48 • Big Data and Business Analytics
are lower because of scale, but at the expense of customer experience of
personalized services. With computers and the Internet, companies now
can know enough about the customers through the collection and analysis
of a large amount of customer- level data. Large vendors now can provide
personalized services at lower prices in scalable ways. e value of such
personalization of services becomes more compelling as the cost of com-
puters and storage continues to drop. Personalization solutions require
not only customer data but also the computer power to do deep analysis
on the data, as well as detailed data on products and services.
In addition to help improve services to customers, big data will allow