Big Data: in line with contemporary trends
One notable fact about Big Data is the extensive application that the concept and related technologies offer to companies and other types of organizations, especially those that maintain constant, large-scale interactions with different business environment agents such as individual consumers, enterprises suppliers of inputs, taxpayers and beneficiaries, among other profiles.
Big Data is present in our daily lives in a variety of ways: in traffic data applications; large e-commerce sites and news portals that offer customized experiences based on preferences, access history, location data; generation of data on weather forecasting; preventive health monitoring, among others.
From a socio-cultural perspective, Big Data enables organizations to meet the demands of a contemporary trend: people increasingly extend their identities and seek to express themselves through the products and services they consume, expecting organizations to grow individualized experiences of consumption and interaction. This behavioral trend, linked to self-expression, is reflected in the business environment in the concept of personalization of consumer experiences and interactions in general.
The possibilities of customization offered by information technology, facilitated access to information and logistical advances are some of the factors that make it possible to align organizations with this trend by personalizing communication, offers and experiences, reaching, in the limit, the possibility to provide effectively individual interactions and to predict the behavioral patterns of different audiences.
In today’s business environment there are increasing interactions between organizations and consumers through social networks, applications, email, websites, search engines, online ads, among others. This generates large volumes of data about preferences, relevant dates, purchase and payment history, contribution records, etc. Companies and other types of organizations seek, through intelligent analysis of this data, to generate information to improve the public’s experience with brands, identify new opportunities to meet specific needs, reduce costs, and more.
Customization is also a trend in corporate (B2B) markets. Research in this area indicates that buyers in the B2B market consider it as very important to have access to personalized information according to their professional and personal profiles as a way of strengthening the relationship with current and potential suppliers.
In the next post we will discuss how customer relationship areas, specifically marketing, have benefited from the adoption of the Big Data concept and technologies, as well as the participation of technology areas as key players in this transformation process.