What is ” big data” ? How is it useful in commerce and governance?

The basic idea behind the phrase ‘Big Data’ is that everything we do is increasingly leaving a digital trace (or data), which we (and others) can use and analyse. Big Data therefore refers to that data being collected and our ability to make use of it.Data collection itself isn’t new. We as humans have been collecting and storing data since as far back as 18,000 BCE. What’s new are the recent technological advances in chip and sensor technology, the Internet, cloud computing, and our ability to store and analyze data that have changed the quantity of data we can collect.Things that have been a part of everyday life for decades — shopping, listening to music, taking pictures, talking on the phone — now happen more and more wholly or in part in the digital realm, and therefore leave a trail of data.

The other big change is in the kind of data we can analyze.Now data analysts can also look at “unstructured” data like photos, tweets, emails, voice recordings and sensor data to find patterns.

As with any leap forward in innovation, the tool can be used for good or nefarious purposes. Some people are concerned about privacy, as more and more details of our lives are being recorded and analyzed by businesses, agencies, and governments every day.

Companies are using big data to better understand and target customers. Using big data, retailers can predict what products will sell, telecom companies can predict if and when a customer might switch carriers etc.

It’s also used to optimize business processes. Retailers are able to optimize their stock levels based on what’s trending on social media, what people are searching for on the web, or even weather forecasts. Supply chains can be optimized so that delivery drivers use less gas and reach customers faster.

Big data analytics enable us to find new cures and better understand and predict the spread of diseases. Police forces use big data tools to catch criminals and even predict criminal activity and credit card companies use big data analytics to detect fraudulent transactions.

As the tools to collect and analyze the data become less and less expensive and more and more accessible, we will develop more and more uses for it — everything from smart yoga mats to better healthcare tools and a more effective police force.

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