Nowadays there is a type of data processing that is revolutionizing the modern marketing industryIt’s about Big Data. Its uses are multiple and even in opportunities are estimated to be infinite, in fact what is known so far is a small part.
The reality is that any service or sector can take advantage of it and analyze mass behaviors. In addition, through it, companies are able to anticipate new trends and manage conditions in real time, even before.
Big Data is more than a list that groups data, is partly the basis for other technologies to work seamlessly. Pay attention to this material that will make you understand a little about what it is about, how it works and the challenges it faces.
What is the big data?
When talking about Big Data, it refers to a set of technologies designed with the intention to manage, collect and process data on the Internet. The objective, or rather the intention, is to collect raw and massive data from people, then process it and, in parallel, identify patterns or behaviors that help brands sell more and better.
its complexity is due to the unstructured nature of a large amount of data generated by other technologies. It is important to note that the amount of data is exorbitant and even excessive, in other words invaluable.
History and Origin When was Big Data born?
The origin of Big Data does not have a clear date, because it was given progressively and has been developed along with the applications and merged with technology. The truth is that the first impulses were made known at the end of the 80s, specifically in 1989.
When Erik Larson coined the term “Big Data” and in parallel was the world system World Wide Web was born, or in more popular terms “”. From then on, a special interest awoke and different companies gave their contribution and the receptivity of Big Data was favored in enormous proportions.
But, the magic It happened precisely in the year 1997when Google launched its search engine. From there, between 2000 and 2005, companies emerged that generated and stored millions of data. The following years consolidated Big data, and gave rise to the birth of other advances such as the web 2.0 and from there the growth was exponential. In this way, the labor market within multiple sectors changed its perspective.
How does Big Data work?
So that have a clearer idea of its definitionWe are going to give you an example. When you browse the Internet, whatever the reason and the time it takes, you are generating data what is contributing information.
From the moment you enter the browser, you begin your search and you are giving signals of your interests, the pages that interest you or not. This is recorded, not with your name, but anonymously, in this way you enter the algorithms with a simple user who adds data to the data. Now, this is being done by millions of people every minute, so imagine all the data being collected.
And that massive data is what is used in Big Data. Basically, the process is as follows:
- Big Data accepts the data and stores it.
- After, perform data distribution on various processors.
- In this point data is processed and reassembled.
- By means of the Data Science techniquethe prescriptive and predictive algorithms are used, and the required information is extracted.
Importance of big data
Does Big Data have any value? Of course yes. It is a fundamental part and the basis of communication and interactivity today. And it is not for less, Big Data provides information and answers that in many cases companies had no idea existed. In other words, starting from a reference point you have unlimited access to be able to execute multiple strategies.
Do not underestimate the power and importance of big datahaving the ability to having so much information, shaping and testing is more than fabulous. When organizations trust their capabilities, they are able to identify more problems and even understand their sources.
Without a doubt, collecting large amounts of data opens the door to countless answers. Consequently, this brings hundreds of advantages allowing brands to operate more effectively and efficiently. At the same time, these move faster and the best thing is that the use of data gives rise to new strategies and areas of opportunity.
There is a reality that cannot be hidden, the Big Data positively influences the internal movements of companies. In addition, they guide businesses towards smarter decisions, improve efficiency, increase productivity and/or employee performance, and increase profits. This without counting that reduce customer service time, they will simply feel cared for and trusted.
The 3+2 V How is the size of a big data defined?
The Big Data Accurate Instruments in order to fully carry out its functions. entering the year 2001, an analyst named Gartner Doug Laney gave a more specific definition of big data, and in turn He stated that it was based on three factors: speed, variety and volume. Doug simplified his theory to what is known today as “the 3 Vs + 2 or 3+2 V”. And it refers to the following:
Volume
As we mentioned before, the volume is lost sight of. So you have an idea:
- A storage unit is based on terabyte which is equivalent to: 1,099,511,627,776 bytes
- A petabyte is equal to: 1,125,899,906,842,624
- The exabyte is equal to: 1,152,921,504,606,846,976
And this is what is known so far, because it grows indiscriminatelyand perhaps in a short time other terms will be defined. Every day the number of data is greater and the needs of the users will be of greater demand in the future, but this is not a problem for Big Data.
