{"id":244,"date":"2016-09-08T15:48:00","date_gmt":"2016-09-08T15:48:00","guid":{"rendered":"https:\/\/meydis.com\/?p=244"},"modified":"2024-07-02T14:06:12","modified_gmt":"2024-07-02T12:06:12","slug":"la-palabra-moda-big-data-una-moda-pasajera","status":"publish","type":"post","link":"https:\/\/www.meydis.com\/blog\/2016\/09\/08\/la-palabra-moda-big-data-una-moda-pasajera\/","title":{"rendered":"La palabra de moda: Big Data. \u00bfUna moda pasajera?"},"content":{"rendered":"

\"\"<\/p>\n

A estas alturas de la era digital, pr\u00e1cticamente todos hemos o\u00eddo hablar de Big Data<\/a>: un concepto a veces confuso y del que se han dado explicaciones en ocasiones tan complejas que resulta un ente desconocido y amenazador.<\/p>\n

Y nada m\u00e1s lejos de la realidad: Big Data obtiene conocimiento y perfila a los usuarios analizando el rastro digital que dejan cuando navegan por la red, interactuando con las diversas marcas. Procesando esos datos estructurados y metadatos, Big Data elaborar\u00e1 perfiles an\u00f3nimos de personas<\/strong> -una especie de avatares sin cara- y de sus costumbres, y formular\u00e1 predicciones sobre su comportamiento.<\/p>\n

Tras d\u00e9cadas trabajando datos con Business Intelligence\u00a0 y con objetivos de negocio, gracias a las nuevas tecnolog\u00edas, herramientas y metodolog\u00edas, la efectividad en el procesamiento de datos ha aumentado de forma muy significativa. Eso es lo que convierte al Big Data en la mega herramienta<\/em> que ya es. Y ser\u00e1.<\/p>\n

La enorme cantidad de informaci\u00f3n que producimos procede de la multitud de dispositivos que forman parte de nuestra vida cotidiana: nuestro GPS, la tarjeta de cr\u00e9dito, las llamadas que realizamos con el m\u00f3vil, o las conexiones que realizamos a las redes sociales emiten una ingente cantidad de datos que van conformando nuestros avatares digitales<\/strong>. Se trata de \u201cim\u00e1genes\u201d an\u00f3nimas de usuarios, que mediante sus tendencias de consumo van perfilando el tipo de perfil al que pertenecen.<\/p>\n

El volumen de informaci\u00f3n que se obtiene actualmente de nuestros movimientos ha aumentado, como tambi\u00e9n lo ha hecho la velocidad (que en muchos casos es online) y la variedad de los datos. Existen, adem\u00e1s, dos variables deseables, pero no imprescindibles para hablar de Big Data: Veracidad y Valor<\/p>\n

En su aplicaci\u00f3n pr\u00e1ctica, lo cierto es que Big Data nos servir\u00e1 para, prediciendo tendencias y comportamientos, establecer acciones de marketing exitosas.<\/strong><\/p>\n

De esta forma, la toma de decisiones se facilita mucho, ya que en lugar de hacerlo en funci\u00f3n de una intuici\u00f3n se realiza sobre datos reales, lo que permite el\u00a0aprovechamiento de las oportunidades de negocio\u00a0que pueden surgir en un momento concreto.<\/p>\n

Casos de \u00e9xito y aplicaciones de Big Data en la red hay muchos, y aplicables a entornos tan dispares como la formaci\u00f3n de equipos de b\u00e9isbol o la reducci\u00f3n del tr\u00e1fico en las ciudades:<\/p>\n

En 2002 los Oakland Athletics pasaron de ser un equipo de b\u00e9isbol perdedor a casi ganar la liga gracias al fichaje de un joven economista que recurri\u00f3 al an\u00e1lisis estad\u00edstico<\/strong> para elaborar el equipo ideal.<\/p>\n

Del mismo modo, investigadores de IBM crearon un sistema de ayuda para los agentes de tr\u00e1fico de Lyon, en Francia, que mediante predicciones elaboradas a partir del an\u00e1lisis de datos de tr\u00e1fico, crearon una herramienta que reduce los atascos en las carreteras de la ciudad.<\/p>\n

Y es que, aunque se demostr\u00f3 la falsedad<\/a> en torno a la historia<\/a> del padre que se enter\u00f3 del embarazo de su hija adolescente despu\u00e9s de recibir los cupones descuento que un supermercado envi\u00f3 a su casa, tras analizar una variaci\u00f3n en sus costumbres de compra, es un hecho que podr\u00eda pasar. La herramienta para hacerlo realidad existe.<\/p>\n","protected":false},"excerpt":{"rendered":"

A estas alturas de la era digital, pr\u00e1cticamente todos hemos o\u00eddo hablar de Big Data: un concepto a veces confuso y del que se han dado explicaciones en ocasiones tan complejas que resulta un ente desconocido y amenazador. Y nada m\u00e1s lejos de la realidad: Big Data obtiene conocimiento y perfila a los usuarios analizando […]<\/p>\n","protected":false},"author":1,"featured_media":21867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[152,36],"tags":[200,23,32,35],"class_list":["post-244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","category-smart-data","tag-analisis-estadistico","tag-big-data","tag-cliente","tag-diccionario"],"yoast_head":"\nLa palabra de moda: Big Data. \u00bfUna moda pasajera? - Blog de Meydis | Estrategias, Comunicaci\u00f3n y Log\u00edstica<\/title>\n<meta name=\"description\" content=\"Convertido ya en el vocablo de moda, parece que Big Data est\u00e1 en todas partes. Pero, \u00bfqu\u00e9 es, realmente? 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