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March 5, 2013

Big Data: A Means to an End

by cmizell

Big Data: A Means to an End

EA sports has undergone a restructuring of the architecture of their data systems in order to capture the effects of big data: more direct relationships with their customers.  They don’t want the most data, they want the right data – fitting into the idea of how companies need to be relevant to their customers; they shifted their data architecture from the big iron “scale up” to scaling out – they can now capture better customer insights; they want to predict where customers are going by propensity models and and in-game customization; and lastly they want to create a single persona that covers every customer.

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