1. Davenport, T. H., & Harris, J. G. (2007). “Competing on analytics: The new science of winning”.

Harvard Business School Press.

2. Provost, F., & Fawcett, T. (2013). “Data science for business: What you need to know about data
mining and data-analytic thinking”. O'Reilly Media.

3. Sharda, R., Delen, D., & Turban, E. (2019). “Business intelligence, analytics, and data science: A
managerial perspective” (4th ed.). Pearson.

4. Hastie, T., Tibshirani, R., & Friedman, J. (2009). “The elements of statistical learning: Data mining,
inference,and prediction” (2nd ed.). Springer.

5. Knaflic, C. N. (2015). “Storytelling with data: A data visualization guide for business professionals”.
Wiley.

6. Pearl, J., & Mackenzie, D. (2018). “The book of why: The new science of cause and effect”. Basic
Books.

7. Lewis, M. (2016). “Marketing data science: Modeling techniques in predictive analytics with R and
Python”.Pearson FT Press.

8. Siegel, E. (2016). “Predictive analytics: The power to predict who will click, buy, lie, or die”. Wiley.

9. Winston, W. L. (2014). “Marketing analytics: Data-driven techniques with Microsoft Excel”. Wiley.

10. Narayanan, A., & Bhattacharya, A. (2023). “Big data in finance: Data analytics in financial services
and banking”.Wiley.

11. Fitz-enz, J. (2010). “The new HR analytics: Predicting the economic value of your company's
human capital investments”. AMACOM.

12. Raghupathi, W., & Raghupathi, V. (2014). “Big data analytics in healthcare: Promise and
potential”. Health Information Science and Systems, 2(1), 1-10.

13. Simchi-Levi, D., Kaminsky, P., & Simchi-Levi, E. (2007). “Designing and managing the supply chain:
Concepts,strategies, and case studies” (3rd ed.). McGraw-Hill/Irwin.
CO# COGNITIVE ABILITIES COURSE OUTCOMES

CO 105.1 REMEMBERING

Recall the fundamental concepts and terminologies in business analytics

CO 105.2 UNDERSTANDING

Explain the differences between business analytics and related fields (e.g. business analysis, business
intelligence, data science), as well as the ethical considerations and quality of data in business
analytics and key applications of business analytics.

CO 105.3 APPLYING

Utilize basic tools of business analytics, such as data exploration and visualization tools, to perform
basic exploratory data analysis and data cleaning tasks.

CO 105.4 ANALYSING

Break down business problems into key questions and analyze data to derive meaningful insights for
decision-making in various business domains like marketing, finance, HR, operations, health care,
and agri-business

CO 105.5 EVALUATING

Assess the effectiveness of different data-driven strategies and analytical techniques in improving
business performance across different sectors through case studies

CO 105.6 CREATING

Design and propose data-driven solutions and strategies to address complex business challenges,
integrating knowledge from marketing, finance, HR, operations, health care, and agri-business
analytics.

