Just in case you missed it, at the Strata Conference, Microsoft Technical fellow Dave Campbell did the keynote and during this revealed a case study on how Studio 343, maker of Halo 4 uses Big Data to improve gamer retention along with other benefits.
Is this gamification of technology at work? My thoughts are that imagine if a game is able to get so many benefits out of analyzing data, imagine what your organization can achieve.
Link to case study: http://www.microsoft.com/casestudies/Case_Study_Detail.aspx?CaseStudyID=710000002102
Studio 343 was looking at ways to analyze data to gain insights into player preferences and support an online tournament. To handle those requests, the team used Windows Azure HDInsight Service, based on the Apache Hadoop big data framework. Using HDInsight Service to process and analyze raw data from Windows Azure, the team was able to feed game statistics to the tournament's operator, which used the data to rank players based on game play. The team also used HDInsight Service to update Halo 4 every week and support a daily email campaign designed to increase player retention. Below are some of the benefits they were able to achieve by analyzing the player data: