Go ahead: give yourself a pat on the back. You’ve been doing a great job with big data. You’re collecting and analyzing customer information, gleaning insights into what customers want and need, and acting on those insights. For the first time ever, you’re able to position products to respond to customers’ greatest needs — and you know it’s working, because you’re collecting data that proves it. You’re way ahead of most of your peers in deriving real value from big data. But you’re not done yet. If you want to stay competitive as data growth continues to skyrocket, you’re going to have to do much more to get the maximum value from the customer data you’re collecting. And to do it, you’re going to need artificial intelligence / machine learning.