From Big to Smart: Ausgewählte Einsatzmöglichkeiten von Smart Data in Banken

The term "big data" has become an indispensable part of the corporate landscape. It refers to large volumes of data that originate from a wide variety of data sources (e.g., social media, assistance programs, surveillance cam-eras, or loyalty cards). Especially in recent years, the mass of data has increased rapidly. At the same time, the technologies, and tools for collecting, storing, and analyzing this data have developed enormously, making big data usable for companies for the first time. However, more data is not always better. Rather, the value of data depends more on how useful it is for a company. For this reason, intelligent data - so-called smart data -should be used by companies. Smart data is defined as useful data that comes either from processed big data or from other internal or external sources and can be used by companies, for example, to enable managers to make better decisions, to optimize existing processes and structures, and to leverage sales potential. However, even though the possible applications and opportunities are manifold, legal requirements (data protection law, employment law, etc.) are the main limiting factors for analysing and using big data and smart data. This discussion paper first explains why data is becoming increasingly important for companies. Based on this, we will define what is meant by big data and smart data from a business perspective before outlining individual use cases of smart data by providing two examples from bank sales management.