The future of big data Big
data’s emergence has not remained isolated to a few sectors or spheres oftechnology,instead demonstrating broad applications across industries. In light of this reality, companies must first pursue big data capabilities as necessary ground-level developments, which in turn may facilitate competitive advantages. Formidable challenges face firms in pursuit of big data integration, butthe potential benefits of big data promise to positively impact company operations, marketing, customer experience, and more. Using tools to assess and understand big data, such as the integrated view of big data dimensions presented here (see Figure 1), will help companies both to realize the individual benefits of big data integration and to position themselves within the wider technological shift as big data becomes a part of mainstream business practices. There is a need for more practical researchexamining andtackling these challenges to big data within business, as well as a need for industry changes to encourage talent and infrastructure development. This big data reality in which companies find themselves is vast, complex, comprehensive–—and here to stay.
