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”First find out questions relevant to your business and after that start utilizing big data and analytics successfully.” One should really pay attention to figuring out the questions that could bring useful results. For example, in “The Hitchhiker’s Guide to Galaxy” the poorly formulated ultimate question of life, the universe, and everything received an answer of “42” despite the use of a supercomputer surely capable of handling big data in all its forms.

“Do not sell us big data analytics”, said a director of a globally operating company to me a few years ago. “Sell traffic lights instead”, he continued. That is when I realized that I had been selling technology for technology’s sake and at the same time alienating customers from actually understanding how analytics could help them.

Every one of us has had an unpleasant experience filing a quality claim. Some of us have done it after buying a new pair of shoes and some of us after purchasing 60 tons of paper. These situations do not only cost money for both parties, but they also reduce trust between the customer and the supplier. And when trust is going downhill, your customer invests truckloads of extra money to maintain the happy relationship between you two. And why? Because your customer is now checking every shipment by standard and again just to be sure.