When thinking about the big data use case of "getting a 360-degree view of the customer," remember this: "corporations are people too." That's the advice of Tom Deutsch, IBM big data program director. Getting a complete view of the entities within a corporation is far more complex than it is for an individual person, but the benefits are also far greater with potential profits and reduced risk exposure. Tom explains in this brief podcast.

To learn more about IBM big data, visit ibm.com/bigdata