I have been talking about the notion that "the data must find the data and the relevance must find the user" for some time now.
Another way to think about this is "the data is the question."
As each new piece of data arrives in the enterprise, the enterprise just learned something. And with each new observation one should ask, “How does this relate to what I already know? Does this matter and, if so, to whom?"
This is the world of sense and respond, situational awareness, sensemaking or whatever you want to call it.
Example: An employee in the bank’s credit department changes his home address in the payroll system. What if the employee's new address is the same address currently under investigation by the bank's own fraud department? How would the bank know?
When the data is the query, a change to a home address in the payroll system is determined, at that split second, to be the same address under investigation by the fraud department. And, at that split second this is determined to be relevant, so the fraud department is notified.
When organizations can process arriving observations for relevance … organizations will be more competitive, or might even, for the first time, seem to be “awake.”
Note: The systems/technologies that are going to do this are very different than what organizations have in place today. Existing operational systems cannot do this. Neither can master data management systems, data warehouses, operational data stores, data mining engines … not even Hadoop Map/Reduce.