After the big changes in managers’ internal decision making, companies are now getting used to use big data in their operations. Now, there’s a big wave of change on the horizon, analytics 3.0, and when it reaches the shore analytical power will be used to create more valuable customer products and services.

Big data was adopted by companies with big expectations. However, to realize the advantages of big data’s possibilities, there are number of requirements need to be incorporated into advanced analytics and/or analytics 3.0. After these requirements are fulfilled, the efficient data gathering and analysis will be used to guide companies’ improvements in operations and their offerings. From the customers’ point of view, the improvements will be seen as an embed data smartness within products and services.

Since the rise of e-commerce, it has been brick & mortar against online. After the advanced analytics are implemented, it will not be the case anymore. Sales associates will become smarter and even store shelves will offer valuable information and experience. New technologies will help physical world to better meet customers’ needs. Advanced analytics can be utilized by combining adaptive computer learning technologies with big data platforms. This will lead to companies pointing out where they are capable in providing customers with shortcuts for decisions making and actions, instead of full load of confusing information.

From the managers’ perspective, creatively combined data and analytically backed processes provides them and the whole organization with tools to respond to “digital smoke signals”. When managers spot meaningful patterns and allocate resources accordingly, the whole company’s recourse planning will produce better outcome. It is only a matter of time before we start seeing how some of the leading companies take advantage of these technologies and create “turbocharged” customer value.


Visualization of all editing activity by user "Pearle" on Wikipedia (Pearle is a robot). To find out more about this project, see (2007). "Visualizing Activity on Wikipedia with Chromograms". Proceedings of INTERACT. (licensed under the Creative Commons Attribution 2.0 )

Terrabytes of data from Wikipedia edits, vizualized by IBM.(licensed under the Creative Commons Attribution 2.0 )