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Reimagining the way work is done through big data, analytics, and event processing, Chris is the cofounder of Successful Workplace. He believes there’s no end to what we can change and improve. Chris is a marketing executive and flew for the US Navy before finding a home in technology 17 years ago. An avid outdoorsman, Chris is also passionate about technology and innovation and speaks frequently about creating great business outcomes at industry events. As well as being a contributor for The TIBCO Blog, Chris contributes to the Harvard Business Review, Venture Beat, Forbes, and the PEX Network. Christopher is a DZone MVB and is not an employee of DZone and has posted 289 posts at DZone. You can read more from them at their website. View Full User Profile

Isn't Big Data Really About All Data?

10.08.2013
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Customer engagement involves having access to the information that allows right-time marketing to happen, based on interaction channel, context, and customer’s preferences. For some, this is the definition of Big Data’s role in creating brand loyalty, but what if the Big Data conversation wasn’t enough?

Going Beyond the Data Set

In a recent Venture Beat piece, TIBCO CTO Matt Quinn brought up a flaw in the discussion of Big Data. Quinn says that the way we talk about Big Data is an attempt to put a scope around it, or “compartmentalize it.” We do this because it’s what makes us feel comfortable in a world that has long been transactional. Comfort that doesn’t solve the problem eventually becomes discomfort when it becomes clear that something’s missing:

“That’s the reason we talk about data sets and batch jobs. It fits a paradigm we’re comfortable with, but at the same time, aren’t we missing something? Aren’t we failing to take into account all of the data being created everywhere, every day? The perceived value of different types of data today will grow exponentially in the future. Just because today certain types of data may not appear useful, valuable, or be too difficult to process—I can guarantee that your future self will see things differently.”

Going Beyond the Transaction

Quinn recommends thinking of the bigger picture by linking data together, allowing for broad analysis, and making that information available to anyone in the organization who needs it. In the marketing world, that sounds like the requirements for a loyalty platform that isn’t full of silos, isn’t only aware of transactions, and doesn’t only find answers through batch processing. A great loyalty marketing platform offers a unified way to see all data.

This was first published on the Loyalty Lab blog and has been lightly edited.

Published at DZone with permission of Christopher Taylor, author and DZone MVB. (source)

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)