This article was originally published at https://www.datanami.com/2018/10/31/picking-sides-in-the-customer-360-war/ by Alex Woodie.
Don’t look now but a war is shaping up among software giants to win the hearts and minds of consumers with big data and next-generation customer 360 analytics. Three separate groups, including Oracle CX Unity, the Open Data Initiative, and Salesforce’s Customer 360, have been created in the past month to build data-sharing ecosystems that streamline the gathering and analysis of customer data for sales and marketing purposes.
Customer 360 is not a new concept. Large corporations have been chasing – and finding some degrees of success with – the notion of centralizing all data about their customers as a way to drive greater understanding of their wants, needs, and concerns. These companies typically built customer 360 systems atop large MPP data warehouses that housed data originating from various applications, including ERP, CRM, and POS systems.
But times have changed, and those older approaches to customer 360 are giving way to newer systems that incorporate additional sources of data, including mobile devices, social media, and data from SaaS applications running on the cloud. New technologies have also emerged for storing and analyzing the data, including Hadoop and object-storage systems, as well as machine learning and cloud-based advanced analytic systems, like Amazon Redshift and Google BigQuery.