Big Data and Business Analytics

Architecting the Enterprise via Big Data Analytics • 11

even generate “ash” groups. Our interest here, however, is to understand

what is dierent about the data processing required to provide such a ser-

vice. As observed earlier, the dierentiating property of big data is the

amount of detail that can be provided. In this case, detail about the inter-

ests of tens or hundreds of millions of people, as reected by data from

search engines, social networks, specic interest (e.g., health- related) sites,

tweets, or other sources, is well beyond anything available in the trans-

actional world. It is possible, of course, that transactional data would also

be used in such a service. Location data, also reecting the position of tens

or hundreds of ...