April 2024
Beginner to intermediate
432 pages
12h 45m
English
Content preview from Mastering Marketing Data Science
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
CHAPTER 11Big Data Technologies and Real-Time Analytics
11.1 INTRODUCTION
As the digital landscape continues to evolve, so does the amount of data that businesses generate and collect. This data, often characterized by its volume, velocity, and variety, is commonly referred to as big data (Gandomi & Haider, 2015). The rise of big data has drastically transformed the way businesses operate and make decisions. By leveraging it, businesses can gain deeper insights into their operations, understand customer behavior, predict future trends, and make data-driven decisions.
For marketing professionals, big data presents an opportunity to gain a 360-degree view of the customer. By analyzing the vast amounts of data generated through customer interactions across various touchpoints, marketers can develop more personalized and effective marketing strategies (Wedel & Kannan, 2016).
However, harnessing the power of big data is not without its challenges. The sheer size and complexity of big data require robust and scalable technologies for storage, processing, and analysis. This is when distributed computing frameworks, such as Hadoop and Spark, come into play. These technologies enable businesses to process and analyze big data efficiently and effectively (Zaharia et al., 2016).
In addition to processing and analyzing big data, there is also a growing need for real-time analytics. As the name suggests, real-time analytics involves analyzing data as it is generated to provide insights ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.