When it comes to adopting big data, midmarket firms have three advantages:
- Their networks play nice with each other. Besides departmental data fiefdoms, large enterprises have lots of legacy computer systems, which have trouble sharing data. Midmarket companies, though, have more flexibility in flowing big-data projects and budgets across departments.
- The top people really care. At midmarket firms, the CEO is involved, and big data has his mindshare. At large enterprises, the CEOs have a lot of other things on their plate.
- They want to break into the big leagues. Midmarket companies become even more interested in big data as they grow. When they’re on the verge of competing with the largest enterprises head-to-head, they realize they need to improve efficiencies and hone their marketing—key things big data can help them do.