‘Data is the new oil.’ This sentence is no longer surreal because in 2024 data become extremely valuable assets. Evidently, many brand owners are doing whatever they can to legally acquire data and analyze them to thoroughly see customers’ preferences and behaviors. Data analyses can be the first step to start new, successful and highly profitable businesses. PTT Oil and Retail Business Public Company Limited (OR) is a new player in retail. Therefore, the collection and management of big data on customers and the development of data architecture for effective analyses are its urgent tasks. This is where a team of big data and AI experts from Bluebik has played its part in the retail arena full of fierce competition. The beginning of OR and Bluebik collaboration Thammarit Ritroongrote, Data Governance Division Manager and Data Protection Officer at OR, recalled his supervisor’s assignment for him to use data from various sources to support informed decisions on plans so ...