There are a number of clear examples about what enterprises want to achieve in this space, some of which are as follows:

• Ability to segment customers and give them personalized products. Targeting campaigns to the right person at the right time.
• Bringing in more technologies and reducing manual work, basically digitizing many aspects in the enterprise.
• Using social information clubbed together with enterprise data to make some important decisions.
• Predicting the future in a more quantitative fashion and taking necessary steps and also preparing accordingly, well in advance, obviously.
• Taking business global using technology as an important vehicle.

The next section details one of the use cases that enterprises want to achieve as part of digital transformation, with data as the main contributor. Understanding the use case is important as this is the use case we will try to implement in this book throughout.