20, 2017 02:30 AM EST Reads: 5,024
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
Jan. 20, 2017 02:15 AM EST Reads: 6,051
Security, data privacy, reliability and regulatory compliance are critical factors when evaluating whether to move business applications from in-house client hosted environments to a cloud platform. In her session at 18th Cloud Expo, Vandana Viswanathan, Associate Director at Cognizant, In this session, will provide an orientation to the five stages required to implement a cloud hosted solution validation strategy.
Jan. 20, 2017 02:00 AM EST Reads: 3,669
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
Jan. 20, 2017 02:00 AM EST Reads: 6,573
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
Jan. 20, 2017 02:00 AM EST Reads: 5,330
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Jan. 20, 2017 01:45 AM EST Reads: 4,266