TASS Russian news agency unraveled Big Data with the help of CEO at Clever Data Denis Afanasev. We present the most interesting excerpts from the material to your attention.

What is Big Data?

Big Data is the concept of collecting, saving, processing and using various data, received from people and/or digital equipment.

First of all, data implies any action of users, which involves technologies: paying for purchases with a card or passing through a turnstile in a shopping center, leaving “a digital trace”. When you insert a bank card in the terminal, you leave data about your consumer preferences. However, the most popular source of receiving data is social networks.

Secondly, our gadgets also communicate information in electronic systems. For instance, when you go to a café and connect to the Wi-Fi service, the system collects data on at least the model of your phone.

Thirdly, the companies may collect data not on people but on items. Namely, this way certain systems can monitor the equipment in factories.

How do we use this data and where is it necessary?

Large retailers use Big Data in different ways. Particularly, loyalty cards collect the history of purchases: shops know your preferences. The least that they can do is sending you messages offering to buy your favorite expensive goods with discounts.

Technologies in fact can replace marketers. Earlier networks conducted customer quizzes and then found an expert who would suppose on theory: “Your target audience is women aged 25-35”, while today bots elaborate solutions using statistics.

Big Data is also useful for teaching chat-bots, which are currently incorporated by call-centers, trade departments etc., as the main reason for working with Big Data isn’t the search for audience, but automation and reduction of expenses.

Among large-scale cases we can mention bot-operators of Sberbank. The company had long been recording and collecting dialogues of clients with human operators. Based on those dialogues, the developers taught robots, which then replaced the humans.

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