If you’ve never heard of big data, it’s simply extremely large sets of data. These data sets can be as useful as they are big, revealing patterns and trends in consumer behavior – but that’s if it’s used correctly. Tools such as streaming analytics are a big help sorting out big data. For tips on making big data work for your business, read on.
- Know your business’ needs. There are many big data services available including streaming integration and streaming intelligence. Streaming integration takes data coming in from all sources such as change data as well as machine data from sensors and logs. The intelligence part of the equation takes all that data and analyzes it in real time, giving you insights based on that data. Every business’ needs are different so before plunging ahead, make sure you not only choose the solution that makes sense for your business but also that you have the existing infrastructure to make that solution work.
- Collect the right data. Just because you can capture loads of data from dozens of sources doesn’t mean you should. A large part of creating useful data is asking the right questions in the first place. The rest is just noise and therefore, useless. Working with a professional data analytics company will help you narrow down which types of data you really need so you can focus on those and ignore the rest.
- Don’t forget about “little” data. Sometimes referred to as “small data,” little data comes from sources such as customer surveys or direct customer feedback. This type of data may be “little” in quantity but should be considered huge in quality. Little data provides context for the information gleaned from big data. For example, big data tells you facts about customer behavior such as what they purchased, when they purchased it and how long they browsed a specific webpage before making a purchase. However, big data can’t tell you why a customer made a specific purchase. That’s a job for little data and why it’s still so important.
- Draw the right conclusions. One of the big advantages of using big data is it reveals patterns in large data sets that aren’t perceptible by a human eye. However, it’s all too easy to draw correlations that aren’t really there. That’s where an experienced big data analyst is invaluable.
Keep these tips in mind and big data is sure to be a big part of your ongoing marketing strategy.