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The constant evolution of the online world has an undeniable impact on society and the economy. The new sources of information available are creating big changes within companies and are affecting their decision making processes.
“Big Data” is the broad, vague and somewhat mysterious term or buzzword for the massive amount of structured and unstructured available data that all companies gather from their customers. It doesn’t matter what product or services the companies offer. Whether they sell software, underwear or Justin Bieber t-shirts, they will be affected by big data.

It offers better (more specific) analyses, and analyses give valuable information that lead to better decisions. In 2001, an analyst by the name of Doug Laney defined big data according to the 3 V’s below*:

  • Volume: The enormous amount of data accumulated

  • Velocity: The incredible rapidity at which data is accumulated

  • Variety: The different kind of data accumulated

    According to SAS, there are two more aspects to consider in relation to big data:

    • Variability: Data can be inconsistent depending on trends or events

    • Complexity: Data comes from different places and has to be analysed accordingly.
    The way the data is put to use is what really matters for companies. Let’s take specific examples. A company that sells dog food online could get the following answers from gathering data and analysing it;

    - Which customers buy which foods?
    - For which dogs?
    - What are the most popular foods?
    - Which is the most prevalent kind of dog ?
    - At which frequency do they buy the food (buy patterns, quantities)?
    - Where they come from (demographics)?
    - Whether they buy from their laptop or their mobile phones?
    - Etc.

    All this information is relevant to companies in order for them to know their customers better. The end goal is to find out who cares about your product, where your clients are and how to approach them. At the same time, companies can also stop spending money on irrelevant campaigns or marketing techniques that don’t work for people who don’t care about their products. Indeed, when you surf the net, you may have noticed that some ad banners are directly related to your previous internet searches.

    For some, this raises privacy concerns. Is big data too much like big brother? Or is it for the greater good of the consumer? Let’s leave this debate for another blog.


    All companies are being influenced and affected in their decision-making processes because of big data. Those that aren’t being affected are doing something wrong. Since big data is relatively new, most companies are having a hard time recruiting data geeks. They need employees who have the proper skills in order to analyse the information and get useful insight.

    At Upclick, we are well aware of the value of information and analyses. That’s why one of our main and most appreciated features for our clients is our detailed reports. While most payment processors will send you an excel sheet with your reporting, we created a fully automated drill-down report with a log-in. The reports can be divided under any category; product, phone, day, time, quantity, language, location, currency, you name it.
    Our merchants can track every purchase from the initial ad banner to the final sale.
    At the end of the day, the goal is to know which customers want your products and how to deliver it to them more efficiently. It is about generating the same amount of money while spending less on marketing campaigns.