Big data is a big buzz phrase these days, but not so much in the finance arena. That’s because banks and other financial firms have always been big on consumer data. Traditionally, however, that information has existed in functional or product silos. So the growth of big data in other areas is encouraging many finance firms to re-think their strategies and develop holistic views of their patrons. And according to John Rountree, a principal at the Cambridge Group, that shift will help them adopt more consumer-centric views of their overall businesses.