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I expect the following:
Many systems will be built on older platforms. Challenges for big data processing and system integration are harder to achieve than ever. In the meantime, digital marketers will continue to encounter problems with systems that fall short on their promises of real-time data processing.
The tools and interfaces familiar to marketers will change. Tools will combine data visualization and manipulation with content creation capabilities (imagine the merging of the desktop of a designer with that of a Wall Street broker).
There will be no enterprise software system that can fulfill the promise of being the central system of record. Big data is about harnessing customer data that exists everywhere for real-time application (such as creation of multi-channel messages). Data processing for marketing systems trumps the need to “store” the data.
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