Some businesses depend on big data more than others. Global Partners LP, a US$8bn wholesale distributor of gasoline and heating oil in the north-eastern US, has capacity to store more than 10m barrels of oil. Its customers include heating oil providers, gas stations, municipal agencies and utility companies. The company’s prices change at least once a day, based on inventory levels, weather patterns, global market speculation, demand and competitor prices.
And Global Partners works on margins of pennies per gallon. “This market is so volatile, we have to be monitoring the data in near real time,” says the company’s CIO, Ken Piddington. “It is all about setting our prices right to optimise profit margins. If we come in too low, customers will pull more product than we have. If we are too expensive, we will end up with too much product in a particular location. And the prices we set are based on the data we are getting. So if the data are bad, we are losing money.”