Owing to the ever growing virtual world of information technology, Big Data has been assuming a life of its own. It has started touching our lives more than we fathom on a day to day basis. To stay ahead in the game, companies are offering products and services based upon the unique experiences of the customers across time.

Most marketing organizations have access to data silo assets, establishing patterns related to wish list, behavior, usual transaction of every customer, across time. To deploy the right business strategy, quick and inexpensive modern integration of customer experience technology becomes the imperative need. A great business data integration is a definite pre-requisite for great business data analytics. From financial organizations to online dating, human genome to coffee shops, Big Data seems to be the reserve with all the right answers. Some case studies conducted in various business domains help us understand how Big Data have helped their businesses to grow bit by bit.

  • A well-known credit card provider in US has about 2 Billion cardholders. It has partnered with a data strategy organization to derive insights on transactional and behavioral patterns of various shoppers and share the data with subscribed retail organizations.
  • A widely known car rental company with more than 100 million customers in Europe and America has created a 24/7 monitoring center tracking all social media conversations to immediately address client grievance to preserve customer loyalty.
  • A prosperous beer company collaborated with Google and Facebook to have access to customer behavioral data to send out customized messages to niche groups.
  • An extremely well networked coffee company with stores around the world, collects data on consumers’ purchasing habits to send personalized coupon offers to individual customers on their phones.
  • Many online media streaming companies use user’s historical data and playlists to recommend media.
  • One of the largest telecom companies in US used Big Data to minimize its churn rates.
  • Some high end hotels believe in making extensive data collection related to their clients to mobilize a personalized web experience for each client and thus increase customer loyalty.
  • Airlines integrate sensor data on aircrafts to identify potential malfunctions or safety hazards.
  • Some leading universities use Big Data to analyze problems and behavioral issues related to curriculum and faculty to increase success rates amongst students.
  • Transportation systems use Big Data to understand location and connection possibilities.
  • With technical (software, hardware) costs dropping, smaller businesses are unlocking their business tips from Big Data by providing an all-round picture of market behavior from yester years and today.

The constant integration of customer intelligence, pattern of real time promotion execution and behavior segmentation; generates a 360 degree view of the target clientele; increasing revenue through business development, effective run of promotion and increased market share for rise in customer satisfaction.

The biggest challenge remains moving data between systems. With a geometric progression in data sources, connecting data in varied legacy systems becomes vital but not easy. So, devising a means to take data processing where the data lives is smart. However, managing data has to be such that at any given time, it provides absolute transparency, accessible lineage, and optimal reusability such that re-designing does not pump up the TCO (Total Cost of Ownership). Apache Hadoop and Apache Spark are bright crayons in terms of data storage and analytics but are not the best technologies for data integration. Some of the common questions asked by many seeking data integration solution in the market are:-

1) How to integrate data that is scattered on premise and in the cloud?
2) What essential IT resources do I need to implement, run and maintain the solution?
3) What kind of a timeline am I looking at, for the completion of my project?

One must choose wisely from the available options. With the gradual passage of time, the world of Big Data will increasingly become more and more complicated. Modern Data Integration needs to simplify these complexities through initiatives that has quick adaptability with any business system and accelerates business analytics.

(The author is a Product Sales Specialist of Diyotta – the world’s first purpose-built solution for modern data integration)