The next big thing: outsourcing your data analytics

I, and most other industry journalists, have been harping on for years about the growing value of data, especially big data. Much of it has been sitting around for years in databases, repositories or warehouses, mainly to be taken advantage of by marketing departments and bean counters. But all that changed not so long ago when we discovered we could do so much more with it. Suddenly, collecting data and analyzing it in near real-time to enhance the customer experience became all the rage. The fact that Google and Amazon, to name just two digital players, had been doing that quietly for many years was overlooked. Then came the app explosion. Those clever little applications we downloaded by the billions turned out to be little more than data collection tools…


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