Module – 4: Big Data Analytics:

CMA Dr. A.S. GURUDATH

 Module – 4: Big Data Analytics:

• Introduction to Big data

• Need for Big Data
• Characteristics of Big data
• Structure of Big Data (Structured, Semi-
Structured, Unstructured and real time data)
• Benefits and barriers of Big data analytics
• Mobile – Data Analytics
• Social media analytics
 Introduction to Big data

Big data primarily refers to data sets that are

too large or complex to be dealt with by
traditional data-processing application software.
 Need for Big Data

Companies use big data in their systems

to improve operations, provide better customer
service, create personalized marketing
campaigns and take other actions that,
ultimately, can increase revenue and profits.
 Characteristics of Big data

Big Data contains a large amount of data that is

not being processed by traditional data storage
or the processing unit. It is used by
many multinational companies to process the
data and business of many organizations. The
data flow would exceed 150 exabytes per day
before replication.
• 5 V's of Big Data
• Volume
• Veracity
• Variety
• Value
• Velocity
 Volume
The name Big Data itself is related to
an enormous size. Big Data is a vast
'volumes' of data generated from
many sources daily, such as business
processes, machines, social media
platforms, networks, human
interactions, and many more.
Facebook can generate
approximately
a billion messages, 4.5 billion times
that the "Like" button is recorded,
and more than 350 million new
posts are uploaded each day. Big
data technologies can handle large
amounts of data.
 Variety

• Big Data can be structured,

unstructured, and semi-
structured that are being collected
from different sources. Data will
only be collected
from databases and sheets in the
past, But these days the data will
comes in array forms, that
are PDFs, Emails, audios, SM
posts, photos, videos, etc.
• Example: Web server logs, i.e., the
log file is created and maintained
by some server that contains a list
of activities.
The data is categorized as below:
• Structured data: In Structured schema, along with all the required columns. It is in
a tabular form. Structured Data is stored in the relational database management
system.
• Semi-structured: In Semi-structured, the schema is not appropriately defined,
e.g., JSON, XML, CSV, TSV, and email. OLTP (Online Transaction Processing)
systems are built to work with semi-structured data. It is stored in relations,
i.e., tables.
• Unstructured Data: All the unstructured files, log files, audio files, and image files
are included in the unstructured data. Some organizations have much data
available, but they did not know how to derive the value of data since the data is
raw.
• Quasi-structured Data:The data format contains textual data with inconsistent
data formats that are formatted with effort and time with some tools.
• Example: Web server logs, i.e., the log file is created and maintained by some
server that contains a list of activities
 Veracity
Veracity means how much the data is reliable. It
has many ways to filter or translate the data.
Veracity is the process of being able to handle
and manage data efficiently. Big Data is also
essential in business development.
• For example, Facebook posts with hashtags.
 Value

Value is an essential
characteristic of big
data. It is not the
data that we
process or store. It
is valuable and reli
able data that
we store, process,
and also analyze.
 Velocity

