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Assignment on Hadoop Big Data Digital Marketing Use
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Added on 2020-04-21
Assignment on Hadoop Big Data Digital Marketing Use
Added on 2020-04-21
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Running head: BIG DATA HADOOPBig Data - Hadoop-Driven Big Data Digital Marketing Use CasesName of the StudentName of the UniversityAuthor’s Note:
1BIG DATA HADOOPTable of ContentsIntroduction......................................................................................................................................2Discussion........................................................................................................................................2Marketing Big Data Use Case.....................................................................................................2Hadoop Stack Components..........................................................................................................3Conclusion.......................................................................................................................................4References........................................................................................................................................5
2BIG DATA HADOOPIntroductionBig data is extremely easy to use and extremely safe for the information (McAfee,Brynjolfsson and Davenport 2012). Careful usage of big data allows smart decision making ofthe modern day marketers and retailers for more effective marketing of services and products. The following report describes a specific marketing big data use case that involves atleast two of the big data V characteristics like volume, velocity, variety, veracity, value,variability, vitality and viscosity (Dittrich and Quiané-Ruiz 2012). The two Hadoop stackcomponents, which can be utilized for the support of management and processing of the datasetsfor the generation of useful business analytics. DiscussionMarketing Big Data Use CaseFraud Prevention: There are various use cases of Big Data. Fraud Prevention is one ofthe most relevant and significant use cases of big data. Fraud incidents are common for creditcards (Holmes 2012). Previously, they utilized rule based systems for the fraudulent transactions.This fraud prevention in case of credit cards is an important utilization of big data analytics.They can easily detect any type of criminal activity and prevents the false positives (Katal,Wazid and Goudar 2013). The two V characteristics of big data for this particular use case are asfollows:i) Value: Value is the most important big data characteristic for a business. It helps inestablishing the business environment and sustaining the ongoing investments. The characteristicvalue ensures that a particular organization or thing is getting value from the big data (Dittrich
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