Data technology (may be shortened to DataTech or DT) is the technology connected to areas such as martech or

adtech Adtech AG is a German–American digital marketing company that retails products to manage, serve and evaluate online advertising campaigns (including display, video and mobile formats). The company was founded in 1998 in Frankfurt Frank ...

. Data technology sector includes solutions for

data management Data management comprises all disciplines related to handling data as a valuable resource. Concept The concept of data management arose in the 1980s as technology moved from sequential processing (first punched cards, then magnetic tape) to ...

, and products or services that are based on data generated by both human and machines. DataTech is an emerging industry that uses

Artificial Intelligence Artificial intelligence (AI) is intelligence—perceiving, synthesizing, and inferring information—demonstrated by machines, as opposed to intelligence displayed by animals and humans. Example tasks in which this is done include speech r ...

, Big Data analysis and

Machine Learning Machine learning (ML) is a field of inquiry devoted to understanding and building methods that 'learn', that is, methods that leverage data to improve performance on some set of tasks. It is seen as a part of artificial intelligence. Machine ...

algorithms to improve business activities in various sectors, such as

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development dur ...

, or

business analysis Business analysis is a professional discipline of identifying business needs and determining solutions to business problems. Solutions often include a software-systems development component, but may also consist of process improvements, organiz ...

(e.g.

predictive analytics Predictive analytics encompasses a variety of statistical techniques from data mining, predictive modeling, and machine learning that analyze current and historical facts to make predictions about future or otherwise unknown events. In busin ...

Key areas

Data technology has been used to manage big data sets, build solutions for

and integrate data from various sources to discover new business or analytical insights from collected information. Growing global amount of generated data (the number is forecast to reach 163 zettabytes in 2025) determines spendings on technologies that help control data assets. The big data market is expected to reach $156.72 billion by 2026. Spendings on data, including data technologies, in

reach $26.0 B in 2019 globally. Data technologies are developed to help manage data generated by human or by machines, which will be 200 billion by 2020. Data technologies aim to manage growing data streams, get valuable insights from data and find solutions to integrate the most important data sources for companies and organizations. Therefore, key areas for DataTech sector are: * Data Management Technologies - technologies and platforms for managing growing sets of data, such as data generated by customers (1st, 2nd and 3rd party data). Common platforms for managing data are

Data Management Platform A data management platform (DMP) is a software platform used for collecting and managing data. They allow businesses to identify audience segments, which can be used to target specific users and contexts in online advertising campaigns. DMPs may ...

Customer Data Platform A customer data platform (CDP) is a collection of software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile ...

. *

Data Integration Data integration involves combining data residing in different sources and providing users with a unified view of them. This process becomes significant in a variety of situations, which include both commercial (such as when two similar companies ...

- services that match the data from two or more sources to get more information about stored data. If company collects user data in

Customer-relationship management Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information. CRM systems compile data from a ra ...

system, it can enrich it with the data from external sources to create 360-customer view (by integrating data, the company will know e.g. interests, demography and intentions of users who are in their databases). * Data Consulting - services based on analysing

customer data Customer data or consumer data refers to all personal, behavioural, and demographic data that is collected by marketing companies and departments from their customer base. To some extent, data collection from customers intrudes into customer priva ...

and discovering insights from big data sets. It uses

algorithms to find useful information from chaotic data. * Technologies for AdTech sector - products and services that support

environment, including SSP,

Demand-side platform A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ...

and services used for targeting the right group in online campaigns. * Building strategic data ecosystem - service that allow to build data ecosystem in organization, by identifying and choosing the right data sources, integrating data and preparing adequate analytical algorithms to discover new insights about customers. *

Internet of Things The Internet of things (IoT) describes physical objects (or groups of such objects) with sensors, processing ability, software and other technologies that connect and exchange data with other devices and systems over the Internet or other com ...

- products and services that helps store and manage data generated by machines.

Notes

References

* * * * * * * * {{cite web, last1=Murrel, first1=Paul, title=Introduction to Data Technologies, url=https://www.stat.auckland.ac.nz/~paul/ItDT/itdt-2019-03-06.pdf, website=stat.auckland.ac.nz Business analysis Digital marketing Big data