What is the real objective of the ‘Big Data’?

Big Data
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For some time, many of us who have heard of Big Data. Before answering the question: what is the goal of Big Data? Let’s understand what it means. According to Wikipedia, it is a concept that refers to “the accumulation of large amounts of data and methods used for finding repeating patterns in the data. The phenomenon of Big Data is also called large-scale data.

For information and data that I have, today I dare to say that, for many companies, it is a sea of doubts and few are giving interesting results with the data obtained. They say 75% of them do not get the expected result of the data and information collected from its customers.

Some time ago I heard a conference on data in which they spoke of the three “V” of Big Data. And many of us speak and write about the “Data volume”, the “Data Range” and “Speed ​​of action”, but there are few who added goals.

We use the Business Intelligence, CRM or other tools to obtain, manage and analyze large volumes of data that there is no other way to “order”, because they exceed the capacity of the software traditional. We get daily lot of information resulting from digital marketing campaigns or offline, opinions or interactions on social networks, smart phones connected to the Internet, consultation or eCommerce purchases with payment online, digital visits and visits physical spaces, thanks to geo- check-in tastes, behaviors and preferences of different people through the lived and shared experience, etc. But they say the key is speed of actionthe speed with which we process the data; they intersect, sorted and acts by taking a decision.

We have always heard that information is power, and it is, but if you do not know what to do with it, does little. And so I wonder: why is not giving result the Big Data in most companies? In my view, there is a reason: the volume and variety of data lead us to take action decisions, but these decisions are made ​​without clear objectives from the outset. We are “obsessed” with having a lot of data and customer information, without clear what we need. I think the key is to make a clear and specific goal on what to do with all that information.

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The same goes for social networks, brands are “obsessed” with having followers, but then what do they do with all the thousands of fans, keep talking about your book?

This third point is the one that is holding back the potential of Big Data. The speed of action allows us to run fast to change strategies and get back to interact with the client in the most appropriate and most effective site decisions but for what purpose?

The objective of the speed of action cannot be other than to generate new customer experiences that are interesting and unique, and rapidly customized and emotional experiences. For this reason, the Big Data not only serves to draw conclusions from the data, also used to change strategic directions, to seize the volume and variety of data to make accurate decisions, based on a previously marked for fast performance objective.

It is not clear that the speed is the cornerstone of Big Data, because if we have variety and volume of data we not much use if prompt action cannot draw conclusions or decide to act without mistakes.

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In the end, first, that you listen and “keep an eye” to define clear and concrete targets, for example, interaction, feedback, conversion, retention, etc. Second, what variety of data sets need to do; third, order the large volume of data, for example, by gender, geo-location, interests, mobile, behavior, etc. Fourth, it operates at high speed with a personalized message and above all thinking more about what you want the end customer and less on what the company sought.

I have no doubt that Big Data is the “bomb” if we write with “V” goals and added improved consumer experience with personalized messages related to their interests and generate emotions.

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