In 2022, Argentine companies that offer technological services doubled the use of data analysis with Big Data, a tool that facilitates decision-making to make business more profitable.
In recent years, The exponential growth of information on the Internet shows the importance of data analysis for the correct management of data, its proper interpretation and the optimization of an organization’s performance.
Due to this, more and more companies are investing in Big Data to develop their sales and marketing strategies.
Carlos Pirovano, director of the Observatory of the University of the Center for Advanced Studies in Exact Sciences (Falls), told Telam that The term Big Data includes “information assets characterized by such high volume, velocity, and variety that they require specific technology and analytical methods for their transformation into value.”
The growth in the use of this tool by companies was reflected in a report prepared by the Caece Observatory: in 2022, 22% of companies that do not belong to the technological sector began to use Big Data to define their marketing strategies. businesses, against the 11% registered in 2021.
This survey carried out by the house of high studies uses the Digital Intensity Index (IID) that is presented semi-annually, and measures, in this case, the degree of digitalization that companies that are not in the tech sector have in Argentina.
This indicator not only takes into account the number of technological tools that a company has, but also how it uses them for its economic and organizational activities.
Big Data as a tool
Originally, this tool began to be used in “companies of mass consumption or supermarkets, to make decisions and, at the same time, design products based on the information obtained,” says Pirovano.
Companies design their products or make decisions based on hard data they obtain.“provoking that the business activity is based on greater chances of success, because they are huge processes of digitized and automated data,” said the specialist.
According to Pirovano, companies that use this type of tool “have the ability to differentiate themselves in terms of results, increasing their income and reducing costs.”
The growth of Big Data by companies it also triggered the emergence of specialized firms that offer this type of service, especially to SMEs.
“We work with two types of projects: the implementation of specific dashboards to analyze various aspects of the business that you want to optimize, while we also democratize data in organizations”, Christian Bogliotti, Manager of Pre-sales, Innovation and Products of the firm Data IQ, told Télam.
How Big Data works
Bogliotti warned that the data by itself is not useful to be analyzed if it is not easy to understandTherefore, “an observer is necessary to interpret from an analytical perspective, offering a context to understand it. That is where this data becomes information.”
In this way, this process requires programming this data to configure For example, a management control board that allows offering a complete overview of the production a company produces, possible investments, among other benefits.
Added to this in recent times was the possibility of making company data available, which makes it possible to “democratize” information within the same company.
Data democratization can be defined as a new way of rethinking how companies manage, distribute and consume data.so that this information is accessible internally without having to look for an expert.
“The business user is not satisfied with a dashboard that allows decision-making, but the companies themselves are interested in learning how to interpret this data on their own, especially when it comes to sensitive information,” said Bogliotti.
This “democratization” allows the teams of an organization, whatever their level of technical knowledge, to analyze the data, learn about customer behavior and promote strategies for decision-making.