1. Business Analytics Basics: Definition of analytics, Evolution of analytics, The Growing Role of
Business Analytics, Business analytics vs business analysis, Business intelligence vs Data
Science, Data Analyst Vs Business Analyst, Types of Analytics - Descriptive, Diagnostic,
Predictive, Prescriptive, Concept of insights. Importance of data in business
analytics ,Differences between data, information and knowledge, Quality of data, 5Vs of Big
Data, Big Data Collection and Ethics, Data sources and collection methods, Data privacy,
security, and ethical considerations. (7+2)
2. Analytical decision-making: Analytical decision-making process, characteristics of the
analytical decision-making process. Breaking down a business problem into key questions
that can be answered through analytics, Characteristics of good questions, Skills of a good
business analyst, The Basic Tools of Business Analytics - Data exploration and
visualization(using tools like Excel, Tableau, or Power BI), Concept of Statistical analysis and
hypothesis testing (Hypothesis testing numerical / tests not expected) Data Visualization:
Concept of Data Visualization, Popular Data Visualization tools, Exploratory Data
Analysis(EDA), Data Cleaning, Data Inspection. (7+2)
3. Business Analytics in Marketing and Finance: Marketing Analytics, Customer segmentation,
targeting, and positioning, Campaign management and ROI measurement, Data-driven
marketing strategies. Financial Analytics – Risk management and credit scoring, Financial
forecasting and planning, Case studies: Financial performance improvement through
analytics (Non Statistical - Conceptual Treatment only). (7+2)
4. Business Analytics in HR and Operations: HR Analytics, Workforce planning and talent
management, Employee engagement and performance measurement, Case studies:
Enhancing HR practices with analytics. Operations Analytics -Process optimization and
efficiency improvement, Supply chain analytics and logistics management, Case studies:
Operational excellence through analytics Non Statistical - Conceptual Treatment only). (7+2)
5. Business Analytics in Health Care and Agri Business: Health Care Analytics - Patient care
optimization and resource management, Predictive analytics for health outcomes, Case
studies: Improving health care delivery with analytics. Agri Business Management Analytics -
Crop yield prediction and supply chain management, Market analysis and risk management
in agriculture, Case studies: Enhancing agricultural productivity with analytics Non Statistical
-Conceptual Treatment only). (7+2)
Chapter 1 : Business Analytics Basics

Definition of analytics

Analytics is the scientific process of discovering and communicating the meaningful patterns which
can be found in data.

It is concerned with turning raw data into insight for making better decisions.

Analytics relies on the application of statistics, computer programming, and operations research in
order to quantify and gain insight to the meanings of data.

It is especially useful in areas which record a lot of data

Evolution of analytics
The Growing Role of Business Analytics

Business analytics enables organizations to gain a competitive advantage by identifying

opportunities and risks in the market, predicting customer behaviour, and optimizing their
operations. This can help businesses stay ahead of the competition and drive growth.
 Business analytics vs business analysis

Factors Business Analysis Business Analytics

Purpose Identify business needs and find Use past data to generate insights, predict
solutions, concerning process future trends, and guide strategic decision-
improvement, strategic planning, making, and gain a competitive edge.
or system development.

Data Usage Data is often specific to the Data from diverse datasets, focusing on the
organization's operations, analysis, interpretation, and prediction
stakeholders, and industry. based on data.

Tools and techniques SWOT analysis, business process Statistical and quantitative analysis,
modelling, and requirements explanatory and predictive modelling, and
elicitation. fact-based management.

Outputs Actionable solutions that help the Insights, predictions, and recommendations
business align with its strategic that can guide strategic decision-making.
objectives and improve processes.
Business intelligence vs Data Science

S. No. Factor Data Science Business Intelligence

It is basically a set of technologies,

It is a field that uses mathematics,
applications and processes that are
1. Concept statistics and various other tools to
used by the enterprises for business
discover the hidden patterns in the data.
data analysis.

2. Focus It focuses on the future. It focuses on the past and present.

It deals with both structured as well as It mainly deals only with structured
3. Data
unstructured data. data.

Data science is much more flexible as It is less flexible as in case of

4. Flexibility data sources can be added as per business intelligence data sources
requirement. need to be pre-planned.

5. Method It makes use of the scientific method. It makes use of the analytic method.

Complexit It has a higher complexity in comparison It is much simpler when compared

6.
y to business intelligence. to data science.

7. Expertise It’s expertise is data scientist. It’s expertise is the business user.

It deals with the questions of what will It deals with the question of what
8. Questions
happen and what if. happened.

The data to be used is disseminated in Data warehouse is utilized to hold

9. Storage
real-time clusters. data.

The ETL (Extract-Transform-Load)

The ELT (Extract-Load-Transform) process
Integration process is generally used for the
10. is generally used for the integration of
of data integration of data for business
data for data science applications.
intelligence applications.
S. No. Factor Data Science Business Intelligence

It’s tools are InsightSquared Sales

It’s tools are SAS, BigML, MATLAB, Excel,
11. Tools Analytics, Klipfolio, ThoughtSpot,
etc.
Cyfe, TIBCO Spotfire, etc.

