Big Data-MIS2502
Big Data
Big Data refers to the enormous volume of unstructured and structured data that is processed every day. Big Data includes documents, images, statistical information, web browsing patterns, social media posts, etc. In order to construct meaningful information from Big Data, it is essential to have optimal processing power and analytical capabilities. Big Data is important because when it is broken down, manipulated and analyzed, companies can improve their operations, better connect with their customers and assist in making faster and better decisions.
Big Data relates to the material from MIS2502 because we learned that almost every business action requires the gathering, sorting, retrieving and interpretation of data. In order for companies to analyze data and turn it into information, they often store it in relational databases such as SQL. We also used the analytical tool, Rstudio in MIS2502 to make sense of data by creating decision trees, clustering and association rule mining.
An example of Big Data being used by a company or organization is a scenario that I read about for another class this semester. A New York Times article titled “How Companies Learn Your Secrets” investigates a story of how Target knew a teen girl was pregnant before her father knew. Target used web-browsing patterns as well as an arcane formula to indicate when women were in their second trimester of pregnancy. Target would then send these women coupons for baby products. A Minnesota teen was receiving baby product coupons, which enraged her father. He felt that Target was encouraging his teen daughter to become pregnant. It turns out that the teen was actually pregnant all along and target correctly inferred this due to teens search pattern. This search pattern included unscented lotion, cotton balls and mineral supplements.
Works Cited:
“Big Data.” IBM – What Is – United States. N.p., n.d. Web. 20 Apr. 2016. <http://www.ibm.com/big-data/us/en/>.
Duhigg, Charles. “How Companies Learn Your Secrets.” The New York Times. The New York Times, 18 Feb. 2012. Web. 19 Apr. 2016. <http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html>.
Ellenberg, Jordan. “What’s Even Creepier Than Target Guessing That You’re Pregnant?” Slate Magazine. N.p., 09 June 2014. Web. 21 Apr. 2016. <http://www.slate.com/blogs/how_not_to_be_wrong/2014/06/09/big_data_what_s_even_creepier_than_target_
guessing_that_you_re_pregnant.html>.
“What Is Big Data and Why It Matters.” What Is Big Data? SAS Institute Inc., n.d. Web. 20 Apr. 2016. <http://www.sas.com/en_us/insights/big-data/what-is-big-data.html>.