BIGGGGG Data -

Big Data - It sounds pretty boring and techy doesn’t it? Well, it’s techy, but it doesn’t have to be boring! It is called ‘Big Data’ for a reason – it means dealing with and sorting HUGE sets of data! (Ellingwood, 2018).

(High Attention Group, 2018)

Big data refers to the analysis techniques and systems used to exploit large volumes of information that marketers can collect and use to their advantage (Chaffey et al, 2016). Basically, it is a ‘blanket term’ for the many, many strategies used to gather and organise insights from large sets of data (Ellingwood, 2016). Cool, right?!

The concept of ‘Big Data’ is often explained through the ‘three Vs of Big Data’. This concept was introduced in 2001 by Gartner Doug Laney, and it describes the characteristics that differentiate ‘big data’ from other types of data processing (Ellingwood, 2016).

(Hadoop in the real world, 2018)

V for Velocity – This refers to the ample amounts of data that stream in but must be dealt with in a very timely matter, as there is always more data to come in (SAS, 2018). It also refers to how data is now available in ‘real-time’, rather than previously, when it was delayed receiving data (Chaffey et al, 2016).

V for Variety –There is so much variety in the types and formats of data that comes in, from structured such as numeric data, or unstructured, including emails, videos and audio (SAS, 2018). Nowadays, unstructured data has endless potential, and integrating this with structured data helps gain more insights into customers (Chaffey et al, 2016).

V for Volume –Organisations collect data from many different locations including business transactions, social media and machine-to-machine (SAS, 2018). It is the ever-increasing data available for interactions with websites and social media (Chaffey et al, 2016).

The main purpose of Big Data in marketing is to make data relevant and useful to marketers in their communications (Chaffey et al, 2016).

(WERSM, 2018)

References –

Chaffey, D. and Ellis-Chadwick, F. (2016). Digital marketing. 6th ed. Harlow (GB): Pearson.

Hadoop In Real World. (2018). What is Big Data? - Hadoop In Real World. [online] Available at: http://hadoopinrealworld.com/what-is-big-data/ [Accessed 21 Sep. 2018].

High Attention Group. (2018). Big data analyses in E-commerce - High Attention Group. [online] Available at: https://highattention.nl/2016/07/18/big-data-analyses-e-commerce/ [Accessed 21 Sep. 2018].

SAS. (2018). What is Big Data and why it matters. [online] Sas.com. Available at: https://www.sas.com/en_au/insights/big-data/what-is-big-data.html [Accessed 21 Sep. 2018].

Ellingwood, J. (2018). An Introduction to Big Data Concepts and Terminology | DigitalOcean. [online] Digitalocean.com. Available at: https://www.digitalocean.com/community/tutorials/an-introduction-to-big-data-concepts-and-terminology [Accessed 21 Sep. 2018].

WeRSM - We are Social Media. (2018). The 10 Top Reasons Why We Use Social Networks • Experts Talk • WeRSM - We are Social Media. [online] Available at: https://wersm.com/the-10-top-reasons-why-we-use-social-networks/ [Accessed 21 Sep. 2018].