Leverage free, open data for new applications

http://opendata.admin.ch/ 1800 data sets are available - for simple evaluations, combinations or the development of applications and visualizations. Image: willi.ch FROM RENÉ BÜCHLER*Open data refers to all data sets that are made freely available for use, redistribution and reuse in the general interest without restriction. This includes, for example, teaching material, geocoded data, demographic data, statistics, traffic information, scientific publications or research results. However, Open Data is not just about data held by governments or public authorities; private companies, universities and non-profit institutions are also increasingly publishing relevant material.Although the use of Open Data in Switzerland is still at the development stage, there is clear potential. Open Data can be a tool to reduce cross-sector information gaps and increase business productivity and information quality. The analysis and use of Open Data will make consumer preferences more transparent and enable tailored customer service. Despite all the obvious benefits and advantages for customers and companies, consumers still have concerns about their privacy - even when anonymity is guaranteed.Sustainable Open Data business modelOne claim of Open Data is that it is possible to build a sustainable business model on it or successfully expand existing business models - because according to the Open Data 500 study by the John S. & James L. Knight Foundation, in five to ten years, companies that use Open Data for their market development will be the rule and not the exception (www.opendata500.com). Some international companies are already successful with this.First approaches in SwitzerlandIn Switzerland, too, the federal government, cantons, cities, authorities and organizations now make a lot of data available. Not only on the federal pilot portal www.opendata.admin.ch you can find exciting application examples. In the recent past, an active Open Data movement has emerged in our country. National events, so-called Hackdays, have already taken place in Zurich, Lausanne, Geneva and Berne.At all previous events, conceptors, designers, software developers, politicians and citizens, experts and interested parties met to advance Open Data in Switzerland. Together, useful apps, visualizations and applications were developed based on openly accessible data collections from Swiss authorities and public sector companies (see http://make.opendata.ch)Increasingly, however, innovation projects with open data are also being promoted within companies in order to explore new business opportunities. The most successful business models are those that offer analysis services for various industries. The combination of customer data, open data, and free social media data, which the sales department uses in its customer processing and management, is of great benefit.Open Data in the financial industryWhat if bank customer advisors could anticipate their customers' investment or financing needs, so to speak? The consequence: broad-based and cost-intensive campaigns would become superfluous and be replaced with needs- and benefit-oriented micro-campaigns. From the customer's point of view, this means that unwanted advertisements would be replaced by relevant recommendations or offers. With the availability of open data, external data sources can be integrated very efficiently. The trick is to put them into the context of the customer's current constellation and situation. To do this, the information from the customer dialog is supplemented with the digital footprint. The strength of this method lies in the fact that the customer dialog can be enriched with current information such as socio-demographic or geo-coded data with the findings in the overall context of a changing life situation of the customer. This puts the customer experience in a whole new light.Factors critical to successFrom Swisscom's point of view, the following factors are critical to the success of a Smart Data project:- High-quality customer data such as correct addresses- Profound knowledge of one's own data- Broad knowledge of the type and availability of Open Data- Willingness to be creative and innovative- Think big - start smallIn cooperation with partners such as Cybwell and others, Swisscom's Customer Focused Solutions department provides methodological support for Smart Data Rapid Assessment, the formulation of a vision, strategy and data concept, as well as for the definition of an OpenData roadmap and implementation projects. It also ensures operational data quality and integration into Analytical CRM.