The big data paradigm cannot only be viewed as a low cost migration from warehouses to BigInsights Hadoop for clustered exploratory analysis. The very act of adopting big data is asking enterprises to transition from an inside-out to an outside-in approach to business.
Industrial revolutions of the past have cornered enterprises and forced them to focus on an inside-out approach, where customers were dealt with as external entities, not influencing product innovations or strategies. Only a handful of super-enterprises have handled the outside-in orientation of having customers as key stakeholders, defining product roadmaps and business operating models.
The big data revolution deviates from traditional principles and moves enterprises closer to customer touch points. Big data exploratory analysis fuels captive conversion via new revenues in innovative customer-centric business models.
All corporate business functions with customer touchpoints should be rolled out as part of a larger big data engagement strategy. The functions will then naturally embrace the “outside-in” view of the customer journey.
The IBM big data platform not only addresses the technological implementation aspects, but also recognizes the need to cater to this imminent ideological push. The platform strongly advocates support of the 360 customer view paradigm leveraging strong master data management to assess customer sentiment.