2. List of Trends
• Application of Big Data Analytics in Marketing
• Application of Big Data Analytics in Accounting and Finance
• Application of Big Data Analytics in Healthcare Management

3. TREND 1: BENEFITS TO MARKETING
Annotation 1.1
Franks, B. (2012). Taming the Big Data Tidal Wave: Finding Opportunities
in Huge Data Streams with Advanced Analytics. Hoboken, NJ: John Wiley
& Sons, Inc.
Purpose of the Work
• Staying competitive.
Summary of Content
• Technology and people are the main resources for handling.
• “Analytics culture”
• Be part of business management.

4. Type of Receiving Audience
• Marketing executives, specifically, CEOs.
Material Relevance to Topic
• Consistent with the topic.
Strengths of Material
• Supports the current trend in big data analytics.
Annotation 1.2
McAfee, A., & Brynjolfsson, E. (2012). Big Data: The Management
Revolution. Harvard Business Review 90(10), 60-68

5. Summary of Content
• Data is fast becoming a critical organizational asset.
• Can deliver significant value by enabling better decision-making and
hence better business outcomes.
Type of Receiving Audience
• Business organizations and companies.
Material Relevance to Topic
• A high-quality contribution.
Strengths in the Material
• Highlights other areas of Big Data Analytics; and
• Guidance for specialization.

6. TREND 2: ACCOUNTING AND FINANCE
Annotation 2.1
Srivastava, U., & Gopalkrishnan, S. (2015). Impact of Big Data Analytics
on Banking Sector: Learning for Indian Banks, Procedia Computer
Science, 50, 643 – 652
Purpose of the Work
• Discusses some of the important roles played in the banking/finance.
Summary of Content
• Has led to the unlocking of secrets of money movements.
• Helping to prevent major disasters and thefts.
• Helping in understanding consumer behavior.

7. Receiving Audience
• The target audience is accounting and banking officials, specifically,
CEOs and heads of such businesses and corporations.
Document Relevance
• Benefits with specific emphasis on the banking and financial sector.
Strengths of Document
• Supports the current trend as evidenced by upsurge of its application.
Annotation 2.2
Warren, Jr., J.D., Moffitt, K.C., & Byrnes, P.E. (2015). How Big Data Will Change
Accounting, Accounting Horizons, 29(2), 397–407

8. Purpose of Work
• Incredibly important implications for accounting.
• How it can help improve productivity and profitability.
Summary of Content
• Improves accounting records, help increase transparency, reduce fraud
potential, and increase organizations’ profitability.
• Challenges businesses face with the quantity of data, relevance of data
and resources to mine, and how to analyze such data.
Weakness
• Lack of comprehensive discussion on its application regarding
changes to accounting standards needed for accurate
presentation of business measures.

9. TREND 3: BENEFITS TO HEALTHCARE
Annotation 3.1
Raghupathi, W., & Raghupathi, V. (2014). Big Data Analytics in Healthcare:
Promise and Potential. Health Information Science and Systems, 2(3), 1-10
Purpose of the Article
• Discusses the promise and potential of Big Data Analytics in healthcare.
Summary of Content
• Benefits in healthcare management and provision, and a brief
discussion on the challenges.
• Healthcare analytics has gained popularity in fraud detection.
• Can detect fraud sooner and reduce the negative impact
of significant losses owing to fraud.

10. Type of Receiving Audience
• Healthcare professionals, researchers and pharmaceutical companies,
Material Relevance to Topic
• Directly discusses the benefits in healthcare management.
Strengths of the Article
• Document supports the current trend.
Annotation 3.2
Reddy, C.K., & Aggarwal, C.C. (2015). Healthcare Data Analytics. New York, NY:
Chapman and Hall / CRC
Purpose of the Book
• A comprehensive overview of healthcare analytics research.

11. • A novel techniques for acquiring, handling, retrieving, and making use
of healthcare data.
• Recent trends in healthcare computing and emerging tools used.
Content of the Book
• Presents a comprehensive overview of recent healthcare analytics
research.
• Provides a clear understanding of the analytical techniques currently
available for solving healthcare-related issues.
• Discusses several computational challenges in the field of medical
informatics.
Type of Receiving Audience
• Data analysts, IT professionals, computer and data scientists,
researchers and experts working in the healthcare domain.

12. Material Relevance to Topic
• Fills the gap by providing guidance to the receiving audiences.
Strength of the Book
• Contents will help to bring together individuals from the various
healthcare communities.

13. References
Franks, B. (2012). Taming the Big Data Tidal Wave: Finding Opportunities in Huge
Data Streams with Advanced Analytics. Hoboken, NJ: John Wiley & Sons, Inc.
McAfee, A., & Brynjolfsson, E. (2012). Big Data: The Management Revolution.
Harvard Business Review 90(10), 60-68
Reddy, C.K., & Aggarwal, C.C. (2015). Healthcare Data Analytics. New York, NY:
Chapman and Hall/CRC
Raghupathi, W., & Raghupathi, V. (2014). Big Data Analytics in Healthcare: Promise
and Potential. Health Information Science and Systems, 2(3), 1-10

14. References continuation
Srivastava, U., & Gopalkrishnan, S. (2015). Impact of Big Data Analytics on
Banking Sector: Learning for Indian Banks, Procedia Computer Science, 50,
643-652
Warren, Jr., J.D., Moffitt, K.C., & Byrnes, P.E. (2015). How Big Data Will
Change Accounting, Accounting Horizons, 29(2), 397–407
Thank You