Big Data? Start with Right Data

I’m wearing a Nike Fuelband – one of those fitness/activity tracker gizmos. Nike is offering both a website and an app showing my daily activity. As a customer, I am expecting these two to contain the same data. After all, my bank balance is the same in my mobile banking app, in an ATM or in a web browser.

Unfortunately, Nike does not have a proper infrastructure behind their gadget, so the numbers do not match up. Their support people are pedaling furiously trying to keep everything in sync, but the customer experience remains questionable.

Your users expect a single, consistent view of their interactions with you – email, twitter, phone, in person. Can you deliver that? If not, focus on integrating your data into a single customer view before piling on even more “big data.”