Business Topics
How Big Data becomes Smart Data along the Digital Transformation

How Big Data becomes Smart Data along the Digital Transformation


Only those companies which see Digital Transformation as an opportunity will ultimately survive in the competitive environment of the increasingly networked digital world. Anyone who wishes to be successful in future must react to the structural challenges with intelligent concepts and take advantage of the possibilities of digitalisation and networking.

Innovations in information technology are driving digital transformation forward at a breathtaking pace: the Cloud, social media, mobile, Big Data and the Internet of Things have an impact on the strategy, structure, culture and processes of every company. The issue leaves no branch of business untouched - not least, because the focus of attention is clearly on the customer and the demands made on companies have fundamentally changed: in the digital age, customers expect to be able to buy anytime and anywhere, in addition to a high service level and information which is available everywhere in real time. In this respect, they value authenticity, transparency and loyalty.

However, the customer service provided by marketing, sales and the service center can only be as flexible, individual and quick as the IT which supports these processes in the background. All this radically changes the procedures in the companies: they have to critically examine their products and capabilities and increase their digital maturity, in order to identify, develop and quickly implement new opportunities.

What needs to be done is to quickly evaluate enormous and ever increasing volumes of data, in order to be able to react appropriately to the needs of the customers as well as the employees.

Filtering, interpreting and using data relating to the customers from Big Data is one of the main concerns of digitally oriented companies, because this is the only way that they have a chance of managing the world of experience of the customer. Big Data becomes Smart Data, i.e. the continuous assignment of new data and data sources to the respective customer profiles and therefore convergence with the 360° view.

Integration & Speed

Only companies which can integrate and use data, media and channels more quickly in their digital communication will gain a competitive advantage.

In view of these fundamental changes, the important thing is to make your company fit in time for the demands of tomorrow. But how do you make your company „digital ready“? We need to create the foundations to implement Digital Transformation: consistent, up-to-date and available customer master data which can be efficiently managed. Solutions of Master Data Management like Uniserv Smart Customer MDM enables the creation of the 360° customer view and makes it available to you for a wide variety of company areas and business processes.



Alberto Boggetti, Uniserv


Only those companies which see Digital Transformation as an opportunity will ultimately survive in the competitive environment of the increasingly networked digital world. Anyone who wishes to be successful in future must react to the structural challenges with intelligent concepts and take advantage of the possibilities of digitalisation and networking.

Uniserv is a reliable partner in this respect and offers you the right solution for a great variety of project scenarios and hot topics. Read more here