• Velocity plays an important role

compared to others. Velocity
creates the speed by which the
data is created in real-time. It
contains the linking of
incoming data sets speeds, rate of
change, and activity bursts. The
primary aspect of Big Data is to
provide demanding data rapidly.
• Big data velocity deals with the
speed at the data flows from
sources like application logs,
business processes, networks,
and social media sites, sensors,
mobile devices, etc.
 REAL TIME DATA
Real-time data refers to information that is made
available for use as soon as it is generated.
Ideally, the data is passed instantly between the
source and the consuming application but
bottlenecks in data infrastructure or bandwidth
can create a lag. For example, real-time
data provides information like a person's
heartbeat, and these immediate updates can be
used to save lives and even predict ailments in
advance. To implement real-time data analytics
and visualization, you need to use powerful tools
and frameworks such as Apache Kafka, a
distributed streaming platform that enables high
throughput, scalability, reliability, and fault-
tolerance; Apache Spark, a unified analytics
engine for batch, streaming, SQL, machine
learning.
 REAL TIME DATA - APPLICATION
The reason that real-time data is so
valuable to business is that, in a world
where we are creating 2.5 quintillion bytes
of data every day, not only is it expensive
to store old data, but the shelf-life of data
is shrinking. The most valuable insights are
always going to be in the most up-to-date
data. Real-time data is behind many of the
apps and services that inform our daily
lives. It is critical to the accuracy of
weather apps and hurricane and
earthquake monitoring systems. It's also
what allows us to get up-to-the-minute
election results, traffic updates and
geographical COVID-19 data.
 BENEFITS OF BIG DATA ANALYTICS
Cost reduction: Big data can reduce costs in storing all business
data in one place. Tracking analytics also helps companies find
ways to work more efficiently to cut costs wherever possible.
Advantages include improved decision making, reduced costs,
increased productivity and enhanced customer service.
Disadvantages include cybersecurity risks, talent gaps and
compliance complications.
For example, Big Data is used to improve customer relationships
and offer products or services that best suit their needs. In the
Health sector, it is utilized to make more accurate medical
diagnoses. In industries, to help monitor equipment or machines
for production processes; and in Government, data is invaluable.
 BENEFITS OF BIG DATA ANALYTICS
Customer behavior
• Big data analytics provides unparalleled market intelligence.
• For example, it allows companies to understand customer behavior with product development. This is done
through trend analysis, where big data is used to gain insights on purchase history and future buying intentions.
Data is also being generated about customers faster than ever before. New technologies such as Google
Analytics and mobile apps can track customer behavior on your website or when they interact with your
services.
• With this information, companies can better gauge what customers want and react to future products. As a
result, companies can invest in the right types of products and ensure they are creating high value for their
customers.
• This information has many other benefits as well. For example, big data analytics helps businesses identify
current trends in customer behavior, which can gain a competitive advantage over other companies. It also
allows businesses to discover hidden insights to improve their business.
Competitive intelligence
• Another benefit of using big data analytics is understanding your competition better. For example, companies
that do not use big data may only have the same information on their competition that can be found on public
sources.
• Using big data, companies can gain better insight into their competition’s business, market conditions, and
customer trends. This allows them to stay one step ahead of the game.
 BENEFITS OF BIG DATA ANALYTICS
Real-time intelligence
• Big data analytics also provides a company with real-time intelligence
about its customers. Real-time information allows companies to make
changes and improvements quickly to better serve their customers.
New streaming techniques such as Apache Kafka allow companies to
ingest and analyze massive amounts of data.
• For example, big data can help a company identify the best time of
day or location to put up signage based on footfall or other patterns in
customer behavior.
• As a result, companies can boost sales by making sure their services
are being promoted during the busiest times and at the most popular
locations.
Increase revenue
• Using big data analytics to understand customer behavior directly
impacts revenue.
• For example, companies that use this type of information have an
advantage over their competitors because they are able to provide
the right services or products that their customers are actively looking
for. This means they can generate more revenue.
• Knowing customer behavior is also essential when it comes to pricing
strategies. For example, giving discounts on high-demand items will
increase sales volume while reducing prices of unpopular items will
reduce costs. This type of information also allows companies to
predict customer buying habits more accurately, resulting in higher
revenue.
 BENEFITS OF BIG DATA ANALYTICS
Taking steps toward using business big data analytics
• Now that you know the benefits of using business big data analytics, it’s time to take steps toward
implementing this type of information into your business. For example, many different types of technologies
are available for collecting and processing big data.
• When choosing a solution that fits your business needs, remember to choose one that allows you to:
• Convert raw data into useful information
• Create accurate predictions and analysis
• Make decisions based on a variety of insights
• Is scalable as your company grows.
• By taking these steps towards using big data analytics, companies can improve their business operations and
increase revenue.

Conclusion
• As a result, using business big data analytics can provide many benefits to a company in terms of better
understanding their customer behavior and gain greater insights into their competition.
• It is an integral part of today’s businesses and will help companies generate more revenue from the
information they gain from it. Implementing a big data analytics solution into your business will allow you to
take advantage of all these benefits and give yourself a competitive advantage.
 BARRIERS OF BIG DATA ANALYTICS
This data needs to be analyzed to
enhance decision making. But, there
are some challenges of Big Data
encountered by companies. These
include data quality, storage, lack of
data science professionals, validating
data, and accumulating data from
different sources.
• Data from multiple sources

The next issue is trying to analyze

data across multiple, disjointed
sources. Different pieces of data
are often housed in different
systems. Employees may not
always realize this, leading to
incomplete or inaccurate analysis.
 MOBILE ANALYTICS
Mobile analytics is the practice of collecting user behavior
data, determining intent from those metrics and taking
action to drive retention, engagement, and conversion.
The field includes the mobile web, but tends to focus on
analytics for native iOS and Android applications.
Examples of mobile analytics:

Any metrics around user devices (whether Android or

iOS) are a form of mobile analytics. Common examples
include: Advertising KPIs. Web analytics.
 Mobile How are mobile
analytics different
analytics from
analytics?
web

The difference
Mobile analytics between mobile
gives companies analytics and web
insights into their analytics can be
users’ behaviors found in the
and preferences name: mobile
that would have analytics gathers
been inaccessible data from mobile
only a few years apps, while web
ago. These analytics or
insights can help product analytics
pull information
you refine your
from users’
product based on experiences on
how users both desktop and
actually interact mobile websites.
with it.
 SOCIAL MEDIA ANALYTICS

