Everything we do leaves a feasible fingerprint of being exploited by emerging technologies. Big Data is one of those technologies: according to a Gartner study, 90% of the data circulating in the online world has been created in the last two years.Every minute, Internet users:- They publish 6 articles on Wikipedia- Send 204 million emails- Download 47,000 applications for smartphones and tablets- Open more than 100 new accounts on LinkedIn and 320 on Twitter- Enter 277,000 Facebook (6 million views)- They write 100,000 tweets- Upload 30 hours of video content to YouTube and view 1.3 million videosCompanies are the big depository and data generators, and the key is that they can integrate information from the digital world with that of the physical world, in order to reach their customers with customized solutions and offers, with the right message and at the right time .From the Center for the Implementation of Public Policies for Equity and Growth (CIPPEC) they affirm that the pace of economic growth will accelerate if Argentina manages to increase the rate of adoption of new technologies. In particular, those linked to Artificial Intelligence and Big Data.What is big data? It is the massive analysis of data. The volume is so large that the procedures used to find repetitive patterns must be more sophisticated. Specialized software is required to process that material in order to obtain revenue in a timely manner.Data Science and real-time information analysis are the new sources of value creation, by allowing segmenting the market to guide offers and products and, in addition, innovate in business and production models.Alejandro Bianchi, president of Liveware, asks iProUP: "Each company uses the data in different ways, according to their type of business. But there is one aspect that is common to all of them: the more efficiently it does, the more potential it has to grow in sales, customer satisfaction and create more innovative goods or services. "While it is true that telecommunications, finance, retail and insurance are items that mark the way, there are other sectors that also perceive the valuable benefits of data analysis, such as automotive, health companies or public services, to name a few.On the other hand, Leandro Estanga, SAP COO for the Southern Region, points out that in all areas the data grows exponentially and for firms it is a challenge to convert them into valuable information that allows them to grow in their business and provide customers with a better service , responding and even anticipating your needs."With the right tools, companies can store, manage and analyze large volumes of information, mobile devices and machine sensors to obtain valuable data, something that was previously unimaginable," he completes.This tool is even more useful when others are added, such as advanced statistical and predictive analysis, to understand what needs to be done and what will have the greatest impact on the business. Cloud computing is also essential.Get and retain customersGabriel García Mosquera, Managing Director of Equifax Argentina, states that there is a clear evolution in companies from different branches of activity to treat data as the key raw material, in order to interact with their effective and potential customers."Companies are developing Big Data strategies to offer a personalized experience to the user, who is characterized by receiving (and generating) large volumes of information. In addition, he is hyperconnected, is not faithful to a certain brand and expects a proposal to arrive attractive to feel recognized and valued ", complete.It is also key to have a team of analytics who know how to interpret them to generate insights and build a robust platform capable of processing large volumes of information and constantly feed back on the results of the actions generated.In business terms, the possibilities generated by the use of Big Data are numerous. "It allows developing differential strategies for each segment, monitoring behavior, effectiveness and response; and quickly adjusting action plans based on the insights that are generated," says the Equifax spokesperson."A company can launch an offer, measure the impact, see the reaction of users and, if necessary, improve the proposal." With this tool new business opportunities are discovered, as well as risks and weaknesses in real time. "Juan Pablo Rodríguez Varela, Applied Intelligence HSA Lead, states: "Getting customers is not the biggest point of data exploitation, but to make existing ones consume new products and services and use them more."In the case of the financial industry, Big Data contributes to customer segmentation, a key aspect for sales, promotion and marketing campaigns. Banks can group them into different groups according to expectations and needs. With precise segmentation, business is increased and relations with users are improved, while the operation is efficient and costs are reduced."Today we make a large part of the decisions based on conclusions derived from data. Big Data allows us to understand where we are, how we get there and where we will be in the future. Predictive analysis gives us the possibility of getting ahead of what is going to occur and act accordingly, "Jorge D'Antiocchia, VP of Operations of American Express Argentina, tells iProUP.The automakers have also incorporated this powerful tool. Nissan, for example, to obtain and analyze a large volume of information from different sources (cloud platform, mobile devices, sensors) and thus know how they behave and what their customers want to improve the performance of their vehicles."The data helps to transform a business. When a car manufacturer adds the car sharing service, it should consider not only the operation of the vehicle, but also the dynamics of the circulation of cars from the contribution of Waze or Google," comments to iProUP Juan Echagüe, director of Research and Development of Practia.The executive adds that in this way you can know "what are the most frequent routes and infer the areas where they would be rented and are usually parked. The data serves to predict how the business will work and then start it up."Retail is another industry that has bet heavily on Big Data. The companies of the sector use the power of the data through algorithms of recommendation that they insert in their search engines. It is a very effective way to adapt the offer to what the client wants to see.The promotions have more impact if it is known what kind of products a user usually buys, their age and socioeconomic profile. Distributors like Amazon use it to offer different and changing prices to each group of consumers."The retail industry is going through a great transformation. Big Data is one of the parameters to recognize opportunities and strategies to meet objectives," says iProUP Matías Grondona, Commercial Director of Walmart.In the area of tourism, data has become essential allies. "Our firm is always learning and innovating, and this is the time to be at the center of such a dynamic industry," Luiz Cegato, Communication and Public Relations Manager at Booking.com for Latin America, tells iProUP."Through their searches, each user provides us with data that helps optimize and improve the platform. We take that flow of information and test technologies to generate content and proposals that eliminate the difficulties that a trip can have," he completes.I have the data, I have the power
For García Mosquera, of Equifax, it is key to achieve an omnichannel experience. "It is not only to have a 360 view of the client, but it implies integrating both the company's own data and those that that person generates in the market."For the executive, "omnichannel also means serving the customer through all channels in the same way and realizing that it is the same individual, regardless of whether they are contacted through a call center, a point of sale or a chatbot. "Adrián Anacleto, CEO of Epidata, adds that companies must "have more professionals able to convert this information into value, without neglecting the privacy of users."Increasingly, IoT and Big Data will play a crucial role in business. A clear vision of the companies and of each industry in particular will be needed so that this translates into profitability and future, instead of mere accumulation of data.