Endless Ripples of Data

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By: Hassan Javed

What bell rings when we say Big Data?

For a few, it’s ambiguous picture of exhausting measurable information which is overseen by IT individuals. For some Big Data is an open door through which they can open information put away in documents of a framework in confused shape.

In any case, the extent of Big Data is considerably more extensive and more profound than that. I think utilizing huge information adequately is a science which our industry in Pakistan is getting ready to manage. We have not very many organizations who are presently taking a shot at Big Data however the size is as yet ostensible.

According to my research following are few noteworthy territories in which huge information is at present being utilized getting it done – yet inside those regions, enormous information can be utilized to remove most extreme from the business.

Understanding and Targeting customers:

This is one of the biggest and most common practices being exercised in the world. With the help of machines, software and human mind companies are now using big data to understand customer behaviour and preferences. The evolution of social media, applications and digital media companies are getting live and fresh data of customers.

Using Big-Data science now there are call centres in Pakistan which connect customer care representative to the client calling as per behaviour and personality match. Wal-mart can predict what products will sell and insurance companies can predict how their customers actually drive.

Even government election campaigns can be optimized using big data analytics. Some believe Obama’s win after the 2012 presidential election campaign was due to his team’s superior ability to use big data analytics.

Optimizing Business Processes:

This, in particular, is being exercised in field of Supply chain and Warehousing. The departments get to predict when there will be need of replenishment or new supply order. Moreover, through radio frequency and geographic positioning technology vehicles carrying goods can be tracked and routes are optimized by integrating live traffic data. Similarly, for retailers, they get to calculate the customer traffic, footfall and as per that they analyse stock base through big data.

In the field of HR management, big data is used to map out talent acquisition and determining employee engagement within an organization. For example, one company, Sociometric Solutions, put sensors into employee name badges that can detect social dynamics in the workplace. The sensors report on how employees move around the workplace, with whom they speak, and even the tone of voice they use when communicating.

One of the company’s clients, Bank of America, noticed that its top performing employees at call centres were those who took breaks together. They instituted group break policies and performance improved 23 percent

Imagine in future if big data is used in security of your cars when you can only unlock and access your car when you as an individual is integrated into your car through your retina scan, finger print or voice recognition. Suddenly, this unlocks a whole new realm of “small data;” if big data is looking at vast quantities of information and analyzing it for patterns, then small data is about looking at the data for an individual product or customer.


The computing power of big data analytics enables us to decode entire DNA strings in minutes and will allow us to find new cures and better understand and predict disease patterns. Just think of what happens when all the individual data from smart watches and wearable devices can be used to apply it to millions of people and their various diseases. The clinical trials of the future won’t be limited by small sample sizes but could potentially include everyone!

The areas outlined above represent the areas in which big data is mostly being applied in the world today. Of course, there are so many other applications of big data and there will be many new categories as the tools become more widespread.

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