How does big data impact you?
Big data has become a big topic in the industry. It is transforming business strategies by providing companies with key
information in the areas of talent, social media, mobile, brand, engagement, products, consumer preferences, etc. So what
exactly is big data and how it does it impact you?
Wikipedia defines big data as a collection of data sets so
large and complex that it becomes difficult to process using
on-hand database management tools or traditional data
. Basically, as more people start to
use technology to facilitate transactions more digital data is
being collected and stored. At its core, mobile devices, the
internet and social media capture multiple terabytes of
information. Consider by 2015, the world’s mobile worker
population will reach 1.3 billion2
. That’s one out of every six people on the planet will use a mobile device to conduct
work. With all of this volume traditional data warehouses can no longer store all of the data being collected. eCommerce
companies such as AdKu have created a niche market, offering their services to collect data, analyse it, correlate it and
highlight both positive and negative trends. This provides a goldmine of rich data. Historical data can be analyzed and
used to forecast potential trends and consumer preferences which can be built into business strategic plans.
You are also impacted by big data. Accessing information via technology leaves a digital footprint of demographics,
preferences, number of visits, number shares, etc.; which shapes the way products and services are being developed,
marketed and delivered to you.
Here are three examples of how big data impacts you:
1. Tailored Digital Marketing- - You may notice on your Facebook newsfeeds you are now presented with
“suggested posts” better known as ads. These posts are not random, but based on big data analysis that serves up
targeted, relevant suggestions based on historical trends such
as pages you’ve visited, pages you like, search results, etc.
Almost all social platforms have an analytics component build
into them. Whether you’re on Facebook, Pinterest, LinkedIn
and of course Google, companies can use this data to better to
understand who their audience is and what content is
resonating with them. This subtle, yet effective marketing
2 IDC, Worldwide Mobile Worker Population 2011-2015 Forecast, Doc#232073, Dec 2011
technique has transformed the way businesses reach potential customers. By looking at historical data and
analyzing trends, companies can predict products you may be interested in. Instead of casting a wide net, big data
provides the opportunity to cast a smaller, highly relevant net. The end result is higher sales.
2. Volume Discounts- The concept of discounted prices for consumer items on line is not
new. If you’ve ever used hotels.com or hotwire.com to book a hotel, you will know these
companies buy rooms in bulk and allow consumers to purchase them at discounted
rates. This model has now evolved where groups of consumers can buy a variety of
discounted products on online through digital coupons, or Groupons. The
consumer will only get the deal if a number of other people also buy the
coupon. To help reach the minimum, Groupon encourages sharing the deal
with friends on social networks like Facebook and Twitter. Digital coupons
provide the opportunity to collect information and begin to analyze consumer supply and demand trends on a per
month, week, day, and even hourly basis3
. To understand these trends Groupon acquired Adku, an eCommerce
company specializing in big data. Analysis on this data means more relevant deals are served up to consumers
increasing user adoption and sales. As coupons are shared, more consumer data can be collected and analyzed.
3. Your Career-. Many companies are moving to more sophisticated human resources management systems (HRMS)
as a one stop shop to assess talent within the organization. Newer systems are geared to “manage” talent, shifting
away from pure transaction processing. Companies can
collect and store data pertaining to work experiences,
projects, goals, deliverables, performance ratings, work
history, job levels, age, gender, accreditations, etc. Many
systems also integrate social media accounts such as
LinkedIn, Facebook and Twitter. Add to that other system
integrations such as applicant tracking systems, payroll
systems, background checks, on boarding, etc.; and the
amount of data that can be analyzed collectively is exponential. This big data provides a wealth of information to
companies seeking understand talent pools, succession planning, retention, etc. at macro and micro levels.
Companies can also use data to better understand how overarching enterprise objectives are being imbedded and
delivered down the chain. This provides a holistic view of an employee over time and may serve to predict which
individuals are top talent.
So your contribution and interaction with big data is inevitable. Next time you see a tailored ad remember big data