Written by Björn Neumann for Buljan & Partners
We definitely have reached a turning point. In the past we needed Customer Relationship Management to focus on, to analyze and to improve customer relations. Then we needed Business Intelligence (or better Customer Intelligence) to implement it (it should have been vice versa, but where people are involved, things not always run in a logical way). Then we noticed: it does not really work as expected! (At least from the customer point of view).
Now the customer outwits us with unorganized, unstructured, misspelled, divers interpretable and out of context information (therefore, instead of Big Data, I rather like to call it Bug Data). It is left in the World Wide Web e.g. on Facebook, Youtube, Linkedin, Twitter, Wikis, Blogs, … or somewhere else. And currently every second terabytes of data are created. Customer Intelligence farewell! Additionally this data is much more up-to-date than the information we have in our databases.