Business Intelligence helps in

Companies can harness their potential by performing root cause analysis on a
anticipating the future scenario using failure or to understand the current
12. Usage
data science in order to reduce risk and status.
increase income.

Business Intelligence has lesser

Greater business value is achieved with
business value as the extraction
Business data science in comparison to business
13. process of business value carries out
Value intelligence as it anticipates future
statically by plotting charts and KPIs
events.
(Key Performance Indicator).

The technologies such as Hadoop are The sufficient tools and technologies
Handling
14. available and others are evolving for are not available for handling large
data sets
handling understanding Iarge data sets. data sets.

Data Analyst Vs Business Analyst,

Business Analyst vs. Data Analyst: Roles

Business Analyst (BA)

1. A Business Analyst primarily focuses on understanding the business needs of an

organization.

2. BAs bridge stakeholders and technical teams, translating business requirements into
actionable solutions.

3. They analyze the current business processes, identify improvements, and propose solutions
to enhance efficiency.

4. BAs often work on defining project scope, objectives, and KPIs to measure project success.

5. They play a crucial role in business process reengineering and ensuring that projects align
with strategic goals.

Data Analyst (DA)

1. On the other hand, data analysts concentrate on data-related tasks.

 2. Their primary responsibility is collecting, cleaning, and analyzing data to provide insights and
support decision-making.

3. DAs perform exploratory data analysis (EDA) to identify trends and outliers within the data.

4. They create data visualizations and reports to communicate findings effectively.

5. DAs also develop predictive models and use statistical techniques to make data-driven
recommendations.

Types of Analytics - Descriptive, Diagnostic, Predictive, Prescriptive,

Types of business analytics

The process of business analytics is an essential tool for interpreting and applying the vast amount of
data your company collects and organizes. From customer behavior and conversion rates to revenue
and business processes, the information generated by your company’s operations has to tell a
helpful story to benefit you. Business analytics is the process that helps turn those data points into
actionable insights.

The four different types of business analytics are descriptive, predictive, prescriptive, and
diagnostic. Exploring the distinctions between these models can help you learn how to use each to
support your business goals.

Descriptive analytics

Descriptive analytics examines what happened in the past. You’re utilizing descriptive analytics when
you examine past data sets for patterns and trends. This is the core of most businesses’ analytics
because it answers important questions like how much you sold and if you hit specific goals. It’s easy
to understand even for non-data analysts.
Descriptive analytics functions by identifying what metrics you want to measure, collecting that data,
and analyzing it. It turns the stream of facts your business has collected into information you can act
on, plan around, and measure.

Examples of descriptive analytics include:

● Annual revenue reports

● Survey response summaries

● Year-over-year sales reports

The main difficulty of descriptive analytics is its limitations. It’s a helpful first step for decision makers
and managers, but it can’t go beyond analyzing data from past events. Once descriptive analytics is
done, it’s up to your team to ask how or why those trends occurred, brainstorm and develop
possible responses or solutions, and choose how to move forward.

Predictive analytics

Predictive analytics is what it sounds like — it aims to predict likely outcomes and make educated
forecasts using historical data. Predictive analytics extends trends into the future to see possible
outcomes. This is a more complex version of data analytics because it uses probabilities for
predictions instead of simply interpreting existing facts.

Use predictive analytics by first identifying what you want to predict and then bringing existing data
together to project possibilities to a particular date. Statistical modeling or machine learning are
commonly used with predictive analytics. This is how you answer planning questions such as how
much you might sell or if you’re on track to hit your Q4 targets.

A business is in a better position to set realistic goals and avoid risks if they use data to create a list
of likely outcomes. Predictive analytics can keep your team or the company as a whole aligned on
the same strategic vision.

Examples of predictive analytics include:

 ● Ecommerce businesses that use a customer’s browsing and purchasing history to make
product recommendations.

● Financial organizations that need help determining whether a customer is likely to pay their
credit card bill on time.

● Marketers who analyze data to determine the likelihood that new customers will respond
favorably to a given campaign or product offering.

