Contribution Research-in-Progress Paper
02 - Big Data
Increasing the Level of Customer Orientation – A Big Data Case Study from Insurance Industry
The paper positions Big Data as a challenge of information integration into existing analytical infrastructures. The presented arguments have been derived by means of a case study. The case is selected from the domain of insurance industry that intends to leverage the potential of Big Data for the purpose of increased customer orientation. Particularly the application of advanced analytics on a broader information base, i.e. include data that has been collected by the distributed sales force, promised to be a fruitful approach. Yet, we can mainly learn from areas in which the project initially failed. It will become obvious that the ability of a cross-functional process alignment is prerequisite to providing a consolidated view of customer information. It also seems to be essential for integrating external data sources. As a key take away, this paper will provide first heuristics and drafts a maturity model on how these challenges of integration will manifest themselves when applying Big Data techniques.