Exe cu tive EDGE
Machine learning
unleashes big data
potential
The art of putting
fragmented, often
disconnected data
sources together to
generate actionable
insights for the
enterprise.
By Durjoy Patranabish
and Sukhda Dhal (l-r)
8
|
Big data has no doubt created a big business
buzz, and organizations and thought leaders are constantly talking about big data, yet many critics note
that the widespread application of big data has not
matched all the hype.
Yes, big data helps unveil millions of facts about
consumer behavior and trends. Leveraging emerging big data sources and types to gain a much more
complete understanding of customer behavior – what
makes them tick, why they buy, how they prefer to
shop, why they switch, what they’ll buy next, what factors lead them to recommend a company to others –
is strategic for virtually every company. But have data
science organizations built the capabilities to truly
harness big data?
It’s clear that traditional predictive analytical models will be unable to work on big data, as these modeling tools need human intelligence to work across
the data sets. They definitely make the analysis robust and quick, but only for the structured data sets.
Big data, however, is mostly generated via unstructured formats such as images, comments on portals,
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