I've been turning this one over and can't find a satisfactory explanation.
Why don't we see more 'big data' players doing CI consulting. It seems to me that companies like Google, with absurdly comprehensive environmental data, doing more to move into the CI world.
Is it a lack of demand, ie not enough companies recognize the value of CI?
Are companies hesitant to use external resources?
Do the big data companies not realize the potential of their position?
or I guess the real question might be:
Is an internal CI function with limited data more effective than externally produced CI with a more holistic understanding of the market?
This noob questions how it could be.