“Context” is the new buzz-word for data. Jeffery Hammond talks about it in Systems Of Automation Will Enrich Customer Engagement, Robert Scoble and Shel Israel talk about it in their book “Age of Context”, and you can’t ignore it when it comes to a discussion for Cognitive Computing and the Internet of Things. We’ve live in a world where data was rationalized, structured, and put into standardized single definition models. The world was logical. Today, we live in a world where the digital revolution has introduced context, the semantic language of data, and it has disrupted how we manage data.

Big data technologies were created not because of volume and cost. They were created to manage the multi-faceted model that data takes on when you have to link it to how regular consumers and business people see the world. Performance and cost are only factors that had to be considered to scale in order to support the objective. Search, recommendations, personalized web experiences, and next best action could not be possible in a structured single definition environment. Why we know this is that the sculpted purpose built environments that supporting business applications collapsed when analytics to discover causation in relationships and correlations at scale was applied.

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