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Big Data

What is Big Data and what is it for? Big Data is a process that analyzes and interprets large volumes of data, both structured and unstructured.

Big Data allows companies to use remotely stored data as a basis for decision-making.

The information extracted helps, for example, to improve strategies and processes, to increase the company’s competitive power and to better understand consumers, among many other applications.

What is Big Data and what is it for?

Knowing what Big Data is and what it is used for is a way to improve the performance and positioning of your company.

This is because Big Data is a process that performs the analysis of large volumes of data. These analyses, in turn, generate very valuable information that can be applied in different areas of your business.

How does Big Data work?

Big Data works on the basis of the so-called “5 Vs”: volume, variety, velocity, veracity and value.


Volume refers to the amount of data a company generates every second. This can come from various virtual sources, such as social networks, emails, electronic devices, etc.


According to this explanation of what Big Data is and what it is for, variety concerns all the places where data can be stored and extracted.


The speed with which Big Data analyzes data is very high, and that is what the third “V” refers to.

The process analyzes data at the exact moment it is created. This happens, for example, with messages that go viral on social networks, transactions made through debit and credit cards, etc.


Among the thousands of data that are generated every day, many can be false and must therefore be excluded from the analysis.

When you understand what Big Data is and what it is for, you realize that this process helps to “filter” what is real from what is not.

One of the principles for this part of the process is that if there are several sources pointing to a certain piece of information, then it is understood that it is true.


The purpose of having access to so much information is to somehow make it add value to your company.

Big Data has precisely this purpose: to make a precise analysis of all this data and generate valuable insights for the managers who will use it.

Where is Big Data used?

To understand what Big Data is and what it is used for, it is essential to know where it can be used.

Thus, Big Data can be used in the most varied sectors of a company, for example, in marketing, finance, customer service, sales, among others.

Why use Big Data?

Another way to better understand what Big Data is and what it is for is to understand why you should use this process in your company.

Big Data is one of the best ways in which a company can take advantage of all the data that is generated every day to favor its growth.

Product development

When the bulk of your activity is focused on the product, Big Data is more than essential. Let’s take an example that almost everyone knows: How do you think Netflix sends you a message with recommendations specially chosen for you every week? With the help of Big Data analytics, of course. They use predictive models and inform you of new releases you might like by sorting through past data and shows you’ve watched or bookmarked as favorites.

There are companies that use other resources, such as social media information, store sales information, focus groups, surveys, tests and more to figure out how to launch a new product or target it to the people it is intended for.

This process allows, for example:

  • Prevent potential financial fraud
  • Identify new business opportunities
  • Identify processes whose costs can be reduced
  • Meet customer needs in a more timely manner, increasing their level of satisfaction.
  • Make more assertive decisions

How can companies use Big Data?

Because of all the possibilities and advantages mentioned above, Big Data can be used for:

  • Improve marketing strategies
  • Make a market analysis in the sector in which a company operates.
  • Analyze the competition
  • Better understand consumer behavior and identify behavioral patterns
  • Improve your customers’ shopping experience
  • Increase sales volume.

What are the 4 analyses that can be done with Big Data?

If the idea is to fully understand what Big Data is and what it is used for, it is very important that you know the 4 types of analysis that can be done with this process.

The analyses that can be performed with Big Data are:

  • Predictive analytics
  • Prescriptive analysis
  • Descriptive analysis
  • Diagnostic analysis

Predictive analytics

Also known as data science, predictive analytics makes a prediction about future possibilities, based on patterns found in the company’s data that were analyzed.

Prescriptive analytics

The purpose of prescriptive analytics is to present the possible consequences that each action can generate for the business.

This helps to choose the most appropriate strategies, which will generate more and better results for the company.

Descriptive analysis

Descriptive analysis aims to provide information about the present situation based on historical data. In other words, this type of analysis contributes to decisions to be made in real time.

Diagnostic analysis

This type of analysis makes it possible to analyze the results and evolution of certain actions. With this, it is possible to make adjustments to the strategies being implemented.

What are some practical examples of the use of Big Data?

Some of the areas that use Big Data that can be mentioned are banking, health, education, commerce, government, among others.

What does a Big Data professional do?

To know in depth what Big Data is and what it is used for is also to understand which professional is behind this process.

The Big Data professional is in charge of managing and analyzing data, using tools (software) that contribute to this process.

The idea is that this collaborator extracts valuable data and knowledge that, in fact, can contribute to the growth of the company.