DISCUSSIONS: IT Trends Discussions & Directions What Is Big Data?

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DISCUSSIONS: IT Trends Discussions & Directions What Is Big Data?

Big data is data acquired from relatively new sources that are greater and more complex than traditional data. These data sets are so voluminous that traditional data processing software cannot manage them (Oracle, 2020). These substantial sets of data can be used to address business problems that traditional data does not reveal. What big data and traditional data have in common is that both of are no use until value is discovered. The primary difference is the scale of problems that can be solved for each set. Recent surges in technology have made data easier and less expensive to store, allowing enterprises to make accurate and precise business decisions (Oracle, 2020). The rise of big data came right at the opening of the millennium with sites like YouTube, Facebook, and other internet sites gaining momentum with users and everyday use (Oracle, 2020). Big data solutions were also on the rise, prompting the development of open source frameworks. It was this development that lead to the accessibility of big data, leading to the rise of its storage and use. Humans were crucial in the initial procurement of this data, but now household items can even provide data as society shifts towards the Internet of Things (IoT) (Oracle, 2020).

Practical Application of Big Data Big data provides more complete solutions because it is more information. Precise answers and specific solutions create a greater

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sense of trust in the data, allowing companies to operate at their own tempos versus responding to the market. Below are just a few examples of big data that is used or obtained in everyday life. • Advertising Metrics – Firms can identify at a micro level how effective or ineffective an advertisement is (Rice, 2020). • Amazon Targeted Advertising – Amazon uses big data from consumers to advertise items you are likely to buy based on personal purchasing habits (Rice, 2020). • Navigation- Navigation applications have gone from providing an “estimated time of arrival” to a precise time of arrival based on data like accidents, traffic, and weather (Rice, 2020). • Emergency Dispatching – RAPIDSOS in conjunction with Apple, Android, and Uber are providing emergency dispatchers with emergency relevant data from phones and wearables so data can reach them in a much more reliable manner (Rice, 2020). • Netflix Movies and Thumbnail – It is common knowledge that Netflix uses data to predict what users are likely to find entertaining. What most people do not know is that Netflix uses pause-point data to create trailers and thumbnail photos. Netflix successfully used big data for House of Cards by predicting the third season would be a hit based on the lead actor, the director, and user watch history (Rice, 2020). Conflict of Big Data In the age of technology big data has gone from a company’s possession to capital. Companies claiming information they acquired through a transaction has always been an issue. The consumer has a right to feel uncomfortable with their information being used without compensation, but consumers do have a choice to shop anywhere. Business owner feel entitled to this information because for years they have been using it to make better products and provide better service,

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and no one has had an issue with this. Additionally, executive teams are obligated to gain capital and leverage that capital to make profits for shareholders. This argument This brings up three thought provoking questions. What rights should consumers have over their data? What rights should enterprises/businesses have over consumer data? If enterprises can treat data as capital, where should society draw the line on what type of data can collected, analyzed, and sold?

Oracle. (2020). What Is Big Data? Retrieved September 10, 2020, from https://www.oracle.com/big-data/what-is-big-data.html Rice, M. (2020, April 6). 17 Big Data Examples & Applications. Retrieved September 10, 2020, from https://builtin.com/big-data/big- data-examples-applications

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