Big data + smart phone app = global as well as local, centralised as well as decentralised.

The huge data center which runs in the cloud can now connect to you via an app on your smart phone. This set up combines scale and power with precision and personalisation.

Firms are starting to make apps that are really useful helpers for shoppers. Like this one for shoppers at the DIY chain Lowe’s on econsultancy.

These apps are really useful because they can work at ‘global’ as well as ‘local’ scales. They have access to a firm’s worth of data and insights – including those of its partners and customers. But can they also serve up exactly what a specific shopper needs at a specific moment. They combine all-time with real-time.

Of course firms need to get past the data fragmentation barriers of big data, one one hand, and specific customisation requirements, on the other – because each user is a segment-of-one. But phone apps that are powered by big data technology link large scale resources to individual service moments.

The biggest potential benefits of big data come from its ability to act globally as well as locally – it is centralised as well as decentralised.

The implications of this are huge. Firstly, customers need to receive real-time services, i.e. services when they need them not just where they need them. But a real-time experience also means that they can play around with ideas.

Real-time means feedback, iteration and experimentation. A properly designed mobile app can give them suggestions that they would never have thought of. Or they can test out their ideas and compare what works best.

But most of all the local provision of global resources means that apps can be guides – life ‘sat navs’ – that help customers through all sections of the sales funnel. But guides need to accompany the customer, so they need to be immediate as well as continuous, i.e. that’s why they need to be real-time services.

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