Speed
Big Data executes all its functions in real timeTherefore, the speed cannot be low, on the contrary, it is extremely fast. Once the data reaches the call “data lake”, it receives and expands every minute and is fed with data. When so much data arrives, the response capacity is much greater. In other words, In the same way that the information enters, it leaves and more data is attached to give a continuous analysis.
Variety
This factor belongs to the idea of 3 vs. Initially, it involves the input of data from multiple places, sources, and formats. From anywhere and in various ways it is possible to provide more data, even with a simple fingerprint or facial recognition. Big Data has great potentialbecause it not only analyzes structured and unstructured data to improve the experience.
Veracity
What good can inaccurate data do? Well, it’s no use. The Big Data at the time of collecting the data is discarding the misguided or erroneous information. Making it clear that it focuses precisely on the right data, selecting only the insurance and reduce risks to provide low-quality data.
Variability
It’s of vital importance talk about variable data, in other words, they serve various scenarios. Much of the data is classified according to the functionality to whom it is needed and depending on the information, Big Data interprets it the right way.
Big Data has the ability to be variable in order to house all the information and collect information from any source. This is what makes it unique and positions it as one of the best alternatives today. In fact, is in some way together with the other factors, it will be more relevant than ever.
Impact of big data on digital business
The impact of big data on digital business has been abysmal, and promises to be greater with the passing of the years.
If we break down the advantages, it can be said that it directly interferes in the following aspects:
- Customer analytics are broader, and the data obtained improve the effectiveness of products and services. At the same time, it drives the brand, increases sales and new acquisition rates.
- Finding the ideal client is not an easy task.. But, if you manage to collect the data and select and classify it, it is possible to reach the target audience without much effort.
- Other impacts of Big Data is that enables predictive analytics that chooses potential customers to be able to go directly to the sale of products or services.
- Among other things, it accommodates the contextual marketing because it integrates massive data in real time. On the other hand, it provides a personalized shopping experience through various channels and/or personal devices.
And the biggest impact is with respect to monetization, because they reduce a lot of expenses and companies play it safe because they go directly to the real needs of consumers. In the same way, if applied, various concerns are slowed down and customer confidence is increasedwho, after all, are the ones that matter.
The Big Data offers organizations the possibilities to grow based on knowledge and reliable information.. Its importance does not lie in storing massive data, but in knowing how to use it in favor of digital businesses.
Big Data quality challenges
The Big Data has always faced many challengesand is that being one of the most important technological trends has impacted head-on in various sectors. However, at the moment the reality is a bit confusing, because there is still a lot to experience and know.
For this reason, several challenges have been identified that directly interfere with quality, these are:
talent shortage
A data scientist He is a professional who, in addition to being a Big Data specialist, earns a very high salary. But, in this case, the problem will not be money, since the answer is that many companies are willing to pay for these services. However, the problem is that the number of professionals in this area is scarce, because the best ones are already hired or just in the process of training. Consequently, finding qualified personnel is not so easy these days.
data quality
This is undoubtedly one of the biggest challenges of Big Data. The quality of the data that arrives must be precise, accurate and relevant. With so much dispersed information, it is essential that the information be based on real data, and this is what we want to achieve. Although currently, data with these characteristics arrives, this can be improved until reaching almost perfection.
regulation
In the coming years it expects the company that there are legal frameworks that it is accepted or not before, during and after the data is processed and / or stored. This can be done globally, and from each company in particular. The idea is that everything remains completely legal and the rights and privacy of data and/or customers are not violated.
It is important to highlight that should not be neglected…
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