Big data, a buzzword that swept every industry, is today gaining prominence as “an enabler of better decisions” that transforms business environments. The cultural paradigm of deriving real-time relevant data insights is driving CIOs toward big data analytics tools and platforms. There is enough data in enterprises to show what’s driving the increase in the customer’s touchpoints, but enterprises often lack solutions to address challenges such as complexity in services or products. Moreover, the technology footprint of current big data platforms is huge and requires specialized knowledge to implement and operate these platforms. Apptium transforms every object, consumer, and activity into the real-time actionable data to drive intelligent decision-making and recommended actions to augment the customer experience.