DA Mod 3 Manini Hemanth

 BIG DATA ANALYTICS:

Big data analytics is the use of advanced analytic techniques against very large, diverse data
sets that include structured, semi-structured and unstructured data, from different sources, and in
different sizes from terabytes to zettabytes.

 WHAT ARE THE 5 V'S OR CHARACTERISTICS OF BIG DATA?

Big data is a collection of data from many different sources and is often describe by five characteristics:
volume, value, variety, velocity, and veracity.
 Volume: the size and amounts of big data that companies manage and analyze
 Value: the most important “V” from the perspective of the business, the value of big data usually comes
from insight discovery and pattern recognition that lead to more effective operations, stronger customer
relationships and other clear and quantifiable business benefits
 Variety: the diversity and range of different data types, including unstructured data, semi-structured data
and raw data
 Velocity: the speed at which companies receive, store and manage data – e.g., the specific number of
social media posts or search queries received within a day, hour or other unit of time
 Veracity: the “truth” or accuracy of data and information assets, which often determines executive-level
confidence
The additional characteristic of variability can also be considered:
 Variability: the changing nature of the data companies seek to capture, manage and analyze – e.g., in
sentiment or text analytics, changes in the meaning of key words or phrases

 RELEVANCE OF BIG DATA

Big Data importance doesn’t revolve around the amount of data a company has. Its importance
lies in the fact that how the company utilizes the gathered data.

Every company uses its collected data in its own way. More effectively the company uses its
data, more rapidly it grows.

1. Cost Savings

Big Data tools like Apache Hadoop, Spark, etc. bring cost-saving benefits to businesses when
they have to store large amounts of data. These tools help organizations in identifying more
effective ways of doing business.

2. Time-Saving

Real-time in-memory analytics helps companies to collect data from various sources. Tools like
Hadoop help them to analyze data immediately thus helping in making quick decisions based on
the learnings.

1
DA Mod 3 Manini Hemanth

3. Understand the market conditions

Big Data analysis helps businesses to get a better understanding of market situations.

For example, analysis of customer purchasing behavior helps companies to identify the products
sold most and thus produces those products accordingly. This helps companies to get ahead of
their competitors.

4. Social Media Listening

Companies can perform sentiment analysis using Big Data tools. These enable them to get
feedback about their company, that is, who is saying what about the company.

In today’s world, there are a lot of data. Big companies utilize those data for their business
growth

 APPLICATION OF BIG DATA

1.Tracking Customer Spending Habit, Shopping Behavior: In big retails store (like
Amazon, Walmart, Big Bazar etc.) management team has to keep data of customer’s spending
habit (in which product customer spent, in which band they wish to spent, how frequently they
spent), shopping behavior, customer’s most liked product (so that they can keep those products
in the store). Which product is being searched/sold most, based on that data,
production/collection rate of that product get fixed.
Banking sector uses their customer’s spending behavior-related data so that they can provide
the offer to a particular customer to buy his particular liked product by using bank’s credit or
debit card with discount or cashback. By this way, they can send the right offer to the right
person at the right time.

2. Recommendation: By tracking customer spending habit, shopping behavior, Big retails

store provide a recommendation to the customer. E-commerce site like Amazon, Walmart,
Flipkart does product recommendation. They track what product a customer is searching, based
on that data they recommend that type of product to that customer.
As an example, suppose any customer searched bed cover on Amazon. So, Amazon got data
that customer may be interested to buy bed cover. Next time when that customer will go to any
google page, advertisement of various bed covers will be seen. Thus, advertisement of the right
product to the right customer can be sent.
YouTube also shows recommend video based on user’s previous liked, watched video type.
Based on the content of a video, the user is watching, relevant advertisement is shown during
video running. As an example suppose someone watching a tutorial video of Big data, then
advertisement of some other big data course will be shown during that video.
3. Smart Traffic System: Data about the condition of the traffic of different road, collected
through camera kept beside the road, at entry and exit point of the city, GPS device placed in
the vehicle (Ola, Uber cab, etc.). All such data are analyzed and jam-free or less jam way, less

2
DA Mod 3 Manini Hemanth

time taking ways are recommended. Such a way smart traffic system can be built in the city by
Big data analysis. One more profit is fuel consumption can be reduced.

