Besides social and interest graphs, another type of data will gain importance in the next year: the situation or context graph. Michael Breidenbrücker demonstrated in his presentation at NEXT Berlin 2012 how such data can be innovatively used in apps.

In this talk at NEXT12 Christian Schönknecht explored how big data will revolutionise the way firms communicate with their customers. He works for eCircle, a company that assists its clients with better processing and utilising big data.

“There are big incentives for marketers to use the data – it’s just important to enable them to do so,” Schönknecht explains while discussing the company’s mission.