Social media analytics is the

process of collecting and analyzing
audience data shared on social
networks to improve an
organization's strategic business
decisions.
Social media analytics is an
essential function of marketing that
helps marketers track, measure and
analyze the performance of their
social campaigns. It helps in
aligning the performance of social
campaigns with marketing goals,
and aides in justifying the
investments made in these
campaigns. Social media analytics
refers to the collection of data and
metrics that help you measure your
overall social media performance.
This helps marketers understand
which types of social media
content best resonate with their
audience so they can shape and
adapt their strategy accordingly.
 BENEFITS OF SOCIAL MEDIA ANALYTICS FOR BUSINESS

Social media analytics provide businesses with valuable insights into their performance across major social
media networks, allowing them to track their progress, measure the effectiveness of their campaigns, and
optimize their strategies. In addition, these tools enable businesses to understand their audience better, gain
competitive intelligence, and make data-driven decisions. Ultimately, social media analytics can help achieve
better results and stay ahead of the competition.
• Social Media Analytics is the process of examining data about social conversations to understand and use it.
• This type of analysis includes tracking conversations and measuring campaigns. It also involves figuring out
how your social activities are influencing your business results. Brands that are best at customer
experience often combine social media analytics with customer commentary from surveys, ratings and
review sites, call centre agent notes, and other customer feedback to get a complete picture of the
customer experience.
• Companies that are serious about improving customer experience use data from social media analytics
tools because they provide a vital view into how consumers really feel about the experience. The insights
help them make improvements to the customer journey mapping and guide their business decisions and
strategy.
• It should be noted that for some people social media analytics is focused on the operational metrics
associated with their social media channels. For campaigns and strategies run through social media, it’s
common that marketing professionals will analyse their social media metrics – focusing on conversion rates,
follower counts, and impressions. And whilst this form of analysis is helpful, all it shows is what happened,
not why it happened – which is where listening to conversations happening with or about your company on
social media can be invaluable.
Why do you need Social Media Other benefits include:
Analytics? Proven ROI for your brand
strategy: Analysing all social
media data – plus add-ons like
• Social media analysis goes beyond counting likes and shares. Even
review monitoring or
counting replies, comments and link clicks isn’t enough. Although these digital customer care data –
are important KPIs, deep social media analysis shows you why certain
Facebook posts get a lot of engagement, or what people keep Tweeting
helps you understand your
at you about. It tells you which products are pictured on Instagram customers’ needs and
more often than others.
• It is a glimpse into how your customers actually feel about your
preferences so you can build
company, products, and services. Analysing social media data can an effective brand strategy.
provide insights into product strategy, the customer journey, and brand
reputation online. It is not just about the numbers, but rather what’s
Make more strategic business
driving those numbers. decisions: You can see clearer
• And, because social channels are increasingly being used for customer paths to success when you’ve
service, social media analytics has become vital for measuring how well
you are serving your customers (social customer service). You can got in-depth analysis of how
examine response times, first contact resolution times, how well bots your customers view your
are resolving concerns, the average handle time, and team performance
on KPIs for your customer care agents’ interactions with customers over brand and interact with your
social media and messaging. With more social media users now than platforms.
ever – more than half the world – using social media to understand
your customers’ relationship with your brands is vital. It should be noted that “social
• This information allows you to spot trends and make predictions that listening” often encompasses
inform your overall strategy for customer experience and business
outcomes. And given that only 43% of businesses have centralised “social media analytics” within
cross-platform analytics, it’s something that can help put you ahead of the social media management
your competitors.
market.
 Social media analytics vs social
Social media analytics as part of customer
media data
experience management
• How does this type of analysis differ from
social media data? Your analysis of social media should form
• Social media data is the information you
collect from your social media channels that
part of a wider effort to understand your
shows how many users interact in some way. customer experience and brand
For example, you might have numbers of awareness.
likes and shares, mentions, impressions, More than tracking conversion rates, open
clicks, or new followers in your social media
data. rates, likes, shares and more,
• Social media intelligence is similar to understanding how these channels serve
analytics, but it usually refers to the way in your wider business purpose is key for
which you monitor your channels. It might progress. A social media analytics tool
refer to the technological solution or method
you’re using to gather your social media should be able to illuminate pathways for
data. Social listening is the process of you to improve the customer experience
learning about your audience. It incorporates and inform business, brand, and product
social media data.
strategies. It should gather insights you’ve
• Social listening is more encompassing than
all of these other processes because it not collated across social media into a single
only tracks data and draws insights, but it can platform and analyse them so you can
also relate them to other areas of the easily understand the steps to take next.
business such as financial outcomes.