By Christine Heckart, Chief Marketing Officer at ServiceSource.

Have you heard the new term ‘Fast Data’ around the water cooler? A recent article on the Oracle blog at Forbes.com, “Fast Data Gets A Big Jump On Big Data,” talks about how and why Fast Data is becoming one of the top requirements for organisations trying to keep up with their information.

Move over big data…looks like fast data is the next new business intelligence issue creeping into your territory. But is it really a new problem?

I thought the blog was interesting because ‘Fast Data’ has actually been part of the ‘Big Data’ discussion for years. But thanks to the blog post, the buzzword may make a splashy new appearance in the business intelligence world sending companies running forsolutions.

Truth is, though, this isn’t a new business concern. In fact, Fast Data, earlier termed ‘Data Velocity’, was identified as a dimension for extreme information management in a Gartner research article written back in 2001 by Doug Laney titled, “3-D Data Management: Controlling Data Volume, Velocity, and Variety.” These “3 V’s: Volume, Velocity, and Variety” were identified as the key dimensions for getting a hold on extreme information.

So here we are, over 10 years later, still talking about the power of data velocity and figuring out solutions for this data management challenge.

At this point, are you wondering about fast data, what it is, how it relates to big data, and what any of this means for your renewals and recurring revenue?

By Yiorgos Hadjiandrea, Adconion Direct at Adconion Media Group

The last few years have seen exciting developments in digital technology, with the introduction of Web 3.0 offering an intuitive user experience built on intelligent analysis of data. As the industry continues to grow and develop though, so do the challenges that it brings. Only ten years ago advertisers could reach 90 per cent of their audience through three types of media: print, TV, and radio. Today however, audiences are fragmented and must be reached across a growing proliferation of devices.

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