Big Data MBA. Schmarzo Bill

that help them enter new markets and target new customers or audiences.

      • Phase 5: Business Metamorphosis. The holy grail of the Big Data Business Model Maturity Index is when an organization leverages data, analytics, and insights to metamorphose its business. This metamorphosis necessitates a major shift in the organization's core business model (e.g., processes, people, products and services, partnerships, target markets, management, promotions, rewards and incentives) driven by the insights gathered as the organization traversed the Big Data Business Model Maturity Index. One example is organizations that metamorphose from selling products to selling “business-as-a-service.” Think GE selling “thrust” instead of selling jet engines. Think John Deere selling “farming optimization” instead of selling farming equipment. Think Boeing selling “air miles” instead of airplanes. Another example is an organization creating a data and analytics platform that enables the growing body of third-party developers to build and market value-added applications on the organization's business-as-a-service platform.