In digital world, data are generated from various sources and the fast transition from digital technologies has led to growth of big data. It provides evolutionary breakthroughs in many fields with collection of large datasets A huge repository of terabytes of data is generated each day from modern information systems and digital technologies such as Internet of Things and cloud computing. Analysis of these massive data requires a lot of efforts at multiple levels to extract knowledge for decision making. Therefore Big data analytics examines large amounts of data to uncover hidden patterns, correlations and other insights. With today’s technology, it’s possible to analyze your data and get answers from it almost immediately – an effort that’s slower and less efficient with more traditional business intelligence solutions.
Overview of Big Data Analytics
The concept of big data has been around for years; most organizations now understand that if they capture all the data that streams into their businesses, they can apply analytics and get important value from it. But even in the 1950s, decades before anyone expressed the term “big data,” businesses were using basic analytics (essentially numbers in a spreadsheet that were manually examined) to uncover insights and trends.
Artificial Intelligence (AI), mobile, social and Internet of Things (IoT) are driving data complexity, new forms and sources of data. Big data analytics is the use of advanced analytic techniques against very large, different data sets that include structured, semi-structured and unstructured data, from different sources, and in different sizes from terabytes to zetta-bytes.
Analyzing big data allows analysts, researchers, and business users to make better and faster decisions using data that was previously inaccessible or unusable. Using advanced analytics techniques such as text analytics, machine learning, predictive analytics, data mining, statistics, and natural language processing, businesses can analyze previously untapped data sources independent or together with their existing enterprise data to gain new insights resulting in better and faster decisions. The new benefits that big data analytics brings to the table, however, are speed and efficiency. Whereas a few years ago a business would have gathered information, run analytics and unearthed information that could be used for future decisions, today that business can identify insights for immediate decisions. The ability to work faster – and stay agile – gives organizations a competitive edge they didn’t have before.
Figure 1: All Around of Big Data Analytics
Defining Big Data Analytics
Big Data analytics is the process of collecting, organizing and analyzing large sets of data (called Big Data) to discover patterns and other useful information. Big Data analytics can help organizations to better understand the information contained within the data and will also help identify the data that is most important to the business and future business decisions. Analysts working with Big Data typically want the knowledge that comes from analyzing the data.
Companies and enterprises that implement Big Data Analytics often reap several business benefits, including more effective marketing campaigns, the discovery of new revenue opportunities, improved customer service delivery, more efficient operations, and competitive advantages. Companies implement Big Data Analytics because they want to make more informed business decisions. Big Data Analytics gives analytics professionals, such as data scientists and predictive modelers, the ability to analyze Big Data from multiple and varied sources, including transactional data and other structured data.
Importance of Big data analytics
Big data analytics helps organizations harness their data and use it to identify new opportunities. That, in turn, leads to smarter business moves, more efficient operations, higher profits and happier customers. In his report Big Data in Big Companies, found effective importance of Big Data Analytics as mentioned below:
- Cost reduction.Big data technologies such as Hadoop and cloud-based analytics bring significant cost advantages when it comes to storing large amounts of data – plus they can identify more efficient ways of doing business.
- Faster, better decision making.With the speed of Hadoop and in-memory analytics, combined with the ability to analyze new sources of data, businesses are able to analyze information immediately – and make decisions based on what they’ve learned.
- New products and services.With the ability to gauge customer needs and satisfaction through analytics comes the power to give customers what they want. Davenport points out that with big data analytics, more companies are creating new products to meet customers’ needs
Applications of Big data analytics
Think of a business that relies on quick, agile decisions to stay competitive, and most likely big data analytics is involved in making that business tick. Here’s how different types of organizations use the big data analytics:
Travel and Hospitality
Keeping customers happy is the key to the travel and hotel industry, but customer satisfaction can be hard to gauge – especially in a timely manner. Resorts and casinos, for example, have only a short window of opportunity to turn around a customer experience that’s going south fast. Big data analytics gives these businesses the ability to collect customer data, apply analytics and immediately identify potential problems before it’s too late.
Certain government agencies face a big challenge: tighten the budget without compromising quality or productivity. This is particularly troublesome with law enforcement agencies, which are struggling to keep crime rates down with relatively scarce resources. And that’s why many agencies use big data analytics; the technology streamlines operations while giving the agency a more holistic view of criminal activity.
Customer service has evolved in the past several years, as savvier shoppers expect retailers to understand exactly what they need, when they need it. Big data analytics technology helps retailers meet those demands. Armed with endless amounts of data from customer loyalty programs, buying habits and other sources, retailers not only have an in-depth understanding of their customers, they can also predict trends, recommend new products – and boost profitability.
Big data is a given in the health care industry. Patient records, health plans, insurance information and other types of information can be difficult to manage – but are full of key insights once analytics are applied. That’s why big data analytics technology is so important to heath care. By analyzing large amounts of information – both structured and unstructured – quickly, health care providers can provide lifesaving diagnoses or treatment options almost immediately.
 D. P. Acharjya and Kauser Ahmed P, “A Survey on Big Data Analytics: Challenges, Open Research Issues and Tools”, (IJACSA) International Journal of Advanced Computer Science and Applications, Vol. 7, No. 2, 2016
 What is Big Data Analytics? IBM Analytics, available online at: https://www.ibm.com/analytics/hadoop/big-data-analytics
 Big Data Analytics: What it is and why it matters, available online at: https://www.sas.com/en_us/insights/analytics/big-data-analytics.html#dmtechnical