Do you have any idea how much information is generated daily? It is estimated that 90% of the data currently circulating in the world was created in the last two years. This means that companies are constantly receiving data from consumers. But why are they so important to corporations? 

The data helps to identify new business opportunities, generate more sales and create a better shopping experience for the customer. Consequently, the decision-making and problem-solving process ends up being facilitated. 

In order not to miss any chances, more and more companies have used Big Data to analyse, execute and store a great volume of data. 

Want to know how the world's biggest companies are using Big Data to drive their businesses? Conheça 5 casos reais de marcas que investiram no Big Data e hoje fazem sucesso: 

5 real cases of how to use Big Data in businesses

Now that you know what the importance of Big Data, let's list 5 real cases of companies from different segments that made Big Data part of their strategies:

Marketing

Marketing is one of the areas with the most potential for Big Data! With this, you can create campaigns for a specific target audience or niche, get information about customer perceptions to create high-converting materials, and, of course, target ads based on users' consumption and taste.

You can also measure the effectiveness of campaigns launched through impressions, click-through rates, among other modern metrics that go beyond the number of sales.

Case: 3Q DIGITAL

3Q Digital is an independent digital marketing company which uses Big Data to support strategies that combine marketing for engines of search, social, mobile and video marketing.

The data analytics team also leverages Big Data to refine campaigns from consumer behavior data using multi-touch attribution. This technique allows analysts to assess which points were important in the customer's buying journey.

Logistics

Through Big Data, it is also possible to identify trends, which is very useful when developing new solutions. In the logistics segment, for example, navigation has been transformed by technology, with users using smartphones to obtain location information. 

But big data not only affects how people move, but also how everything moves—including objects and modes of transport.

Case: UPS

UPS (United Parcel Service), a transport and logistics megacorporation, had a challenge: it needed to improve its route schedule, making the process more efficient and reducing costs.

For this, the company calculated all routes taken by its vehicles, speed, delivery time, among other information. This calculation would be practically impossible to do if it weren't for Big Data. 

With Big Data, sensors were installed in the company's vehicles and the data obtained from it were analyzed. The result: there was a reduction in vehicle maintenance, deliveries were made faster and more than 5 million liters of gasoline were saved per year.

E-commerce 

For those working with e-commerce, monitoring visits to the website and interactions on social media are some of the information to monitor the progress of the business, which is only possible thanks to Big Data. It also allows you to understand the buyer's profile, preferences and perception of products. 

Case: Amazon

Amazon is the largest e-commerce in the world and Big Data played the main role for this achievement. The business uses its databases constantly to improve the customer experience.

For Amazon, all information is important: whether the person buys the product, adds it in the cart or just takes a look. With this data, the company understands what each customer needs and starts recommending the same or similar products - and even promotions - to encourage consumers to return to the site.

Cybersecurity 

It's no surprise that the popularization of Big Data coincided with the increase of cyber attacks. The more data stored, the more hackers take advantage of systems vulnerability.

Despite this, Big Data has the potential to strengthen the cybersecurity of a company and it is a helpful tool in identifying threats and containing attacks attempts. 

Case: Splunk 

A Splunk é uma empresa americana de tecnologia que utiliza o Big Data para identificar e responder ameaças cibernéticas e tentativas de fraude. Os dados da companhia fluem por meio de ferramentas analíticas em tempo real, permitindo que as anomalias sejam detectadas por máquinas com bastante facilidade. 

Os insights de Big Data da Splunk não só mapeiam os ataques, mas também identificam as raízes dos problemas de segurança. 

Human Resources 

Big Data has also helped the human resources staff when hiring new employees, conducting training and developing talents. 

It is also very useful for providing productivity data, organizational environment survey results, and goal tracking.

Case: Nielsen 

Nielsen is a player in the segment of research, information and data analysis, but it was facing a problem: it needed to know why people were leaving teams so quickly.

With Big Data, the data team began to identify key metrics. From this, a basic model was built to measure and predict the magnitude of the scenario that the company was facing

Relying on employee variables and information such as gender, age, hierarchical level,among others, Nielsen was able to identify the main motivators of voluntary attrition and developed improvements. 

Big Data can be implemented in any market segment, with infinite applications. With it, companies are able to discover hidden patterns, correlations and gain insights to process information and identify new business opportunities. 

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