But in the long run, creating an advanced system for understanding external big data flowing in from hundreds of systems and recognizing patterns and important events will be the engine of disruption.

FORBES: How External Big Data Opens a Disruptive Frontier for Business Intelligence

This involves mining data for lifecycle events to generate targeted messaging based on an automated trigger engine.

FORBES: How To Reach Today's 'Channel-Surfing' Customers

Backed by primarily by some of her savings and one small investor, Ms Oliver launched Tribe Events in July last year, promoting the site through word of mouth and on internet search engine Google.

BBC: Annelie Oliver

She recognized that her events, because they are listed on Eventbrite's site, are quickly picked up by Google's search engine, so she's created Google Alerts to track.

FORBES