The primary challenge with predictive analytics is that the insights it generates are limited to the
data. First, that means that smaller or incomplete data sets will not yield predictions as accurate as
larger data sets might. Getting good business intelligence (BI) from predictive analytics requires
sufficient data, but what counts as “sufficient” depends on the industry, business, audience, and the
use case.

Additionally, the challenge of predictive analytics being restricted to the data simply means that
even the best algorithms with the biggest data sets can’t weigh intangible or distinctly human
factors. A sudden economic shift or even a change in the weather can affect spending, but a
predictive analytics model can’t account for those variables.

Prescriptive analytics

Prescriptive analytics uses the data from a variety of sources — including statistics, machine
learning, and data mining — to identify possible future outcomes and show the best option.
Prescriptive analytics is the most advanced of the three types because it provides actionable insights
instead of raw data. This methodology is how you determine what should happen, not just
what could happen.

Using prescriptive analytics enables you to not only envision future outcomes, but to understand
why they will happen. Prescriptive analytics also can predict the effect of future decisions, including
the ripple effects those decisions can have on different parts of the business. And it does this in
whatever order the decisions may occur.
Prescriptive analytics is a complex process that involves many variables and tools like algorithms,
machine learning, and big data. Proper data infrastructures need to be established or this type of
analytics could be a challenge to manage.

Examples of prescriptive analytics include:

● Calculating client risk in the insurance industry to determine what plans and rates an
account should be offered.

● Discovering what features to include in a new product to ensure its success in the market,
possibly by analyzing data like customer surveys and market research to identify what
features are most desirable for customers and prospects.

● Identifying tactics to optimize patient care in healthcare, like assessing the risk for
developing specific health problems in the future and targeting treatment decisions to
reduce those risks.

The most common issue with prescriptive analytics is that it requires a lot of data to produce useful
results, but a large amount of data isn’t always available. This type of analytics could easily become
inaccessible for most.

Though the use of machine learning dramatically reduces the possibility of human error, an
additional downside is that it can’t always account for all external variables since it often relies on
machine learning algorithms.

Diagnostic analytics

Another common type of analytics is diagnostic analytics and it helps explain why things happened
the way they did. It’s a more complex version of descriptive analytics, extending
beyond what happened to why it happened.

Diagnostics analytics identifies trends or patterns in the past and then goes a step further to explain
why the trends occurred the way they did. It’s a logical step after descriptive analytics because it
answers questions like why a certain amount was sold or why Q1 targets were hit.

Diagnostic analytics is also a useful tool for businesses that want more confidence to duplicate good
outcomes and avoid negative ones. Descriptive analytics can tell you what happened but then it is up
to your team to figure out what to do with that data. Diagnostic analytics applies data to figure out
why something happened so you can develop better strategies without so much trial and error.

Examples of diagnostic analytics include:

 ● Why did year-over-year sales go up?

● Why did a certain product perform above expectations?

● Why did we lose customers in Q3?

The main flaw with diagnostic analytics is its limitation of providing actionable observations about
the future by focusing on past occurrences. Understanding the causal relationships and sequences
may be enough for some businesses, but it may not provide sufficient answers for others. For the
latter, managing big data will likely require more advanced analytics solutions and you might have to
implement additional tools — venturing into predictive or prescriptive analytics — to find
meaningful insights.

Concept of insights

The broad definition of insight is a deep understanding of a situation (or person or thing).

In the context of data and analytics, the word insight refers to an analyst or business user
discovering a pattern in data or a relationship between variables that they didn't previously know
existed.

● Examine multiple sources

Organizations can gather data from a variety of sources, such as sales records, customer feedback,
and market research.

● Use analytical techniques

Businesses can apply techniques like data mining, statistical analysis, and machine learning to
uncover patterns in their data.

● Enrich databases

Businesses can add more information to their databases, such as firmographics, psychographics, and
geography, to gain more valuable insights.

Importance of data in business analytics

Data helps you make better decisions

Businesses can harness data to make decisions about:

● Finding new customers

● Increasing customer retention

 ● Improving customer service

● Better managing marketing efforts

● Tracking social media interaction

● Predicting sales trends

Data helps you solve problems

Data helps you understand performance

Data helps you improve processes

Data helps you understand consumers

Differences between data, information and knowledge

The Data-Information-Knowledge-Wisdom (DIKW) pyramid illustrates the progression of raw data to

valuable insights.

