Why Do Companies Use Big Data

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Introduction Amazon has a well-known feature that utilizes customer buying habits to help predict what other similar customers would like to purchase [8]. This marketing technique success originates from its use of Big Data analytics. Many companies and organizations have “repositories of information that are difficult to reach or understand [15].” Companies that have incorporated Big Data into their infrastructure have seen tremendous success because instead of sampling large data sets, Big Data utilizes algorithms to predict behaviors and trends. Collecting data is not anything new, but using Big Data to analyze data and make intelligent decisions is still a new topic, and with any new topic there are concerns including security, privacy, …show more content…
These companies and organizations utilize Big Data to benefit from the consolidation of data and prediction of behaviors and trends to better optimize their business practices. The more common use Big Data to target specific customers with specialized advertisements individualized based on their needs. Through the use of Big Data, retailers can collect data based on recent purchase histories, views of a product, and time spent looking at a product [3, 5, 9, 12]. These data sources, as well as other sources, help aid the algorithm used to predict where, when, and what people will buy next [5, 9, 12]. Utilization of Big Data to better optimize internal business practices has been adopted by many companies and organizations and continues to grow as the benefits become more apparent. Algorithms can predict trends on social media and web searches to optimize business practices [5]. For example, inventory management, drivers can take algorithms predict routes that are the safest, most efficient routes, and car manufacturers can use Big Data to improve vehicle quality based on information gathered from drivers’ behaviors to better suit their needs [5, …show more content…
Everything including our “income, our credit rating and history, our love life, race, ethnicity, religion, interests, travel history and plans, hobbies, health concerns, spending habits and millions of other data points about our private lives [2]” has been mined and is known by corporations, organizations, and marketers. The idea that there are entities that have stored countless amounts of data over everything in a person’s life is called the “creep factor [2].” To make the situation creepier, everyone and everything that generates data, called “data generators [2],” either do not know that data is being collected about them or do not know “who is collecting data about them and … how that data is being used [2].” For example, in 2010, an investigation by the Washington Post reported that “the U.S. National Security Agency (NSA) is said to intercept and store 1.7 billion emails, phone calls, and other communications every day

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