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In 2013, Wired published a very interesting article about the role of big data in the field of integrated business systems. Author James Kobielus, the lead AI and data analyst for Wikibon and former IBM expert, said that there are a number of ways that integrated business systems are tapping the potential of AI and big data.
Most cloud solutions out there still require a significant build timeframe, plus significant IT effort to extract data, wash it in an ETL and load it into a database before the cloud platform can grab it and deliver it in a dashboard. All of that is to say that marketers have more systems and more data than current solutions can handle.
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