This document discusses the rise of big data and the shift towards fast data in revenue management. Some key points: - 80% of all data was created in the last 18 months and data creation is expected to increase 10 times by 2020, but the human brain cannot process such large amounts of data. - Big data is now at the core of revenue management jobs and decisions, with companies using algorithms, reporting, and pricing based on large datasets. - The shift is now towards "fast data" and having information just seconds or minutes in advance, which is more valuable than having all information months later. - An example is given of how Accor uses big data in dynamic pricing solutions, analyzing price