To face the 21st-century challenge of managing a digital customer experience, which means consciously interacting with all business partners and customers in real time, organizations need to take the step to integrate IT infrastructure with new and existing cloud applications. Starting with the premise that “we are in the age of the [digital] customer,” there is no question (at least as heard in a Forrester Research webinar) that any forward-looking business must go forward with integrating their cloud data to back-end enterprise systems.
“The first thing is for IT to get in the game! A lot of IT practitioners are not contributing to their firm’s customer experience strategy. They are locked in the back office, providing point-to-point integration for project support.”
– Forrester Research, VP and Principal Analyst John Rymer
Now, well into 2013, the concept of Big Data is already becoming an outdated non sequitur. As data increases rapidly, storing huge amounts of data in uncorrelated, separated silos (in database or data warehouse storage) that need to be constantly queried can’t drive any new, intelligent change in a business. In fact, this approach creates even greater challenges. Big Data by itself can’t drive change because it is just a more efficient, more technological way of doing business as usual. Databases that store transaction history are a practice as old as a shop keeper maintaining a ledger of purchases and sales. How is simply scaling that same idea into the millions of entries going to drive any real change in business? That old approach is Big Data 1.0 and it can’t compete with correlated, referential Big Data. Integrating varied information in an individual context, in the moment of customer’s engagement is fundamental to move business forward in any way and has to be the foundation of any conception of Big Data 2.0.








