Related terms

• Email database
• Segment
• CRM

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Big data

Big data refers to a large volume of data processed by specialized programs to extract and present information in a simple and understandable way, despite its complexity arising from different sources and diverse structures.

What is the purpose of big data?

Big data is used to make better decisions because it can identify recurring patterns among the millions of data generated every second, such as those generated while browsing this website. Even if these data become anonymous and cannot identify individual persons, they represent an enormous volume that could not be processed, analysed, and visually presented without the analytical capacity of big data.

The ultimate goal of big data is to understand the user, albeit by calculating the millions of data points it has about them and others like them. This allows for the identification of trends and their application to business development, the determination of which content is most appealing to a specific age group, and its use in artificial intelligence to create bots that respond more naturally. Without data, it is impossible to extract information and generate knowledge to make choices among various options.

Why is big data so important?

The ability to process data is one of the keys to the success of big data: without this speed, real-time responses would not be possible. However, it is not just about immediate processing, despite the inclusion of calculations from thousands of sources and in different formats; it is about presenting the data in an understandable manner. This allows companies to reduce costs or better measure their investment thanks to big data analytics.

Big data is also important because it has made it possible to interpret data from decades ago. Now, big data can display historical data from the last century in a simple and easy-to-understand format. These historical overviews, seen in just a few minutes, generate new knowledge that was previously impossible to comprehend.

Companies have more sources for their business intelligence and are better prepared to determine the direction of their business because algorithms also work predictively. Big data not only reviews the past but also alerts to trends that may become reality, helping businesses make better decisions.