Application of Big data


Big data is data that surpasses the processing capacity of conventional database. In IT sector, new and emerging technology is big data and analytics. It is evident that speedy expansion of information technologies, colossal volume of information and data can be amassed. Big data and data analytics have become evolving research arena and hugely magnetize to academia, industry and administrations. Scholars, businesspersons, decision makers and problem solvers visualize ‘big data’ as an effective tool to transform various industries and sectors, such as business, healthcare, retail, research, education and public administration.

It can be recognized that big data can revolutionize the way company identifies and relate to their customers base. Undoubtedly, companies can boost the conventional marketing strategies using the new big data tools and techniques. Market penetration techniques can leverage the big data to nourish marketer’s information to retain existing customers and augment repetitive sale. Similarly, new customer engagement strategies like gamification, promise, and improved loyalty level. 


Several Data scientists squabble that big data is cost effective approaches to tame the volume, velocity, and variability of massive data. Big and small enterprises continually attempt to design new products to deal with big data, the open source platforms.

Big data has several features. Initially, the propagation of data storage and rapid growth of hypermedia, social media and the Internet of Things (IoT) created huge amount of structured, semi-structured and unstructured data. Structured data is the most direct form of data. Structured data has precise, fixed formats, making management of data relatively easy. In unstructured data, specific patterns are missing. This is an important feature of big data, because of this trait of unstructured data, it goes further than many traditional data or analysis. Data is collected in various formats, not only in figures, but also in the form of texts, photos, video’s, and even geographic locations and time through GPS signals. Semi-structured data is amalgamation of both structured and unstructured data. Semi-structured data is not always controllable by means of standard techniques but despite this, analysing these formats of data is still possible through ad-hoc or one-time implementation.
Additionally, big data contains several sources of data, for example the Internet, social media and sensors. Finally, there are also differences in the processing of data.

Big Data can be used successfully in the following areas:
-       In information technology to augment security and troubleshooting by analysing the patterns in the existing logs.
-       In customer service by using information from call centres in order to get the customer pattern and consequently boost customer satisfaction by customizing services.
-       In cultivating services and products through the use of social media content.
-       In detecting fraud in the online transactions for any industry.
-       In risk assessment by investigating information from the transactions on the fiscal market.

The value of big to company falls into two categories. First is an analytical use and other is enabling new products.

Assessing the advantages of big data, it is found that big data offers companies immense prospects to gain competitive advantages. By using big data, firms can manage on a more precise level than before, because big data creates a greater availability, visibility and clearness of information. This provides methods for organizations to explore new patterns and connections in data on a level that was not attainable without the use of big data. Another key merits of big data is cost reduction. When companies adopt the techniques of big data, the collecting, storing and analysis of data becomes easier and inexpensive.

However, in spite of great benefits, there are also some drawbacks to implement big data in practice. There are technological challenges. Technological challenges are based on IT infrastructure, security and privacy.


In concluding the dialogue about big data, it is settled that there is immense significance of big data and Big Data Analysis within the modern social structure as people are living in an Informational Society which is moving towards a Knowledge Based Culture.

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