We find people saying that they do big data and have been doing it for many years. The argument is basically that they are doing business analytics on a bigger scale, so certainly by now it should be Big Data.
No. There is a significant difference between real big data strategies, as basically performed at exceptionally few companies but exemplified by Google and the human-intervention data-driven strategies referred to as Business Analytics.
It doesn’t matter how big the data you utilise is, at the end of the day, if you are doing business analytics, you have a person noticing your spreadsheets or numbers or charts, making a determination after probably a discussion with 150 other individuals, and then changing something regarding the way the business runs.
If you are actually doing big data, then those 150 individuals possibly get laid off, or in fact, more possibly are never hired in the first place and the PC is programmed for updating itself through an optimisation strategy.
In other words, it doesn’t also reveal monitoring numbers and charts, and it’s not to say no individual takes a look every presently and then for ensuring the machine is humming along; however, there is no point at which the algorithm waits for the intervention of humans.
That is to say, in a real big data setup, the humans have stepped outside the machine and help the machine do its work. That implies, of course, that it takes away more of setting up that machine in the first place, and possibly individuals make large mistakes all the time in doing this; however, often they don’t. At this early on, Google search really got pretty good.
Thereby, with a business analytics setup, we might keep a record of the number of website visitors and a few sales metrics so that we can try later for figuring out whether a particular email marketing campaign had the expected effect.
However, in a big data setup it’s basically much more detail oriented and microscopic, collecting all it can, possibly 1000 attributes of a single client, and calculating what that person is likely to do further, how much they will spend, and most importantly, whether there will even be a next time or not.
As a conclusion, we can say that people are not basically part of the big data revolution. Generally, their job is potentially up for grabs by an algorithm.
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