4. Secure Air Traffic System: At various places of flight (like propeller etc) sensors present.
These sensors capture data like the speed of flight, moisture, temperature, other environmental
condition. Based on such data analysis, an environmental parameter within flight are set up and
varied.
By analyzing flight’s machine-generated data, it can be estimated how long the machine can
operate flawlessly when it to be replaced/repaired.

5. Auto Driving Car: Big data analysis helps drive a car without human interpretation. In the
various spot of car camera, a sensor placed, that gather data like the size of the surrounding
car, obstacle, distance from those, etc. These data are being analyzed, then various calculation
like how many angles to rotate, what should be speed, when to stop, etc carried out. These
calculations help to take action automatically.

6. Virtual Personal Assistant Tool: Big data analysis helps virtual personal assistant tool
(like Siri in Apple Device, Cortana in Windows, Google Assistant in Android) to provide the
answer of the various question asked by users. This tool tracks the location of the user, their
local time, season, other data related to question asked, etc. Analyzing all such data, it provides
an answer.
As an example, suppose one user asks “Do I need to take Umbrella?”, the tool collects data
like location of the user, season and weather condition at that location, then analyze these data
to conclude if there is a chance of raining, then provide the answer.

7. IoT(Internet of Things)
 Manufacturing company install IOT sensor into machines to collect operational data.
Analyzing such data, it can be predicted how long machine will work without any problem
when it requires repairing so that company can take action before the situation when
machine facing a lot of issues or gets totally down. Thus, the cost to replace the whole
machine can be saved.
 In the Healthcare field, Big data is providing a significant contribution. Using big data tool,
data regarding patient experience is collected and is used by doctors to give better
treatment. IoT device can sense a symptom of probable coming disease in the human body
and prevent it from giving advance treatment.
IoT Sensor placed near-patient, new-born baby constantly keeps track of various health
condition like heart bit rate, blood presser, etc. Whenever any parameter crosses the safe
limit, an alarm sent to a doctor, so that they can take step remotely very soon.

8. Education Sector: Online educational course conducting organization utilize big data to

search candidate, interested in that course. If someone searches for YouTube tutorial video on
a subject, then online or offline course provider organization on that subject send ad online to
that person about their course.

9. Energy Sector: Smart electric meter read consumed power every 15 minutes and sends this
read data to the server, where data analyzed and it can be estimated what is the time in a day

3
DA Mod 3 Manini Hemanth

when the power load is less throughout the city. By this system manufacturing unit or
housekeeper are suggested the time when they should drive their heavy machine in the night
time when power load less to enjoy less electricity bill.

10. Media and Entertainment Sector: Media and entertainment service providing company
like Netflix, Amazon Prime, Spotify do analysis on data collected from their users. Data like
what type of video, music users are watching, listening most, how long users are spending on
site, etc are collected and analyzed to set the next business strategy.

 WHAT IS DIGITAL ADVERTISING?

Digital advertising is the process of publishing promotional material through online platforms
such as social media, search engines, websites, and any other program that can be accessed
digitally. Consumers are spending the majority of their time on the Internet, so digital advertising
helps you take your business directly to where your audience is.

4 types of digital advertising for your business

Advertise your business online, and your company can take advantage of four types of digital
advertising:

 Search

 Display

 Social

 Influencer

1. Search

Today, 80 percent of shoppers start their product research online. Many go to their favorite search
engine, like Google, Bing, or Yahoo!, to get started. With search advertising, your company can
promote your products and services on these platforms.

4
DA Mod 3 Manini Hemanth

2. Display

A significant percentage of users (90 percent, in fact) credit video for helping them make a
purchase decision. That’s why display is becoming a core part of digital advertising. When you
advertise via display channels, you can incorporate compelling images and videos into your ads.

With display advertising, your ads appear across affiliate websites, which can include YouTube.
You can launch a display advertising campaign with search engines like Google, Bing, and
Yahoo!. For many businesses, Google is the preferred choice because its display ads appear on
YouTube.

