What Big Blue learned from a "Star Trek" convention

04/22/2013 | GigaOm

Companies should be using Big Data to replicate the feeling of intense belonging felt by fans at a "Star Trek" convention, says IBM business-analytics chief Erick Brethenoux. That means using data and analytics to draw together the strands of a consumer's life into a coherent identity that speaks to the communities and niche interest groups that they're part of.

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