Big Data Analytics: Why Are They So Important?Since big data analytics play an important role in gathering data and producing significant knowledge that indicates new business opportunities, companies can act according to those smart insights. That will make them not only more efficient, but likely more profitable in the long run, since customers will have their needs satisfied better, because they are better understood by brands. The advantages of big data analytics include:

 

Affordability

In order to save money in the long run, companies invest in cloud-based analytics programs, which are cost effective. These programs have the option of storing huge amounts of data and interpreting them successfully.

 

Rapidity

Using in-memory analytics and fast-working programs that can go through the aforementioned huge amounts of data in an instant, businesses can become more efficient and reach better conclusions, since the data is almost immediately analyzed.

 

Innovation

With the customers’ needs being better understood, companies can constantly improve their products in order to proficiently meet those needs. New products can easily be launched without endless testing or expensive research that might have traditionally taken months to years.

 

Better Risk Management

The resulting analysis is courtesy of a machine-made algorithm, which is highly scientific and takes into account numerous variables that the human mind likely can’t think of or compute in such a short amount of time, so big data analytics plays an important part in risk management. Using fewer resources and solving a problem by taking all possible solutions into account, and then reaching a mathematically logical conclusion, drastically reduces the risk your company faces at a given time.

 

Better Explanations

Computer algorithms offer a more complete perspective than human conclusions which are a mixture of logic and emotion, even if people think they are only looking at the facts. It’s known that certain peculiarities, personality traits, and idiosyncrasies can make even the most experienced researcher mistake a correlation with a causation. That leads companies into a dangerous, black-box type of explanation for their consumer behavior instead of something more accurate. Therefore an advertising campaign which seems logical and well researched can fail miserably for apparently no reason. Big data analytics allow companies to test new hypotheses regarding how people think, and produce various credible outcomes in a short amount of time, which show how a certain experimental campaign might work.

Big data analytics serve as a highly significant tool in today’s marketing world, helping companies be prepared and make informed, non-biased decisions that minimize risks and maximize profit.

 

This article originally appeared in scraawl.com.  To read the full article, click here.