Wisdom is the ability to make well-informed decisions and take effective action based on
understanding of the underlying knowledge.

Knowledge is the result of analyzing and interpreting information to uncover patterns, trends, and
relationships. It provides an understanding of "how" and "why" certain phenomena occur.

Information is organized, structured, and contextualized data. Information is useful for answering
basic questions like "who," "what," "where," and "when."

Data refers to raw, unprocessed facts and figures without context. It is the foundation for all
subsequent layers but holds limited value in isolation.
Everyday Life Example: Fitness tracking

Fitness tracking devices collect your health and activity data, but your end goal is to use that to make
decisions about how to train or how to manage your health.

Wisdom: Understanding these patterns lets you make informed decisions about adjusting your
exercise routine, sleep habits, and other lifestyle factors to improve your health and fitness.

Knowledge: Analyzing and interpreting the information may reveal patterns, such as increased step
count leading to improved sleep quality or a correlation between heart rate and workout intensity.

Information: The smartwatch app organizes and structures the data, displaying it in a
comprehensible format, such as daily step count, average heart rate, and hours of sleep per night.

Data: The smartwatch collects raw data such as the number of steps taken, heart rate, and sleep
duration.

Marketing Example: A Digital Marketing Campaign

Website tracking tools collect view and click data, but the marketing team's end goal is to make
decisions about how to optimize the return on investment of an advertising campaign.

Wisdom: Understanding customer preferences and market trends lets the marketing team make
informed decisions about targeting specific audience segments, tailoring messaging, and allocating
resources to maximize the campaign's return on investment (ROI).

Knowledge: Analyzing and interpreting information from this campaign, and comparing it to past
campaigns, uncovers patterns such as the most effective ad formats, optimal posting times, and key
attributes of high-converting customers.
Information: The data is organized and structured, providing metrics like click-through rates (CTR),
conversion rates, impressions, and cost per acquisition (CPA) across each marketing channel.

Data: The raw data for the campaign consists of individual user interactions with marketing
materials, such as clicks, views, likes, shares, and purchases.

Sales Example: Customer Relationship Management

CRM software records interactions with customers, but the sales team's end goal is to make
decisions about how to optimize revenue from prospects.

Wisdom: Understanding customer behavior and sales patterns lets the sales team make informed
decisions to prioritize high-value leads, tailor their sales approach, and efficiently allocate resources
to maximize revenue and customer satisfaction.

Knowledge: Analyzing and interpreting information from the CRM uncovers patterns such as the
most effective sales techniques, optimal follow-up timing, and key attributes of high-value
customers.

Information: Data from the CRM is organized and structured, providing metrics like lead conversion
rates, average deal size, sales cycle duration, and customer lifetime value (CLV) across industries and
customer segments.

Data: The raw CRM data consists of individual customer interactions with the sales team, such as
phone calls, emails, meetings, proposals, and closed deals.

Product Example: Mobile App Development

Mobile apps collect user data, and you can get additional feedback data from users, but the product
manager's end goal is to make decisions to improve the app.

Wisdom: Understanding user needs, preferences, and pain points lets the product manager make
informed decisions to prioritize feature development, enhance user experience, and allocate
resources effectively to maximize user satisfaction and retention.

Knowledge: Analyzing and interpreting information from app usage and user feedback uncovers
patterns such as frequently requested features, causes of user frustration, and key factors driving
user engagement and loyalty.

Information: App usage and user feedback data is organized and structured, providing metrics like
average session duration, feature usage frequency, user retention rates, and common feedback
themes across user segments.

Data: The raw data consists of individual user interactions with the app, such as button clicks, screen
views, and time spent in the app, as well as user-submitted feedback through reviews, surveys, and
support tickets.

Finance Example: Financial Planning

Every business records financial transactions, but the Chief Financial Officer's end goal is to make
decisions to maximize profitability and growth.
Wisdom: Understanding the company's financial health and market conditions lets the CFO make
informed decisions to prioritize investments, manage expenses, and allocate resources effectively to
maximize profitability and growth.

