‘Big Data’ Definition Murky

For many data-conscious companies, the use of “Big Data” — which incorporates multiple data sets like customer data, competitive data, online data, etc. — has become increasingly important.

Though the term “Big Data” is becoming more common within the online advertising industry, Connotate — a Web data monitoring and collection company — has shown just how unclear many companies are on its definition and use.

Though almost half (49 percent) of U.S. data aggregation leaders define “Big Data” as an aggregate of all external and internal Web-based data, others define it as the mass amounts of internal information stored and managed by an enterprise (16 percent) or Web-based data and content businesses used for their own operations (7 percent).

But 21 percent of respondents to the Connotate survey are unsure how to best define it — a rate that points to its status as something of a new, unfamiliar concept for many companies.

For now, more than half of companies have used Big Data to monitor either competitors or their own brand (60 percent and 52 percent, respectively).

—Source: www.emarketer.com

For many data-conscious companies, the use of “Big Data” — which incorporates multiple data sets like customer data, competitive data, online data, etc. — has become increasingly important.

Though the term “Big Data” is becoming more common within the online advertising industry, Connotate — a Web data monitoring and collection company — has shown just how unclear many companies are on its definition and use.

Though almost half (49 percent) of U.S. data aggregation leaders define “Big Data” as an aggregate of all external and internal Web-based data, others define it as the mass amounts of internal information stored and managed by an enterprise (16 percent) or Web-based data and content businesses used for their own operations (7 percent).

But 21 percent of respondents to the Connotate survey are unsure how to best define it — a rate that points to its status as something of a new, unfamiliar concept for many companies.

For now, more than half of companies have used Big Data to monitor either competitors or their own brand (60 percent and 52 percent, respectively).

—Source: www.emarketer.com

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