By Ary Bandana, DIGITS Staff Writer

What exactly is big data?

Big data is one of the most “hyped” terms in the market today most of it because big data reflects the technological advancement we are going through today. The more technology advance, more things are recorded and stored. For example in Indonesia with the advancement in E-commerce, Tokopedia a businesses in that field, they can be positioned to track consumer clicks in order to identify consumers’ behavioral trends and modify the business’s campaigns, advertisements, and pricing to fit the consumers’ persona and use it as a feature for sellers.

To really understand big data, it’s helpful to have some historical background.

The term “big data” is not exactly new it have been use since the 90s. John Mashey of SGI is credited with coming up with the term big data which is used in a paper in the year 1998

The concept gained momentum in 2001 when industry analyst Doug Laney came up with the  definition of big data as the three Vs which would become mainstream definition of data:

• Volume. It refers to the amount of data generated. Organizations collect data from a variety of sources, including business transactions, social media and information from sensor or machine-to-machine data. In the past, storing it would’ve been a problem – but new technologies have eased the burden.
• Velocity. It refer to the speed with which data are being generated. Data streams in at an unprecedented speed and must be dealt with in a timely manner. RFID tags, sensors and smart metering are driving the need to deal with torrents of data in near-real time.
• Variety. It refers to all the structured and unstructured data that has the possibility of getting generated either by humans or by machines. Data comes in all types of formats – from structured, numeric data in traditional databases to unstructured text documents, email, video, audio, stock ticker data and financial transactions.

This leads us to the most widely used definition in the industry. Gartner (2012) defines Big Data as.

Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information processing that enable enhanced insight, decision making, and process automation.

Put simply, big data is larger, more complex data sets, especially from new data sources. These data sets are so voluminous that traditional data processing software just can’t manage them. But these massive volumes of data can be used to address business problems you wouldn’t have been able to tackle before.

Business value?

Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information processing that enable enhanced insight, decision making, and process automation.

Big data gives you the ability to achieve superior value from analytics on data at higher volumes, velocities, or varieties. With higher data volumes, you can take a more holistic view of your business past, present and likely future. At higher data velocities, you can ground your decisions in continuously updated, real-time data. With broader varieties of data, you can have a more nuanced view of the matter at hand. And as data veracity improves, you can be confident that you’re working with the truest, cleanest, most consistent data.

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https://www.tokopedia.com/bantuan/topads/. Tokopedia Retrieved 6 june 2019

John R. Mashey (25 April 1998). “Big Data … and the Next Wave of InfraStress” (PDF). Slides from invited talk. Usenix. Retrieved 6 June 2019.

Douglas Laney. “3-D Data Management: Controlling Data Volume, Velocity, and Variety”. Gartner, 2001 Mark A. Beyer and Douglas Laney. “The Importance of ‘Big Data’: A Definition”. Gartner, 20

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