A new concept in information technologies (IT) has been working for some time, something called “the third platform”. In reality, even though it sounds very ostentatious, this new term only refers to a more advanced level of information technology. information, taking into account four technological aspects that have recently had a great growth: mobility, social Automotive Mailing List networks, cloud computing and Big Data
This time we will talk about Big Data; but first we must know what it is, because the big data as its name indicates is data in large volume, but not all data can be considered big data, these data have to comply with a precept spread by IBM: The four V
Volume: It has to be a large amount of data, this is easy to fulfill since worldwide the level of data that has been generated is constantly increasing due to the rise of web 2.0.
Speed: This data has to be generated at high speeds and it must be possible to access them with a high response speed.
Variety: There has to be a great variety of data: structured, unstructured, multimedia, geolocation, etc.
Truthfulness: That the data collected be reliable.
So, to define what Big Data is, we will say that they are huge amounts of information of all kinds generated at a high speed in a reliable way, this whole wave of data comes from the users of any service that has our personal information, such as the social networks, fixed telephone companies, mobile, government institutions, cable or internet providers, among others. This is how big data represents a great opportunity for all organizations because analyzing all this information, an enormous possibility of generating better communication with customers, tailored to each one’s taste, would be exploited.
Now that we have defined and we have an idea of what big data is about, we can say that, yes, until a few years ago all this was a myth, because due to the regulations of government laws and the deficiency in the correct handling for large Quantities of data, analysis and use of big data to obtain mass information of people was impossible. But as always, time changes everything and as technology develops, new ways of using it are also obtained. Little by little, big data becomes a reality and companies begin to use this medium to get to know the trends and tastes of people in real time, in fact there are several softwares to analyze and measure big data among these the best known are: Hadoop and Pentaho (both free software) as well as Netezza, Vertica, DataFlux and Geenplum.
With the use of these tools a great step is taken, making big data is already a reality within the reach of organizations, however when we speak of large amounts of information may not all be of value to the company, even if it is From data to detail you should identify those that are useful for the company’s objectives, among the most useful benefits of big data analysis are:
The retention and loyalty of current customers , we can determine causes and factors that make customers return and find satisfaction with our product or service.
Greater relationship with customers and suppliers , big data not only tells who the current customers are, but also who they want, where they are, how and when they wish to be contacted, as well as taking this information to our suppliers.
Design and optimization of the entire marketing mix, you can measure the scope and benefit generated in each type of channel and you could distribute the optimal spending in each of them.
The main peculiarity of big data and its analysis is that you can create predictive models and thus be able to remember patterns of behavior of people in order to offer a product before it is necessary or even at the exact time that is required, not Although the prediction in this aspect is not yet fully perfected, this has been demonstrated with Google Flu Trends (GFT), this is a Google service dedicated to capture and project data on the seasonality of the common flu and influenza around the world using big data, however as time goes by the projections of GFT have become increasingly incorrect due to an overestimation in the rates of the disease by this service, this reflects that the handling of big data for the projection has not yet It is feasible.
It is a bit difficult to believe that all our information is available to anyone who can analyze it, however it is a reality, today organizations that correctly handle big data, can use it as a complement for data collection and traditional analysis, achieving greater optimization of your campaigns and obtaining an overview of what your customers need at the right time.