For some years now, technology and information specialists have emphasized that the current context corresponds to a data society. The use of mobile devices for activities such as communication, shopping, entertainment and even work, implies that users generate an important fingerprint, which is useful for various industries.
In this regard, some concepts that have become more relevant are data driven decisions or data driven businesses. According to Cristopher S. Penn, Data Driven companies not only analyze data and extract information, but are able to answer the question: what will happen?
The possibility of accessing and analyzing large and diverse amounts of data, together with the business intelligence normally brought by experience, provide us with the basis to make more appropriate decisions, decisions based on data and not on intuition, he adds.
The foregoing becomes a fundamental factor, especially in scenarios of uncertainty such as the one generated by the Covid-19 pandemic. The measures taken to mitigate the contagions accelerated the adoption of numerous technologies and, therefore, modified the behavioral habits of many people.
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Faced with this scenario, some questions that actors in the real estate sector ask themselves are, for example, what will be the impact and relationship of teleworking and offices, e-commerce and stores, where and how we will live, or how we will interact in the new society that is looming. In this sense, data is a powerful tool that can help find the best solutions for each project.
"Data centers are coming to help us solve the growing need for immediate responses that society and companies are requiring today and whose demand will only increase with new technologies such as 5G", says Rodrigo Folgueras, Director CBRE Mexico, Advisory & Transaction Services
CBRE points out that we can learn about how we evolve in our relationship with spaces, with buildings, so that they provide us with more value and all members of the chain win: the users of the spaces, the companies occupying the buildings and, also, the owners of the assets.
Likewise, he points out that taking advantage of the data implies for companies to carry out a process that includes the following steps.
1. What do we seek to understand or solve? It is critical to be very clear about what exactly we are looking to solve in order to identify which data is most relevant to this objective.
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2. Capturing the data would be the next step in the process. We have already determined what data we are interested in and now we have to be able to capture this information through the most appropriate tools: internal operations; external sources (either public or through data providers); or through different technologies, such as: IoT, mobile devices, low-resolution cameras, etc. It should also be noted that the data must have adequate governance to comply with current legislation in terms of GDPR and always be used for ethical purposes.
3. Integrate data of various kinds. In the case of the real estate sector, the wealth of information is now determined by the ability to adequately combine traditional real estate data (such as price, area, profitability, etc.) with other relevant data related to sociodemographic information, mobility, user experience, sustainability or productivity, among others.
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