in the course 5 data analyst , we will develop the concept of big data and know the advantages and disadvantages
The advantages of Big Data: a wealth of opportunities
Information is the lethal weapon of the 21st century. Whoever has the information has the power.
This is what all geopolitical experts and economists are telling us. Big Data is now the biggest source.
- Big Data, to optimize its offer : it indeed allows a complete analysis of consumer behavior and expectations. Google Analytics, for example, allows you to optimize your website through a real-time analysis of related data: number of visits, browsing behavior, bounce rate, number of pages read, click rate, etc.
Big Data allows the optimization of an e-commerce store, train schedules and even school programs. With the analysis of the behavior of Internet users following MooCs (online courses), it is indeed possible to analyze the interest of the courses and their content.
- Big Data, to anticipate needs and demand: Big Data is the source of remarketing, this practice aimed at showing you advertisements based on your browsing experience. Have you looked at the cameras on the Fnac site and find camera banners on all the sites you visit? This is an advantage of Big Data (some would say that it is rather a disadvantage …!)
Target, in the United States, manages with Big Data to predict the imminent delivery of pregnant women. How? ‘Or’ What ? By analyzing their buying behavior. Pregnant women buy fragrance-free creams around 3 months of pregnancy and then food supplements. This is also Big Data.
In New York, Big Data makes it possible to predict fires. The University of Michigan has developed a Big Data Analysis to Prevent Crime. Does the machine in Person of Interest speak to you? Here we are !
- Big Data, to optimize its logistics and its organization: it allows, for example, to follow its sales in real time and therefore to optimize its inventory management. Amazon even regularly tests intuitive delivery features, aimed at offering delivery to order.
These examples are only a handful of the opportunities that Big Data will offer.
Companies, and not only, will have to show imagination, organization and an enormous sense of analysis to take the full measure of the phenomenon.
This mastery will result in new uses that will revolutionize the way we think about the Internet.
But Big Data isn’t all about benefits. It’s also downsides …
The disadvantages of Big Data: a lot of risks
By analyzing the issues, you can easily understand the risks of Big Data.
Not a day goes by without a new digital spy scandal breaking out. Facebook, the NSA… Companies and institutions are regularly accused of exploiting Big Data for controversial purposes.
The evolution of Big Data naturally raises the question of data protection and privacy.
This is the biggest drawback of Big Data and the biggest challenge we face.
Respect for private life is framed, in a relative way, by the 1995 law on “IT and freedoms”.
It says in particular that personal data must be collected for a very specific, explicit and above all legitimate purpose. It stipulates that the data retention period must not exceed the achievement of this objective.
In addition, the individual, the Internet user, also benefits from the right to be informed of the collection of data concerning him.
This data protection legislation has been supplemented by the GDPR.
However, Google and GAFAM are regularly criticized for not taking these laws into account.
When the UFC-Que Choisir blames the abusive use of Big Data on the giants Google, Facebook and Twitter
Recently, the UFC-Que Choisir sued Google, Facebook and Twitter because of general conditions of use deemed abusive by the association for the defense of consumers, mainly in terms of personal data.
The UFC-Que Choisir would have listed 180 unfair terms.
The association notably criticizes the 3 giants of the web for illegible and inaccessible conditions of use, partly in English. It also criticizes them for keeping the data collected despite the achievement of the objective for which they were collected.
Another disadvantage of big data: the security of data storage
The cloud is undoubtedly one of the major inventions of recent years, the one that made the Big Data phenomenon possible. However, is the security of the data stored there really ensured?
Cloud providers, mostly American, are used to creating “ back doors ” allowing them to access the data they store at any time.
They therefore theoretically have access to your photos, your texts but also to public data, stored by institutions and government.
In addition, the Patriot Act resulting from the September 11 attacks grants the US government full access to data stored in the cloud. This is what makes Big Data a significant risk.
These flaws clearly pose the problem of respect for individual freedoms.
If you look at Person of Interest, a series focused on a machine collecting all the digital data to be able to predict crimes, you will therefore understand why the hero attaches great importance to keeping this machine secret and inaccessible.
This series is interesting enough to understand the challenges and risks of Big Data.
The benefits of Big Data for businesses
After all that, it’s pretty easy to identify big data opportunities for businesses.
With the mass of data produced, Big Data makes it possible to:
- Improve its customer experience;
- Understand the expectations and behaviors of its customers and prospects;
- Optimize its Digital Marketing strategy ;
The company now has a lot of data to refine the targeting of its Marketing campaigns, optimize its advertising campaigns and understand the customer’s purchasing journey.
This data enables the company to send the right message to the right person, at the right time and in the right place.
62% of Marketing professionals say they are sometimes overwhelmed by the mass of data generated with Big Data.
However, Big Data has a stronger advantage for bigger companies.
The challenge of Big Data: limit unfair competition between large groups and small businesses
This is one of the huge drawbacks of Big Data: Big Data benefits larger companies more.
Big boxes – and especially GAFAMs – produce more data than any more traditional company.
Suddenly, these large companies benefit from a huge competitive advantage over start-ups and VSEs / SMEs.
The challenge here is enormous. How to limit this unfair competition and allow all companies to benefit from the advantages of Big Data?
Answers in a few years 😃
In conclusion, the number of digital data continues to grow and Big Data is still in its infancy. Analysis and storage tools will continue to improve.
Today it is difficult to precisely predict the impact that Big Data will have on our lives and our economy, however, there is no doubt that we are witnessing a real revolution which undoubtedly signals the end of privacy as we know it. ‘let’s hear …