Technology Big Data: What is it and How Does it...

Big Data: What is it and How Does it Work?


The first time the concept of Big Data was heard was in the 90s. The American John Mashley published the article Big Data and the Next Wave of Infrastress, where he explained and anticipated how in the future all the data that we were going to generate in the following decades. In those years, this computer theorist explained what was difficult to imagine at that time: that data, and knowledge about it, would change our dynamics. So it has been. 

Currently, Big Data has become a key element for the success of many companies, its good use allows companies to obtain ideas that lead to better decisions and strategic business movements.

What is the big data

Big Data is the set of data or combinations of data of great volume and that have a growth speed that makes it difficult to capture and manage them through conventional tools or databases.

How much data or data sets are necessary to be considered Big Data? There is currently no defined figure, however, most analysts agree that this data should be around 30 or 40 terabytes.

This data can be produced by people when carrying out daily actions such as sending an email, commenting on social networks, replying to WhatsApp, etc. It can also be data generated between machines (machine to machine), biometric data, for example: generated from tools that detect fingerprints, from surveillance services, and even from the data that we generate through transactions such as internet purchases or transfers of one bank account to another. 

However, when we talk about Big Data, we are not referring only to data, but also to the ability to export it to extract valuable information.

What Big Data is it for

The importance of the Big Data will we have advanced in the previous point: the data are useful because through them we can extract valuable information, even to answer questions that sometimes are not yet or raised. That is its main use! That’s what it’s for!

With Big Data, companies are able to identify problems in a more understandable way, to look for trends very efficiently, and above all to identify new opportunities

The purpose of all this is to design new products or services based on all the information in the hands, which leads companies to make more efficient and less risky movements.

Therefore, when you think of Big Data, don’t just think of big data … the concept goes much further!

Benefits of Big Data

The main benefits of Big Data are the following:

  • It is a very agile and precise technology since it offers timely information about who is interested or participating with your product or content in real time
  • It is scalable.
  • It is an economical technology compared to the storage infrastructure.
  • Helps companies meet their goals: make more money (Identify the specific content that moves buyers through the sales funnel ) save money through cost improvements, get new customers, and so on.
  • Identify more efficient ways of doing business.

How does it work

How does Big Data work? Although the procedure is complex, we will give you a short summary so that you can understand it better:

  1. First of all, you get the information: where is the information and how can I capture it? There is a wide variety of methods for this, for example Web Scraping.
  2. Once the data is captured it must be saved. This can be done in traditional structured spreadsheets, or through NoSQL systems.
  3. These saved data must then be processed. You can extract a lot of knowledge from them, look for repetitive patterns in user behavior, and so on. 
  4. Putting the data into value. If these data are not given meaning, they will have no value.

Big Data in digital marketing

All the information we generate has the ability to totally transform the world of marketing. Why? Because knowing the interests, tastes, behaviors, etc., of users helps us to carry out better campaigns and segmentations … it helps us achieve personalized and relevant communication, capable of fostering genuine relationships with the target audience.

Main uses of Big Data in digital marketing

The main uses of big data in the world of digital marketing are:

  • Carry out personalized marketing strategies
  • Define good segmentations
  • Create greater sales opportunities
  • Avoid loss of customers
  • Discover new trends in the market
  • Cost prediction
  • Content optimization
  • Collaborate in decision making


Some of the most prominent Big Data related tools are:

  • Hadoop : it is an open source tool that allows us to both manage large volumes of data, as well as analyze and process them. 
  • NoSQL : it is a tool that allows significant gains in scalability and performance when working with Big Data.
  • Spark : allows you to process data quickly and write applications in Java, Scala, Python, R, and SQL.
  • Storm : is an open source distributed real-time computing system that allows unlimited data streams to be processed in real time easily.


We give you an example of how Big Data can be used to advertise

We all know the Netflix platform, which is increasingly popular around the world. One of the keys of the platform is the use of Big Data to know how to interpret the tastes of each user, being able to personalize the experience on the platform, offering those titles that best suit their tastes. 

In addition, using the tastes of its users they can create new series based on current tastes, that is why the successes of Netflix series are continuous.

Contact our team of digital marketing specialists if you want to know how to use Big Data in marketing! Remember that in this era no company can ignore Big Data and what it is for, since the implications that this technology has on business are countless.

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