Big data is primarily defined by the volume of a data set.

(petabytes)

big data falls under three categories of data sets – structured, unstructured and semi-structured.

Structured data sets comprise of data which can be used in its original form to derive results. Examples
include relational data such as employee salary records.

Unstructured data sets, on the other hand, are without proper formatting and alignment. Examples
include human texts, Google search result outputs, etc.

Semi-Structured data sets are a combination of both structured and unstructured data. These data sets
might have a proper structure and yet lack defining elements for sorting and processing.

Big data analytics – Technologies and Tools

Big data analytics is the process of extracting useful information by analysing different types of big data
sets. Big data analytics is used to discover hidden patterns, market trends and consumer preferences,
for the benefit of organizational decision making. There are several steps and technologies involved in
big data analytics.

Data Acquisition: Data acquisition has two components: identification and collection of big data.
Identification of big data is done by analyzing the two natural formats of data – born digital and born
analogue.

Non-relational Databases: The databases that store these massive data sets have also evolved in how
and where the data is stored. JavaScript Object Notation or JSON is the preferred protocol for saving big
data nowadays.

In-memory database system: These database storage systems are designed to overcome one of the
major hurdles in the way of big data processing – the time taken by traditional databases to access and
process information.

Hybrid Data Storage and Processing Systems – Apache Hadoop: Apache Hadoop is a hybrid data storage
and processing system which provides scalability and speed at reasonable costs for mid and small-scale
businesses. It uses a Hadoop Distributed File System (HDFS) for storing large files across multiple
systems known as cluster nodes.

Data Mining: It is a recent concept which is based on contextual analysing of big data sets to discover
the relationship between separate data items. The objective is to use a single data set for different
purposes by different users. Data mining can be used for reducing costs and increasing revenues.

Using big data analytics, businesses can take informed decisions and better their operational efficiency
in a number of ways. E.g.
 1) Utilizing company data to identify the need for improvement in existing policies and processes.
2) Utilizing customer data available with the company such as social media streams, credit
information, and internal or external consumer research, to improve or develop new products
and services

Deploying Data Science for your business:

1) Facilitates sensible recruitment of talent: Big data has made their task simpler by providing
comprehensive data profiles on individuals by merging social media, corporate profiles and job
search databases. Now your HR Department can process CVs much faster and recruit the right
talent quickly and without compromises.
2) Helps in selecting target audience:
3) Promotes low risk data-driven action plans: Big data analytics has made it possible for small and
big businesses to take actions based on quantifiable, data-driven evidence. Such a strategy can
save a business from unnecessary tasks and sometimes foreshadow risks.
4) Empowers management to make better decisions: Measuring, recording and tracking
performance metrics then allow the upper management to set new goals.

Data science enters every operation in Retail

Data Scientists at Rolls Royce determine the right time for scheduling maintenance by analyzing airplane
engines data. L’Oreal has data scientists working to find out how several cosmetics affect several skin
types.

When it comes to marketing, retailers are leveraging data science to ensure personalized offers reach
customers’ mobile phones. Retailers promote real-time pricing, run targeted campaigns to segmented
customers through appropriate channels and provide tailored offerings through web analytics and
online behavioral analysis.

Data science also helps retailers benefit from real-time inventory management and tracking. GPS-
enabled big data telematics help optimize routes and promote efficient transportation. Retailers are
exploiting unstructured and structured data to support demand-driven forecasting.

Travel industry’s journey with Data Science

We have moved away from the time when travel companies created customer segments. Today, they
get a 360-degree view of every customer and create personalized offers.

Travel companies use a combination of datasets from social media, itineraries, predictive analytics,
behavioral targeting and location tracking to arrive at the 360-degree view. For instance, a customer
visiting Facebook pages on Zurich can be attracted with discounted offers on flights to Switzerland.
Delta Airlines had planned to give phablet to 19,000 flight attendants. By this way, flight attendants
would capture customer preferences and previous travel experiences to provide personalized
experiences. The key here is to get a single view of the client.

By integrating historical data, advanced booking trends as well as customer behavioral data, travel
companies ensure maximum yield, with no vacant seats. Predictive algorithms are proving useful to
send drivers to the available parking stations. Data from sources on wind, weather and traffic are being
used to predict fuel needs and delays.