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Real-World Data Mining: Applied Business Analytics and Decision Making by Dursun Delen

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7. Big Data Analytics

Using data to understand customers or clients and business operations to sustain (and foster) growth and profitability is an increasingly challenging task for today’s enterprises. As more and more data becomes available in various forms and fashion, timely processing of the data with traditional means becomes impractical. This phenomenon is called Big Data, and it is receiving substantial press coverage and drawing increasing interest from both business users and IT professionals. The result is that Big Data is becoming an overhyped and overused marketing buzzword.

Big Data means different things to people with different backgrounds and interests. Traditionally, the term Big Data has been used to describe the massive volumes ...

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