Big Data is the computer processing of large volumes of information and the evolution of Internet traffic has led to accompanying this exponential increase in data, hardware companies have developed products for processing them.
But the interest in Big Data is related to its use by companies for marketing purposes, extracting them from the analysis of these immense volumes of information, data and trends that are used as a basis for commercial strategies.
There is no doubt that information is a very important capital in the commercial and industrial sector and as soon as its volume is greater, market knowledge will grow directly and as a consequence the way to satisfy it.
Therefore in a first impression it seems logical that Big Data is used as a marketing tool, but this use is not so simple and its complexity arises from the difficulties to “process”, “sort”, “classify” the same considering that the sizes of the Big Data constantly grow, to the extent that in 2012 it was dimensioned in a size of dozens of Terabytes and today several Petabytes are concentrated in a single data set.
The integration of social networks and an increasing number of communication devices into a new way of life, has led to a large source of data providers untapped to their full potential
Within this huge volume of digitized data, there are keys and opportunities to help companies in their growth and competition strategies. This enormous volume of a variety of data, condition companies that are not technically equipped in the best way to analyze them and extract their business value to face significant challenges and challenges.
The group specialized in business surveys related to Marketing, Infogroup Targeting Solutions , interviewed 370 salespeople in the last DMA 2013 held between the 12th and the 17th of October, finding that half of the salespeople are enthusiastic about the role of Big Data in marketing and another 31% is cautiously optimistic.
There are a number of aspects that still generate a kind of implementation barrier for Big Data linked to Marketing and these were also evaluated in the survey conducted in DMA 2013.
We mentioned previously the aspect related to the technology and hardware necessary for the use of Big Data, since its processing requires technical elements that exceed the common of the machines normally used in an office. The speed required by data processing to be a rational operation, involves the use of high efficiency processors, not common in the market. This barrier, however, was not the most mentioned, although it was indicated by 25% of the respondents.
The barrier that took 35% of the implementation was the lack of necessary and limited budget considering the link with success.
The lack of quality data was mentioned by 27% of respondents as a barrier to implementation, which leads to think that even the offer of platforms that clearly show the possibilities for commercial companies of their advantages is to come and the Big Data that is used in other areas of research in a consolidated manner still does not focus on its total dimension Marketing.
Among the Big Data providers that are currently offered in the market, IBM stands out with the SAP HANA servers, which are offered in different processing capacities in accordance with the company’s requirements, but it is noteworthy that one of the models offered counts with 100 TB of RAM.
Microsoft offers technology for Big Data through its Microsoft SQL Server 2012 with Azure systems. It also implements HD Insight that allows to collect information from unstructured systems.
Oracle also offers a range of products related to Big Data such as Oracle Big Data Appliance, Oracle Data Integrator and Oracle Big Data Connectors.