As the technology runs rampant in today’s world, the sheer volume and variety of data on hand are astounding, not to mention the rapid rate of data creation, adding to the existing stockpile. Over the next few years, the speed at which information is used, replaced, and updated will only increase. A constant review of this data by industries helps to determine how they can improve their products, services, and business processes to remain competitive. And, with that said, big data and analytics can also impact our everyday life. Don’t believe it? Let’s take an example here. You have planned to purchase a TV. Yes, a TV. What factors do you consider to buy it? What parameters drive you through the AIDA funnel? Data and Analytics.
With that, let’s explore more on how can analytics impact everyday life?
Health care is another area where big data has a direct impact on your life. Information collection and application have changed many aspects of the healthcare industry, including:
- Recording and maintaining health records,
- Identifying disease transmission patterns and epidemics,
- Potential cures and treatment protocols,
- Increasing quality of life, tracking and improving
- A commitment to privacy and security
The number of digitized medical records is increasing every year. There are a couple of ways in which electronic data can affect your life. As a result, doctors, hospitals, and clinics can track your history more efficiently and provide better treatment. Medical professionals also analyze other’s health histories, including yours, to derive patterns, detect diseases, and evaluate treatments.
Shopping & Marketing
The vast majority of retailers now rely heavily on analytics. It reflects in both their front end business and their marketing efforts. If you shop online regularly, the impacts of big data in your personal life include both a change in the ads you see and in your actual shopping experience. Online retailers now collect information from the activity of your computers, smartphones, and other devices that connect to the world wide web. After businesses analyze your data, they make projections about what you will likely buy in the future based on your interests and preferences. It affects both their advertising tactics and what you see when you shop. Most of us would like to believe we are unaffected by these techniques but consider: Have you ever purchased an item you never searched because that appeared on a site where you were shopping? If so, this is another reminder of how the use of big data and analytics can affect your life.
A majority of people use music streaming services, and it has revolutionized the music industry. Pandora and Spotify use big data to tailor what you hear in real-time based on what you choose and like. As part of its music genome project, Pandora aims to provide the most comprehensive analysis of music ever done. User-created playlists are offered weekly by Spotify, which also includes the user’s photo. Many streaming services for movies and television follow the same playbook. The fact that many of these companies are also creating their content also means they use the data you provide to decide what type of content to produce. It ignited a change in Netflix’s direction and user experience in 2016 when the company offered more premium original content like Stranger Things.
In recent years, there has been a dramatic change in how we travel around. A number of those changes are made possible because of big data, such as:
- GPS and intelligent mapping programs,
- Improved traffic signal sequences,
- The management and sale of air travel have advanced.
- Traffic forecasting and planning,
- Mass transit systems operating more efficiently, and
- On-board data collection in automobiles
Analytics and Big Data have transformed the airline industry at virtually every level. As soon as you start searching for a ticket, you begin to see multiple examples of big data in action. Data collection and analysis can set fares. Schedules obtain from predictions based on big data. Airlines also keep track of how frequently you fly, what you like to drink, and other information to tailor your experience.
Public Policy & Security
The use of big data in public agencies also reminds us that big data is more prevalent in daily life than we think. Whether at the local or the federal level, police and fire departments use analytics to create new policies and procedures. Around the world, law enforcement agencies and police departments are becoming more proactive to prevent crime rather than reacting after it has occurred. A real-time tracking system for cameras, computers, and mobile devices allow police to dispatch themselves more quickly and effectively. In addition to global data collection, terrorism countermeasure campaigns also rely on worldwide data analysis.
In a world with overflowing data, the question remains on who is ultimately in charge of how to use it? Analytics is changing the world in fundamental ways because of the rapid acceleration of its production and collection. This growing field presents many ethical challenges, as it does with many other examples of innovation and discovery. We will also gain a better understanding and degree of control over how analytics with time. Provided if we can help shape it and ensure its use is not to mislead.