A look at this year's Gartner Hype Cycle report, and a deep dive into what its results mean for digital marketers in terms of convergence analytics.
Every year, Gartner Group updates its "Hype Cycle" report, and this year was no exception.
But if you look at the Hype Cycle chart close (go ahead, really squint at the chart) and let it sink in, only two areas of technology out of 119 (representing more than 2,000 individual technologies) will reach a plateau in the next two years (In Memory Analytics and Search Recognition). The rest of the areas might not mature until the 2020s.
For example, "Big Data" isn't going to plateau for another five to 10 years according to this report, and businesses are already getting disillusioned (going from the "Peak of Inflated Expectation" down to the "Trough of Disillusionment").
From the standpoint of convergence analytics, the predominance of immature technology groups in the Hype Chart should raise some red flags, particularly from investment perspective, as immature technologies are much harder to integrate (converge), and the use cases around those technologies (how the data will be used to support and drive better business decisions) are either not built out yet, or not widely enough deployed to be fairly evaluated. It's also much easier to "hype" up a technology whose efficacy has yet to significantly be manifested;