Google’s ownership of YouTube is significant, as 80 percent of people admit to switching

between search and video channels when researching a product or service. That means your
company could reach users on both pivotal channels.

3. Social media

Companies can also take advantage of digital advertising on social media networks, which
include:

 Facebook

 Instagram

 LinkedIn

 Twitter

 Pinterest
With social media, your business can create text, image, and video ads. If you decide to use social
media for promoting your company, try to build video or image ads, as these tend to perform
better than text ads.

5
DA Mod 3 Manini Hemanth

As a digital media advertising channel, social media also offers your business access to additional
bidding options. For example, on Twitter, you can use cost-per-follow (CPF) if you’re looking to
earn more followers. Or, you can use cost-per-send (CPS) on LinkedIn if you want to reach
passive candidates.

4. Influencer

Businesses that invest in social media advertising also partner with influencers on various social
media networks. Influencers carry immense value because they have the trust and respect of your
target audience, which means they can recommend products or services with success.

Compared to other digital advertising channels, influencers adopt a different pricing model. For
example, an influencer may have a flat-rate fee based on their number of followers or engagement
rates on posts. Or, they may charge your business on the performance of your sponsored posts.

As an example, influencers on Instagram generally follow one of two pricing models.

 $10 per post, per 1000 followers

 $250 to $750 per 1000 post engagements

Many companies prefer influencers that charge based on post engagement. That’s because post
engagement tends to provide a more accurate view of that influencer’s audience. Plus, you want
users to interact with your sponsored post because that moves them down the funnel.

 WHAT ARE CUSTOMER ANALYTICS?

Customer analytics (or consumer analytics for B2C) is the process of collecting and analyzing
behavioral customer data across a range of channels, devices, and interactions. These analytics
give you the insight necessary to form strategies, products, and services that your customers will
want to engage with.

For all types of customer analytics, you may need to use techniques like data collection and
segmentation, modeling, data visualization, and more.

6
 DA Mod 3 Manini Hemanth

Want to learn more? Then read on to see the importance and overarching categories of analytics,
as well as six types of customer analytics that can work well for your business.

The importance of customer analytics

Some business benefits of the different types of customer analytics are:

 Higher customer satisfaction and retention

 Lower lead generation and acquisition costs
 Increased sales and revenue
 Better brand awareness
 Increased user/customer engagement
That’s because data tells you what you need to do to achieve each and every revenue and growth
goal — from how to encourage customer engagement to how to promote customer loyalty. You
can’t improve what you can’t measure, as the saying goes. 

And this is especially because consumers are more informed and selective than ever. To truly
understand them, and their needs, you need the right data.
It’s no coincidence that successful companies are heavily data-driven. According to McKinsey,
companies making intensive use of customer analytics are 2.6 times more likely to have a
significantly higher ROI and three times as likely to generate above-average revenue growth than
competitors.

What can you do with customer analytics?

Once you begin tracking and analyzing customer data, you can use them to answer questions
about customer behavior and make important business decisions. For example, you can identify
ways to:
 Increase personalization (both of content and product)
 Send the right message at the right time
 Focus the right campaigns to the right audience
 Make sure experiences throughout the customer journey are positive
 Aid product development, and marketing and sales as a whole

7
 DA Mod 3 Manini Hemanth

The 4 main categories of customer analytics

Here are the four categories of analytics with customer analytics examples:

1. Descriptive analytics. Gives you insight into past customer behavior. (Example: 30 percent of
customers returned product X within a month of purchase).
2. Diagnostic analytics. Helps you understand the “why” behind customer behavior. (Example: 50
percent of customers think product X is not what they expected).
3. Predictive analytics. Helps you predict future customer behavior. (Example: In the fall of 2020,
purchases of product X are expected to decline).
4. Prescriptive analytics. Provides suggestions on how you can influence or address customer
behavior. (Example: Social media campaigns and online ads can increase sales of product X by
25 percent).
The different kinds of customer analytics always fall under one of these four categories.