This vendor-written tech primer has been edited by Network World to eliminate product promotion, but readers should note it will likely favor the submitter’s approach.

Many companies focus on using cheaper, faster data warehouses to organize their accumulated customer data for business intelligence. But in order to remain competitive, businesses need to be using customer data to build applications that make real-time, data-driven decisions.

If you can interpret each attribute, event and transaction as a hint to help make the best predictions and decisions for your customers, you can transition from just customer understanding to customer action. But acting upon data to optimize customer experiences requires an architecture different from traditional data warehousing and business intelligence applications.

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