Knowledge: Analyzing and interpreting financial information uncovers patterns such as the most
profitable product lines, cost drivers, and key factors impacting revenue and expenses.

Information: Financial data is organized and structured into financial statements and reports,
providing insights into metrics like revenue, net income, cash flow, gross margin, and return on
investment (ROI) across business units and time periods.

Data: The raw data consists of individual financial transactions and records, such as sales invoices,
expense receipts, payroll records, and asset valuations.

Quality of data

Data quality is defined as the degree to which data meets a company's expectations of accuracy,
validity, completeness, and consistency.

It is a critical aspect of data management, ensuring that the data used for analysis, reporting, and
decision-making is reliable and trustworthy.

Data Quality Dimensions

There are six primary, or core, dimensions to data quality. These are the metrics analysts use to
determine the data’s viability and its usefulness to the people who need it.

● Accuracy

The data must conform to actual, real-world scenarios and reflect real-world objects and events.
Analysts should use verifiable sources to confirm the measure of accuracy, determined by how close
the values jibe with the verified correct information sources.

● Completeness

Completeness measures the data's ability to deliver all the mandatory values that are available
successfully.
 ● Consistency

Data consistency describes the data’s uniformity as it moves across applications and networks and
when it comes from multiple sources. Consistency also means that the same datasets stored in
different locations should be the same and not conflict. Note that consistent data can still be wrong.

● Timeliness

Timely data is information that is readily available whenever it’s needed. This dimension also covers
keeping the data current; data should undergo real-time updates to ensure that it is always available
and accessible.

● Uniqueness

Uniqueness means that no duplications or redundant information are overlapping across all the
datasets. No record in the dataset exists multiple times. Analysts use data cleansing and
deduplication to help address a low uniqueness score.

● Validity

Data must be collected according to the organization’s defined business rules and parameters. The
information should also conform to the correct, accepted formats, and all dataset values should fall
within the proper range.

5Vs of Big Data

Big Data Characteristics

Big Data contains a large amount of data that is not being processed by traditional data storage or
the processing unit.

It is used by many multinational companies to process the data and business of many organizations.
The data flow would exceed 150 exabytes per day before replication.

There are five v's of Big Data that explains the characteristics.

5 V's of Big Data

o Volume = Huge in size

o Variety = Different Formats

o Velocity = High Speed

o Veracity = Data Quality

o Value = Use of data /Knowledge

o Volume
o The name Big Data itself is related to an enormous size. Big Data is a vast
'volumes' of data generated from many sources daily, such as business
processes, machines, social media platforms, networks, human
interactions, and many more.
o Facebook can generate approximately a billion messages, 4.5 billion times that
the "Like" button is recorded, and more than 350 million new posts are
uploaded each day. Big data technologies can handle large amounts of data.

o
o

o Variety
o Big Data can be structured, unstructured, and semi-structured that are being
collected from different sources. Data will only be collected
from databases and sheets in the past, But these days the data will comes in
array forms, that are PDFs, Emails, audios, SM posts, photos, videos, etc.
 o

The data is categorized as below:

0. Structured data: In Structured schema, along with all the required columns. It is in a tabular
form. Structured Data is stored in the relational database management system.

0. Semi-structured: In Semi-structured, the schema is not appropriately defined, e.g., JSON,

XML, CSV, TSV, and email. OLTP (Online Transaction Processing) systems are built to work
with semi-structured data. It is stored in relations, i.e., tables.

0. Unstructured Data: All the unstructured files, log files, audio files, and image files are
included in the unstructured data. Some organizations have much data available, but they
did not know how to derive the value of data since the data is raw.

0. Quasi-structured Data: The data format contains textual data with inconsistent data formats
that are formatted with effort and time with some tools.

Example: Web server logs, i.e., the log file is created and maintained by some server that contains a
list of activities.

Veracity

Veracity means how much the data is reliable. It has many ways to filter or translate the data.
Veracity is the process of being able to handle and manage data efficiently. Big Data is also essential
in business development.

