This document discusses using big data and real-time analytics to improve efficiency and reduce costs in paper production. It outlines a plan to combine production, quality, cost, and materials data from various systems into a single big data application. This would allow analyzing actual production costs and quality against theoretical and historical benchmarks in real-time. The goals are to coach production staff to optimize efficiency, reduce costs by 1% or more, and potentially save over 50 million euros annually for paper companies. The proposal argues this could be done in-house at low cost using existing systems and tools.