This article discusses the benefits and challenges of using big data analytics in business. It covers topics such as customer acquisition and retention, marketing insights, risk management, and various techniques for analyzing big data. The article also provides references for further reading.
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\ Big data refers to a field which provide systematic extraction of information from a number of data sets thataretoolargeandcomplextobedealtwith traditional ways of data processing. It is often seen that the data that have a number of cases a rose with great statistical power and high complexity a leading towards false discovery rate. Big data helps in including the challenge of capturing data, storing data, analysing data, sharingdata,transferringdata,updatingdata, visualizing data and soon. These are all the sources which produce different data which are to be collected, stored as well as analyse successfully. Along with this the data scientist as well as analyst or not only limiting their job to collecting data from one source but there are a number of different sources which are providing data. Velocity:When considering the amount of data its volume and the variety there is consistent flow of data. This gives the birth to 3rd characteristic that is velocity . Velocity of data means that more data is available on certain days and due to this the velocity of data analysis is also required to be high. There are data professionals who gather data over time and the date at the end of week or a month or quarter or rather hide and that at other time of days. Due to this velocity is a major characteristic of big data which is to be analyse successfully. Veracity:Voracityreferstotheaccuracy,qualityaswellas trustworthiness of the data that is collected. The reliability of data needs to be distinctive in order to make sure that the data which is collected is accurate and conclusions can be drawn from it. It is often required to understand the valuable sources of information from which the big data can be analysed successfully. When the veracity of data is low it is often estimated that bad decisions can be evaluated and drawn due to the data. Information Systems and Big INTRODUCTIONMarketing and Finance Department The characteristics of big data can be characterized into four components as mentioned below: Volume:Volumeisthefirstandmajor characteristic of big data which makes the dataset big in its size which is to be evaluated. The date upsets are usually stretch to petabytes and exabytes. There are huge volumes of powerful data present and powerful processing techniques are required in order to assess this data. Variety:The variety which is present in big data is very high. Examples can be taken of different email, CRM system, mobile data as well as Google advertisements that are included in different data sets.
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Big Data Analytics Bigdataanalyticsreferstothespecialized analytic software in high-powered computing system which is enabling scientist and analytics to use the volume of structured as well as unstructured data in ordertodrawconclusionsfromitforbusiness benefits.Thesebenefitscanbetherevenue opportunities,improvingoperationalefficiencyas well as effectiveness in marketing campaigns in a business. Various techniques for analysing big data Association rule learning Classification tree analyses Genetic algorithms Machine learning Big Data in business There are a number of technologies through which organisations are using big data in order to bring benefits for them. Some of such use of big data is mentioned below: To boost customer acquisition and retention:Data is successfully allowing businesses to observe their customers and understand the patterns and trends. This helps in triggering loyalty within the customers. To solve advertisers problem and offer marketing insights:The marketing and advertising technology sector is now effectively using big data analysis in order to understand the online activities and monitor the point of sale transactions so that they can effectively generate more targeted campaigns for their consumers. Risk management:There are high-risk business environments which are requiring risk management processes. A risk management plan is investment for business necessary regardless of whichever sector it belongs to. Big data analytics contribute greatly towards development of different risk management solutions. The tools are allowing business to quantify and also model the risk they are facing every day. Challenges of big data analytics Need for synchronization through different data sources: Shortage of professionals Generating meaningful insights Getting voluminous data into big data platform Data storage and quality: Security and privacy of data: References Choi, T.M., Wallace, S.W. and Wang, Y., 2018. Big data analytics in operations management.Production and Operations Management,27(10), pp.1868-1883. Ghani, N.A., Hamid, S. and Ahmed, E., 2019. Social media big data analytics: A survey.Computers in Human Behavior,101, pp.417-428. Tiwari, S., Wee, H.M. and Daryanto, Y., 2018. Big data analytics in supply chain management between 2010 and 2016: Insights to industries.Computers & Industrial Engineering,115, pp.319-330. Hwang, K. and Chen, M., 2017.Big-data analytics for cloud, IoT and cognitive computing. John Wiley & Sons.