For example, Facebook posts with hashtags.

Value

Value is an essential characteristic of big data. It is not the data that we process or store. It
is valuable and reliable data that we store, process, and also analyze.
Velocity

Velocity plays an important role compared to others. Velocity creates the speed by which the data is
created in real-time. It contains the linking of incoming data sets speeds, rate of change,
and activity bursts. The primary aspect of Big Data is to provide demanding data rapidly.

Big data velocity deals with the speed at the data flows from sources like application logs, business
processes, networks, and social media sites, sensors, mobile devices, etc.

Applications of Big Data

The term Big Data is referred to as large amount of complex and unprocessed data.

Now a day's companies use Big Data to make business more informative and allows to take business
decisions by enabling data scientists, analytical modelers and other professionals to analyse large
volume of transactional data.

Big data is the valuable and powerful fuel that drives large IT industries of the 21st century.

Big data is a spreading technology used in each business sector.

Travel and Tourism

Travel and tourism are the users of Big Data. It enables us to forecast travel facilities requirements
at multiple locations, improve business through dynamic pricing, and many more.

Financial and banking sector

The financial and banking sectors use big data technology extensively. Big data analytics
help banks and customer behaviour on the basis of investment patterns, shopping trends,
motivation to invest, and inputs that are obtained from personal or financial backgrounds.

Healthcare

Big data has started making a massive difference in the healthcare sector, with the help
of predictive analytics, medical professionals, and health care personnel. It can
produce personalized healthcare and solo patients also.

Telecommunication and media

Telecommunications and the multimedia sector are the main users of Big Data. There
are zettabytes to be generated every day and handling large-scale data that require big data
technologies.

Government and Military

The government and military also used technology at high rates. We see the figures that
the government makes on the record. In the military, a fighter plane requires to
process petabytes of data.

Government agencies use Big Data and run many agencies, managing utilities, dealing with traffic
jams, and the effect of crime like hacking and online fraud.

Aadhar Card: The government has a record of 1.21 billion citizens. This vast data is analyzed and
store to find things like the number of youth in the country. Some schemes are built to target the
maximum population. Big data cannot store in a traditional database, so it stores and analyze data
by using the Big Data Analytics tools.

E-commerce

E-commerce is also an application of Big data.

It maintains relationships with customers that is essential for the e-commerce industry

E-commerce websites have many marketing ideas to retail merchandise customers, manage
transactions, and implement better strategies of innovative ideas to improve businesses with Big
data.

o Amazon: Amazon is a tremendous e-commerce website dealing with lots of traffic daily. But,
when there is a pre-announced sale on Amazon, traffic increases rapidly that may crash the
website. So, to handle this type of traffic and data, it uses Big Data. Big Data help in
organizing and analyzing the data for far use.

Social Media

Social Media is the largest data generator. The statistics have shown that around 500+ terabytes of
fresh data generated from social media daily, particularly on Facebook.

The data mainly contains videos, photos, message exchanges, etc.

A single activity on the social media site generates many stored data and gets processed when
required. The data stored is in terabytes (TB); it takes a lot of time for processing. Big Data is a
solution to the problem.

Big Data Collection and Ethics

Big data ethics are important for ensuring that data is collected and used responsibly and
ethically. This can help organizations make informed decisions that benefit all stakeholders, while
avoiding harmful outcomes such as discrimination, privacy violations, and biases.

Here are some principles of big data ethics:

● Transparency and accountability

Companies can build trust and brand loyalty by being transparent about how they use data. For
example, businesses can disclose how they use data to understand and meet consumers' needs.

● Data privacy and security

Businesses can protect their data from cyber threats, ensure compliance with regulations, and build
trust with customers and stakeholders by implementing robust data privacy and security measures.

● Consent

Obtaining consent is an important part of data collection ethics. This is part of an agreement
between the data owner and the collector.

● Informed consent

Most international guidelines consider informed consent to be a key principle in data

ethics. Educators should ensure that individuals fully understand the expected consequences of
granting or withholding consent.

Data sources and collection methods,

Data privacy, security, and ethical considerations